In response to the COVID-19 pandemic, deodorants will see slowed current value growth in 2020 overall as lockdown leads consumers to abandon their daily care routines. Nonetheless, growth will still be seen as consumers prioritise necessities and switch from high-priced fragrances to lower concentration formats in their regular hygiene routine, as well as the products benefitting from being sold in essential goods stores which have remained open during COVID-19 restrictions.
In 2020, medicated deodorants remain low in current value sales as these products target very niche and serious issues. Likewise, consumers do not see problem solving medicated deodorants as very necessary.
Deodorants have been heavily dominated by global players in 2020 as these products typically demand more research and development and quality control, thus being more suited to global corporations with larger budgets and resources. As such, and contrary to the majority of other beauty and personal care categories, neither Turkish nor Russian brands were visible in the category in Uzbekistan at the end of the review period.
Over the forecast period, deodorants is likely to benefit from consumers trading down from high-priced colognes to body sprays and other less concentrated fragrance options. Overall, deodorants is expected to recover quickly from the negative effects of COVID-19, with volume and value sales both expected to record positive performances in 2021 and beyond as consumers return to their pre pandemic routines.
Deodorant sprays will remain the main product area in Uzbekistan over the forecast period as it has historically been the most popular format of deodorants. It will also record that fastest value growth during in the years to come as its comparatively low prices offer a more economical alternative to fragrances during the current uncertain economic climate and increased promotional activities are mirroring the launch of new scent variants.
Over the forecast period, one of the main drivers of growth will be due to continual consumer awareness surrounding personal hygiene. Of course, the COVID-19 pandemic will also largely drive this as overall hygiene has become more an important issue since the outbreak of the virus.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Uzbekistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Deodorants research and analysis database.
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