Antiperspirants and Deodorants Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2021-2031

The Global Antiperspirants and Deodorants Market is projected to expand significantly, rising from USD 35.41 Billion in 2025 to USD 59.68 Billion by 2031, reflecting a CAGR of 9.09%. While antiperspirants rely on chemical formulations to temporarily obstruct sweat ducts and minimize perspiration, deodorants are designed primarily to inhibit bacterial growth and mask body odor. This sector is underpinned by a growing global consciousness regarding personal hygiene and the demands of active modern lifestyles, creating a need for dependable daily moisture and odor management. Consequently, these functional necessities ensure steady demand for effective products across a wide range of consumer groups.

However, the market faces a substantial obstacle in the form of increasing consumer skepticism regarding synthetic ingredients, specifically the inclusion of aluminum salts in antiperspirant formulas. This wariness frequently causes market fragmentation, prompting buyers to seek out niche alternatives. Data from the Cosmetic, Toiletry and Perfumery Association highlights this dynamic; in 2024, deodorant sales in Great Britain rose by 10 percent, a growth largely attributed to a remarkable 43 percent increase in the purchase of stick-format products.

Market Drivers

Innovations in long-lasting and multifunctional ingredient technologies are significantly altering the market's competitive structure. Shoppers are increasingly favoring items that provide extended protection, such as 72-hour sweat defense, combined with skincare advantages like tone correction and barrier support. This trend forces manufacturers to enhance their core products with advanced active ingredients, moving past simple odor masking to offer high-performance outcomes that warrant higher prices. Financial reports confirm the value of this technological shift; Unilever’s 2023 Annual Report noted a 12.3 percent underlying sales growth in its Deodorants group due to superior protection technologies, while Beiersdorf reported a 16.4 percent organic sales rise in 2024 for its Deodorants unit, driven by strong consumer adoption of functional lines.

Simultaneously, the growth of the male grooming and personal care sector serves as a key catalyst, expanding the customer base beyond traditional boundaries. Men are moving from basic hygiene to more complex grooming routines, driving demand for premium, skin-friendly, and scent-oriented antiperspirants tailored specifically for them. Leading conglomerates are responding by broadening their offerings with male-specific formulas that simultaneously handle sweat control and fragrance longevity. This segment remains financially strong despite economic shifts; Procter & Gamble’s 2024 Annual Report indicated a 7 percent organic sales increase in their Grooming segment, fueled by innovation and pricing strategies within their global portfolio.

Market Challenges

Growing consumer scrutiny regarding synthetic ingredients, particularly aluminum salts, presents a major restraint for the Global Antiperspirants and Deodorants Market. This skepticism undermines trust in traditional, high-efficacy formulations that have historically underpinned the industry. As a result, the market encounters disruption as demand fractures, forcing manufacturers to redirect investment toward reformulation and transparent "clean label" initiatives rather than purely functional advancements. This lack of trust effectively limits the mass-market reach of standard antiperspirants, as health-conscious consumers increasingly bypass these products despite their performance advantages.

The tangible effect of this scrutiny is visible in the rapid shift of consumers toward natural alternatives, which further fragments the sector. According to the Soil Association Certification, sales of organic beauty and wellbeing products increased by 11 percent in 2024, reaching a total of £151 million. This figure emphasizes how evolving safety perceptions are actively reshaping purchasing habits, directly challenging the volume growth and stability of the conventional antiperspirant category as shoppers gravitate toward niche options perceived as safer.

Market Trends

The rise of whole-body deodorant applications is expanding product efficacy beyond the underarms to manage odor on the feet, chest, and private areas. This movement fuels the creation of versatile formats, such as creams and sprays designed for sensitive skin, overcoming social taboos and prompting brands to introduce comprehensive hygiene collections. Manufacturers are addressing this by engineering solutions that provide fragrance longevity and moisture control suitable for various body parts, effectively establishing a new market sub-category. A report from Unilever in April 2024 noted that consumer search interest for "whole-body deodorants" surged by over 1,000 percent between March 2023 and March 2024, underscoring the rapidly growing demand for these multi-site applications.

At the same time, the shift toward refillable packaging systems is disrupting the conventional single-use model, fueled by the premiumization of durable applicators and environmental awareness. Consumers are increasingly investing in permanent cases coupled with plastic-free refill cartridges, a circular strategy that minimizes waste while encouraging brand loyalty through subscription models. This transition compels major market players to acquire successful sustainable brands to incorporate these eco-friendly systems into their mass-market offerings. The commercial success of this approach is clear; an April 2025 article in The Guardian reported that Wild, a refillable deodorant brand, saw sales rise by 77 percent to £46.9 million, confirming the profitability of sustainable formats.

Key Players Profiled in the Antiperspirants and Deodorants Market

• Unilever
• Procter & Gamble
• Godrej Consumer Products Ltd.
• Beiersdorf AG
• Avon Products Inc.
• Henkel AG & Co. KGaA
• CavinKare Pvt Ltd.
• Christian Dior SE
• Colgate-Palmolive Company
• Tom's of Maine, Inc.

Report Scope

In this report, the Global Antiperspirants and Deodorants Market has been segmented into the following categories:

Antiperspirants and Deodorants Market, by Type:

• Aerosol Spray
• Cream
• Roll-On
• Gel
• Others

Antiperspirants and Deodorants Market, by Sales Channel:

• Supermarkets/Hypermarkets
• Specialty Stores
• Online
• Others

Antiperspirants and Deodorants Market, by Region:

• North America
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Antiperspirants and Deodorants Market.

Available Customization

The analyst offers customization according to your specific needs. The following customization options are available for the report:

• Detailed analysis and profiling of additional market players (up to five).

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