Antiperspirants and Deodorants Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Aerosol Spray, Cream, Roll-On, and Gel, Others), By Sales Channel (Supermarkets/Hypermarkets, Specialty Stores, Online, and Others), By Region, By Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 35.41 Billion
CAGR (2026-2031)	9.09%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 59.68 Billion

Market Overview

The Global Antiperspirants and Deodorants Market will grow from USD 35.41 Billion in 2025 to USD 59.68 Billion by 2031 at a 9.09% CAGR. Antiperspirants are chemically formulated personal care products designed to reduce perspiration by temporarily blocking sweat ducts, whereas deodorants function primarily to mask body odor and inhibit bacterial growth. The market is fundamentally supported by heightened global awareness regarding personal hygiene and the requirements of increasingly active lifestyles, which necessitate reliable daily moisture and odor control. These core functional drivers sustain consistent demand for efficacy-driven formulations across diverse consumer demographics.

However, a significant challenge impeding broader market expansion is the rising consumer scrutiny regarding synthetic ingredients, particularly concerns surrounding aluminum salts in antiperspirants. This apprehension often leads to market fragmentation as consumers shift toward niche alternatives. According to the Cosmetic, Toiletry and Perfumery Association, in 2024, deodorant sales in the Great Britain market increased by 10 percent, a figure largely driven by an exceptional 43 percent surge in stick-format product purchases.

Key Market Drivers

Advancements in long-lasting and multifunctional ingredient technologies are fundamentally reshaping the competitive landscape of the market. Consumers are increasingly prioritizing products that offer extended efficacy, such as 72-hour sweat protection, alongside skincare benefits like barrier support and tone correction. This shift compels manufacturers to upgrade core formulations with advanced active ingredients, moving beyond basic odor masking to deliver high-performance results that justify premium pricing. The impact of this technology-led value creation is evident in recent industrial financial results. According to Unilever, March 2024, in the 'Annual Report and Accounts 2023', the Deodorants business group delivered an underlying sales growth of 12.3 percent, a performance primarily fueled by the successful rollout of superior protection technologies across key global markets. This momentum is not isolated to a single entity; according to Beiersdorf, in 2024, the company's Deodorants business unit reported an organic sales increase of 16.4 percent, significantly outperforming other categories due to the strong consumer uptake of their functional product lines.

The expansion of the male grooming and personal care segment acts as a parallel catalyst, broadening the consumer base beyond traditional demographics. The male demographic is shifting from basic hygiene maintenance to sophisticated grooming regimes, thereby increasing the demand for premium, scent-focused, and skin-friendly antiperspirants designed specifically for men. Major conglomerates are capitalizing on this trend by expanding their portfolios with targeted male-specific formulations that address sweat control and fragrance longevity simultaneously. This segment's financial contribution remains robust amidst broader economic fluctuations. According to Procter & Gamble, August 2024, in the '2024 Annual Report', the Grooming segment achieved an organic sales increase of 7 percent for the fiscal year, driven by higher pricing and innovation within their global shave and personal care portfolio.

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Key Market Challenges

The intensifying consumer scrutiny regarding synthetic ingredients, particularly the apprehension surrounding aluminum salts, acts as a significant restraint on the Global Antiperspirants and Deodorants Market. This skepticism erodes consumer confidence in traditional, high-efficacy formulations which have historically served as the foundation of the sector. Consequently, the market faces disruption as demand splinters, compelling manufacturers to divert resources toward reformulation and "clean label" transparency rather than purely functional innovation. This distrust effectively creates a ceiling for mass-market antiperspirant penetration, as health-conscious demographics increasingly avoid standard products despite their performance benefits.

The impact of this scrutiny is quantifiable through the accelerated migration of consumers toward natural alternatives, confirming the fragmentation of the sector. According to the Soil Association Certification, in 2024, sales of organic beauty and wellbeing products grew by 11 percent, reaching a total of £151 million. This data underscores how safety perceptions are actively altering purchasing behaviors, directly hampering the stability and volume growth of the conventional antiperspirant category as consumers seek out perceived safer niche options.

Key Market Trends

The emergence of whole-body deodorant applications expands efficacy beyond the underarms to address odor on the chest, feet, and private areas. This trend drives the development of versatile formats like sprays and creams formulated for sensitive skin, breaking social taboos and compelling brands to launch comprehensive hygiene lines. Manufacturers are responding by engineering products that offer moisture control and fragrance longevity suitable for multiple body sites, effectively creating a new sub-category within the market. According to Unilever, April 2024, in the 'Dove Men+Care's new whole-body deodorant taps into fast-growing trend' report, consumer search interest for the term 'whole-body deodorants' increased by over 1,000 percent between March 2023 and March 2024, highlighting the rapid escalation of demand for these multi-site solutions.

