Nivea or Nivea MEN was the most popular deodorant brand in Germany in 2020. Nivea is a German brand that traces its history back to the beginning of the twentieth century and now enjoys international fame. Axe and Rexona are also leading brands among German consumers, both having ties to the British-Dutch company Unilever.
Deodorants are one of the most in-demand body care products among German consumers, with sales revenues increasing in the last ten years and reaching 780 million euros in 2019. Capitalizing on the need, the product range has expanded over time to include deodorant sprays (which is the most popular type of deodorant in Germany), roll-ons, pump sprays, sticks and cream.
Here to stay
Most consumers will use a deodorant daily, and some do so several times a day. There are also those who respond they rarely or never use one during surveys conducted on the topic. All the same, closely following dental care, deodorants are consistently among the most regularly used body care products in Germany.
Leading deodorant brands in Germany from 2017 to 2020
German-speaking population; products used in the last four weeks
Method of interview
Computer-assisted personal interviews (CAPI)
* First asked in 2017.
** First asked in 2018.
Information on main unit:
Base: German-speaking population from 14 years of age.
Information on total sample:
2017: 23,106 respondents, projection to 70.09 million people
2018: 23,086 respondents, projection to 70.45 million people
2019: 23,120 respondents, projection to 70.60 million people
2020: 23,138 respondents, projection to 70.63 million people
The values presented here refer to the following studies: 2016: VuMA 2017; 2017: VuMA 2018; 2018: VuMA 2019; 2019: VuMA 2020. Further information on methodology is available here.
Multiple answers were possible. Due to this, the sum of the percentages can exceed 100 percent. The survey question was asked in the following wording: "Which of these deodorant brands have you personally used in the last four weeks?"
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VuMA. (November 18, 2020). Leading deodorant brands in Germany from 2017 to 2020 [Graph]. In Statista. Retrieved June 25, 2021, from https://www.statista.com/statistics/729083/deodorant-brands-most-popular-germany/
VuMA. "Leading deodorant brands in Germany from 2017 to 2020." Chart. November 18, 2020. Statista. Accessed June 25, 2021. https://www.statista.com/statistics/729083/deodorant-brands-most-popular-germany/
VuMA. (2020). Leading deodorant brands in Germany from 2017 to 2020. Statista. Statista Inc.. Accessed: June 25, 2021. https://www.statista.com/statistics/729083/deodorant-brands-most-popular-germany/
VuMA. "Leading Deodorant Brands in Germany from 2017 to 2020." Statista, Statista Inc., 18 Nov 2020, https://www.statista.com/statistics/729083/deodorant-brands-most-popular-germany/
VuMA, Leading deodorant brands in Germany from 2017 to 2020 Statista, https://www.statista.com/statistics/729083/deodorant-brands-most-popular-germany/ (last visited June 25, 2021)