Western Market Research predicts that the Global Deodorant & Antiperspirant Market was valued at USD 28.45 Billion in 2025 and is expected to reach USD 54.12 Billion by the year 2036, growing at a CAGR of 6.1% globally.
Global Deodorant & Antiperspirant Market Overview
The Global Deodorant & Antiperspirant Market is undergoing a significant transformation, moving from basic hygiene necessity to a sophisticated segment of the "self-care" and "clean beauty" industries. The market report provides an extensive industry analysis of development components, patterns, and global sizing.
The research involves the evaluation of various parameters affecting the industry, including government policies regarding aerosol emissions, shifting market environments toward organic formulations, and technological progress in long-lasting fragrance encapsulation. This study provides a strategic forecast for the period between 2026–2036, utilizing clean data to help stakeholders navigate the competitive landscape.
Impact of COVID-19 on the Market
The 2019 outbreak initially caused a dip in the market due to "social distancing" and reduced physical movement, leading to lower usage frequency. However, 2020 served as a pivot point where consumer interest shifted toward natural ingredients and skin-friendly formulations (e.g., pH-balanced and alcohol-free). Post-pandemic growth is now driven by the "premiumization" of the category and the rapid expansion of the male grooming sector.
Global Market Segmentation
By Product Form:
-
Spray/Aerosol: Dominant in Europe; preferred for quick-dry and cooling effects.
-
Stick/Solid: Market leader in North America; high concentration of active ingredients.
-
Roll-On: Growing popularity in Asia-Pacific due to portability and affordability.
-
Creams & Gels: Niche segment focusing on sensitive skin and clinical-strength protection.
-
Wipes & Sachet: Emerging for on-the-go and travel-specific usage.
By Ingredient Base (Functional Principle):
-
Synthetic/Chemical Type: Traditional formulations using Aluminum salts and Parabens.
-
Natural/Plant-Based Type: Aluminum-free, utilizing Charcoal, Baking Soda, and Arrowroot.
-
Microbial/Probiotic Type: Emerging segment that balances the skin microbiome to prevent odor-causing bacteria.
-
Compound Type: Hybrid formulas offering both clinical sweat protection and botanical skincare.
By End-User:
-
Men: Driven by the surge in sports-centric and "intense" fragrance profiles.
-
Women: Focused on "invisible" formulas, skin-brightening, and floral scents.
-
Unisex/Gender-Neutral: Rapidly growing segment targeting Gen Z consumers.
Top Key Players
-
Global Conglomerates: Unilever (Dove, Rexona, AXE), Procter & Gamble (Secret, Old Spice, Gillette), L'Oréal S.A., Henkel AG & Co. KGaA.
-
Personal Care Leaders: Beiersdorf AG (Nivea, 8x4), Colgate-Palmolive (Speed Stick), Revlon, Inc.
-
Premium & Niche Players: Clinique (Estée Lauder), Amway (G&H), A.P. Deauville (Soft & Gentle), Malin+Goetz, and Aesop.
-
D2C & Natural Brands: Native (P&G), Schmidt’s (Unilever), Lume, and Wild Deodorant.
Regional Analysis
-
North America: The largest market for Sticks and Solids. High demand for "Aluminum-Free" and "Clean Label" products.
-
Europe: High penetration of Aerosols. Strong regulatory focus on sustainable packaging and the reduction of VOCs (Volatile Organic Compounds).
-
Asia-Pacific: The fastest-growing region. Rising disposable incomes and urbanization in India, China, and Vietnam are driving the adoption of roll-ons and sprays.
-
South America: Brazil is a major hub, with a high per-capita consumption of deodorants due to the tropical climate.
-
Middle East & Africa: Increasing demand for high-fragrance concentration products and alcohol-free (Halal) formulations.
Porter’s Five Forces Analysis
-
Threat of New Entrants (Moderate): Low barriers for D2C (Direct-to-Consumer) brands, but high barriers for industrial-scale manufacturing and global retail shelf space.
-
Bargaining Power of Suppliers (Low): Chemical and fragrance suppliers are numerous, giving large manufacturers high leverage.
-
Bargaining Power of Buyers (High): With low switching costs and a plethora of brands, consumers can easily switch based on price or "natural" claims.
-
Threat of Substitutes (Low): There are no direct substitutes for personal odor control, though fragrance/perfume serves a partial role.
-
Intensity of Competitive Rivalry (High): Intense price wars and marketing battles between Unilever, P&G, and Beiersdorf.
SWOT Analysis
-
Strengths: Essential daily-use product; high brand loyalty; diverse price points.
-
Weaknesses: Growing health concerns over aluminum and breast cancer (though scientifically debated); environmental impact of aerosols.
