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 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.
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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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.
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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