Concurrently, the adoption of refillable packaging systems is disrupting the traditional single-use model, driven by environmental consciousness and the premiumization of durable applicators. Consumers are increasingly purchasing permanent cases paired with plastic-free refill cartridges, a circular approach that reduces waste while fostering brand loyalty through subscription retention. This shift compels established players to acquire successful sustainable challengers to integrate these eco-friendly delivery systems into their mass-market portfolios. The commercial viability of this model is evident; according to The Guardian, April 2025, in the article 'Wild co-founders land £100m from sale of natural deodorant maker', the refillable deodorant brand Wild reported a sales increase of 77 percent, reaching £46.9 million, validating the profitability of sustainable formats.

Segmental Insights

The Online segment is currently positioned as the fastest-growing distribution channel within the Global Antiperspirants and Deodorants Market. This expansion is primarily driven by the increasing consumer preference for the convenience of doorstep delivery and the ability to access a broader inventory of products than typically available in physical retail locations. Furthermore, the proliferation of direct-to-consumer models has enabled brands to leverage digital marketing strategies and subscription services to engage shoppers more effectively. This shift is supported by rising internet penetration, which allows consumers to easily compare prices and ingredients across a diverse range of global brands.

Regional Insights

North America leads the Global Antiperspirants and Deodorants Market, primarily driven by widespread consumer prioritization of personal hygiene and established daily grooming habits. High disposable incomes in the United States and Canada facilitate steady demand for diverse product ranges, including premium, clinical-strength, and natural formulations. Market expansion is further supported by a robust retail infrastructure and continuous product development by key industry players. Additionally, the U.S. Food and Drug Administration (FDA) regulates antiperspirants as over-the-counter drugs, a framework that ensures consistent safety standards and reinforces consumer confidence across the region.

Recent Developments

• In January 2025, Native, a personal care brand under Procter & Gamble, announced a vibrant collaboration with the Mexican soda brand Jarritos to release a limited-edition collection of deodorant and body care products. This partnership introduced a range of scents inspired by popular soda flavors, including Watermelon, Passion Fruit, Mandarin, and Pineapple, designed to bring a festive and refreshing sensory experience to daily hygiene routines. The collection was made available exclusively on the company’s website and at major retailers like Target. This initiative followed the brand's strategy of engaging consumers through unique, food-inspired scent collaborations that combine effective odor protection with playful, culturally relevant branding.
• In January 2025, Unilever expanded its deodorant offerings in the United Kingdom by unveiling new whole-body deodorant collections under its Sure and Lynx brands. This launch utilized a proprietary "odour-adapt technology" developed to target and neutralize malodors specific to different parts of the body beyond the underarms. The General Manager of Deodorants for Unilever in the UK and Ireland highlighted that the new products were created to drive incremental growth in the category by tapping into the rising consumer trend of whole-body hygiene. Supported by a substantial marketing campaign, the range included sprays, sticks, and creams designed to offer superior protection for the chest, thighs, and other areas.
• In February 2024, Old Spice introduced a significant innovation in the male grooming category with the launch of its Total Body Deodorant collection. Designed to offer 24/7 freshness from "pits to toes," the new line addressed consumer demand for odor protection beyond just the underarms. The collection featured three aluminum-free formats—a spray, a cream, and a stick—that were dermatologist-tested and formulated to be gentle enough for use on the entire body. The brand's research indicated that a vast majority of men worried about body odor in areas other than their underarms, prompting this strategic expansion into the whole-body deodorant segment to normalize and treat total body freshness.
• In January 2024, SheaMoisture, a personal care brand owned by Unilever, expanded its portfolio by launching its first-ever deodorant range specifically designed for melanin-rich skin. This new collection included six antiperspirant sticks and two whole-body deodorant options, all formulated to provide sweat and odor protection while addressing common skin concerns such as uneven tone and dryness. Developed with the approval of Black dermatologists and gynecologists, the products featured ingredients like fair-trade shea butter and were free from aluminum and baking soda in the whole-body variants. The launch aimed to close the gap in the market for inclusive hygiene solutions tailored to the unique needs of consumers with textured skin.

Key Market Players

• Unilever
• Procter & Gamble
• Godrej Consumer Products Ltd.
• Beiersdorf AG
• Avon Products Inc.
• Henkel AG & Co. KGaA
• CavinKare Pvt Ltd.
• Christian Dior SE
• Colgate-Palmolive Company
• Tom's of Maine, Inc.

By Type	By Sales Channel	By Region
Aerosol Spray Cream Roll-On and Gel Others	Supermarkets/Hypermarkets Specialty Stores Online and Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Antiperspirants and Deodorants Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Antiperspirants and Deodorants Market, By Type:

• Aerosol Spray
• Cream
• Roll-On
• and Gel
• Others

• Antiperspirants and Deodorants Market, By Sales Channel:

• Supermarkets/Hypermarkets
• Specialty Stores
• Online
• and Others

• Antiperspirants and Deodorants Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE