North America Deodorant Market Outlook, 2029

One of the most often used items is deodorant since it may keep the underarms fresh and stop the body from developing an offensive odour even in warm weather. A big number of people experience the emission of odour and perspiration from their bodies as a result of global warming, which contributes to increase consumption. As an illustration, the data from NASA's Goddard Institute for Space Studies (GISS) in New York show that the global temperature has increased by 1.5 degrees Fahrenheit during 1951-1980. Due to growing hygiene awareness and the availability of many fragrances in various formats, the deodorant market in the region has expanded.

On the other hand, the market for deodorants as a whole is anticipated to rise due to the quantity of male grooming products, in addition to the presence of international vendors and rising demand for on-demand antiperspirants. Customers now have access to both worldwide and innovative companies in the category because to the ease of product availability and the large number of firms who chose the nation as their Launchpad. Additionally, organic deodorant doesn't leave stains on clothing, which is another important feature in driving up demand for the product. For instance, Shahnaz Husain Group has announced the launch of organic and herbal DEO for the Indian market in 2018 which is in response rising demand.

According to the report, 'North America Deodorant Market Outlook, 2029,', the market was valued at more than USD 6.85 Billion in 2023. The demand for safe, natural, and organic deodorant products in the market has increased due to greater consumer knowledge of the negative effects of paraben and aluminium compounds found in deodorants. Consumer awareness and socialisation have contributed to the rise in hygiene awareness brought on by lifestyle changes and a higher level of living. The deodorant market in North America is primarily being driven by the healthy living trend. Additionally, smelling pleasant is an indication of good manners and hygiene.

Deodorants are frequently used by consumers to preserve their personal cleanliness, which increases consumption. As a result, businesses are releasing affordable and useful products for the middle-income group. The major manufacturers produce clinically tested solutions that remain effective on the body for longer than 24 hours due to the growing consumer preference for looking presentable, remaining sweat-free, and remaining odor-free for 24 hours. One of the major factors fuelling the market's expansion in the United States is the rising demand for personal grooming products together with the rise in female employment participation. A bright outlook for the market is also being created by the growing desire for creative and innovative perfumes and scented items among the general public, particularly millennials. The demand for 'natural' products in the United States is rising as customers search for natural substitutes, similar to other consumer packaged goods across categories. One of the primary elements that has contributed to the rise and usage of deodorants in the nation is an established retail platform.

The North American personal care market is segmented into various product types, including sprays, roll-ons, creams, gels, sticks, wipes, and others, each catering to specific consumer needs and preferences. Sprays are popular for their convenience and quick application, often used in deodorants and body mists. Innovations in this segment focus on eco-friendly formulations and packaging, appealing to environmentally conscious consumers. Roll-ons offer a mess-free application and are favored for their portability. Recent developments include formulations that incorporate natural ingredients and long-lasting protection, responding to consumer demand for effective yet gentle products.

Creams dominate the skincare segment, utilized for moisturizing, sun protection, and anti-aging. Brands are innovating with multi-functional products, such as creams that combine hydration with skin tone improvement. For instance, companies like Rituals have expanded their offerings with natural collections that enhance skin quality. Gels are often preferred for their lightweight feel and quick absorption. The market has seen innovations in gel formulations that provide cooling effects and hydration, particularly in hot climates, enhancing their appeal in North America. Sticks are gaining traction due to their convenience and targeted application. Innovations include formulations that cater to specific skin concerns, such as acne or dark circles, making them attractive to younger demographics. Wipes are valued for their ease of use, especially in cleansing and makeup removal. The market is seeing a rise in biodegradable options, aligning with the growing trend towards sustainability.

The deodorant packaging market in North America is primarily segmented into three packaging types: metal, plastic, and others. Metal packaging is commonly used for aerosol deodorants, providing a durable and lightweight option. Innovations in this segment focus on sustainability, with brands increasingly adopting recyclable aluminum and incorporating eco-friendly practices in production. Metal cans are favored for their ability to maintain product integrity and extend shelf life, appealing to consumers seeking reliable and effective products. Plastic packaging dominates the market due to its versatility, cost-effectiveness, and ease of production.

