Deodorant Market Outlook, 2029

Deodorant is a substance that is used to prevent or hide unpleasant smells, especially those of the body. Deodorant gives some antibacterial potency and serves a critical role in avoiding the odor associated with the bacterial breakdown of sweat. It is used to hide the bad odor of body parts by applying it on that body parts. Deodorants are applied on the body parts to work effectively. As the awareness of personal hygiene and grooming is increasing the demand for deodorant is also increasing as it good for ourselves and also for the people around us. Due to using deodorant the odor of our body doesn’t smell out, as the odor makes the people feel uncomfortable to be with others.

Deodorants have been used for centuries, with ancient civilizations employing various natural substances to mask body odor. The modern deodorant, particularly in spray and roll-on forms, emerged in the early 20th century, revolutionizing personal hygiene. Innovations such as aluminum-free and organic deodorants have gained traction, catering to a growing demand for natural ingredients and sustainability. The introduction of refillable deodorant products and deodorant wipes has also contributed to market expansion, appealing to environmentally conscious consumers. The deodorant market is influenced by several factors, including rising temperatures, increased awareness of personal grooming, and the growing popularity of fitness activities. The COVID-19 pandemic temporarily disrupted production and sales, but the market has since rebounded, with a notable shift towards online retail channels. The spray segment remains the most popular, favored for its convenience and quick-drying properties, while stick and roll-on formats are also experiencing growth due to their ease of use. The demand for deodorants is not limited to women; an increasing number of men are incorporating these products into their daily routines, further driving market growth.

According to the report titled, “Global Deodorant Market Outlook, 2029”, the market was valued at USD 24.08 Billion in 2023 and it is anticipated to grow with a CAGR of more than 5.31% from 2024 to 2029, achieving USD 32.64 Billion by 2029. As the people are started taking care of their personal hygiene and grooming more and more, the demand for cosmetics is also rising. So with the rise of disposable income of people, the rise of deodorant market is also seen. The deodorant market is been bifurcated into spray, roll on, gel, stick, creams, wipes and others in the product type segment of perfume market. Spray deodorant are dominating the whole deodorant market with the market share of more than 34%.

Spray deodorant are very popular and also it has the ability to dry rapidly, it doesn’t cause stains on the cloths, these are some of the factors due to which spray deodorant are dominating the market. Deodorant is personal care hygiene products which helps to stops bacterial growth on the skin and keep it fresh. During the pandemic, deodorant was not considered as a necessary product, and therefore, the demand for the deodorant has decreased during pandemic. The COVID-19 epidemic has forced the countries to impose lockdown, which has disrupted the distribution and supply chain of deodorant market. Also there were restriction on the export and import of deodorants as it was not an important product of living.

By the report, the product types are spray deodorants are the most popular product type, accounting for the highest revenue share. They offer a quick and even application and are typically packaged in aerosol cans or pump bottles. Manufacturers are innovating with spray deodorants by introducing long-lasting fragrances and formulas that provide up to 48 hours of sweat and odor protection. Roll-on deodorants are gaining popularity, especially among younger consumers. They are expected to witness significant growth due to their ease of application and portability. Roll-ons are typically packaged in small, easy-to-carry bottles. Cream deodorants are used for various applications such as moisturizing, brightening, and oil reduction.

Manufacturers are focusing on designing unique, attractive cream packaging made with biodegradable and recyclable materials to enhance product durability and lifespan. Stick deodorants are portable and easy to apply. They are often packaged in twist-up containers for convenient application. Stick deodorants are popular among consumers who prefer a solid format. Pre-moistened deodorant wipes are convenient for on-the-go use and are growing in demand. They are typically packaged in resealable pouches or containers to keep the remaining wipes moist. Other deodorant product types include gels, powders, and liquids, each with their own unique formulations and packaging to address specific needs. Manufacturers are continuously innovating and adapting their products to meet evolving consumer preferences, such as the growing demand for natural and organic deodorants.

Packing materials, which divide the market in three parts i.e. metal, plastic and others. Plastic is the largest segment in deodorant packaging, favored for its lightweight and shatter-resistant qualities. It is versatile, allowing for various formats such as sticks, roll-ons, and sprays. The increasing use of bioplastics and the introduction of refillable plastic options are notable developments aimed at reducing environmental impact. Plastic packaging is also more cost-effective compared to metal, making it accessible to a broader consumer base. As e-commerce continues to grow, brands are adapting plastic packaging designs to ensure durability during shipping while maintaining an appealing presentation.

Metal packaging, particularly aluminum, dominates the deodorant market due to its premium aesthetic and durability. It accounts for a significant share of the market, with its sleek appearance appealing to consumers seeking high-quality products. Metal containers provide excellent barrier properties against light, air, and moisture, preserving the integrity of the deodorant formulation. Innovations in this segment include refillable metal deodorants, which cater to the rising demand for sustainable packaging solutions. The 'others' category includes glass and paper-based packaging, which are less common but gaining traction due to their eco-friendly attributes. Glass packaging, while premium, faces challenges in terms of weight and breakability, limiting its widespread use. However, it appeals to consumers looking for sustainable options. Paper packaging is emerging as a viable alternative, particularly for refillable deodorants, aligning with the trend towards reducing plastic waste.

