Deodorants will continue to record steady growth in retail value terms as product innovations encourage consumers to trade up. Retail volume growth will remain relatively flat, with slight decline in categories like deodorant creams and pumps.
Seasonal shifts and more extreme weather during the hot months will continue to boost demand for deodorants offering prolonged protection, such as Nivea’s Derma Dry Control deodorant stick which offers up to 96 hours of protection. Added skin benefits are also likely to become increasingly relevant to Bulgarian consumers as skin health concerns gain importance.
The primary focus of innovation in the deodorants category will be sustainability and the use of cleaner ingredients. Consumers are increasingly educating themselves on the impact of plastic packaging on the environment and different chemicals used in personal care products.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Bulgaria 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 Bulgaria, 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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