The global deodorants market size reached US$ 28.6 Billion in 2023. Looking forward, the publisher expects the market to reach US$ 41.2 Billion by 2032, exhibiting a growth rate (CAGR) of 4.14% during 2023-2032. The increasing personal grooming awareness among individuals, the rising popularity of natural and organic deodorant products owing to health and environmental concerns, and the introduction of gender-neutral scents in sustainable packaging options, are some of the key factors propelling the market growth.
For instance, by 2028, the global male grooming market is estimated to be worth about US$ 115 Billion, up from nearly US$ 80 Billion as of 2022. Furthermore, various key market players are introducing deodorants that are clinically proven to stay for more than 24 hours on the body to cater to the increasing demand for long-lasting odor protection products. For instance, in March 2022, P&G's Secret brand launched a new weightless dry spray collection in the US that includes antiperspirant and aluminum-free options. The antiperspirant provides lasting sweat and odor protection for up to 48 hours, and the aluminum-free deodorant provides long-lasting odor protection for up to 24 hours.
In addition to this, market players are also offering products that are easy to carry and can be used anytime, such as roll-ons and wipes, which is positively impacting the deodorants market outlook. Besides this, various leading companies are also investing in promotional activities through social media and celebrity endorsements, which is offering lucrative growth opportunities to the market.
For instance, according to the data published by Sprout Social in 2019, US marketers were estimated to be using 86.6% Facebook, 75.3% Twitter, 66.5% Instagram, and 51.9% YouTube for their social media campaigns. Such massive use of social media to promote fragrance products, like deodorants, is projected to contribute to the deodorants market revenue in the coming years.
Similarly, in September 2023, Ombré Men, a men's personal care and grooming brand, launched an all-natural deodorant backed by science and plants. Made with 100% plant-derived ingredients, the deodorant is free from harmful elements like aluminum, parabens, and phthalates. Additionally, the easy availability of these deodorants across online retail channels is anticipated to further propel the deodorants market value in the years to come.
Besides this, Europe is also witnessing immense growth in the deodorants market. Rising consumer spending on premium and luxurious deodorants and escalating demand for natural products are prominent factors augmenting the market for deodorants in Europe. Additionally, market participants are also establishing new collaborations with retailers as part of their efforts to broaden their market reach. For instance, in November 2021, Wild, a United Kingdom-based eco-friendly deodorant brand, announced new partnerships with some of the United Kingdom's leading supermarkets, retailers, and department stores to expand their market reach in the region.
Deodorants Market Analysis:
- Major Market Drivers: The increasing consciousness regarding personal grooming, inflating spending capacities of consumers, and rising female workforce participation are some of the key factors propelling the deodorant market share. Furthermore, the easy availability of deodorants across online retail channels is also contributing to the market growth.
- Major key Trends: The growing preference for deodorants made with natural and organic ingredients is one of the significant trends bolstering the market growth. In addition to this, various key market players are launching deodorants in sustainable packaging made from 100% recycled plastic, which is creating a positive outlook for the overall market.
- Competitive Landscape: Some of the leading players in the global deodorant market include Adidas AG, Avon Products Inc. (Natura & Co.), Beiersdorf AG (maxingvest ag), Cavinkare Private Limited, Church & Dwight Co. Inc., Colgate-Palmolive Company, Estée Lauder Companies, Godrej Consumer Products Limited, Henkel AG & Co. KGaA, Lion Corporation, L'Oréal, The Procter & Gamble Company and Unilever Plc., among many others.
- Challenges and Opportunities: Challenges in the deodorants market include growing consumer demand for natural and eco-friendly products, which can require reformulation and packaging changes. Additionally, intense competition and price sensitivity among consumers pose challenges for brand differentiation and profitability. Opportunities lie in developing innovative formulations, such as long-lasting or skin-friendly options, and expanding into emerging markets with increasing disposable incomes and grooming awareness.
Global Deodorants Market Trends:
Increasing Consciousness Regarding Personal Grooming
The growing consciousness among individuals regarding personal grooming and maintaining good hygiene is primarily driving the deodorants market growth. For instance, in the first quarter of 2023, spending on personal care in the UK added up to around £ 7.9 Billion. Furthermore, the increasing number of working professionals across the globe, inflating spending capacities of individuals, and elevating standards of living are further bolstering the market for personal grooming products like deodorants. Besides this, a significant shift in societal norms towards greater acceptance of grooming and self-care practices among men is also creating a positive outlook for the overall market.For instance, by 2028, the global male grooming market is estimated to be worth about US$ 115 Billion, up from nearly US$ 80 Billion as of 2022. Furthermore, various key market players are introducing deodorants that are clinically proven to stay for more than 24 hours on the body to cater to the increasing demand for long-lasting odor protection products. For instance, in March 2022, P&G's Secret brand launched a new weightless dry spray collection in the US that includes antiperspirant and aluminum-free options. The antiperspirant provides lasting sweat and odor protection for up to 48 hours, and the aluminum-free deodorant provides long-lasting odor protection for up to 24 hours.
Innovative Product Offerings
Various key market players are extensively investing in research and development activities to come up with better and more innovative deodorants that can meet the requirements of most individuals. Moreover, consumers wear deodorants regularly to maintain their hygiene, which leads to increased usage. Considering this, companies are launching cheap and effective products for the middle-income group. For instance, in February 2021, Old Spice launched innovative refillable antiperspirants and cases at select retailers. With a suggested retail price of US$ 10.00 for each refill starter kit and US$ 8.00 for each refill, this is one of the most affordable refill options in the market.In addition to this, market players are also offering products that are easy to carry and can be used anytime, such as roll-ons and wipes, which is positively impacting the deodorants market outlook. Besides this, various leading companies are also investing in promotional activities through social media and celebrity endorsements, which is offering lucrative growth opportunities to the market.
