Deodorants in Singapore is set to see solid but slowing retail value growth rates at constant 2024 prices during the forecast period. Although deodorant sticks is expected to see a strong decline, all other categories are anticipated to see growth, due to changing consumer demands.
As deodorants evolves, multifunctional formulations are emerging as a key opportunity, particularly as consumers shift away from traditional scent-based products towards functional, skin-friendly alternatives. Rather than solely masking body odour with fragrance, the next generation of deodorants is expected to focus on minimising smell, allowing natural perspiration (which is essential for healthy skin), and enhancing overall skin wellbeing.
Future innovations in deodorants could go beyond odour control to incorporate additional skin care benefits, reflecting the broader consumer interest in comfort and wellness, rather than just achieving clear or whitened underarms. There is increasing demand for products that hydrate, soothe sensitive skin, reduce itchiness, and promote skin healing, making deodorants more than just a hygiene product, but a holistic skin care solution.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Deodorants industry in Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsThis report originates from Passport, our Deodorants research and analysis database.
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