This segment includes stick, roll-on, and tube formats, which are designed for user convenience and precision application. Recent advancements emphasize sustainability, with manufacturers exploring biodegradable plastics and refillable designs to reduce environmental impact. The use of post-consumer recycled materials is also gaining traction, aligning with consumer preferences for eco-conscious products. Moreover, the lightweight nature of plastic enhances accessibility, making these products widely available in various retail channels, including e-commerce and specialty stores. Other packaging types encompass glass and paperboard options, catering to niche markets. Glass is often used for premium deodorant products, offering a luxurious feel and aesthetic appeal, while paperboard tubes are emerging as eco-friendly alternatives, particularly among natural and organic brands. These innovations reflect a broader trend towards sustainability and personalization in the deodorant market.

The North American deodorant market is primarily segmented into three end-user categories: men, women, and others. Men's deodorants dominate the market, accounting for a significant share of sales. This segment is driven by the growing emphasis on male grooming and the increasing number of men who prioritize personal hygiene and freshness. Brands are innovating with products that cater to the specific needs of men, such as long-lasting protection, strong fragrances, and antiperspirant properties. For instance, brands like Old Spice and Axe have established a strong presence in the men's deodorant segment, offering a wide range of scents and formulations.

Women's deodorants are gaining traction as more women prioritize personal care and seek products tailored to their needs. This segment is characterized by a preference for mild fragrances, natural ingredients, and aluminum-free formulations. Brands are responding to this demand by introducing deodorants that are gentle on sensitive skin and offer odor protection without the use of harsh chemicals. Brands like Secret and Dove have a strong foothold in the women's deodorant market, offering products that cater to various skin types and preferences. The 'others' segment encompasses deodorants for children, teens, and individuals with specific skin conditions or preferences. This segment is relatively smaller compared to men's and women's deodorants but is expected to grow as consumers become more aware of the importance of using age-appropriate and skin-friendly deodorants. Brands are introducing products with mild fragrances, gentle formulations, and educational campaigns to raise awareness about the importance of using deodorants from an early age.

The North American deodorant market is segmented into offline and online distribution channels. Offline distribution channels dominate the market, with supermarkets, hypermarkets, and convenience stores being the most popular. These channels offer consumers the opportunity to physically inspect products and access a wide range of options. Major brands often utilize these channels for promotional campaigns, driving further growth. Pharmacies and drug stores also play a significant role in the offline segment, catering to consumers seeking specialized or medical-grade deodorants. The availability of deodorants in these established retail outlets ensures easy accessibility for consumers across North America.

Online retail is gaining traction as a distribution channel, particularly among younger demographics and tech-savvy consumers. The convenience of shopping from home, coupled with the ability to compare prices and read reviews, has made online platforms an attractive option. E-commerce giants like Amazon and direct-to-consumer websites of major brands have further fueled the growth of online sales. The COVID-19 pandemic has accelerated the shift towards online shopping, as consumers increasingly prefer contactless and convenient purchasing options. However, offline channels still dominate the market due to consumer preference for physically inspecting products and the widespread presence of supermarkets and convenience stores across North America.

COVID-19 Impacts:

The effect of COVID-19 on consumer purchases of deodorants was evident in product pricing, which were drastically reduced to get rid of hoarded stock. Deodorants were not seen as essential items during this crisis, hence it was expected that their demand would be minimal. Travel restrictions brought on by COVID-19 have undoubtedly hampered the deodorant market's expansion for some time. Additionally, the COVID-19 outbreak's effect on people staying at home reduces consumer preference for maintaining grooming standards, which has a negative effect on the deodorant market.

Considered in this report

- Geography: North America

• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report

- North America Deodorant market with its value and forecast along with its segments

• Country-wise deodorant market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report

• United States
• Canada
• Mexico

By Product Type

• Spray
• Roll on
• Gel
• Stick
• Creams
• Wipes
• Others

By Packing Materials

• Metal
• Plastic
• Others

By End User

• Men
• Women
• Others

By Distribution Channel

• Offline
• Online

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases.

After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Deodorant industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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