PROSPECTS AND OPPORTUNITIES
Polarisation set to remain a feature of deodorants
Premiumisation will likely remain the key driver of value growth in deodorants over the forecast period, albeit remaining more limited than in categories like skin care or fragrances. Growth will come from two directions: the shift from shopping for deodorants in grocery retailers to pharmacies in roll-ons and sprays, and the strength of deodorant sticks tied to high-end fragrance lines.
Low cost retailers a threat to growth
Low-cost retail is expected to play an increasingly central role in shaping category dynamics. Stores like Normal and Rusta will continue to attract value-focused consumers, offering familiar brands at discount prices.
Skin-friendly formulas and fragrances likely to be a feature of innovation
Innovation in deodorants remains relatively modest but it is expected to remain most visible in the premium segment over the forecast period. Premium deodorant sprays with more elegant packaging, travel-friendly formats, and skin care-adjacent benefits are becoming more common.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in Sweden 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 Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Deodorants in Sweden report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Deodorants in Sweden?
- Which are the leading brands in Sweden?
- How are products distributed in Sweden?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Deodorants in Sweden - Category analysis
KEY DATA FINDINGS
Sales stagnate due to category maturity and a lack of interest in innovation
Premium brands among the top performers but mass brands still dominate
Distribution informed by product type
Polarisation set to remain a feature of deodorants
Low cost retailers a threat to growth
Skin-friendly formulas and fragrances likely to be a feature of innovation
Beauty and Personal Care in Sweden - Industry Overview
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
DISCLAIMER
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Deodorants research and analysis database.
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