Deodorants Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Spray, Roll-on, Sticks, Cream, Others), By Packaging Materials (Metals, Plastic, Others), By End User (Men, Women), By Distribution Channel (Hypermarkets/Supermarkets, Convenience Store, Pharmacy/Drug Stores, Online, Others), By Region, By Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 29.02 Billion
CAGR (2026-2031)	7.61%
Fastest Growing Segment	Roll-on
Largest Market	Europe
Market Size (2031)	USD 45.06 Billion

Market Overview

The Global Deodorants Market will grow from USD 29.02 Billion in 2025 to USD 45.06 Billion by 2031 at a 7.61% CAGR. Deodorants are personal care formulations designed to mask or prevent body odor resulting from the bacterial breakdown of perspiration, typically available in formats such as sprays, sticks, roll-ons, and gels. The global market is primarily underpinned by fundamental drivers including rising standards of personal hygiene and rapid urbanization, which necessitates frequent social interactions and adherence to grooming norms. Additionally, growing disposable incomes in emerging economies enable a transition from basic necessities to discretionary personal care products, ensuring consistent demand that is distinct from transient consumer preferences.

Regional performance metrics highlight the sector's economic resilience. According to the Cosmetic, Toiletry and Perfumery Association, in 2024, the deodorants category in Great Britain experienced a sales increase of 10 percent, with stick formats specifically registering a growth of 43 percent. Despite this positive trajectory, the market faces a significant challenge regarding ingredient safety perceptions. Heightened consumer scrutiny and regulatory pressure concerning the use of aluminum compounds and parabens could impede market expansion by forcing manufacturers to incur substantial costs related to reformulation and compliance.

Key Market Drivers

The rising adoption of whole-body deodorant applications is fundamentally reshaping the market as consumers increasingly seek comprehensive odor control solutions beyond traditional underarm use. This trend is driving major brands to innovate with versatile formulations like creams, sprays, and sticks designed for safe use on sensitive areas, effectively creating a new sub-category within the personal care sector. The shift is evidenced by substantial consumer interest; according to Cosmetics Business, April 2025, in the 'Why whole-body deodorants are elevating the category to fresh heights' article, global internet searches for 'whole-body deodorants' increased by 1,000 percent between 2024 and 2025. This surge has compelled manufacturers to launch dermatologist-tested, aluminum-free products that cater to this specific demand, thereby expanding their addressable market and attracting a younger, hygiene-conscious demographic.

Concurrently, the proliferation of e-commerce and direct-to-consumer sales channels is accelerating market reach, allowing brands to bypass traditional retail constraints and engage directly with shoppers through personalized offerings. Digital platforms facilitate the rapid dissemination of product information and reviews, which is crucial for the adoption of niche natural and clinical formulations. According to Procter & Gamble, August 2025, in the '2025 Annual Report', the company's e-commerce sales increased by 12 percent, now representing 19 percent of its total global sales. This digital momentum supports broader market resilience; for instance, according to Beiersdorf, in 2025, the NIVEA brand registered organic sales growth of 9.0 percent in the previous fiscal year, substantially fueled by the strong performance of its deodorant portfolio.

Download Free Sample Report

Key Market Challenges

Based on the review of the "Global Deodorants Market" overview, the specific challenging factor identified is ingredient safety perceptions, particularly concerning aluminum compounds and parabens.

The global deodorants market is currently hampered by intense consumer scrutiny regarding product formulations, which creates a volatile operating environment for established manufacturers. This skepticism regarding ingredients such as aluminum and parabens forces companies to divert significant capital toward research and development for "clean" reformulations rather than market expansion or promotional activities. The necessity to overhaul supply chains and obtain safety certifications to retain consumer trust acts as a brake on broader market growth, as brands must prioritize compliance and transparency over volume-driven strategies.

This shift in consumer priority is evident in recent industry performance metrics. According to the Soil Association, in 2024, the Health and Personal Care product category, which includes deodorants, registered a sales growth of 6 percent, distinctly outperforming other beauty sectors as consumers increasingly directed their discretionary spending toward products with perceived healthcare benefits and transparent ingredient credentials. This data underscores the direct impact of safety concerns on market dynamics, compelling manufacturers to adapt to a landscape where ingredient integrity is a prerequisite for sustaining commercial viability.

Key Market Trends

The integration of active skincare ingredients, widely referred to as "skinification," is transforming deodorants from functional hygiene items into sophisticated underarm care treatments. Manufacturers are increasingly formulating products with high-performance actives like niacinamide, ceramides, and alpha hydroxy acids to address skin barrier damage, uneven tone, and dryness often caused by hair removal. This strategic pivot toward science-backed formulations is generating substantial value; according to Unilever, February 2025, in the 'Q4 and Full Year 2024 full announcement', the company's Deodorants business group delivered double-digit growth, primarily driven by innovations that combine odor protection with advanced skin health benefits.

