Deodorant Market Size

Report on Industry Size & Market Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Report Covers Global Deodorant Market Growth & Industry Size and it is Segmented by Product Type (Sprays, Creams, Roll-On, and Other Product Types); by Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Pharmacies and Drug Stores, Online Retail Stores, and Other Distribution Channels); and by Geography (North America, Europe, Asia Pacific, South America, and Middle East & Africa). The report offers market size and values in (USD million) during the forecasted years for the above segments.

Deodorant Market Size

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Deodorants Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
CAGR 6.80 %
Fastest Growing Market Asia Pacific
Largest Market North America
Market Concentration Low

Major Players

Deodorants Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Deodorant Market Analysis

The global deodorant market is projected to register a CAGR of 6.8% during the forecast period.

  • Currently, the deodorant market is experiencing steady growth globally. 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 young people. This prompted the deodorant market size.
  • As young consumers are attracted to natural products, this provides an excellent opportunity for companies to innovate products using natural ingredients to increase their market share. Emerging countries, such as India, where the concentration of the young population is high, are projected to offer potential opportunities for companies to grow.
  • Changing lifestyles and increase in product availability are various factors boosting sales in developing regions. Additionally, the rising awareness about hygiene results from consumer awareness and the socialization of consumers. Smelling good is a sign of good hygiene and etiquette. Consumers wear deodorants regularly to maintain their hygiene, which leads to increased usage. Hence, for the middle-income group, companies are launching cheap and effective products.
  • For instance, in February 2021, Old Spice launched innovative refillable antiperspirants and cases at select retailers. With a suggested retail price of USD 10.00 for each refill starter kit and USD 8.00 for each refill, this is one of the most affordable refill options on the market.

Deodorant Market Trends

This section covers the major market trends shaping the Deodorants Market according to our research experts:

Growing Concern About Hygiene and Freshness

  • Increasing consumer inclination towards being presentable, sweat-free, and odor-free for 24 hours leads the key players to manufacture products that are clinically proven to stay for more than 24 hours on the body. As such most of the leading players in the deodorant market have introduced a product line that can keep up to 24 hours.
  • For instance, in March 2022, the P&G's Secret brand launched a new weightless dry spray collection in the United States that includes antiperspirant and aluminum-free options. The antiperspirant provides lasting sweat and odor protection for up to 48 hours, and the aluminium-free deodorant provides long-lasting odor protection for up to 24 hours. Furthermore, the market also witnesses increasing concerns about hygiene, especially among women.
  • Deodorant sprays that ensure the hygiene of females are being launched across the region by leading companies like Unilever, P&G, etc. Thus, product innovation has been continuously driving the growth of the market. Moreover, special deodorants are manufactured for athletes and those who do extensive workouts, which can result in irritation and bad odor.
  • To maintain their hygiene, athletes often use aluminum-free deodorants with odor-block formula. Thus, deodorants are increasingly being used among consumers of various income levels and ethnic groups in the region to maintain body hygiene. This is expected to drive market growth in the forecast period.
Deodorants Market - Household Expenditure on Cosmetics, Perfume and Bath Products, in USD, 2016-2021

The Demand for Sustainable and Natural Deodorants in Europe

  • Across Europe, consumers are demanding more natural, organic, and sustainable formulations. On the other hand, consumers seek products that can be used anytime, such as that roll-ons and sprays, and are finding the balance in terms of novel fragrances. Leading European deodorant/antiperspirant brands to promote highly effective formulations, which are essential for daily personal care routines.
  • Furthermore, consumers are open to new concepts. The natural and organic deodorant market has come a long way, and new product launches by significant companies have been more creative. 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. Growing awareness among consumers about sustainable consumption and eco-friendly purchases has led Wild to develop a brand that is dedicated to sustainability. Furthermore, the emergence of younger consumers led to more selective purchasing.
Deodorants Market - Market Size (%), By Geography, Global, 2021

Deodorant Industry Overview

The global deodorant market is competitive, with multinational players occupying the major share of the market. New product innovation, partnerships, mergers and & acquisitions to expand market reach are the main strategies of the market players. New products free from harmful ingredients and new formats and sustainable packaging are gaining popularity. Major players in the market include Procter & Gamble Co., Unilever PLC, Revlon, Inc., L`Oreal SA, and Beiersdorf AG, among others.

