Deodorants is expected to see flat growth in the forecast period in value terms (at constant 2023 prices), with unit prices expected to decline in the coming years following the strong price hikes seen during and after the pandemic period. These price hikes were being driven by rising operating costs, and therefore as costs started to ease from the second half of 2023 players will likely come under pressure to increase their promotional activity to gain and retain share.
While sustainable deodorants is not a new concept, sales of clean and natural deodorants are expected to continue growing in the forecast period. Both consumers and retailers are looking to limit the use of potentially harmful ingredients, including aluminium salts and parabens, as well as cutting their carbon footprint, which should favour more natural options.
Similar to other beauty and personal care categories, deodorants is also likely to be influenced by the skinification trend. Products that offer multiple benefits and which target specific needs, such as moisturisation, suitability for sensitive skin, with ingredients including aloe vera, hyaluronic acid, and niacinamide, are expected to grow in popularity.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Italy 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 Italy, 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. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. 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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