South African deodorant sales have risen 8 percent in the last year, according to data released by Euromonitor.

The research organization revealed in its report, Fragrances in South Africa, that fragrance is a top priority for local consumers, even as the cost of living rises, with prestige women’s fragrances predicted to enjoy the strongest growth (a CAGR of 9 percent up until 2021) within the beauty and personal care market, as more women enter the workforce.

“Fragrances are expected to continue benefiting from the grooming trend in South Africa in the forecast period, with this driving strong gift purchases for both men and women,” said Euromonitor’s report.