Deodorant Market Leaders

  1. Revlon, Inc.

  2. Unilever PLC

  3. Procter & Gamble Company

  4. Maxingvest AG (Beiersdorf AG)

  5. L'Oréal S.A.

*Disclaimer: Major Players sorted in no particular order

Deodorants Market Concentration
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Deodorant Market News

  • September 2022: Unilever launched a new certified natural aerosol deodorant brand Schmidt's in Australia and New Zealand. Additionally, the company launched its first-ever campaign developed by the independent creative agency Emotive in Australia and New Zealand to raise awareness of the new brand.
  • March 2022: Procter & Gamble launched a new product line under one of its deodorant brands. Under its Secret brand, the company launched a new weightless dry spray collection in the United States, which features antiperspirants and aluminum-free deodorants. The spray comes in four scents: wild rose, vanilla, white peach, and waterlily with argan oil.
  • December 2021: Beiersdorf introduced a "climate-friendly" aerosol valve for its Nivea Ecodeo product line, while its Nivea Men line now uses 100% recycled aluminum cans. Deodorants and shaving gels from this range are launched in environmentally sustainable packaging for the European market.

Deodorant Market Report - 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 Product Type

      1. 5.1.1 Spray

      2. 5.1.2 Creams

      3. 5.1.3 Roll-on

      4. 5.1.4 Other Product Types (Wipes, Gel, Sticks, etc.)

    2. 5.2 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 Stores

      5. 5.2.5 Other Distribution Channel

    3. 5.3 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 Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Unilever PLC

      2. 6.3.2 Procter & Gamble Company

      3. 6.3.3 Revlon, Inc.

      4. 6.3.4 L'Oréal S.A.

      5. 6.3.5 Colgate-Palmolive Company

      6. 6.3.6 Church & Dwight Co., Inc.

      7. 6.3.7 The Estée Lauder Companies Inc.

      8. 6.3.8 Maxingvest AG (Beiersdorf AG)

      9. 6.3.9 L'Occitane Groupe S.A.

      10. 6.3.10 Natura & Co

    4. *List Not Exhaustive

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Deodorant Industry Segmentation

The term "deodorant" refers to a substance applied to the skin to prevent or mask the unpleasant odor resulting from the breakdown of perspiration by bacteria, for instance, in the armpits, feet, or groin.

The global deodorant market is segmented by product type, distribution channel, and geography. Based on the product type, the market is segmented into sprays, creams, roll-ons, and other product types. Based on distribution channels, the market is segmented into Supermarkets/Hypermarkets, convenience stores, pharmacies & drug stores, online retail stores, and other distribution channels. Also, the study analyzes the deodorant market in emerging and established markets worldwide, including North America, Europe, Asia-Pacific, South America, the Middle East, and Africa.

For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

Product Type
Other Product Types (Wipes, Gel, Sticks, etc.)
Distribution Channel
Convenience Stores
Pharmacies & Drug Stores
Online Retail Stores
Other Distribution Channel
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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Deodorant Market Research FAQs

The Deodorants Market is projected to register a CAGR of 6.80% during the forecast period (2024-2029)

Revlon, Inc., Unilever PLC, Procter & Gamble Company, Maxingvest AG (Beiersdorf AG) and L'Oréal S.A. are the major companies operating in the Deodorants Market.

Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).

In 2024, the North America accounts for the largest market share in Deodorants Market.

The report covers the Deodorants Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Deodorants Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

Deodorant Industry Report

Statistics for the 2024 Deodorant market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Deodorant analysis includes a market forecast outlook to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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Deodorant Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)