Deodorants Market Report

Spray deodorant is the segment that holds the major share in the global deodorant market. Because of increased consumer demand for products with features like quick drying ability, which helps prevent clothing stains. Moreover, spray deodorant is less sticky and wet than other products, which is why this market segment is growing in popularity. Furthermore, spray deodorant's lack of residue on the skin makes it more appealing to a wider range of consumers. For instance, Axe has launched a new 72-hour body spray deodorant with double the amount of zinc to combat odours compared to other Axe body sprays. This dual dosage assists in capturing odour particles to maintain a lasting, fresh scent in the latest Axe Fine Fragrance line, made in partnership with leading fragrance companies.

The increasing emphasis on a healthy and fresh lifestyle among people worldwide is boosting the demand for products. Solid-stick deodorant that is not sticky has become a popular choice because it can effectively control odour for a long time. However, solid-stick deodorants often hype natural or organic ingredients, appealing to health-conscious consumers seeking safer alternatives. Nivea states that its Pearl & Beauty antiperspirant deodorant stick provides 48 hours of protection, making the underarms smooth, soft, and beautiful.

The majority of deodorants include a variety of chemicals, like aluminium compounds, cyclomethicone, and other substances. These chemicals can trigger allergic reactions in sensitive skin, limiting market growth somewhat. Furthermore, the overuse of deodorant with ethanol causes dryness of the skin. Additionally, a lack of moisture can result in itching and may eventually result in skin irritation or swelling. For instance, as per the data presented in ‘Government of Canada’ on April 2024, the ‘Canada's Chemicals Management Plan’ assesses and controls the possible hazards that chemical substances may present to individuals and the environment in Canada.

The initial phase of the evaluation procedure involves preparing a preliminary chemical risk assessment. As per the draft assessment for 55 aluminium-containing substances, it was suggested that two substances, aluminium chlorohydrate and aluminium hydroxychloride, common ingredients in some antiperspirant and deodorant products, may pose a risk to human health. Continuously inhaling these substances by using aerosol antiperspirants and foot deodorant sprays can cause lung damage that is harmful to our well-being. Thus, the majority of deodorants, including chemicals, limit market growth for further expansion. However, organic and natural deodorants are available on the market at premium prices. Meanwhile, with rising costs of living, some consumers might prioritize affordability over deodorant use, opting for less frequent purchases or even skipping deodorant altogether.

Major market players make use of marketing strategies focused on new product launches, mergers, and acquisitions in order to enhance their consumer base and improve their product portfolio. In April 2024, Dove's most recent deodorant utilized advanced science to meet the needs of an expanding consumer base. This is how the brand's new line, enriched with niacinamide, is meeting the increasing demand for premium, aluminium-free products. In addition, the newly released Dove VitaminCare+ deodorant, free of aluminium, contains vitamin B3 which is also known as niacinamide that collaborates with the skin to assist in defending against odour. Products contain a 3% concentration of facial-grade niacinamide for advanced skincare results and also provide 72-hour odour defence. The new range without aluminium targets a rapidly expanding sector worth millions of dollars, presenting a great opportunity for Dove.

Furthermore, in April 2024, Tom's of Maine introduced a fresh line of deodorant and antiperspirant as part of the Smell Good, Good campaign. The latest items are packaged in contemporary containers crafted entirely from recycled plastic material. The fresh formulas do not contain aluminium and are made with natural aloe vera and other ingredients. Moreover, in February 2024, Old Spice, the well-known brand famous for its pleasant fragrances and efficient grooming items, introduced a new range of total body deodorants. These items are created for use on the entire body, offering continuous freshness around the clock from underarms to feet and beyond.

Europe is expected to hold a significant share of the deodorants market during the forecast period. Meanwhile, in many European countries, personal hygiene is closely tied to social etiquette and public perception. Regular use of deodorant is often seen as a basic courtesy to avoid body odour in social and professional sector. In addition, the varying climates across Europe, from Mediterranean warmth to Northern Europe's colder temperatures, influence the need for personal hygiene products to maintain freshness throughout the day. Furthermore, the market is expected to experience strong growth in the future because of major cosmetics companies like L'Oréal, Beiersdorf, Avon, Unilever, and others, which are driving increased product sales.

On the other hand, the North American region is expected to grow at the fastest pace in the global deodorant market during the forecast period. In North America, deodorant products are utilized by households and are considered essential personal care items. In addition, North America has a robust economy where consumers have more purchasing power. As per the ‘U.S. Department of Treasury’ over the past 3 months from April 2024, the incoming U.S. economic data continue to show robust growth in the labour market, business investment, and household consumption, even though inflation remains at its peak. However, the leap in job growth picked up in early 2024, prime-age labour supply improved, and the unemployment rate remained low. It is likely that the health of the labour market is buttressing private demand and, with it, economic growth in 2024. Thus, with a strong economy, consumers in North America drive the demand for deodorant and other premium products, which fuels market growth.