Deodorants Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The global deodorants market is segmented by product type (sprays, creams, roll-on, and others), distribution channel (supermarkets/hypermarkets, convenience stores, pharmacies and drug stores, online retail, and others), and geography (North America, Europe, Asia Pacific, South America, and Middle East & Africa).

Market Snapshot

Market Snapshot1
Study Period: 2016 - 2026
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 6.8 %

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Market Overview

The global deodorants market is projected to register a CAGR of 6.8% over the forecast period, 2020-2025.

Currently, the deodorant market is experiencing a steady growth in the United States. The growing demand for natural ingredients in deodorant products is driving the sales of organic deodorants in the United States. Lighter scents, such as deodorants and body mists are popular among the young population. This prompted the deodorants market size. As young consumers are attracted toward natural products, which provide an excellent opportunity for companies to innovate products using natural ingredients, mainly to increase their market share.

Emerging countries, such as India, where the concentration of the young population is high ae projected to offer potential opportunities for companies to grow. Changing lifestyle and increase in product availability are various factors boosting the sales in the developing regions.

Scope of the report

The global deodorants market is segmented by product type (sprays, creams, roll-on, and others), distribution channel (supermarkets/hypermarkets, convenience stores, pharmacies and drug stores, online retail, and others), and geography (North America, Europe, Asia Pacific, South America, and Middle East & Africa).

By Product Type
Others (Wipes, Gel, Sticks, etc.)
By Distribution Channel
Convenience Stores
Pharmacies & Drug Stores
Online retail
By Geography
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle East and Africa
South Africa
United Arab Emirates
Rest of Middle East and Africa

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Key Market Trends

The Growth of Alt-body part Fragrances

Across North America, the deodorants market witnessed growth of few brands, creating antiperspirants intended for alternative body parts, such as hands, face, and feet. For instance, Gamer Grip Hand Antiperspirant is a novel, non-slip, antiperspirant formula, which is designed for athletes to improve their grip and has a lasting fragrance for 4 to 6 hours. Furthermore, Neat 3B Face Saver is an antiperspirant gel for the face that can be applied before makeup.

As consumers seek ingredients to be in line with consumer demand, brands, such as Fresh Body launched Fresh Breasts, which is a natural deodorant that is free from aluminum, parabens, and talc. The product is specifically designed to keep women's upper body dry and prevent scratching.

Sales growth of fragrances in the United States in 2017, by product type1

The Demand for Sustainable and Natural Deodorants in Europe

Across Europe, European consumers are demanding more natural, organic, and sustainable formulations. On the other hand, consumers are seeking products that can be used anytime, such as that of roll-on, and sprays are finding the balance in terms of novel fragrances. Leading European deodorant/antiperspirant brands are focusing on promoting highly effective formulations, as they are essential for daily personal care routines. Furthermore, consumers are open to new concepts.

The development, in terms of offering natural and organic deodorant, covered a long way and in fact, new launches in the market have been more innovative, as compared to that of the past. A UK-based Elsa's Organic Skinfoods launched its Ocean Natural Deodorant Crème, a unisex crème-to-powder product containing coconut oil, peppermint, tea tree, rose geranium, and patchouli, which offers 24-hour protection. Furthermore, the emergence of younger consumers led to a more selective purchasing.

Frequency of deodorant use in UK, age 18-29, 20171

Competitive Landscape

The global deodorants market is competitive with multinational players occupying the major share of the market. New product innovation is considered as the main strategy, and free from harmful ingredients, along with new formats, are gaining popularity. For instance, in May 2018, Unilever brand, REXONA launched the deodorants line, with new look for sports, especially for soccer. It is a limited-edition range, which works across the aerosol, compressed spray, stick, and roll-on. It was launched in the United Kingdom and Ireland.

Major players include Procter & Gamble Co., Unilever PLC, Henkel AG & Co KGaA, L`Oreal SA, L'Occitane International SA, among others.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Spray

      2. 5.1.2 Creams

      3. 5.1.3 Roll-on

      4. 5.1.4 Others (Wipes, Gel, Sticks, etc.)

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Pharmacies & Drug Stores

      4. 5.2.4 Online retail

      5. 5.2.5 Others

    3. 5.3 By Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East and Africa

        1. South Africa

        2. United Arab Emirates

        3. Rest of Middle East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Unilever

      2. 6.4.2 Procter & Gamble

      3. 6.4.3 Henkel AG

      4. 6.4.4 Loreal SA

      5. 6.4.5 Beiersdorf Global AG

      6. 6.4.6 L'Occitane International SA

      7. 6.4.7 Avon Products Inc.

    5. *List Not Exhaustive

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Frequently Asked Questions

The Deodorants Market market is studied from 2016 - 2026.

The Deodorants Market is growing at a CAGR of 6.8% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2020.

Unliever, Procter & Gamble, Beiersdorf AG, L'Oréal S.A. are the major companies operating in Deodorants Market.

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