Deodorant Sales Increase as Employees Return to Office Post-Lockdown

Unilever and Procter & Gamble report significant growth in deodorant sales coinciding with workers' transition back to office, reflecting changes in personal care habits post-pandemic.

Large personal care goods companies, Unilever and Procter & Gamble, report an increase in deodorant sales tied to employees returning to offices following pandemic lockdowns. Unilever observed a 15% increase in deodorant sales while P&G noted a 9% rise in grooming product sales and a 5% increase in beauty products in the first quarter of fiscal year 2024.
During the pandemic's peak in May 2020, 70% of employees capable of remote work were operating from home. Since restrictions were lifted, about 52% of these workers adopted a hybrid model with occasional office presence, while 29% remained entirely remote.
Major firms, including tech companies and Wall Street giants like Goldman Sachs and JPMorgan Chase, have directed their employees to return to the office for at least part of the week, contributing to the surge in deodorant sales.
Previously considered as lesser-prioritized grooming items during the lockdown, deodorants are now one of the fastest-growing self-care products in the post-pandemic era. Trends suggest that the end of exclusive remote work has led to a renewed interest in personal hygiene.
The return to office work and post-pandemic social activities has led to robust deodorant sales growth worldwide, especially in regions like Latin America and Europe. Deodorant sales have been a major contributor to the overall growth of Unilever's personal care category.