Enjoy complimentary customisation on priority with our Enterprise License!
The deodorants market size is forecast to increase by USD 13,089.7 billion at a CAGR of 6.99% between 2023 and 2028. The deodorant market is witnessing significant growth due to several key trends and drivers. Improving living standards and changing lifestyles are leading to increased demand for hygiene products, including deodorants. Young people, particularly those in emerging countries, are showing a preference for natural and organic deodorants made with lighter scents and free from aluminum. Body mists and refillable antiperspirants are also gaining popularity as consumers seek more sustainable options. The middle-income group is a significant market for deodorants, with brands like Old Spice and Secret catering to this demographic with their Dry Spray collection. Innovative promotional activities and the availability of counterfeit products pose challenges to market growth. Overall, the deodorant market is expected to continue its growth trajectory, driven by these trends and consumer preferences.
The deodorant market is witnessing a significant shift towards natural and organic options. Young people, particularly in emerging countries, are increasingly seeking deodorants made with lighter scents and natural ingredients such as argan oil. This trend is driven by changing lifestyles and a growing awareness of personal hygiene. Body mists and roll-ons are popular choices, with novel fragrances like wild rose, vanilla, white peach, and waterlily gaining popularity. The middle-income group is a key consumer base for these products. Retailers and department stores are stocking up on these deodorants, with multinational players introducing new product innovations.
Moreover, refillable antiperspirants are also gaining traction as consumers look for more sustainable options. Schmidt's, a natural deodorant brand, is leading the charge with its eco-friendly offerings. The market is expected to continue growing, with mergers and acquisitions likely to shape the competitive landscape. Overall, the deodorant market in the US is poised for growth, driven by the demand for natural and organic options.
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.
The men segment is estimated to witness significant growth during the forecast period. In the market, women have emerged as significant consumers, with Unilever leading the way as a major multinational player. The market's expansion is fueled by the increasing preference for sustainable formulations and novel fragrances among women. Roll-ons and sprays remain popular choices, while athletes and fitness enthusiasts seek out deodorants that can keep up with their active lifestyles. Retailers, including department stores, are capitalizing on this trend by stocking a wide range of offerings from various brands. New product innovation continues to drive the market, with companies like Schmidt's introducing wild fragrances such as wild rose and vanilla. Mergers and acquisitions have also played a role in shaping the market landscape.
For instance, Unilever's acquisition of Dollar Shave Club in 2016 expanded its reach in the men's grooming market. The market is expected to witness continued growth, as consumers seek out high-quality, personalized deodorant options that cater to their unique preferences.
Get a glance at the market share of various segments Request Free Sample
The Men segment was valued at USD 21,364 billion in 2018 and showed a gradual increase during the forecast period.
North America is estimated to contribute 32% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
For more insights on the market share of various regions Request Free Sample
The deodorant market in North America, particularly in the US and Canada, is experiencing significant growth in 2023. This expansion is driven by various factors, including the increasing trend among women of all age groups, such as Millennials, Generation X, and Baby Boomers, to prioritize grooming and maintain a fashionable image. Furthermore, the growing workforce and rising disposable income contribute to the market's expansion. Additionally, consumers' preference for a healthy and hygienic lifestyle fuels the demand for sustainable deodorant formulations. Notable multinational players, including Unilever, dominate the market with a range of offerings, from roll-ons to sprays. New product innovation continues to be a key trend, with companies introducing novel fragrances and sustainable formulations.
For instance, Schmidt's, a leading natural deodorant brand, offers a wild rose and vanilla scent. Retailers and department stores also play a significant role in catering to consumers' preferences, making these products easily accessible. Blended Strategy Group, a marketing firm based in Los Angeles, recently introduced the Nez deodorant organic brand in partnership with Good&Ready in Canada and the US. This collaboration underscores the market's dynamic nature and the ongoing competition among brands to cater to evolving consumer preferences.
Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Improving living standards is the key driver of the market. The global deodorant market is experiencing growth due to the increasing preference for natural and organic options among young consumers. This demographic, consisting of individuals aged 18 to 32 years, is driving the demand for deodorants with lighter scents and body mists. The emergence of developing regions and changing lifestyles are contributing to the market's expansion.
Moreover, the rise in disposable income among the middle-income group is leading to an increase in consumer spending on personal hygiene products, including deodorants. Brands like Old Spice and Secret are catering to this trend with their dry spray collections and aluminum-free options. Additionally, there is a growing preference for refillable antiperspirants as consumers seek sustainable alternatives. These trends are expected to continue shaping the deodorant market in the coming years.
