Deodorant Wipes Market

Deodorant Wipes Market By Product (Wet Wipes, Dry Wipes), By Fragrance (Citrus, Coconut, Floral, Lavender & Others), By Application (Dryness Relief, Itch Relief, Odour Prevention & Others), By Distribution Channel & By Region - Global Market Insights 2022 to 2032

Analysis of Deodorant Wipes market covering 30 + countries including analysis of US, Canada, UK, Germany, France, Nordics, GCC countries, Japan, Korea and many more

Deodorant Wipes Market Outlook (2022-2032)

The global market for deodorant wipes reached a valuation of around US$ 56 Mn in 2021 and is slated to accelerate at a CAGR of 2.1% to top US$ 71 Mn by 2032. Demand for wet wipes is high and is set to increase at a CAGR of 2% across the assessment period of 2022 to 2032.

Prominent regions are likely to capture governing share in the revenue contribution. Especially, Europe and North America owing to the growing sales of cosmetics in the regions.

Report Attributes


Deodorant Wipes Market Size (2022)

US$ 57.22 Million

Projected Market Value (2032F)

US$ 71 Million

Global Market Growth Rate (2022-2032)

2.1% CAGR

Europe Market Share (2022)


North America Market Share (2022)


Market Share of E-commerce Distribution Channel (2022)


Key Companies Profiled

  • Forever Fresh
  • Johnson & Johnson
  • Shiseido Company
  • Fresh Body Co., Ltd.
  • Kimberly-Clark
  • Procter & Gamble (P&G)
  • Svenska Cellulosa Aktiebolaget (SCA)

Know thy Competitors

Competitive landscape highlights only certain players
Complete list available upon request

Deodorant Wipes Demand Analysis (2017-2021) in Comparison to Market Estimations (2022-2032)

As per Fact.MR, market research and competitive intelligence provider, the global market for deodorant wipes progressed at a CAGR of over 1.8% from 2017 to 2021 to reach US$ 56 Mn.

The evolution of the personal care industry has led to an explosion of personal hygiene products such as deodorant wipes that mask unwanted body odor caused by perspiration. At the same time, the demand for deodorant wipes has gained momentum with the outbreak of COVID-19 which is spreading rapidly around the globe.

World Health Organization (WHO) and governments are promoting the use of personal hygiene products to prevent infection, due to which there has been a significant upsurge in the demand for personal care products including deodorant wipes.

However, the irregular and disrupted supply chain and lockdowns in major regions are hindering the production of deodorant wipes. This is creating dormancy in the deodorant wipes market globally. On the back of these trends, the market is projected to witness a CAGR of 2.1% to top US$ 71 Mn by 2032.

Which Factors are Stimulating Demand for Deodorant Wipes across Geographies?

Over the past few years, there has been an increasing inclination among men and women toward the usage of deodorant wipes for upholding their hygiene. This aspect is boosting the sales number in the global deodorant wipes market. Apart from this, the market is expected to gather the benefit of enhanced disposable income of the major worldwide populace.

The corporations engaged in the beauty industry are expanding their efforts to increase awareness about odor, smell, and freshness. This factor is urging people to use several personal care products including deodorant wipes, thereby creating stupendous growth avenues in the market.

The recognition of deodorant wipes is growing among travellers, office-going millennials, sportspersons, and adventure sports lovers in the recent few years. This trend is generating significant demand prospects in the deodorant wipes market.

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How Crucial is Development in the Deodorant Wipes Market for Start-ups?

New Entrants are Launching Unique Cosmetic Products to Capture Significant Market

As sales in the personal care wipe market continue to mount - reaching US$3.3 billion in sales in North America last year, new wipes manufacturers see potential to expand into other applications. Deodorant and antiperspirant wipes are one area where they are seeing this potential.

Although deodorant and body cleansing wipes are nothing new, more and more skincare and personal care brands realize they are an imperative complement to their full product lines that may also comprise solid deodorants, liquid cleansers, and lotions.

For instance, founded in 2016, Mamaearth is an Internet-first brand offering multi-category organic beauty care products. The product catalog includes body lotions, hair shampoo, rash creams, body sprays, body wash, massage oils, sunscreen lotions, men's grooming products, etc. Its mobile app is available for Android and iOS users.

Which Regional Market is catching the Attention of Deodorant Wipes Suppliers?

Europe to Exhibit Fastest Growth

Europe is poised to remain the market leader in the global deodorant wipes market. Rapid urbanization coupled with high per capita spending within the region is the key market stimulator.

However, Europe has now emerged as the epicentre of the coronavirus pandemic with nearly a million COVID-19 positive cases. The European market is projected to witness stagnancy for the next couple of years as the business eco-system of the region will be impacted most adversely during the COVID-19 outbreak.

In addition, Asia which is one of the leading manufacturers of deodorant wipes is facing difficulties in exports from the region as most of the ports in the region is currently not operational. This will disturb the demand-supply ratio globally. Fact.MR opines that in the global deodorant wipes market Europe deodorant wipes market will grow at a value CAGR of 2.2% during the forecast period.

Country-wise Analysis

What is the Deodorant Wipes Demand Outlook for Germany?

Expanding Product Portfolio of Several Manufacturers Accelerates the Market Sales

Germany is deemed an appealing market for wipes. The customers in Germany value hygiene in their houses. Therefore, they highly demand personal care and cleaning products that can assist them to sustain a clean and hygienic home, including wipes, which are in high demand. The wipes market in France is increasing over the past few years owing to the mounting concern of infectious disease.

