The Middle East & Africa deodorants market is projected to grow at a CAGR of 3.1% over the forecast period, 2020 - 2025.
- The market is majorly driven by the increasing awareness about health and hygiene among the people in the country, along with innovation in new formats and fragrances in the market. In addition, rising demand for gender-specific products is expected to enhance market prospects. Furthermore, marketing and promotion activities through media have further accelerated the brand growth by increasing consumer awareness regarding the content of the product, especially the natural and organic deodorants as consumers are now seeking deodorants containing natural ingredients due to rising adverse health effect of artificial ingredients in deodorants.
- However, the growing awareness towards the use of chemical substances in such deodorants, which is considered as a harmful substance for the skin, is expected to hinder the growth of the deodorants market.
Key Market Trends
Rising Demand for Deodorant Sticks in the Region
Deodorant sticks were considered to be one of the largest growing deodorant generating sales. The large demand for deodorant sticks in the country is due to its solid form that does not leave a wet sensation. Stick forms provide better usage control, thereby resulting in less product wastage. Moreover, sticks/creams are more suitable for consumers having sensitive skin as they provide a creamy texture that does not result in dryness. Manufacturers have been focusing on introducing organic deodorants in the form of sticks/creams to tap the consumer’s preference for chemical-free hygiene products.
South Africa to Drive the Regional Market
South Africa occupies a significant share in the market for deodorants in the Middle East & Africa having a record for the fastest growth rate during 2012-2017. Growing westernization among the young population is the primary factor accelerating market growth. Deodorant which is a lower-priced product an alternative to fragrances has received strong popularity among South Africans especially among the low-income group. Rise in professional young men who want to look good to overcome the effect of the hot climate in Africa has driven the market. Rising consumers demand natural and organic deodorants in South Africa has significantly affected the market growth.
The Middle East & Africa deodorants market is competitive and fragmented in nature owing to the presence of many regional and domestic players. Emphasis is given on the merger, expansion, acquisition, and partnership of the companies along with new product development as strategic approaches adopted by the leading companies to boost their brand presence among consumers.
For instance, in Aug 2018, Epic launched a new range of body deodorants in the United Arab Emirates for both men and women, which is available in all major stores in the country as well as globally. Key players dominating the market include Unilever, Beiersdorf, The Body Shop South International Plc, Bath & Body Works Direct, Inc., SA Designer Parfums Ltd, and Church & Dwight Co., Inc., among others.
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