For instance, according to the data published by Sprout Social in 2019, US marketers were estimated to be using 86.6% Facebook, 75.3% Twitter, 66.5% Instagram, and 51.9% YouTube for their social media campaigns. Such massive use of social media to promote fragrance products, like deodorants, is projected to contribute to the deodorants market revenue in the coming years.
Rising Demand for Sustainable and Natural Deodorants
The escalating demand for more natural, organic, and sustainable formulations is offering lucrative growth opportunities to the global deodorants market. In response to this, various leading companies in the market are launching deodorants that are made with natural and organic ingredients. For instance, in September 2022, Unilever launched its new certified natural aerosol deodorant brand, Schmidt's, in Australia and New Zealand. It is Australia's first-ever certified natural aerosol deodorant that is ozone-friendly as well.Similarly, in September 2023, Ombré Men, a men's personal care and grooming brand, launched an all-natural deodorant backed by science and plants. Made with 100% plant-derived ingredients, the deodorant is free from harmful elements like aluminum, parabens, and phthalates. Additionally, the easy availability of these deodorants across online retail channels is anticipated to further propel the deodorants market value in the years to come.
Deodorants Market Segmentation:
The publisher provides an analysis of the key trends in each segment of the global deodorants market report, along with forecasts at the global, regional and country levels from 2024-2032. Our report has categorized the market based on product type, distribution channel and packaging type.Breakup by Product Type:
- Sprays
- Roll-On
- Creams
- Gels
- Wipes
- Sticks
- Others
Breakup by Distribution Channel:
- Supermarkets and Hypermarkets
- Convenience Stores
- Pharmacies
- Online Stores
- Others
Breakup by Packaging Type:
- Metal
- Plastic
- Others
Breakup by Region:
- North America
- United States
- Canada
- Asia-Pacific
- China
- Japan
- India
- South Korea
- Australia
- Indonesia
- Others
- Europe
- Germany
- France
- United Kingdom
- Italy
- Spain
- Russia
- Others
- Latin America
- Brazil
- Mexico
- Others
- Middle East and Africa
Besides this, Europe is also witnessing immense growth in the deodorants market. Rising consumer spending on premium and luxurious deodorants and escalating demand for natural products are prominent factors augmenting the market for deodorants in Europe. Additionally, market participants are also establishing new collaborations with retailers as part of their efforts to broaden their market reach. For instance, in November 2021, Wild, a United Kingdom-based eco-friendly deodorant brand, announced new partnerships with some of the United Kingdom's leading supermarkets, retailers, and department stores to expand their market reach in the region.
Competitive Landscape:
The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:- Adidas AG
- Avon Products Inc. (Natura & Co.)
- Beiersdorf AG (maxingvest ag)
- Cavinkare Private Limited
- Church & Dwight Co. Inc.
- Colgate-Palmolive Company
- Estée Lauder Companies
- Godrej Consumer Products Limited
- Henkel AG & Co. KGaA
- Lion Corporation
- L'Oréal
- The Procter & Gamble Company
- Unilever Plc.
Global Deodorants Market News:
- April 2024: Tom's of Maine launched its Smell Good, Good campaign with an all-new line of deodorant and antiperspirant. The new products come in modern containers made from 100% recycled plastic. The new formulations are aluminum-free and include naturally sourced aloe vera and other ingredients.
- February 2024: Old Spice, the iconic brand known for its fresh scents and effective grooming products, launched a NEW Total Body Deodorant collection. These products are designed for use all over and provide 24/7 freshness from pits to toes and down below.
- September 2023: Ombré Men, a men's personal care and grooming brand, launched an all-natural deodorant. This deodorant comes with a refill insert system that minimizes waste. It is made with 100% plant-derived ingredients and is free from harmful elements like aluminum, parabens, and phthalates.
Key Questions Answered in This Report:
- How has the global deodorants market performed so far and how will it perform in the coming years?
- What has been the impact of COVID-19 on the global deodorants market?
- What are the key regional markets?
- What is the breakup of the market based on the product type?
- What is the breakup of the market based on the distribution channel?
- What is the breakup of the market based on the packaging type?
- What are the various stages in the value chain of the industry?
- What are the key driving factors and challenges in the industry?
- What is the structure of the global deodorants market and who are the key players?
- What is the degree of competition in the industry?
Table of Contents
1 Preface3 Executive Summary11 Value Chain Analysis13 Price Analysis
2 Scope and Methodology
4 Introduction
5 Global Deodorants Market
6 Market Breakup by Product Type
7 Market Breakup by Distribution Channel
8 Market Breakup by Packaging Type
9 Market Breakup by Region
10 SWOT Analysis
12 Porters Five Forces Analysis
14 Competitive Landscape
List of Figures
List of Tables
Companies Mentioned
- Adidas AG
- Avon Products Inc. (Natura & Co.)
- Beiersdorf AG (maxingvest ag)
- Cavinkare Private Limited
- Church & Dwight Co. Inc.
- Colgate-Palmolive Company
- Estée Lauder Companies
- Godrej Consumer Products Limited
- Henkel AG & Co. KGaA
- Lion Corporation
- L'Oréal
- The Procter & Gamble Company
- Unilever Plc.
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 142 |
| Published | August 2024 |
| Forecast Period | 2023 - 2032 |
| Estimated Market Value ( USD | $ 28.6 Billion |
| Forecasted Market Value ( USD | $ 41.2 Billion |
| Compound Annual Growth Rate | 4.1% |
| Regions Covered | Global |
| No. of Companies Mentioned | 13 |