Increasing concerns among the consumers associated with the potentially toxic components in wipes are pushing sales of medically specialized intimate wipes, such as brands sold in pharmacies, which profit from having a healthier image. Additionally, wipes are gradually becoming part of consumers’ daily routines in Italy.

Will China Offer Increasing Opportunities for Suppliers of Deodorant Wipes?

Increasing Emphasis of Millennials on Hygienic Lifestyle Amplifies the Consumption of Deodorant Wipes

By 2032, China is expected to register a significant growth of 2.2% throughout the forecast period. The soaring demand is attributed to several aspects including rapid urbanization and the increasing preference in the countries, such as China, India, and South Korea, for products that can provide convenience, save time, and still give the same cleaning effect.

Besides, the easy availability of wet wipes as a result of the rising popularity and high spending in the country is one of the primary reasons propelling the market expansion. The prominent factors boosting the product demand in the country include growing awareness and rising initiatives for product promotions among women about the hostile effects of unclean intimate areas such as skin disorders, itching, odor, and the possibility of cervical cancer.

In May 2021, Unilever's launched a new deodorant wipe on shelves now offers people a smart way to stay feeling fresh as they go from one activity to the next. With 24-hour odor protection, the new Deodorant Wipes are available from five Unilever brands-Dove, Dove Men+Care, Degree Women, Degree Men, and AXE.

Category-wise Insights

Why Product Type of Deodorant Wipes Gains the Highest Traction?

Wet Wipes to Remain the Most Preferred Deodorant Wipes Variant Globally

Wet wipes are preferred by most consumers as they provide the right pH balance coupled with and inhibit the growth of microbes. Thus, they are a suitable prevention measure that results in high demand growth for wet wipes.

The sales of wipes however are currently hampered due to the closure of retail stores as well as the stoppage of e-commerce deliveries amid stringent lockdowns. For instance, in the U.S., the retail industry registered plummeting sales of 8.7% in March 2021, the biggest decline since 1992.

Such a huge slump in the retail industry is expected to impact sales of wet deodorant wipes. However, post-recovery, the demand for deodorant wipes is expected to increase marginally. Owing to the aforementioned facts, wet wipes are expected to grow at a value CAGR of 1.9% and are anticipated to hold more than 73% share of the global deodorant wipes market by the end of the forecast period.

Which Application Segment is Fuelling Sales of Deodorant Wipes?

Dryness & Itch Relief Poised to be Market Stimulating Applications

The global deodorant wipes market is expected to grow at a value CAGR of 2% and it is anticipated to expand by 1.2X from 2022 through 2032. The outbreak of COVID-19 has resulted in a remarkable drop in sales and has posed a serious threat of dormancy in the global deodorant wipes market shortly.

However, in the long run, the demand for deodorant wipes is projected to leapfrog. Soaring temperatures and high pollution levels in urban areas are leading to widespread skin dryness and itchiness which is giving impetus to the demand for deodorant wipes.

On the back of these factors, dryness relief, and itch-relief application segments are expected to grow at value CAGRs of 1.5% & 2.2% respectively and are poised to hold more than 62% share of the global market combined.

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Competitive Landscape

The global market is highly fragmented with the presence of a large number of local and regional players. The global deodorant wipes market is highly competitive in nature with leading personal care companies such as Unilever entering the market and creating intense competition among leading players. Key players are launching new products according to changing requirements of consumers.

  • In February 2021, leading personal care company Unilever launched a range of deodorant wipes under its various brands in the personal and skin care segments such as Axe, Dove, Degree, etc.
  • In May 2021, another personal care brand Recess launched deodorant wipes that are combined with tea tree oil and acai extract.

Key Segments in Deodorant Wipes Industry Research

  • By Product :

    • Wet Wipes
    • Dry Wipes
  • By Fragrance :

    • Citrus
    • Coconut
    • Floral
    • Lavender
    • Others
  • By Application :

    • Dryness Relief
    • Itch Relief
    • Odour Prevention & Freshness
    • Others
  • By Distribution Channel :

    • Modern Trade
    • Drug Stores
    • Convenience Store
    • E-Commerce
    • Other Retail Format
  • By Region :

    • North America
    • Europe
    • Asia Pacific
    • The Middle East & Africa
    • Latin America

- FAQs -

What is the expected closing market value for Deodorant Wipes in 2032?

By 2032, the Deodorant Wipes landscape is slated to reach a valuation of US$ 71 Million.

How will the Europe market for Deodorant Wipes flourish until 2032?

As per Fact.MR’s projections, the market for Deodorant Wipes in Europe will likely expand at a 42% CAGR.

At what percentage will the industry expand during the 2022-2032 period of assessment?

From 2022 to 2032, the Deodorant Wipes industry is poised to flourish at a 2.1% CAGR.

From 2017-2021, what was the documented growth rate for the Deodorant Wipes market?

According to Fact.MR, a CAGR of 1.8% was recorded for the Deodorant Wipes market from 2017-2021.

Which is the most preferred Application Type for Deodorant Wipes?

Based on Application, the Dryness Relief segment for sales of Deodorant Wipes captures the highest share, documenting a 2.1% value CAGR.

By Product type, which segment is likely to experience the fastest growth rate?

The Wet wipe type segment is expected to grow the fastest, at a CAGR of ~2%.

What was the market worth for Deodorant Wipes in 2021?

As of 2021, the Deodorant Wipes market was valued at US$ 56 Million.

At what value will the Deodorant Wipes market close in 2022?

As of 2022, Fact.MR expects the Deodorant Wipes industry to be valued at US$ 57.2 Million.

Deodorant Wipes Market

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