-
Opportunities: Refillable and plastic-free packaging; expansion into the "Prebiotic" skincare niche.
-
Threats: Stringent environmental regulations; rising cost of sustainable raw materials; inflation impacting consumer spending.
Trend Analysis & Drivers
-
The "Skinification" of Deodorant: Formulators are adding Niacinamide, Hyaluronic acid, and Vitamin C to underarm products to treat skin texture.
-
Sustainability & Refillables: Movement away from single-use plastics toward aluminum or bamboo refillable cases.
-
Aluminum-Free Dominance: A massive shift in the US and UK markets as consumers perceive natural alternatives as "safer."
Value Chain Analysis
-
R&D: Focusing on 48-hour to 72-hour protection and non-staining formulas.
-
Sourcing: Procurement of fragrances, active aluminum salts, or botanical powders.
-
Manufacturing: High-speed filling lines for aerosols or pouring/cooling for sticks.
-
Logistics: Temperature-controlled storage for certain gel-based products.
-
Marketing & Retail: Multi-channel distribution (Supermarkets, Pharmacies, E-commerce).
Quick Recommendations for Stakeholders
-
For Manufacturers: Shift focus toward Refillable Stick formats to align with global plastic-reduction targets.
-
For R&D Teams: Investigate Microbiome-friendly ingredients that target specific sweat-digesting bacteria rather than killing all skin flora.
-
For Investors: Target the MENA and APAC regions, where the transition from traditional scents to specialized deodorants is accelerating.
-
For Brand Managers: Leverage "Invisible" technology marketing—consumers are increasingly seeking products that leave no white marks on dark clothing or yellow stains on whites.
1. Market Overview of Deodorant & Antiperspirant
1.1 Deodorant & Antiperspirant Market Overview
1.1.1 Deodorant & Antiperspirant Product Scope
1.1.2 Market Status and Outlook
1.2 Deodorant & Antiperspirant Market Size by Regions: 2015 VS 2021 VS 2026
1.3 Deodorant & Antiperspirant Historic Market Size by Regions
1.4 Deodorant & Antiperspirant Forecasted Market Size by Regions
1.5 Covid-19 Impact on Key Regions, Keyword Market Size YoY Growth
1.5.1 North America
1.5.2 East Asia
1.5.3 Europe
1.5.4 South Asia
1.5.5 Southeast Asia
1.5.6 Middle East
1.5.7 Africa
1.5.8 Oceania
1.5.9 South America
1.5.10 Rest of the World
1.6 Coronavirus Disease 2019 (Covid-19) Impact Will Have a Severe Impact on Global Growth
1.6.1 Covid-19 Impact: Global GDP Growth, 2019, 2020 and 2021 Projections
1.6.2 Covid-19 Impact: Commodity Prices Indices
1.6.3 Covid-19 Impact: Global Major Government Policy
2. Covid-19 Impact Deodorant & Antiperspirant Sales Market by Type
2.1 Global Deodorant & Antiperspirant Historic Market Size by Type
2.2 Global Deodorant & Antiperspirant Forecasted Market Size by Type
2.3 By functional principle:
2.4 Physical Type
2.5 Chemical Type
2.6 Microbial Type
2.7 Plant Type
2.8 Compound Type
3. Covid-19 Impact Deodorant & Antiperspirant Sales Market by Application
3.1 Global Deodorant & Antiperspirant Historic Market Size by Application
3.2 Global Deodorant & Antiperspirant Forecasted Market Size by Application
3.3 Application 1
3.4 Application 2
3.5 Other
4. Covid-19 Impact Market Competition by Manufacturers
4.1 Global Deodorant & Antiperspirant Production Capacity Market Share by Manufacturers
4.2 Global Deodorant & Antiperspirant Revenue Market Share by Manufacturers
4.3 Global Deodorant & Antiperspirant Average Price by Manufacturers
5. Company Profiles and Key Figures in Deodorant & Antiperspirant Business
5.1 Henkel
5.1.1 Henkel Company Profile
5.1.2 Henkel Deodorant & Antiperspirant Product Specification
5.1.3 Henkel Deodorant & Antiperspirant Production Capacity, Revenue, Price and Gross Margin
5.2 Loreal
5.2.1 Loreal Company Profile
5.2.2 Loreal Deodorant & Antiperspirant Product Specification
5.2.3 Loreal Deodorant & Antiperspirant Production Capacity, Revenue, Price and Gross Margin
5.3 Unilever
5.3.1 Unilever Company Profile
5.3.2 Unilever Deodorant & Antiperspirant Product Specification
5.3.3 Unilever Deodorant & Antiperspirant Production Capacity, Revenue, Price and Gross Margin
5.4 Dove
5.4.1 Dove Company Profile
