Deodorants are projected to see a stronger performance in the upcoming years, supported by increased demand for sensitive-skin and natural formulations, as well as the growing popularity of deodorant sticks and skin-caring variants. The category’s recovery is supported by more informed consumers and a broader shift toward wellness-infused daily care.
One rising trend is the emergence of niche and independent brands tapping into the needs of ingredient-conscious and environmentally aware consumers. While still small in Estonia, these brands, often sold online or in pharmacies, cater to a growing group of shoppers seeking “clean” alternatives to mainstream deodorants.
Future innovation is likely to focus on skin care inspired deodorants, with ingredients like probiotics, niacinamide, or oat extracts becoming more common. Solid and cream formats will expand, especially refillable options or minimalist packaging.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Estonia 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 Estonia, 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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