North America Deodorants Market - Growth, Trends, COVID-19 Impact, and Forecasts (2023 - 2028)

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

North America Deodorants Industry Overview

Market Snapshot1
Study Period: 2018 - 2028
CAGR: 4.33 %

Major Players


*Disclaimer: Major Players sorted in no particular order


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North America Deodorants Market Analysis

The North American deodorants market is projected to register a CAGR of 4.33% during the forecast period, 2022-2027.

The impact of COVID-19 on consumer purchase of deodorants was visible in the prices of products, as prices were slashed down to clear accumulated stock. Deodorants were not deemed necessary products during this crisis; hence, their demand was anticipated to be low. Traveling restrictions due to COVID-19 is certainly impacted the growth of the deodorants market for some time. Additionally, the decrease in consumer preference for maintaining grooming standards as people stay at home due to the COVID-19 outbreak negatively impacts the deodorants market.

The deodorants market in the region has grown due to rising hygiene awareness and the availability of various fragrances in various formats. 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.

There has been an increase in demand for safe, natural, and organic deodorant products in the market due to the rise in consumer awareness about the harmful effects of paraben and aluminum compounds present in the deodorants.

North America Deodorants Industry Segments

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 other products. Based on distribution channels, the market is segmented into supermarkets and hypermarkets, convenience stores, pharmacies and drug stores, online retail, and other distribution channels. 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
By Distribution Channel
Supermarkets and Hypermarkets
Convenience Stores
Pharmacies and Drug Stores
Online Retail
Other Distribution Channels
United States
Rest of North America

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North America Deodorants Market Trends

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

Growing Concern About Hygiene and Freshness

The rising awareness about hygiene due to changes in lifestyle and improvement in the standard of living is a result of consumer awareness and socialization. The healthy living trend is primarily driving the deodorants market in North America. Smelling good is a sign of good hygiene and etiquette. Consumers use deodorants regularly to maintain their hygiene, leading to increased usage. Hence, for the middle-income group, companies are launching cheap and effective products. Increasing consumer inclination toward being presentable, sweat-free, and odor-free for 24 hours leads the key players to manufacture clinically proven products that stay effective for more than 24 hours on the body. The rise in the use of organic deodorants by teenagers and athletes and the increase in awareness about hygiene among consumers are anticipated to fuel the demand for deodorants during the forecast period.


United States holds Largest Market Share

The increasing demand for personal grooming products, along with the rise in female workforce participation, represents one of the key factors driving the growth of the market in the United States. Furthermore, the rising demand for novel and innovative fragrances and scented products among the masses, especially millennials, is creating a positive outlook for the market. Like other consumer packaged goods across categories, the United States' demand for "natural" increases as consumers look for natural alternatives. 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 given consumers access to both international and novel players in the category.

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

North America Deodorants Market Competitor Analysis

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

North America Deodorants Market Top Players

  1. Unilever PLC

  2. Beiersdorf AG

  3. Revlon Inc.

  4. Procter & Gamble Co.

  5. Colgate-Palmolive Company

*Disclaimer: Major Players sorted in no particular order


North America Deodorants Market Recent Developments

  • In April 2021, Unilever's brand Dove launched its first refillable deodorant. The refillable deodorant comes in a durable, engineered stainless steel design. This fragrance is free from aluminum and alcohol.
  • In February 2021, Procter & Gamble launched a deodorant under its Secret brand, Secret Derma+ Antiperspirant, a product designed by female dermatologists to provide skincare properties for minimizing irritation and underarm discoloration.
  • In January 2020, the Unilever PLC Dove brand introduced its first-ever refillable deodorant 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.

North America Deodorants 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 By Product Type

      1. 5.1.1 Spray

      2. 5.1.2 Cream

      3. 5.1.3 Gel

      4. 5.1.4 Other Products

    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 North America


    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 PLC

      2. 6.4.2 Beiersdorf AG

      3. 6.4.3 Revlon Inc.

      4. 6.4.4 Procter & Gamble Co.

      5. 6.4.5 Colgate-Palmolive Company

      6. 6.4.6 L'Occitane International SA

      7. 6.4.7 The Avon Company

      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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North America Deodorants Market Research FAQs

The North America Deodorants Market is studied from 2018 - 2028.

The North America Deodorants Market is growing at a CAGR of 4.33% over the next 5 years.

Unilever PLC, Beiersdorf AG, Revlon Inc., Procter & Gamble Co., Colgate-Palmolive Company are the major companies operating in North America Deodorants Market.

North America Deodorants Industry Reports

In-depth industry statistics and market share insights of the North America Deodorants sector for 2020, 2021, and 2022. The North America Deodorants research report provides a comprehensive outlook of the market size and an industry growth forecast for 2023 to 2028. Available to download is a free sample file of the North America Deodorants report PDF.

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