Innovative promotional activities is the upcoming trend in the market. The deodorant market is witnessing an increasing trend towards the use of natural and organic ingredients. Young people, particularly in emerging countries and developing regions, are driving this shift in consumer preferences due to changing lifestyles and a growing focus on hygiene. companies are responding to this trend by offering lighter scents, body mists, and aluminum-free options.
Moreover, product bundling is a common pricing strategy, with companies offering discounts when pairing a deodorant with perfume or men's and women's deodorants together.
The availability of counterfeit products is a key challenge affecting the market growth. The deodorant market is experiencing significant growth due to the increasing preference for natural and organic options among young people. This trend is particularly noticeable in emerging countries where changing lifestyles and developing regions are driving the demand for lighter scents and body mists.
Moreover, these counterfeits, which often contain low-quality ingredients, can negatively impact consumers' health. The ease of access to e-commerce platforms has facilitated the sale of counterfeit deodorants, especially in developing countries. Consumers often find it difficult to distinguish between genuine and counterfeit products due to their similar appearances. Moreover, the lower prices of counterfeit products make them an attractive option for some consumers. This proliferation of counterfeit products poses a threat to the sales and pricing strategies of genuine companies operating in the market. Manufacturers of counterfeit products save substantial costs on production and transportation, enabling them to offer lower prices.
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Chic Cosmetic Industries 1989 Ltd. - The company introduces deodorants under the brand name Lavilin in the market.
The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
In the evolving deodorant market, the shift towards natural and organic options is gaining momentum among young people in emerging countries and developing regions. Changing lifestyles and rising awareness of health and hygiene have fueled the demand for lighter scents, body mists, and novel fragrances. Middle-income groups are increasingly opting for sustainable formulations, such as aluminum-free deodorants, as they prioritize their health and the environment. Deodorants are no longer just underarm solutions; they have expanded to include options for the body and novel fragrances.
Moreover, retailers, including department stores and cosmetic chains, are stocking these products, catering to the growing demand. The deodorant market is not limited to urban areas. Athletes, miners, construction workers, and individuals engaging in physically demanding activities also rely on deodorants to maintain their freshness during workouts and long hours. The global economy, with its dual-income families and rising standard of living, is a significant contributor to the market's growth. Promotional campaigns through various media channels, including television, radio, print media, and social media, have played a crucial role in increasing the reach and popularity of deodorant brands. The male population, particularly those engaged in sports activities like basketball, cricket, jogging, yoga, and bicycle riding, has shown a strong preference for deodorants. Packaging materials, such as metal and plastic, are being reconsidered as consumers demand more sustainable options. Brands like Nivea and Beiersdorf have introduced eco-friendly packaging, including recycled aluminum cans, to reduce their carbon footprint. The deodorant market is poised for continued growth as it adapts to the changing needs and preferences of consumers.
Market Scope |
|
Report Coverage |
Details |
Page number |
168 |
Base year |
2023 |
Historic period |
2018-2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 6.99% |
Market growth 2024-2028 |
USD 13,089.7 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
6.21 |
Regional analysis |
North America, Europe, APAC, South America, and Middle East and Africa |
Performing market contribution |
North America at 32% |
Key countries |
US, Germany, India, China, and Brazil |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
Chic Cosmetic Industries 1989 Ltd., Colgate Palmolive Co., Firmenich SA, Giorgio Armani S.p.A., Henkel AG and Co. KGaA, Hermes International SA, ITC Ltd., LOreal SA, LVMH Group., MacAndrews and Forbes Inc., maxingvest AG, McNROE Consumer Products Pvt. Ltd., Pharmaceutical Specialties Inc., PVH Corp., Raymond Ltd., S.C. Johnson and Son Inc., The Estee Lauder Companies Inc., The Procter and Gamble Co., Unilever PLC, and Vanesa Care Pvt. Ltd. |
Market dynamics |
Parent market analysis, market growth inducers and obstacles, market forecast, fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, market condition analysis for the forecast period |
Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements. Get in touch
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by End-user
7 Market Segmentation by Product
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Opportunity/Restraints
11 Competitive Landscape
12 Competitive Analysis
13 Appendix
Get the report (PDF) sent to your email within minutes.
Get lifetime access to our
Technavio Insights
Quick Report Overview:
Cookie Policy
The Site uses cookies to record users' preferences in relation to the functionality of accessibility. We, our Affiliates, and our Vendors may store and access cookies on a device, and process personal data including unique identifiers sent by a device, to personalise content, tailor, and report on advertising and to analyse our traffic. By clicking “I’m fine with this”, you are allowing the use of these cookies. Please refer to the help guide of your browser for further information on cookies, including how to disable them. Review our Privacy & Cookie Notice.