Deodorants

In 2023, the demand for deodorants in the Netherlands was quite stable, with only a slight decrease in retail volume sales. This followed two consecutive years of slight growth as the category recovered from the downturn caused by the Coronavirus…

In 2023, deodorants in Portugal registered positive retail value and volume growth, with high penetration levels nationwide. However, with consumers already using deodorants as part of their everyday hygiene routine, this limited growth opportunities…

Deodorants in Norway continued to grapple with a high degree of market maturity in 2023. Despite a return to social activities and exercise routines, deodorant sales have not seen a corresponding rise. This can be attributed to several factors.…

Deodorants continued to perform well in Spain in 2023, in both value and volume terms. While value is supported by high unit prices due to inflationary pressures, volume is also robust thanks to baseline demand. That said, we should note that…

Following a strong performance in 2022, deodorants in Ireland continued to record positive retail value and volume sales in 2023. While price increases supported strength in retail value, volume sales remained positive in deodorant creams, pumps,…

While deodorant sales volume remained stable in Finland in 2023, the product area saw a healthy rise in value terms. This can be attributed, in part, to inflationary pressures pushing up unit prices. However, a more significant factor is the evolving…

Despite price increases and the squeeze on consumer budgets, demand for deodorants in Belgium remained steady with only a marginal decline in volume sales in 2023. Moreover, deodorants witnessed a relatively better performance in volume terms than…

Deodorants saw growth in 2022, with good sales growth in both retail current value terms (all formats) and retail volume terms (deodorant sprays and roll-ons only). Indeed, the summer of 2022 was hot in Germany, which led to higher overall volume…

Retail volume and current value sales of deodorants suffered during the Coronavirus (COVID-19) pandemic due to the shift to home office and generally spending more time at home in accordance with lockdowns. As COVID-19 regulations were relaxed as the…

Deodorants recorded notable value growth in 2022 as a result of consumers spending more time away from home in contact with other people and being active (partaking in physical activities), which prompted them to use more deodorants and/or…

Retail volume sales of deodorants rebounded in 2022, after two years of decline, although the market size remained smaller than the 2019 pre-Coronavirus (COVID-19) level. Nonetheless, the demand for deodorants increased in line with the gradual…

Deodorants was marginally impacted by the pandemic due to the essential nature of such products. While consumers engaged in fewer social events, consumers still used deodorants on a daily basis, with demand being further boosted by the strong…

In 2022, deodorants were buoyant in Italy, showing high single-digit growth in current value terms. Consumer demand was boosted by the high temperatures recorded in the country and the end of the state of emergency linked to COVID-19, which led…

Deodorants saw a positive year in 2022, with good sales in both value and volume terms. Indeed, the summer of 2022 was hot in France, which led to heightened demand in addition to value being pushed up by inflationary pressures. This positive growth…

After witnessing a significant drop in volume sales in 2020, when lockdowns and the lack of socialising slashed consumption, deodorants were quick to recover in 2021 and 2022, making up their losses as consumers returned to normal living and…

After two years of pandemic-driven decline, in 2022 all deodorants categories except deodorant wipes returned to growth in both volume and current value terms, as consumers went back to their normal social lives, and also travelled more. Deodorant…

Deodorants continued to see solid current value growth in 2022 as life in Denmark returned to greater normality following the COVID-19 pandemic. As consumers again spent more time socialising, going to work and visiting the gym, deodorant usage…