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Deodorants and Antiperspirants Market

Deodorants and Antiperspirants Market

Deodorants and Antiperspirants Market By Product (Deodorants, Antiperspirants), By Fragrance (Floral Deodorants and Antiperspirants, Fruity Deodorants and Antiperspirants), By Consumer Orientation (Deodorants and Antiperspirants for Women, Deodorants and Antiperspirants for Men)- Global Market Insights 2021 to 2031

Deodorants and Antiperspirants Market
  • Jun-2021
  • List of Tables : 160
  • List of Figures : 201
  • 170 Pages
  • Consumer Goods

Market Snapshot

By value, Fact.MR has projected around 5% CAGR for deodorant and antiperspirant sales for the next ten years, with the market being valued at around US$ 25.7 Bn in 2021. In terms of volume, demand is expected to increase at around 4.5% CAGR over the same period.

Key producing countries of deodorants and antiperspirants are the U.S., U.K. Germany, and France.

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Report Also Addresses:

  • Market Estimates and Forecasts (2016-2031)
  • Key Drivers and Restraints Shaping Market Growth
  • Segment-wise, Country-wise, and Region-wise Analysis
  • Competition Mapping and Benchmarking
  • Brand Share and Market Share Analysis
  • Key Product Innovations and Regulatory Climate
  • COVID-19 Impact on Deodorants and Antiperspirants and How to Navigate
  • Recommendation on Key Winning Strategies

Sales of Deodorants and Antiperspirants from 2016 to 2020 Vs Market Projections for 2021 to 2031

Historically, from 2016 to 2020, sales of deodorants and antiperspirants increased at 8.1% CAGR, wherein, developed countries such as the U.S., Canada, Germany, and the U.K. held significant share in the global market.

Lower middle-class has silently emerged as a consumer section that has started to purchase several products that they earlier found as niche or unaffordable. Deodorants and antiperspirants are amongst those products that are mostly mature across regions. Taking this demographic change into account, marketers in developing countries have strategically started to push their channels to semi-urban and rural areas, where demand is rife and largely unexplored.       

Chemical ingredients such as cyclomethicone and dimethicone are being used in deodorants and antiperspirants, which act as ideal carrier substances and exhibits excellent emollient properties. For instance, Nivea Whitening deodorant, a popular brand marketed by Beiersdorf, contains cyclomethicone to offer skin smoothening and whitening effects.

Considering these statistics and shift in dynamics, the market for deodorants and antiperspirants is forecast to expand at a moderate CAGR of around 5% over the coming 10 years.

An Adaptive Approach to Modern-day Research Needs

How are Manufacturers of Deodorants and Antiperspirants Rejuvenating their Portfolios Following Consumer Behaviour?

Over the years, there has been a steep rise in the number of customers who check the biodegradability of product packaging. This growing sense of environmental concern is also being reflected in the strategies of key companies.

  • Citing one of them, Procter & Gamble Company (P&G) recently announced its intentions to expand its offering of aluminum-free deodorants packaged in recyclable paper tubes, which will be made of 90% recycled paperboard. While P&G is the flagbearer of this concept, several other competitors can follow suit to fit into changing consumer demand.
  • Besides, Unilever has started to offer its deodorants and antiperspirants for users with certain disabilities of mobility and sight. These changes in companies’ portfolios suggests their forward-looking strategies coming through amplifying the needs modern consumers who seek features beyond the evident characteristics of a product.

Companies are now conducting deeper studies on consumer health and hygiene to develop more result-oriented products.

For instance, recently Beiersdorf, in its consumer study for Nivea deodorants brand, derived that stress is the second-most common trigger for sweating, and such sweat is very much different from that produced as a result of heat or physical activities. Considering this fact, Nivea rolled out its Stress Protect Antiperspirant Deo Roll.

Other deodorant brands that highlight fighting stress-led sweat include Garnier Mineral InvisMax Antiperspirant Deodorant Spray and Ombia Bodycare Anti-Stress Deodorant Roll-On.

What are the Roadblocks for Deodorant and Antiperspirant Suppliers?

Aluminum salt is one of the key ingredients used in antiperspirants, as it inhibits sweating, thus restraining bacterial growth and body odor. Usage of antiperspirants that contain aluminum salt leads to deposition of aluminum salts over the pores of the skin, which could be harmful to a certain extent.

Besides, propellants and volatile organic compounds used as ingredients in deodorants and antiperspirants lead to ozone layer depletion that causes environmental imbalance. These substances need to be used in limited quantity.

Mid- and low-scale manufacturers are thus facing challenge in the selection of alternate ingredients. Manufactures are also facing price concerns associated with alternate products.

Interested to Procure The Data

How is Growing Demand for Natural Ingredients Affecting Deodorant and Antiperspirant Sales?

Nowadays, consumers have started demanding deodorants and antiperspirants with natural ingredients. Consumers are being conscious about the side-effects of chemicals used in these products. Factors such as growing consumer demand for natural products and escalating competition are forcing companies to offer products with enhanced qualities and no irritation potential.

