Deodorants Market Report 2025

This report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The deodorants market size has grown strongly in recent years. It will grow from $27.41 billion in 2024 to $29.3 billion in 2025 at a compound annual growth rate (CAGR) of 6.9%. The growth in the historic period can be attributed to changing social norms, effective advertising and marketing campaigns, rising disposable income levels, fashion and lifestyle trends emphasizing fitness, urbanization, and population growth, and increased awareness of health and wellness.

The deodorants market size is expected to see strong growth in the next few years. It will grow to $37.79 billion in 2029 at a compound annual growth rate (CAGR) of 6.6%. The growth in the forecast period can be attributed to increasing demand for natural and sustainable formulations, rising awareness about personal hygiene and wellness, innovations in packaging and application formats, emphasis on gender-neutral and inclusive product offerings, and the growing influence of e-commerce platforms on consumer purchasing behavior. Major trends in the forecast period include adoption of deodorants with antibacterial and antiperspirant properties, technological advancements in formulation, innovative packaging designs and convenient application formats, and increasing emphasis on gender-neutral and inclusive product offerings, broader range of scents and formulations tailored to diverse preferences and lifestyles.

The escalating demand for personal grooming products is poised to drive the growth of the deodorants market in the foreseeable future. Personal grooming products, tailored to enhance personal appearance, hygiene, and overall well-being, are witnessing increased traction as consumers place greater emphasis on maintaining hygiene, improving their appearance, and prioritizing self-care in their daily routines. Deodorant, a pivotal component of personal grooming regimens, serves to manage body odor by curbing the proliferation of odor-causing bacteria while imparting a refreshing fragrance. For instance, in September 2023, as per data from the Bureau of Labor Statistics, a US-based principal fact-finding agency for the Federal Government, personal care products and services spending witnessed a notable 12.3% upswing in 2022, following a substantial 19.3% surge observed in 2021, underscoring the correlation between escalating demand for personal grooming products and the expansion of the deodorants market.

Prominent players in the deodorants market are channeling their efforts towards developing skin-friendly and breathable deodorant formulations, incorporating advanced antiperspirant technology to deliver enhanced sweat protection while prioritizing skin comfort and health. Antiperspirant technology encompasses scientific formulations and mechanisms employed in antiperspirant products to temporarily diminish or obstruct sweat production. For instance, in March 2022, Degree, a renowned US-based deodorant company, introduced its latest innovation, the Degree Advanced Antiperspirant, featuring groundbreaking 72-hour microtechnology for continuous sweat and odor control. Additionally, Degree unveiled the Degree Advanced Antiperspirant for Women and Men, both integrating breakthrough microtechnology for 72-hour sweat and odor defense. This innovative range, developed by Unilever, Degree's parent company, is clinically validated to establish a robust barrier against sweat compared to conventional antiperspirants, eliminating the necessity for frequent reapplication and boasting 16 new patents.

In January 2024, Society Brands, a US-based tech-enabled consumer products company, acquired Primal Life Organics for an undisclosed amount. The acquisition is intended to bolster Society Brands' presence in the beauty sector, particularly in natural and holistic care products, while strengthening its direct-to-consumer and retail capabilities. Primal Life Organics, also based in the U.S., specializes in oral care and skincare, focusing on products that promote a holistic, natural approach to health and wellness. Through this acquisition, Society Brands aims to diversify its product portfolio and reach a broader audience seeking natural beauty and wellness solutions.

Major companies operating in the deodorants market report are L'Oreal SA; Christian Dior SE; The Procter & Gamble Company; Unilever PLC; Adidas AG; Henkel AG & Co KGaA; Colgate-Palmolive Company; The Estée Lauder Companies Inc.; Kao Corporation; Church & Dwight Co Inc.; Coty Inc.; Burberry Limited; Calvin Klein Inc.; Avon Products Inc.; Giorgio Armani SpA; Lion Corporation; Revlon Inc.; Godrej Consumer Products Limited; Beiersdorf AG; Benetton Group Srl; Cavinkare Private Limited; EO Products Inc.; Each & Every; Erbaviva LLC; Spirit Nest LLC.

Europe was the largest region in the deodorants market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the deodorants market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the deodorants market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The deodorants market consists of sales of antiperspirant deodorants, sensitive skin deodorants, clinical strength deodorants, and scented deodorants. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

Deodorant is a personal care essential formulated to mask or neutralize body odor stemming from bacterial growth, typically applied to the underarms or other perspiration-prone areas of the body. Infused with fragrances and antimicrobial agents, deodorants offer long-lasting freshness and odor protection.

The primary deodorant products include sprays, roll-ons, creams, and other variants. Sprays are available in aerosol or pump formats for direct application onto the skin. Packaging materials commonly used include metal, plastic, and other materials. These products are widely distributed through channels such as supermarkets, hypermarkets, convenience stores, pharmacies, online retail platforms, and more, catering to a diverse range of end-users including men, women, and others.

The deodorants market research report is one of a series of new reports that provides deodorants market statistics, including deodorants industry global market size, regional shares, competitors with deodorants market share, detailed deodorants market segments, market trends, and opportunities, and any further data you may need to thrive in the deodorants industry. This deodorants market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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