Deodorants Market
The market for Deodorants was estimated at $25.8 billion in 2024; it is anticipated to increase to $36.2 billion by 2030, with projections indicating growth to around $48.0 billion by 2035.
Report Summary
Market Data
Methodology
Table of Contents
Global Deodorants Market Outlook
Revenue, 2024
$25.8B
Forecast, 2034
$45.4B
CAGR, 2025 - 2034
5.8%
The Deodorants industry revenue is expected to be around $27.3 billion in 2025 and expected to showcase growth with 5.8% CAGR between 2025 and 2034. With global personal care deodorant sales set to grow, the sectors core drivers are rapid urbanization and the way people are increasingly fashion conscious. This trend is mirrored across a range of products with varied fragrances, and it is men and women who are the principal consumers, generating almost all the sales; a prime example of this are deodorant sprays, which in 2025 brought $12.83 billion into the industry, largely due to their widespread popularity for ease of use and longer lasting odour protection. A key factor in this is eco friendly packaging.
Formulated to reduce body odour, to give a pleasant smell, and in some cases, to stop sweating, deodorants come in a variety of forms including creams, roll ons, sprays and sticks. These address various skins and the lifestyles of both women and men in sports, daily routine and when out. Trends include a rise in deodorants without aluminium, natural products, those suitable for sensitive skin as well as unisex fragrances and more eco friendly packaging; deodorant and body spray combinations, natural deodorants and aluminium free products have also become more popular.
Market Key Insights
Projected annual growth for the global deodorants market is 4.5% over the next ten years, reaching a value of $45.4 billion by 2034 from $25.8 billion in 2024. With a compound annual growth rate of 5.8%, the personal care products market has shown an increasing trend in demand across the categories of men's grooming products, children's hygiene products and women's grooming products.
Among the market leading companies in this field are Beiersdorf Global AG, the Procter and Gamble Company and Unilever. Their presence significantly influences the competitive market landscape.
The U.S. and China are the leading markets within the deodorants industry and are expected to expand at compound annual growth rates of 3.8% and 5.6% respectively between the years 2024 and 2030.
The countries with the highest growth potential over the forecast period are anticipated to be emerging markets - Indonesia, Vietnam and Nigeria. These are forecast to achieve compound annual growth rates in the range of 6.7% to 8%.
Transition, with sustainable formulations reshaping deodorants, will dominate the value chain in both the U.S. and in China. By 2030 it is predicted this will add $842 million to the deodorant industry's revenue.
Between 2024 and 2034, the deodorants market is expected to grow by $19.6 billion. It is anticipated that a greater share of the market will be held by products marketed for women and children.
With
rising preference for natural, aluminum-free deodorants and growing demand for dermatologically tested, skin-friendly formulations, and
Expansion of omnichannel retail and e-commerce platforms significantly enhancing global accessibility of deodorants, Deodorants market to expand 76% between 2024 and 2034.
Opportunities in the Deodorants
More and more urban women of the millennial generation look for deodorants with gentle, plant based components. They prefer deodorants without synthetic fragrances and aluminium salts. In North America, aluminium free deodorants that use natural ingredients along with clinically proven protection against sweat and body odour can increase their sales in pharmacies and beauty outlets. Products that are also dry and portable, such as stick deodorants, would be best placed in this section. They are expected to increase in value from approximately 7.8 billion dollars to 10.48 billion dollars globally by the year 2030 at a 6.1% CAGR. This increase should be greater than many aerosol formats that are traditional worldwide.
