Deodorant Market Size, Share & COVID-19 Impact Analysis, By Product Type (Spray, Roll-On, Stick, and Others), By Packaging Material (Metal, Plastic, and Others), By End-User (Men and Women), and Regional Forecast, 2023-2030

The global deodorant market size was valued at USD 24.36 billion in 2022 and is projected to grow from USD 25.16 billion in 2023 to USD 37.44 billion by 2030, exhibiting a CAGR of 5.57% during the forecast period.

Deodorant has become one of the popular products as it has the capability to keep the underarm fresh and prevent the body from producing an unpleasant smell even in warm weather. The increasing growth of global warming helps to increase the consumption as it results in a large number of people experiencing the release of odor and sweat from their body. For instance, according to data published by scientists at NASA’s Goddard Institute for Space Studies (GISS) in New York, in 2018, the global temperature rose to 1.5 degrees Fahrenheit which is greater as compared to 1951-1980.

Additionally, the growing demand of the product by people who are involved in health and fitness activities such as jogging, yoga, bicycle riding, and others will further propel the market growth.

COVID-19 IMPACT

Lockdown Restrictions Amid COVID-19 Pandemic to Limit the Market Growth

The COVID-19 pandemic negatively impacted the global market owing to a lack of production, limited raw material, national & international trade barrier, and others. Furthermore, due to the lockdown in developing and developed countries, deodorant manufacturers have been forced to close their production facilities due to labor shortages. Additionally, many cosmetic stores were closed during the COVID-19 pandemic. Thus, the complete shutdown of borders and the implementation of lockdown practices across the world adversely affected the market growth.

Furthermore, the post-COVID, key manufacturers focus on digitalization and promoting and selling their products online. Manufacturers are creating e-commerce websites to promote and sell their products in less time and cost-effectively. Hence, the rising trend of online shopping and the increase in social media advertisement are the factors that will drive market growth.

LATEST TRENDS

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Growing Popularity of Stick and Organic Deodorants to Propel Market Growth

The rising awareness among the global population toward a healthy and fresh lifestyle is driving the product demand. Stick deodorant which is in solid form and non-sticky in nature is now popularly being used as it has the ability to hold odor for an extended period of time. For instance, as claimed by Nivea, its pearl & beauty antiperspirant deodorant stick offers 48 hours’ protection, leaving the underarms smooth, soft, and beautiful.

Furthermore, organic deodorant is expected to attract more customers toward the product in the coming years owing to its skin-friendliness, proven excellence in the elimination of odor, aluminum-free nature, and others. Additionally, organic deodorant doesn’t cause stain on clothes which is also an essential factor in boosting the product demand. For instance, considering the growing demand, Shahnaz Husain Group announced the launch of herbal and organic deodorant for the Indian market in 2018.

DRIVING FACTORS

Increasing Consciousness Regarding Personal Grooming to Aid Market Expansion

The growth of the global economy along with an escalated number of dual-income families resulted in changes in lifestyle and improvement in the standard of living. These factors are expected to support market growth over the forecast period. Furthermore, the increasing promotional campaigns of cosmetic and fragrance products through television, radio, print media, and social media are also playing a significant role in providing awareness of the benefits of products. For instance, according to data published by Sprout Social, in 2019, U.S. marketers are estimated to be using 86.8% Facebook, 75.3% Twitter, 66.5% Instagram, and 51.9% YouTube for their social media campaigns. Additionally, intense competition among the major players has resulted in the production of the best possible products to capture more consumers, which in turn is acting as a flourishing factor for the generation of greater revenue.

Manufacturers Focus on Introduction of Innovative Products to Favor Market Growth

Many manufacturers are focusing on coming up with better and innovative products which can meet the requirements of most individuals and thereby expand their consumer base. The innovations of aluminum-free deodorant and the rising demand for natural ingredients deodorant will boost the demand as it helps to avoid the absorption of toxic chemicals into the body. Furthermore, the introduction of deodorant wipe that comes in the form of wiping papers, which are lightweight, simple, and easy to use is also contributing to the growth of this industry.

RESTRAINING FACTORS

Formation of Skin Allergies to Hamper Market Growth

Most of the deodorants contain various types of chemicals such as aluminum compounds, cyclomethicone, and others. These chemicals have the ability to cause an allergic reaction to sensitive skin, restraining market growth to some extent. Additionally, the excessive use of deodorant containing ethanol leads to dry skin. Further, dryness may cause itchiness and might later lead to irritation or swelling of the skin.

SEGMENTATION

By Product Type Analysis

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Spray Segment to Dominate the Global Market Driven by Higher Demand from Consumers

By product type, the market is segmented into spray, roll-on, stick, and others. The spray segment is anticipated to dominate the market by product type owing to higher demand from consumers for products including features such as the ability to dry instantly, which in turn helps to avoid stains on clothes. Furthermore, spray deodorant is not sticky or wet as compared to other different products and therefore the segment is gaining more traction. Additionally, spray deodorant does not leave any debris or flake on the skin helping to attract more consumers to the product.

By Packaging Material Analysis

Plastic Segment to Hold Major Market Share Owing to Lower Cost

On the basis of packaging material, the market is divided into metal, plastic, and others. Plastic segment is projected to be the largest market shareholder. Plastic containers are considered to be durable, indicating that they have the ability to withstand a shock or a drop as compared to material such as glass or paper. This quality acts as a thriving factor for more demand for the product. Furthermore, due to its lower cost as compared to other raw materials, it is often chosen over other types of materials. Additionally, due to its lightweight nature, plastic deodorant is easy to carry around, which makes it very convenient to carry while traveling. According to ‘Facts and Figures about Materials, Waste and Recycling’ published by the U.S. Environmental Protection Agency, in 2017, about 14.5 million tons of plastic was being used in container and packaging produced in the U.S. Likewise, most manufacturers such as Unilever PLC, The Procter & Gamble Company, Spirit Nest, and others are utilizing large amount of plastic material for the production of deodorant stick, wipe, spray, roll-on, and others.

