Deodorants enjoyed a strong position in Austria in 2024, with high hygiene standards among the local population supporting consistent demand. Deodorant use remained an integral part of daily grooming routines for many consumers, contributing to positive value sales growth during the year. A key driver of growth was the increased interest in long-lasting deodorant protection using clean and safe ingredients. As ingredient awareness continued to rise in Austria, many consumers actively avoided pot

Sales of deodorants saw steady growth in current value terms in 2024 reflecting the category’s position in the market as a staple personal care product. Maintaining good hygiene while out in public is important for consumers and therefore the category’s sales remained resilient despite the challenging economic climate. The main shift in behaviour was that some consumers looked for better value through price discounts or by switching to cheaper alternatives, rather than staying loyal to any parti

Deodorants remained a slow-moving, mature category in Sweden in 2024 reporting only moderate growth in current value terms. Meanwhile, volume sales declined, with value growth largely driven by inflation and modest premiumisation. Deodorant roll-ons continued to dominate sales, but many shoppers traded down, switching to low-cost stores like Normal and Rusta to save money on basic necessities. However, at the same time, some consumers also traded up from private label lines from grocery retailer

Deodorants continued to register growth in the UK in 2024. However, the pace of growth slowed compared to the surge seen in 2022 and 2023 due to consumers returning to routine lifestyles after the pandemic, coupled with significant unit price increases during that period. Nevertheless, demand for deodorants remained resilient with a continued uptick in volumes in 2024. Consumer purchasing behaviour has significantly evolved, with more individuals now opting for a variety of deodorant formats, in

Deodorants saw current value growth in the United Arab Emirates in 2024, driven by greater personal hygiene awareness, health consciousness, and social media influence, as well as government awareness campaigns. The warm climate further accentuates the necessity for deodorants to combat body odour and perspiration. As a result, local consumers prioritised personal hygiene, fuelling a thriving market for deodorant players, which offer a plethora of options to cater for diverse needs. Deodorants h

In 2024, value sales of deodorants increased in Portugal, with both the men’s and women’s segments showing steady growth. Brands that placed greater emphasis on fragranced formulations outperformed, reflecting consumer preference for products that combine efficacy with a fragrant scent.

Deodorants in Latvia registered modest current value growth in 2024, though volume growth was minimal, as continuing population decline dampened volume sales. While deodorants is largely a routine buy, there was noticeable activity around promotions and multi-pack deals in supermarkets. An example was Maxima which ran a recurring “2 for €5” offer on spray deodorants across major brands such as Dove and Nivea. This promotion was often positioned at aisle corner displays to drive impulse purchases

Deodorants in Estonia witnessed steady value growth over 2024. Gradual shifts in consumer preferences toward gentler, skin-friendly options are evident. Whilst most shoppers stuck with their usual deodorant format, mainly roll-ons or sprays, greater interest in long-lasting protection and aluminium-free variants helped lift average spend. As everyday routines and commuting returned to pre-pandemic patterns, deodorant became a regular basket item again.

Deodorants in Lithuania registered slow growth in retail volume sales and a moderate increase in retail current value sales in 2024. The category is mature, with some signs of saturation. Even the potential of problem solvers like pharma or dermocosmetics brands is more or less exhausted, but helps to keep sales moving forwards in value terms at the end of the review period. Constant prices promotions are used to spur retail volume sales, but such competitive tools slow any momentum in retail va

Deodorants remained a mature and relatively flat category in Norway in 2024. Despite the return of social activities and sustained interest in fitness, volume sales continued to decline. This ongoing softness is primarily driven by ingrained consumer habits many Norwegians do not use deodorant daily and typically apply it only when deemed necessary for work or social interactions. These patterns limit the scope for routine-driven growth and reduce the potential for category dynamism. Additionall

Deodorants in Indonesia continued to see only moderate single-digit retail current value growth in 2024, as the growth of the category slowed down at the end of the review period after its rapid growth in the previous 10 years. This product generally has high penetration amongst urban consumers, while it is not considered a “must-have” for many consumers outside of urban areas. This was why it also faced challenges from the economic uncertainties in 2024, as consumers tended to prioritise essent

Deodorants saw current value growth in Ukraine in 2024. The category is comprised of products that many Ukrainian consumers see as staples together with some other largely hygiene related beauty and personal care products such as soap. As a result, demand remains relatively resilient in the face of economic challenges, though consumers may look for lower priced options as their purchasing power diminishes. Growth has also been boosted by the growing interest women are showing in participating in

Value sales of deodorants in Pakistan continued their strong upward trajectory in 2024 due to inflationary pricing alongside consistent demand for personal hygiene products. Consumers chose longer-lasting body sprays or natural formulations as part of a broader shift toward perceived value for money.

