Deodorants and antiperspirants market in Sweden

Earlier Report Observations

The Swedish deodorants and antiperspirants market opened the period at 19 773 thousand US dollars in 2018, a year marked by Unilever's launch of a new sports-focused Rexona line. Market volume then contracted to 15 794 thousand dollars in 2019 and 14 215 thousand dollars in 2020. Despite the overall decline, the latter year saw the entry of new players like Kao and Lion Corporation, who targeted local preferences with clean beauty and unisex care segments, while manufacturers broadly shifted toward aluminum-free and sensitive-skin formulations.

A sustained recovery began in 2021, lifting the market to 15 532 thousand dollars, followed by a sharp expansion to 22 867 thousand dollars in 2022. This growth was driven by heightened consumer demand for natural actives and premium unisex products, accelerated by global supply-chain dynamics. Major brand innovation continued, with Unilever expanding its Dove and Rexona clinical lines with advanced sweat-control features. The market rose further to 26 441 thousand dollars in 2023, supported by increased hygiene awareness and the rising importance of sustainability credentials like refillable packaging. In 2024, the market volume stabilized at 25 932 thousand dollars, a year featuring new launches such as Unilever's Dove VitaminCare+ and Tom's of Maine's eco-friendly campaign, alongside a decisive shift toward digital channels and organic, hypoallergenic products.

Production deodorants and antiperspirants in Sweden

In value, 2017-2020, K $ US

Sweden's deodorants and antiperspirants production declined for the second consecutive year. In 2020, output was valued at 4 806 K $ US, representing a modest decrease of 6.8% compared to 2019. Over the 2017-2020 period, production fell by 5.6%, with a compound annual growth rate of 1.9%. The highest production value was recorded in 2018 at 6 682 K $ US, which marked a significant increase of 31.2%. However, the largest decline occurred in 2019, with a drop of 22.8%.

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

Exports deodorants and antiperspirants from Sweden

Exports in kind, K unit

Sweden exported 6 914 K units of deodorants and antiperspirants in 2020, showing a moderate year-over-year increase of 9.1%. Between 2017 and 2020, exports grew by 13.1%, equating to an annualized rate of 4.2%. The largest decline was recorded in 2019, with a slight decrease of 0.2%.

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

From 2017 to 2020, Norway, Denmark, and Finland remained the key destinations for Sweden's deodorants and antiperspirants exports in kind. Norway accounted for 38.7% of exports, Denmark for 30.3%, and Finland for 19.3%. Together, these three countries represented 88.4% of total export flows.

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

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

Exports in value, K $ US

In 2020, Sweden's deodorants and antiperspirants exports reached 17 758 K $ US, reflecting an improvement of 9.2% compared to the previous year. Over the 2017-2020 period, exports increased by 16.2%, with a compound annual growth rate of 5.1%. The largest decline was recorded in 2019, with a decrease of 2.1%.

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

Between 2017 and 2020, Norway, Denmark, and Finland were the main destinations for Sweden's deodorants and antiperspirants exports in value terms. Norway led with 46.1% of exports, followed by Denmark at 19.4%, and Finland at 14.2%. Collectively, these three countries accounted for 79.7% of total export flows.

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

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

Imports deodorants and antiperspirants to Sweden

Imports in kind, K unit

Sweden's imports of deodorants and antiperspirants increased for the second consecutive year. In 2020, imports reached 16 918 K units, reflecting a limited rise of 6.3% compared to 2019. The lowest import volume was recorded in 2018 at 15 485 K units, which represented the largest decline of 8.1%.

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

From 2017 to 2020, Germany, Denmark, and the United Kingdom were the primary sources for Sweden's deodorants and antiperspirants imports in kind. Germany accounted for 34.9% of imports, Denmark for 23.9%, and the United Kingdom for 23.9%. Together, these three countries made up 82.7% of total import flows.

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

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

Imports in value, K $ US

Sweden imported a total of 27 167 K $ US of deodorants and antiperspirants in 2020, marking a slight rise of 1.0% relative to the prior year. Between 2017 and 2020, imports decreased by 5.9%, equating to an annualized rate of 2.0%. The highest import value was recorded in 2018 at 29 703 K $ US, with an increase of 2.9%. The lowest value was in 2019 at 26 902 K $ US, which saw the largest decline of 9.4%.

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

Over the 2017-2020 period, Germany, Denmark, and the United Kingdom contributed the most to Sweden's deodorants and antiperspirants imports in value terms. Germany accounted for 36.5% of imports, Denmark for 17.8%, and the United Kingdom for 16.0%. Jointly, these three countries represented 70.2% of total import flows.

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

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