Simultaneously, the widespread adoption of refillable and zero-waste packaging systems is reshaping consumption patterns as users prioritize sustainability over convenience. Brands are successfully challenging the single-use plastic model by introducing durable, reusable applicators paired with biodegradable or plastic-free refills, fostering a circular economy approach within the personal care sector. The commercial viability of this environmentally conscious format is evident in the explosive performance of specialized entrants; according to The Grocer, December 2025, in the 'Unilever freshens its hygiene offer' article, unit sales of the refillable brand Fussy increased by 182.1 percent, underscoring the robust consumer demand for eco-friendly grooming solutions.

Segmental Insights

Based on recent data from prominent market research firms, the Roll-on segment is identified as the fastest-growing category within the Global Deodorants Market. This accelerated expansion is primarily driven by the increasing consumer demand for alcohol-free and skin-friendly formulations, which are most effectively delivered through liquid roll-on applicators rather than aerosol sprays. Furthermore, heightened scrutiny regarding Volatile Organic Compound emissions by environmental agencies has incentivized a shift toward non-aerosol formats. Roll-ons also offer a controlled application mechanism that minimizes product wastage, presenting a cost-effective and sustainable alternative that aligns with the evolving preferences of environmentally conscious buyers.

Regional Insights

Europe maintains a dominant position in the global deodorants market, primarily driven by established personal hygiene habits and a mature retail infrastructure across the region. The market benefits significantly from the strategic presence of key manufacturers who prioritize product development to meet evolving consumer preferences. Additionally, the European Commission enforces stringent regulations regarding cosmetic ingredients, which enhances consumer safety and builds trust in new formulations. This rigorous regulatory framework encourages the sector to focus on organic and skin-friendly products, thereby sustaining high demand. Consequently, these established market dynamics and safety standards secure Europe's status as the leading regional market.

Recent Developments

• In January 2025, Unilever expanded its portfolio in the United Kingdom by launching a new range of whole-body deodorants under its Sure and Lynx brands. The launch included the Sure Whole Body Deodorant in multiple formats and the Lynx Lower Body Spray, both utilizing exclusive odor-adapt technology to target malodor on various parts of the body. A General Manager for Deodorants at the company described the innovation as a response to shoppers seeking effective protection beyond traditional underarm products. This strategic move was part of a broader effort to premiumize the category and address unmet consumer hygiene needs.
• In January 2025, Dove Men+Care announced a partnership with a former professional football player to promote its newly released Whole Body Deodorant range. The collaboration highlighted two new scents, Marine + Blue Cypress and Fig + Suede, which were developed to provide odor control for the entire body, including the underarms, feet, and private areas. The campaign was designed to encourage open conversations about men's grooming and hygiene challenges. The brand’s aluminum-free and paraben-free formulas included skin-conditioning ingredients like glycerin, reinforcing the company's focus on delivering both performance and care in the evolving men's grooming sector.
• In February 2024, Old Spice introduced a "Total Body Deodorant" collection, marking a significant expansion into whole-body odor protection. The new product line, available in spray, cream, and stick formats, was formulated to be aluminum-free and gentle enough for use from the underarms to the toes. A Senior Communications Director at Procter & Gamble emphasized that the launch was driven by consumer insights revealing that a vast majority of men worry about body odor outside of the underarm area. The collection aimed to normalize the usage of deodorants for total body freshness and featured dermatologically tested ingredients.
• In January 2024, Native, a personal care brand owned by Procter & Gamble, initiated a collaboration with the Girl Scouts of the USA to launch a limited-edition collection of deodorants and body care products. The new range featured scents inspired by iconic cookie flavors, including Thin Mints, Peanut Butter, Lemon, Trefoils, and Caramel Coconut. This partnership was designed to combine the brand’s clean ingredient ethos with nostalgic, craveable fragrances widely recognized by consumers. The Chief Executive Officer of the company noted that the collaboration aimed to deliver a unique sensory experience while expanding the brand's appeal in the personal care market.

Key Market Players

• Laverana GmbH & Co
• Marico Limited
• Proctor & Gamble Pvt Ltd
• Mankind Pharma Limited
• McNroe Consumer Products Pvt. Ltd.
• Emami Limited
• Beiersdorf AG
• ITC Limited
• Hindustan Unilever Limited
• Henkel AG & Co

By Type	By Packaging Materials	By End User	By Distribution Channel	By Region
Spray Roll-on Sticks Cream Others	Metals Plastic Others	Men Women	Hypermarkets/Supermarkets Convenience Store Pharmacy/Drug Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

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

• Deodorants Market, By Type:

• Spray
• Roll-on
• Sticks
• Cream
• Others

• Deodorants Market, By Packaging Materials:

• Metals
• Plastic
• Others

• Deodorants Market, By End User:

• Men
• Women

• Deodorants Market, By Distribution Channel:

• Hypermarkets/Supermarkets
• Convenience Store
• Pharmacy/Drug Stores
• Online
• Others

• 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