North America Deodorants Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The North American deodorants market is segmented by Product type (Sprays, Creams, Gels, and Others); By Distribution Channel (Convenience Stores, Online Retail, Pharmacies and Drug Stores, Supermarket and Hypermarkets, and Other Distribution Channels); and by Geography. The report offers market size and forecasts in value terms in USD million for all the above segments.

Market Snapshot

North America Deodorants Market Overview
Study Period: 2016 - 2026
Base Year: 2020
CAGR: 4.31 %
North America Deodorants Market Key Players

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Market Overview

The North America deodorants market was valued at USD 5,657.96 million in 2020 and is projected to witness a CAGR of 4.31% during the forecast period, 2021-2026.

  • In the financial year 2020, the average monthly value sales of deodorants fell drastically during the lockdown, compared to that during pre-Covid North-America. The impact of coronavirus (COVID-19) on consumer purchase of deodorants was clearly visible on the prices of products, as prices were slashed down to clear accumulated stock.
  • The increasing awareness about hygiene and the availability of varied fragrances in different formats led to the growth of the deodorants market in the region. On the other hand, the abundance of male grooming products supplemented by the presence of global vendors and growing demand for on-demand antiperspirants are expected to fuel the growth of the deodorants market altogether. 
  • The region has witnessed an increase in percentage of consumers with knowledge regarding the ingredients present in deodorants. Moreover, North American consumers choose a brand over another, based on its natural formulation. However, price and affordability remain the key criteria for deodorants purchase.
  • Some of the prominent deodorant brands in the region include Dove, Secret, Degree Men, AXE, Right Guard, Avon, Adidas, and Old Spice, and Suave.

Scope of the report

A deodorant is a substance applied to the body to prevent or mask body odor due to bacterial breakdown of perspiration in the armpits. The North American deodorants market is segmented by product type, distribution channel, and geography. Based on product type, the market is segmented into sprays, creams, gels, and others. Based on distribution channels, the market is segmented into convenience stores, online retail, pharmacies and drug stores, supermarket and hypermarkets, and others. By geography, the market is segmented into the United States, Canada, Mexico, and the Rest of North America. For each segment, the market sizing and forecasting have been done in value terms of USD million.

By Product Type
Other Products (Wipes, Roll-on, Sticks)
By Distribution Channel
Supermarkets and Hypermarkets
Convenience Stores
Pharmacies and Drug Stores
Online Retail
Other Distribution Channels
United States
Rest of Asia-Pacific

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Key Market Trends

Growing Concern About Hygiene and Freshness

The rising awareness about hygiene is a result of consumer awareness and socialization of the consumers. The healthy living trend is primarily driving the deodorants market in North America. Smelling good is a sign of good hygiene and etiquette. Consumers wear deodorants regularly to maintain their hygiene, which is leading to their increased usage. Hence, for the middle-income group, companies are launching products that are cheap and effective. Increasing consumer inclination towards being presentable, sweat-free, and odor-free 24 hours is leading 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 of the deodorant market have introduced a product line, which can stay up to 24 hours. For instance, in February 2019, Unilever introduced 24-hour odor protection, a range of new Deodorant Wipes that are available from five brands – Dove, Dove Men+Care, Degree® Women, Degree® Men and AXE with an aim to continuously provide the consumer a product that matches their ever-changing needs of convenient on-the-go lifestyles.​

North America Deodorants Market Key Trends

United States holds Largest Market Share

In the United States, younger male consumers, falling in the age group of 18 to 34, are the demographics that use body sprays at a much larger scale which is entirely driven by the variety of scents available. Unilever's Axe continues to fuel the category with new launches. Like other consumer packaged goods across categories, the US demand for "natural" increases as consumers look for natural alternatives. For example: In 2017, Unilever PLC acquired Schmidt's Naturals, a personal care company based in Oregon. This enabled Unilever to expand its product line in the natural deodorants segment. An established retail platform is one of the main factors that has led to the growth and usage of deodorants in the country. Furthermore, the ease in product availability and numerous brands choosing the country as a launchpad have led consumers to have access to both international and novel players in the category.

North America Deodorants Market Growth by Region

Competitive Landscape

The North American deodorants market is highly competitive and consolidated, with a strong presence of global players. The demand is mostly driven by a higher adoption of daily personal care routines and consumers’ awareness about various brands. The major players include Procter & Gamble Co., Unilever PLC, Henkel AG & Co KGaA, Colgate-Palmolive, and Revlon among others. In the market studied, the established players that claim to offer natural and metal-free options, as well as the ones involved in sustainable practices, have a higher penetration rate across the retail shelves and online channels.

Recent Developments

In Jan 2020 - Unilever’s Dove brand introduced its first-ever refillable deodorant, with an aim to reduce plastic wastage. Accordingly, Dove collaborated with A Plastic Planet and the Dutch design consultancy, VanBerlo, to design white, palm-sized, refillable stainless-steel cases, within the white outer packaging made of 100% Forest Stewardship Council-grade paper.

In Jul 2019 - Unilever announced an agreement to acquire Schmidt’s Naturals, a personal care company. Schmidt’s Naturals is a strong, innovative brand in the fast-growing natural category of the US deodorants market, which includes leading brands like Degree, AXE, and Dove.

In Jan 2018 - Henkel AG & Co. KGaA introduced two new state-of-the-art research and development facilities in Stamford and Trumbull, Connecticut. In Stamford, the facility will comprise [email protected], a clinical testing lab and a formulation lab, developing Henkel Beauty Care products, including Dial®, Right Guard®, Tone®, Schwarzkopf®, and Got2b®.

Table of Contents


    1. 1.1 Study Assumptions & 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 Cream

      3. 5.1.3 Gels

      4. 5.1.4 Other Products (Wipes, Roll-on, Sticks)

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets and Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Pharmacies and Drug Stores

      4. 5.2.4 Online Retail

      5. 5.2.5 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 United States

      2. 5.3.2 Canada

      3. 5.3.3 Mexico

      4. 5.3.4 Rest of Asia-Pacific


    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 Procter & Gamble Co.

      2. 6.4.2 Unilever PLC

      3. 6.4.3 Henkel AG & Co KGaA

      4. 6.4.4 L'Oréal SA

      5. 6.4.5 Beiersdorf AG

      6. 6.4.6 L'Occitane International SA

      7. 6.4.7 Avon Products Inc.

      8. 6.4.8 Revlon Inc.

      9. 6.4.9 Colgate-Palmolive Company

      10. 6.4.10 The Estee Lauder Companies Inc.

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The North America Deodorants Market market is studied from 2016 - 2026.

The North America Deodorants Market is growing at a CAGR of 4.31% over the next 5 years.

Unilever , Henkel, Revlon, Procter & Gamble Co, Colgate-Palmolive are the major companies operating in North America Deodorants Market.

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