Growth Opportunities in North America and Asia Pacific
High standards of personal hygiene prevail in North America which results in the deodorant market growing, driven by consumers readiness to purchase antiperspirants that are high in quality as well as fragrances which give long lasting freshness and offer effective control over odour. The male segment is the most significant end use group with its influence driven by sports, grooming and fitness. On the other hand, womens deodorants and deodorants for sensitive skin containing no aluminium are witnessing an increase in demand as consumers increasingly prefer products that are natural, dermatologically tested and clean label. Major opportunities are arising from the contrast between long established multinationals in the personal care industry and the nimble independent brands that differentiate themselves via use of organic ingredients, unisex fragrances and biodegradable packaging. Top opportunities are emerging for the sale of clinical strength sticks, roll on products with no alcohol and subscription services for direct to customer delivery. The companys priorities should be on developing their lines of products designed for men which are sold in gyms and sports centres as well as on innovation within the womens natural deodorant product range which is sold in chemists and other beauty retailers. Additionally the company should develop mild products for children which parents can trust to be safe for their childs skin.
Urbanisation in the Asia Pacific is contributing to an increase in the sales of deodorants. With higher disposable income in the region, there is an increasing preference for personal hygiene products. The hot climate of the region requires people to use deodorants on a daily basis. Consequently, there is an increased demand for high efficacy deodorants and deodorant sprays. As women enter the workforce in increasing numbers and their participation in various social activities increases, they are increasingly likely to opt for compact roll on deodorants and fragrant mists designed to meet the specific perfume preferences of their country. The personal care items market for children is expected to have a strong future, due to the high population of children and increasing interest by parents in the importance of early personal hygiene. A number of international personal care companies and local personal care companies, who rely on the use of organic and natural products, such as botanicals and herbs, shape the competitive landscape. These companies have developed a variety of products that do not only contain aluminium and are suitable for the skin, all at a price which is low enough for them to appeal to the mass market as well as to aspirational consumers. Opportunities exist for the company in affordable, climate resistant deodorants with long lasting fragrance for the urban woman, differentiated mens lines aligned with sporting and leisure trends in urbanising cities, and a child care range of products which are gentle on skin and have been dermatologically tested. These products can be introduced via educational campaigns and digital media to young families to establish brand loyalty early on.
Market Dynamics and Supply Chain
01
Driver: Rising preference for natural, aluminum free deodorants and growing demand for dermatologically tested, skin friendly formulations
Natural deodorants are also seeing increasing demand due to consumer preference for products that avoid aluminium salts, parabens and synthetic fragrances. This rise can also be attributed to heightened awareness of the health implications of long term exposure to these substances. Investing in technologies like plant based ingredients, mineral complexes and microbiome friendly technologies, manufacturers of body products are also now able to provide effective body odour prevention with long lasting freshness in roll on, sticks and spray deodorants. The rise in people having sensitive skin has also led to greater demand for deodorants and anti perspirants that have also been dermatologically tested and are also hypoallergenic. These products avoid skin irritation and protect the skin barrier. These expectations are also supported by advanced formulation technology which incorporates encapsulation technology and moisturizing carriers to prevent degradation of the active ingredients during the intense personal hygiene process. These trends are also currently influencing the strategy companies adopt for premium products and product development processes. As a result, clean label deodorants with a gentle effect on the skin are also becoming a key area of expansion.
As omnichannel retail continues to grow at a rapid pace it is also becoming easier for deodorant brands to provide consumers with greater visibility and accessibility to their products. Websites selling direct to the consumer, and online market places for commerce enable regular purchases of deodorants and antiperspirants. Through these platforms, marketing to those preferring aluminium free products or for sensitive skin is also possible. The use of data driven merchandising tools, digital sampling and recommendation engines is also helping to increase the sales of products in the personal care category and also promote other products. The integration of the companys digital and traditional sales channels significantly boosts penetration in the market in developing countries. This also helps the company to offer deodorants with special packaging and other premium products, leading to long term growth in the deodorant market.
02
Restraint: Intensifying regulatory scrutiny on ingredients and labeling raises compliance costs and disrupts deodorants product pipelines
Personal care product manufacturers are currently reformulating and rebranding products due to the introduction of stricter regulations on chemical and aerosol content. Because of this some products have been taken off the shelves until they can be reformulated to meet the new regulations. In the short term, this has had a negative impact on the companies profits and growth possibilities. Sales have decreased and retailers have had to remove products from their stock lists.