Due to large amount of waste generation and non-recyclable plastic deposition in the environment, more manufacturers are taking steps to prevent this issue. For instance, according to an article published by Unilever in November 2019, Dove is focusing on switching to new 100% recyclable plastic cans for its products, in Europe and North America. The company is committed to halving its usage of virgin plastics by 2025.

However, due to the durability and easier recycling process of metal as compared to plastic, it is projected to hold a significant share in the years to come.

By End-User Analysis

Men Segment to Hold Dominant Market Share Driven by Greater Participation in Sports Activities

Based on end-user, the market is grouped into men and women. The men segment is projected to be the larger market shareholder owing to the larger number of men participating in sports activities such as basketball, football, cricket, and others. These sportsmen are increasingly inclined toward using deodorants in order to avoid the bad smell of sweating.  According to data published by the National Collegiate Athletic Association, in 2017-2018, in the U.S., the number of male NCAA student-athletes was about 278,614 nationwide, which is 56% of the student-athlete total population. Furthermore, men are expected to be participating in more physically demanding jobs such as mining, construction, manufacturing, and others. This factor is expected to propel the segment growth in the coming years.

REGIONAL INSIGHTS

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By geography, the market is studied across North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Europe is set to hold the largest deodorant market share during the forecast period 2023-2030. The market is estimated to depict robust growth over the coming years due to the presence of a large number of cosmetics giants in the region such as L'Oréal, Beiersdorf, Avon, Unilever, and others who are helping for greater purchase of the product. Additionally, most of the people in this region are inclined toward a hygienic lifestyle and therefore consider using deodorant as a necessity in their life, which, in turn, helps to generate higher product demand.

The North America market is projected to grow at a significant CAGR during the forecast period.  A rise in awareness regarding the maintenance of personal health and hygiene among individuals will drive the market growth. Additionally, people are having higher buying power due to the growing employment rate in the region, which, in turn, gives rise to the consumption of more cosmetic products such as deodorants. Furthermore, the growing popularity of the health and fitness industry also acts as a vital factor impelling the market growth.

The Asia Pacific market is expected to hold a significant share during the forecast period of 2023-2030. As a result of the increase in economic growth, particularly in countries such as South Korea, Japan, India, and China, which is driving the growth of the personal care industry in the region. Furthermore, an increase in the number of dual-income families in the region has resulted in greater purchasing power of consumers which in turn encourages them to buy personal care products, including deodorant.  In addition, ease in online distribution channel is further driving the growth of the market.

South America is also expected to witness substantial growth over the study period owing to increase in the consumption of cosmetics products, including deodorants. Moreover, changes in lifestyle due to the rise in disposable income are propelling the product demand in the region. However, increasing urbanization and improved standard of living in the region are anticipated to slowly boost the deodorant product demand during the forecast period.

KEY INDUSTRY PLAYERS

Key Players to Focus on Research and Development Activities to Strengthen Industry Position

The key players are working on research & development by coming up with products that have a lesser allergic reaction for sensitive skin, researching for more organic ingredients to use, and lessening the use of aluminum. For instance, Crystal Essence launched the deodorant roll-on which is made out of green tea, mineral salts, and chamomile has a very low allergic reaction to the skin and can be even used by people who have super sensitive skin.

LIST OF KEY COMPANIES PROFILED:

• Unilever PLC (U.K.)


• Procter & Gamble (U.S.)


• Beiersdorf AG (Germany)


• Henkel AG & Co KGaA (Germany)


• L'Oreal S.A. (France)


• Sky Organics (U.S.)


• Speick Natural Cosmetics (Germany)


• Truly's Natural Products (U.S.)


• Erbaviva (U.S.)


• Spirit Nest (U.S.)


• EO Products (U.S.)


• Elsa's Skincare (U.S.)

KEY INDUSTRY DEVELOPMENTS:

• September 2022 – Unilever PLC launched its new certified natural aerosol deodorant brand, Schmidt’s. The launch would help the company increase its product depth in the beauty & personal care segment.


• June 2022 – Procter & Gamble Secret brand introduced the Weightless Dry Spray collection. It consists of aluminum-free and antiperspirant deodorant options, which help protect from sweat and odor.


• May 2021 – Grove Collaborative announced the expansion of its personal care line with the launch of the first-ever 100% plastic-free deodorant and body care refill system. The announcement is a step toward the company's plan to be 100% plastic-free by 2025. 


• May 2021 – Unilever Plc. announced that the company had transformed the packaging to all-inclusive refillable packaging of its deodorant product under its brand Degree. The new packaging was designed to provide convenience to consumers with visual impairment or upper limb motor disabilities.


• April 2021 – Unilever PLC launched a refillable deodorant product. The company estimated that the use of refillable deodorant products would reduce virgin plastic waste as the case is made of stainless steel and the refill packaging is made with 98% recycled plastic.

REPORT COVERAGE

An Infographic Representation of Deodorant Market

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The global market research report provides a detailed analysis of the market and focuses on key aspects such as leading companies, product types, and leading application areas of the product. Besides this, the report offers insights into the deodorant market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several factors that have contributed to the growth of the market in recent years.

Report Scope & Segmentation