More than 1,200 patents for deodorants and antiperspirants with natural ingredients are being filed every year, which has led independent brands to produce deodorants with natural ingredients.

Keeping in mind the risk of skin damage and diseases such as breast cancer, due to the usage of aluminium and alcohol, companies are now reducing the use of these ingredients in their antiperspirants. Brands such as Dry Sure and dermatologist-tested Dove Clinical Protection antiperspirants have been introduced into the market that do not contain alcohol. These products are safe to use and do not cause skin irritation or skin damage.

Which Region Offers the Largest Opportunity for Sales of Deodorants and Antiperspirants?

With an absolute dollar opportunity of around US$ 4.3 Bn, Europe is expected to be the most lucrative market for deodorants and antiperspirants. Europe is one of the foremost regions that extensively uses beauty and cosmetic products.

Europeans consider the use of deodorants and antiperspirants as an inherent part of their daily personal hygiene routine. Deodorant and antiperspirant manufacturers such as Unilever, Henkel, Beiersdorf, L'Oreal, and Christian Dior are headquartered in European countries.

Country-wise Analysis

Why is the Mature Deodorants and Antiperspirants Market in the U.S. Still Growing Steadily?

The United States has a high proportion of urban population that is habitual to personal care and grooming products, including deodorants and antiperspirants. Their elevating lifestyle and concerns for maintaining status quo make them constant users of such products.

Although, consumers seek products having more balance of chemicals and functionality, demand for deodorants and antiperspirants is expected to grow at a moderate pace. While the market in the U.S. grew at a CAGR of 4% from 2016 to 2020, it is anticipated to register higher growth at close to 5% through 2031

How Does Demographic Shift in China Stand as an Opportunity for Increased Deodorant and Antiperspirant Demand?

The market for deodorants and antiperspirants in China is projected to expand at around 8% CAGR during the forecast period.

Earlier, Chinese consumers believed that perspiration is good as it detoxifies the body, and hence, most of deodorant and antiperspirant brands found it difficult to market their products in the country. However, with the cross-cultural habit induction effect, when European and American cultures are their way in the Chinese demography, acceptance and fondness of deodorant and antiperspirant products have risen.

Due to large white space available in China, owing to low penetration of such products, the country holds significant opportunity for market players.

Category-wise Insights

Why are Deodorants More Used as Compared to Antiperspirants?

In 2020, deodorants accounted for around 66% share of the global market. Deodorants prevent odor while antiperspirants defend against sweat and odor. Antiperspirants are mostly used to reduce excessive sweat and underarm wetness. While these facts state the wider application of antiperspirants over deodorants, the former comes with a higher price tag.

Also, since antiperspirants block sweat glands, which some consumers believe is unnatural and not good biologically, several consumers refrain from their usage. Deodorants are readily available across sales channels such as small grocery stores and fit the budget of most consumers.

deodorants and antiperspirants market product

Why are Deodorants and Antiperspirants Meant for Women Generating More Revenue?

Deodorants and antiperspirants targeted to women accounted for over 69% share of overall sales in 2020. Products targeted for women have different fragrance as compared to those formulated for men. Women usually purchase products suited to their feminine taste.

Besides, women are more concerned about their body odour and are more careful about how they appear and smell outside of their homes. This is the key reason for high sales of deodorants, antiperspirants, perfumes, and body mists to women consumers.

Which Sales Channel Hold Lucrative Avenues for Deodorant and Antiperspirant Manufacturers?

Modern trade generated over 30% of total deodorant and antiperspirant sales in 2020. Consumers find large varieties covering a wider price range and product comparison modern trade channels, including supermarkets and hypermarkets. Besides, they also have sample products to check the fragrance before purchase. Their offers on bundled products also make them the most sought-after sales channel for the purchase of deodorants and antiperspirants.

How Has COVID-19 Nosedived Demand for Deodorants and Antiperspirants?

COVID-19 impacted the entire beauty and personal care industry, as consumers spent most of time at their home. The deodorants and antiperspirants industry, which was growing at around 4% annually, witnessed a year-on-year decline of nearly 0.7% in 2020, with the onset of COVID-19.

East Asia and South Asia witnessed the highest decline in 2020 as compared to the previous year, with a 4.5% and 2.6% dip, respectively.

deodorants and antiperspirants market competition

Competitive Landscape

Fact.MR has profiled the following key deodorant and antiperspirant manufacturers in its report:

  • Unilever Plc
  • Procter & Gamble
  • Henkel AG & Company, KGaA
  • L'Oreal Company
  • Beiersdorf AG
  • Colgate Palmolive
  • Victoria’s Secret
  • Christian Dior SE
  • Forest Essentials
  • Marks and Spencer Group plc.
  • The Estée Lauder Companies Inc.
  • The Body Shop
  • Godrej Consumer Product Limited
  • Avon Products Inc.
  • CavinKare Pvt. Ltd.