03
Opportunity: Accelerating adoption of long lasting deodorant sprays in Southeast Asias rapidly expanding youth e commerce market and Premiumization of mens deodorant sticks and roll ons within Latin Americas evolving mass grooming segment
In the countries of South East Asia consumers are particularly interested in deodorants that are effective in hot conditions and have long lasting action. Deodorant sprays which have long lasting properties and fragrances that are encapsulated along with sweat activated release are well suited to this demographic. They are especially suited when these are sold via mobile phone first e commerce websites and through partnerships with social commerce. Sprays are forecast to be the largest global market with a value pool of $12.83 billion in 2014 which is expected to rise to $16.61 billion by 2030 at a 5.3% CAGR. This represents the majority of the incremental demand from the rapidly growing online retail across the region.
The increasing incomes of Latin Americas consumers have contributed to the trend of these men using deodorants. Furthermore, these men are becoming more concerned about their personal appearance. As a result, they are moving from conventional deodorants to more complex forms of body care. Personal care companies who produce roll on deodorants that have been dermatologically tested and that preserve the skins microbiota, combined with high end fragrances and biodegradable packaging which is recyclable, can differentiate themselves in barbers and supermarkets. Roll ons will exhibit the greatest growth, rising from about $3.69 to $4.99 billion by 2030, with a 6.2% CAGR, thereby outperforming the majority of stick products in these markets.
04
Challenge: Growing consumer shift toward natural alternatives fragments brand loyalty and pressures pricing in deodorants
The growing demand for deodorants without aluminium has led to a significant shift in the mass market deodorant sector. The rise in niche and direct to consumer manufacturers selling aluminium free deodorants has fragmented the market. Traditional deodorant brands are losing sales due to decreased demand for their products, increased advertising to promote their natural products and sustainable packaging and aluminium removal. Urban consumers are opting for environmentally friendly deodorants whereas other consumers are opting for cheaper options. As a result of this shift in consumer preferences the market has experienced a polarisation in demand, which has resulted in lower profit margins for the industry. Despite the existence of premium products which command higher prices, the overall value of the market has experienced reduced growth.
Supply Chain Landscape
1
Ingredient Supply
BASF SEDow Inc.Givaudan
2
Packaging Supply
AptarGroup Inc.Berry Global Group Inc.Amcor Plc
3
Deodorants Manufacturing
Unilever PlcProcter and Gamble CompanyBeiersdorf Global AG
4
End-Use Markets
Personal Care and Hygiene ProductsFitness Body Sprays
1
Ingredient Supply
BASF SEDow Inc.Givaudan
2
Packaging Supply
AptarGroup Inc.Berry Global Group Inc.Amcor Plc
3
Deodorants Manufacturing
Unilever PlcProcter and Gamble CompanyBeiersdorf Global AG
4
End-Use Markets
Personal Care and Hygiene ProductsFitness Body Sprays
Use Cases of Deodorants in Men's Grooming & Children's Hygiene
Men's Grooming : Deodorants for men constitute the largest application segment and will be worth 13.61 billion US dollars by the year 2025. The market is expected to expand at a rate of 5.2% per annum from 2030. The deodorants for men are predominantly bought by males due to their busy lifestyles and the need for regular hygiene. Antiperspirants are sold mainly as spray products accounting for about half of all antiperspirant sales, with roll on products holding approximately a third of the market and deodorant sticks comprising the remainder. Deodorant sticks provide the concentrated antiperspirant application to the underarm for effective protection against sweat and fragrance lasting from morning through the night. Following a shower, as part of an overall mens personal care regime, these fragrances are commonly applied prior to sports and other outdoor events in order to keep body odour under control. Modern deodorants and antiperspirants used are tailored to athletes. The companies best placed to take advantage of the opportunities in this market are Unilever and Procter & Gamble, which have a wide range of deodorants and strong brands that are widely available. LOreals products are aimed at the higher end of the market and are designed with the specific needs of men in mind.