Having declined marginally in 2023, retail current value sales of deodorants rebounded in 2024. A key driver of this was a decrease in purchases by Uruguayan consumers in neighbouring Argentina, along with a reduction in smuggling from Argentina to Uruguay. This decline in contraband purchases can be attributed to an exchange rate adjustment made by the Argentine government, which significantly reduced the incentive for Uruguayan consumers to buy products from abroad or those illegally imported

In 2024, deodorants in Egypt experienced significant value growth, largely driven by price hikes exceeding 30% following the devaluation of the local currency in March, along with subsequent increases in fuel prices. These economic challenges directly impacted production and distribution costs, which were ultimately passed on to local consumers.

In 2024, retail value sales of deodorants in Greece recorded a robust double-digit increase. Both of the leading formats, deodorant roll-ons and deodorant sprays, posted positive volume growth. Deodorant sprays remained the largest category, with sales rising steadily. Several factors contributed to this growth, including rising temperatures linked to the ongoing climate crisis, increased time spent outdoors, and growing consumer awareness around personal hygiene. The fast pace of daily life has

Deodorants recorded an uplift in value sales in Georgia in 2024. This growth was positively influenced by the expansion of modern retailing across the country, with these retailers enhancing their product assortments, offering a wider variety of deodorants, particularly in regional areas. Furthermore, the ongoing and growing emphasis on personal hygiene and grooming prompting more consumers to incorporate deodorants into their daily routines. Urban lifestyles, which often demand higher standards

Value sales of deodorants increased in Canada in 2024, driven by a growing consumer shift towards natural, aluminium-free formulations. Heightened awareness and concern surrounding the potential health risks associated with aluminium compounds have prompted increased demand for products containing natural alternatives such as baking soda (sodium bicarbonate). In response, brands are expanding their portfolios with deodorants free from parabens, phthalates, formaldehyde, and other synthetic ingre

Deodorants saw strong growth in value and volume terms in 2024, with deodorant sprays and sticks proving particularly successful. Deodorant sprays, in particular, are appreciated for their effectiveness and convenience, while sticks have gained popularity due to their ability to offer long-lasting protection without being sticky. On the other hand, deodorant creams have shown more moderate growth. This is due to the fact that consumers tend to prefer formats that are easier to apply and which ar

In 2024, deodorants in Malaysia posted its strongest retail volume and current value growth rates of the review period. The growth in retail current value sales remained faster than the increases in retail volume sales at the end of the review period. This was partly due to inflationary pressure on prices, although the rise in the offer of and demand for deodorants with natural/organic ingredients also boosted retail value sales. Increasingly, consumers prefer more natural ingredients as they ar

Deodorants registered healthy current value growth in Serbia in 2024. Easing inflation supported value sales, though volume growth was muted, as the population continued to decline. There is increasing segmentation within deodorants, such as for sensitive skin, intense activity, or specific fragrance preferences. Consumers also increasingly scrutinise the type of ingredients and increasingly look for easy to understand ingredients lists. There is a wide range of formats, including sticks, roll-o

Deodorants in Romania continued to record strong double-digit value growth in 2024, although the pace of value growth has slowed in line with lower unit price increases. The most popular deodorant formats (roll-ons, sticks and sprays), all recorded solid value growth in 2024. Stronger retail volume growth was supported by price increases and seasonal shifts in the weather, with longer and hotter summers brought on by climate change. Deodorant creams witnessed a decline in both retail value and v

Sales of deodorants saw a strong performance in current value terms in Kazakhstan in 2024. Growth was driven by an expanding consumer base, including young people, older adults and the immigrant population. The importance of personal hygiene is also becoming more prominent across all demographics, contributing to broader and more regular usage of deodorants.

Deodorants in Switzerland posted healthy retail volume and current value growth in 2024. Growth rates were faster than in 2023, strongly supported by a hot and long summer in 2024. The desire to present a good image amid growing interest in personal grooming and participation in sports activities and exercise were other factors behind the positive performance of deodorants in Switzerland at the end of the review period. In general, Swiss consumers looked for more natural ingredients when purchas