Deodorants and antiperspirants market in Finland

Earlier Report Observations

The market for deodorants and antiperspirants in Finland was valued at 13 349 thousand USD in 2018. It then contracted over the next two years, falling to 11 969 thousand USD by 2020. During this early period, Unilever's Rexona brand launched a new deodorant line targeting sports enthusiasts, reflecting a focus on active lifestyle segments. Furthermore, niche entrants like Kao and Lion Corporation entered the Finnish market, capitalizing on trends in clean beauty and unisex care offerings.

From 2021, the market rebounded strongly, reaching 15 066 thousand USD and continuing to grow to 21 043 thousand USD by 2024. This expansion was supported by continuous product innovation from major players. In 2022, Unilever launched the certified natural aerosol brand Schmidt’s, while Procter & Gamble introduced its aluminum-free Weightless Dry Spray collection, broadening choice in the natural segment. Significant growth in 2023 to 20 755 thousand USD coincided with Dove's launch of its VitaminCare+ deodorant with skin-benefiting Vitamin B3 and Tom's of Maine emphasizing its environmental credentials. By 2024, Unilever further expanded its Dove and Rexona clinical lines with aluminum-free, long-lasting formulas, aligning with clear consumer preferences for safer ingredients, refillable packaging, and a growing share of sales through digital channels.

Production deodorants and antiperspirants in Finland

In value, 2017-2020, K $ US

Finland's deodorant and antiperspirant production has been declining for three years in a row. In 2020, output was valued at 383.6 thousand US dollars, which represents a 2.9% decrease compared to 2019. Looking at the period from 2017 to 2020, production fell by 32%, averaging an annual decline of 12.0%.

Annual dynamics of production in Finland in value, 2017-2020, K $ US

Exports deodorants and antiperspirants from Finland

Exports in kind, K unit

The market showed significant fluctuations during this period. In 2019, exports hit their lowest point at 29 thousand units, with a sharp decline of 90.0%. Then in 2020, foreign supplies from Finland surged to 399 thousand units, marking a dramatic increase of 1,281.3% compared to the previous year. The gap between these peak and trough years was 13.8 times.

Annual dynamics of product's exports from Finland in kind, 2017-2020, K unit

From 2017 to 2020, the Netherlands, Sweden, and Denmark were the primary buyers of deodorants and antiperspirants from Finland in terms of volume. The Netherlands accounted for 28.2% of exports, Sweden for 21.4%, and Denmark for 19.2%. Together, these three countries made up 68.9% of Finland's total exports in kind.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Finland in kind, 2017-2020

Exports in value, K $ US

After two years of growth, Finland's deodorant and antiperspirant exports declined in value. In 2019, exports reached their highest point at 843 thousand US dollars, with a notable increase of 23.7%. However, in 2020, exports dropped to 829 thousand US dollars, a decrease of 1.7% compared to the previous year. Over the entire period from 2017 to 2020, exports rose by 25.5%, averaging an annual growth rate of 7.9%.

Annual dynamics of product's exports from Finland in value, 2017-2020, K $ US

Between 2017 and 2020, Sweden, the Netherlands, and Russia were the main destinations for Finland's deodorant and antiperspirant exports in value terms. Sweden accounted for 22.0% of exports, the Netherlands for 20.4%, and Russia for 19.5%. Collectively, these three countries absorbed 61.8% of Finland's total export value.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Finland in value, 2017-2020

Imports deodorants and antiperspirants to Finland

Imports in kind, K unit

Import volumes were highly volatile during these years. In 2019, imports fell to their minimum of 178 thousand units, with a steep decline of 97.2%. Then in 2020, imports jumped to 6,290 thousand units, showing a massive increase of 3,434.7% over the previous year. This represents a 35-fold difference between the lowest and highest points.

Annual dynamics of product's imports to Finland in kind, 2017-2020, K unit

Throughout 2017 to 2020, the United Kingdom, Germany, and France were the key partners for Finland's deodorant and antiperspirant imports in terms of volume. The United Kingdom contributed 38.0% of imports, Germany 21.3%, and France 8.0%. Together, these three countries represented 67.3% of total import flows.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Finland in kind, 2017-2020

Imports in value, K $ US

Finland's deodorant and antiperspirant imports have declined for two consecutive years in value terms. In 2018, imports peaked at 13,599 thousand US dollars, with a significant increase of 20.2%. The following year, in 2019, imports dropped by 5.2%. In 2020, imports totaled 13,599 thousand US dollars, showing a moderate decline of 3.7% compared to the previous year. Over the period from 2017 to 2020, imports grew by 9.7%, averaging an annual rate of 3.1%.

Annual dynamics of product's imports to Finland in value, 2017-2020, K $ US

From 2017 to 2020, the United Kingdom, Germany, and France consistently led Finland's deodorant and antiperspirant imports in value terms. The United Kingdom accounted for 21.3% of imports, Germany for 17.3%, and France for 12.9%. Combined, these three countries made up 51.5% of total import flows.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Finland in value, 2017-2020