Women's Grooming : The fastest expanding market segment for female deodorants in the future is high growth application, with a revenue forecast of 11.21 billion USD by the year 2025. In addition, the rate of growth for this sector is 6.3% CAG, which spans from 2026 through 2030. This growth in female deodorants can be attributed to a rise in demand from women for deodorants that combine various personal care benefits and their corresponding beauty routines. Generally, women use roll on or spray deodorants for freshness and ease of use. 14.3% of those who purchase these products opt for roll on deodorants which provide better skin compatibility and moisturising qualities. These can be used in conjunction with perfumes and may be either aluminium free or natural. Individuals generally apply the product each morning with further application possible as needed, often when at work or social events. They tend to favour more delicate scents and more refined textures that complement their general skincare routine. The companies, Beiersdorf Global AG and LOral Group, dominate the market through innovative dermatology led products and their high end positioning in the sensitive skincare field. This is in contrast to the market presence of Unilever, P & G and Colgate, which is maintained through the broad product ranges they offer, continuous fragrance innovation and the use of numerous retail channels.
Children's Hygiene : The childrens deodorant market is forecast to grow at a rate of 8.1% per annum between 2030 and the year 2025. In 2025 it is anticipated to be worth $1 billion. Children are the target market for this expanding product group. The market includes teenagers and children. The adoption by parents of deodorants suitable for the age group is boosting early hygiene practices. This market is dominated by roll on deodorants and gentle sticks, which provide controlled dose application and close to skin application along with mild formulations that are geared towards individuals with sensitive skins. Sprays are used more sparingly in order to prevent irritation. Antiperspirants are typically used after sports or school by individuals who wish to reduce sweat smell, rather than cut down on sweat. These products contain gentle, non irritating ingredients that are often aluminium free and are generally less effective at reducing sweat than other products. Companies such as the Colgate Palmolive Co. and Beiersdorf Global have significant brand recognition within the industry, leveraging both skincare and household credentials. The Unilever Plc and Procter and Gamble Co have successfully broadened the appeal of their well established brands by including teenage oriented products, thereby building customer loyalty through extensive distribution in everyday retail channels and parental trust.
Impact of Industry Transitions on the Deodorants Market
As a core segment of the Other Consumer Goods industry,
the Deodorants market develops in line with broader industry shifts.
Over recent years, transitions such as Sustainable Formulations Reshaping Deodorants and Digital Personalisation And New Formats have redefined priorities
across the Other Consumer Goods sector,
influencing how the Deodorants market evolves in terms of demand, applications and competitive dynamics.
These transitions highlight the structural changes shaping long-term growth opportunities.
01
Sustainable Formulations Reshaping Deodorants
The deodorant market is undergoing a significant transformation driven by heightened consumer demand for eco friendly products. As sustainability becomes a priority, brands are pivoting towards formulations that utilize plant extracts and eliminate alcohol, while also embracing innovative packaging solutions such as waterless sticks and recyclable materials. This strategic shift not only aligns with consumer preferences but is projected to reshape the value chain in both the U.S. and China, contributing an estimated $842 million to the deodorantindustry'srevenue by 2030. As personal care companies enhance their focus on low waste packaging and natural ingredients, retailers are also adapting their displays to highlight these sustainable offerings, marking a pivotal moment in the industry’s evolution.
02
Digital Personalisation And New Formats
With technology and wellness driving innovation in the field of cosmetics, products like deodorants are now offering customised fragrances, a formula which takes into account the individuals microbiome and an omnichannel subscription service. Users can seek advice on deodorants from various online tools and apps, or take online quizzes to determine which products are most suitable for them. This advice is given based on their specific needs which could be either their lifestyle or the sensitivity of their skin. There are also deodorants in the roll on, stick and spray forms. As a result of this transition, the sportswear industry is now seeing sportswear companies work with manufacturers to develop sweat controlling products. This trend is also being observed in the fitness industry where companies which provide fitness programmes now offer free deodorant samples to their subscribers. Fragrance manufacturers are now combining deodorants with skincare products to produce long lasting body sprays and deodorants for consumers across the premium and mass market segments.