Deodorants is expected to maintain current value growth in South Korea in the forecast period. Deodorant roll-ons, sticks, and wipes are expected to experience only low and stable growth over the forecast period, while deodorant sprays is projected to maintain significant but slowing rates of increase.
Despite its already high base, the penetration of retail e-commerce is expected to continue to increase throughout the forecast period. Olive Young is strengthening its own online platform and providing same-day delivery services.
For deodorant sprays, there is significant potential to attract customers from fragrances. According to Euromonitor’s Voice of the Consumer: Beauty Survey, fielded June to July 2023, 24% of local respondents indicated that they purchase fragrances because they are cheaper than their current products, while 20% stated they are trying to find a product that works better than their current or previous one.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in South Korea 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 South Korea, 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. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. 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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