Majority of companies have focused on product launches and expanding their manufacturing units in developing regions. Strategies include innovation, collaborations with key players, partnerships, strategic alliances, and strengthening of regional and global distribution networks. Some of the key developments in the deodorants market are:

  • In April 2021, Unilever announced the launch of its Degree deodorants that were designed for users with disabilities. The deodorant features a hook design, magnetic cap closure, and improved grip placement to make it accessible to those impaired with mobility or sight.
  • In February 2021, Procter & Gamble Company announced to launch its Secret and Old Spice brand antiperspirants in refillable cases. The company further plans to expand its offering of aluminum-free deodorants, which will be packaged in recyclable paper tubes made of 90% recycled paperboard and certified by Forest Stewardship Council (FSC).
  • In February 2021, Procter & Gamble Company announced launches of three product variants of its brand Old Spice. The company has named thee three fragrance sub-brands as Dynasty, Sea Spray, and Royalty. All three variants are available with aluminum-free claim.     
  • In February 2019, Unilever launched mini-spray deodorants under the brands Dove, Axe, and Degree.
  • In May 2019, Procter and Gamble announced its acquisition of Native Deodorant, a natural deodorant marketing company.   

Similarly, recent developments related to companies manufacturing deodorants and antiperspirants have been tracked by the team at Fact.MR, which are available in the full report.

Report Scope

Attribute Details
Forecast Period 2021-2031
Historical Data Available for 2012-2020
Market Analysis US$ Mn for Value 
Key Regions Covered
  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • MEA
Key Countries Covered
  • United States
  • Canada
  • Brazil
  • Mexico
  • Germany
  • U.K.
  • France
  • Spain
  • Italy
  • China
  • Japan
  • South Korea
  • India
  • ASEAN and Australia
  • New Zealand
  • South Africa
  • GCC Countries
  • Turkey
  • Iran
  • Israel
Key Segments Covered
  • Product
  • Fragrance
  • Consumer Orientation
  • Sales Channel
  • Region
Key Companies Profiled
  • Unilever Plc
  • Procter & Gamble
  • Henkel AG & Company, KGaA
  • L'Oreal Company
  • Beiersdorf AG
  • Colgate Palmolive
  • Victoria’s Secret
  • Christian Dior SE
  • Forest Essentials
  • Marks and Spencer Group plc.
  • The Estée Lauder Companies Inc.
  • The Body Shop
  • Godrej Consumer Product Limited
  • Avon Products Inc.
  • CavinKare Pvt. Ltd.
Pricing Available upon Request

Key Market Segments Covered

  • By Product

    • Deodorants
      • Deodorant Aerosol Sprays
      • Deodorant Roll-Ons
      • Deodorant Sticks and Solids
      • Deodorant Creams & Wipes
    • Antiperspirants
      • Antiperspirant Aerosol Sprays
      • Antiperspirant Roll-Ons
      • Antiperspirant Sticks and Solids
      • Antiperspirant Gels
  • By Fragrance

    • Floral Deodorants and Antiperspirants
    • Fruity Deodorants and Antiperspirants
    • Warm Deodorants and Antiperspirants
    • Woody & Earthy Deodorants and Antiperspirants
    • Fragrance-free Deodorants and Antiperspirants
  • By Consumer Orientation

    • Deodorants and Antiperspirants for Women
    • Deodorants and Antiperspirants for Men
    • Unisex Deodorants and Antiperspirants
  • By Sales Channel

    • Deodorants and Antiperspirants Sold through Modern Trade
    • Deodorants and Antiperspirants Sold at Drug Stores
    • Deodorants and Antiperspirants Sold at Convenience Stores
    • Deodorants and Antiperspirants Sold at Beauty Stores
    • Online Retail of Deodorants and Antiperspirants
    • Other Sales Channels
  • By Region

    • North America
    • Latin America
    • Europe
    • East Asia
    • South Asia
    • Oceania
    • MEA

- FAQs -

The global market for deodorants and antiperspirants is set to be worth US$ 25.7 Bn in 2021

By 2031, sales of deodorants and antiperspirants are expected to top US$ 41 Bn in valuation.

From 2016 to 2020, the deodorants and antiperspirants industry expanded at a CAGR of 4.2%.

Surge in demand for alcohol- and aluminium-free antiperspirants has been the latest trend in the market. Demand for products aiding skin nourishment has also been rising.

Rising sales across tier-2 cities in developing countries has been pivotal in the recent surge in demand for deodorants and antiperspirants. 

Top five players that include Unilever, Procter & Gamble Company, Colgate Palmolive, Henkel AG, and Beiersdorf AG, together accounted for around 58% share of the global market in 2020.

Key countries driving demand for deodorants and antiperspirants are the U.S., Germany, France, the U.K., and Italy.

Deodorant and antiperspirant sales in North America are expected to reach US$ 12 Bn by 2031, rising at a CAGR of 4.4%. 

The market in Europe is expected to expand at a CAGR of around 4% over the next ten years.

The U.S., U.K., Germany, and France are key producers of deodorants and antiperspirants.

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