On the basis of end user the deodorant market has been bifurcated into men, women and others. Men are dominating the market as the number of men involved in sports activities like cricket, football, basketball, and many more. So to avoid the bad smell caused due the sweat while playing the games they use deodorant. Also men do more physical work and so the market share of men is nearly 40%. This segment's growth is further fueled by a rising awareness of personal grooming and hygiene among men, leading brands to innovate with long-lasting and performance-oriented products. The introduction of aluminum-free and natural ingredient deodorants caters to health-conscious consumers, enhancing market appeal.

The women's segment is equally significant, characterized by a diverse range of products tailored to various preferences and skin sensitivities. Women often seek deodorants that not only provide odor protection but also complement their personal care routines, leading to innovations in formulations that include moisturizing and skin-friendly ingredients. The demand for gender-neutral and organic deodorants is also rising, reflecting changing societal attitudes and preferences for inclusivity and sustainability in personal care products. The 'others' category encompasses various demographics, including children and unisex products, which are gaining traction as brands recognize the need for inclusive offerings.

The distribution channel included in the report are online and offline. Offline channels include the supermarkets/hypermarkets, convenience stores, pharmacies and the other offline retail stores. Offline distribution channels continue to dominate the deodorant market. These channels account for the majority of sales due to their widespread presence and the ability of consumers to physically inspect products before purchasing. Supermarkets and hypermarkets offer a wide selection of deodorant products, making them a convenient choice for consumers. Specialty stores, on the other hand, cater to specific consumer preferences, offering a more curated range of deodorants, often focusing on natural and organic formulations.

Online retail is the fastest-growing distribution channel in the deodorant market. The increasing adoption of e-commerce platforms, coupled with the extensive reach of social media, presents lucrative growth prospects for market players. Consumers are drawn to online platforms due to the availability of a diverse product range, competitive pricing, and the convenience of doorstep delivery. Additionally, the option for customized packaging and a growing emphasis on environmental concerns has prompted key players to introduce eco-friendly products, further enhancing the appeal of online shopping for deodorant sticks.

The deodorant market is been divided into five regions which are North America, Europe, Asia Pacific, South America & Middle East & Africa. Europe is the most dominating region among all the regions, with highest market share of the perfume market, which is followed by North America. Europeans place a strong emphasis on personal hygiene and grooming practices, leading to a steady demand for deodorant products. Smelling good is considered a sign of good hygiene and etiquette, with consumers regularly using deodorants to maintain their hygiene. Europe is home to several major cosmetics companies like Beiersdorf, Henkel, and L’Oreal, which drive innovation and competitiveness in the deodorant market.

These companies invest heavily in research and development as well as advertising to influence consumer purchase decisions. With increasing female labor force participation and dual-income households, there has been tremendous growth in the demand for personal grooming products in Europe. Manufacturers are focusing on developing innovative fragrances and formulations, especially targeting millennials, to cater to evolving consumer preferences. Key players in the European deodorant market are actively investing in advertising and marketing to attract consumers. The rising influence of social media and celebrity endorsements impacts the promotional strategies adopted by manufacturers. Companies are also leveraging e-commerce platforms to reach a wider audience. European consumers are increasingly seeking eco-friendly and sustainable deodorant options. Manufacturers are responding by launching refillable deodorants and exploring alternative packaging materials like recyclable paper tubes and bioplastics to reduce plastic waste and appeal to environmentally conscious consumers.

Recent Developments

• Henkel extended their partnership with Quad Industries for accelerating printed electronics solutions. The development of their strategic partnership will deliver support and capacities for prototyping with printed electronics solutions and technological value creation across many industries, in February 2021.
• Hindustan Unilever had propelled a new brand in the natural segment which is called Nature Protect. After beauty, hair and skin care, this will be the fourth brand in herbal portfolio, or HUL’s naturals which is targeting home care. Specialists say that HUL is filling “white spaces,” tapping areas with considerable consumer momentum, in November 2020.
• Beiersdorf acquired the natural cosmetics brand Stop the Water While Using Me with intentions to jointly intensify the impact of sustainable skincare and their commitment to climate and resource protection, in February 2020.

Major Companies present in the market

Unilever, The Procter & Gamble Company, Coty, Beiersdorf Global AG, L'Occitane International SA, Avon Products Inc., Revlon, Adidas AG, LVMH, Church & Dwight Co. Inc., Estée Lauder Companies, Marico Ltd., Burberry Group plc, Speick Natural Cosmetics, Emami Ltd., EO Products, Lavera Naturkosmetik, McNroe Consumer Products Pvt. Ltd., erbaviva.

Considered in this report

- Geography: Global

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

Aspects covered in this report

- Global Deodorant market with its value and forecast along with its segments

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

Regions covered in the report

- North America (United States, Canada, Mexico)

• Europe (Germany, United Kingdom, France, Spain, Italy, Russia)
• Asia-Pacific (China, Japan, India, Australia, South Korea)
• South America (Brazil, Argentina, Colombia)
• Middle-East & Africa (UAE, Saudi Arabia, South Africa)

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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