5.4.2 Dove Deodorant & Antiperspirant Product Specification
5.4.3 Dove Deodorant & Antiperspirant Production Capacity, Revenue, Price and Gross Margin
5.5 Nivea
5.5.1 Nivea Company Profile
5.5.2 Nivea Deodorant & Antiperspirant Product Specification
5.5.3 Nivea Deodorant & Antiperspirant Production Capacity, Revenue, Price and Gross Margin
5.6 Soft & Gentle
5.6.1 Soft & Gentle Company Profile
5.6.2 Soft & Gentle Deodorant & Antiperspirant Product Specification
5.6.3 Soft & Gentle Deodorant & Antiperspirant Production Capacity, Revenue, Price and Gross Margin
5.7 Amway
5.7.1 Amway Company Profile
5.7.2 Amway Deodorant & Antiperspirant Product Specification
5.7.3 Amway Deodorant & Antiperspirant Production Capacity, Revenue, Price and Gross Margin
5.8 Clinique
5.8.1 Clinique Company Profile
5.8.2 Clinique Deodorant & Antiperspirant Product Specification
5.8.3 Clinique Deodorant & Antiperspirant Production Capacity, Revenue, Price and Gross Margin
5.9 A.P. Deauville
5.9.1 A.P. Deauville Company Profile
5.9.2 A.P. Deauville Deodorant & Antiperspirant Product Specification
5.9.3 A.P. Deauville Deodorant & Antiperspirant Production Capacity, Revenue, Price and Gross Margin
5.10 Procter & Gamble
5.10.1 Procter & Gamble Company Profile
5.10.2 Procter & Gamble Deodorant & Antiperspirant Product Specification
5.10.3 Procter & Gamble Deodorant & Antiperspirant Production Capacity, Revenue, Price and Gross Margin
5.11 Secret
5.11.1 Secret Company Profile
5.11.2 Secret Deodorant & Antiperspirant Product Specification
5.11.3 Secret Deodorant & Antiperspirant Production Capacity, Revenue, Price and Gross Margin
6. North America
6.1 North America Deodorant & Antiperspirant Market Size
6.2 North America Deodorant & Antiperspirant Key Players in North America
6.3 North America Deodorant & Antiperspirant Market Size by Type
6.4 North America Deodorant & Antiperspirant Market Size by Application
7. East Asia
7.1 East Asia Deodorant & Antiperspirant Market Size
7.2 East Asia Deodorant & Antiperspirant Key Players in North America
7.3 East Asia Deodorant & Antiperspirant Market Size by Type
7.4 East Asia Deodorant & Antiperspirant Market Size by Application
8. Europe
8.1 Europe Deodorant & Antiperspirant Market Size
8.2 Europe Deodorant & Antiperspirant Key Players in North America
8.3 Europe Deodorant & Antiperspirant Market Size by Type
8.4 Europe Deodorant & Antiperspirant Market Size by Application
9. South Asia
9.1 South Asia Deodorant & Antiperspirant Market Size
9.2 South Asia Deodorant & Antiperspirant Key Players in North America
9.3 South Asia Deodorant & Antiperspirant Market Size by Type
9.4 South Asia Deodorant & Antiperspirant Market Size by Application
10. Southeast Asia
10.1 Southeast Asia Deodorant & Antiperspirant Market Size
10.2 Southeast Asia Deodorant & Antiperspirant Key Players in North America
10.3 Southeast Asia Deodorant & Antiperspirant Market Size by Type
10.4 Southeast Asia Deodorant & Antiperspirant Market Size by Application
11. Middle East
11.1 Middle East Deodorant & Antiperspirant Market Size
11.2 Middle East Deodorant & Antiperspirant Key Players in North America
11.3 Middle East Deodorant & Antiperspirant Market Size by Type
11.4 Middle East Deodorant & Antiperspirant Market Size by Application
12. Africa
12.1 Africa Deodorant & Antiperspirant Market Size
12.2 Africa Deodorant & Antiperspirant Key Players in North America
12.3 Africa Deodorant & Antiperspirant Market Size by Type
12.4 Africa Deodorant & Antiperspirant Market Size by Application
13. Oceania
13.1 Oceania Deodorant & Antiperspirant Market Size
13.2 Oceania Deodorant & Antiperspirant Key Players in North America
13.3 Oceania Deodorant & Antiperspirant Market Size by Type
13.4 Oceania Deodorant & Antiperspirant Market Size by Application
14. South America
14.1 South America Deodorant & Antiperspirant Market Size
14.2 South America Deodorant & Antiperspirant Key Players in North America
14.3 South America Deodorant & Antiperspirant Market Size by Type
14.4 South America Deodorant & Antiperspirant Market Size by Application
15. Rest of the World
15.1 Rest of the World Deodorant & Antiperspirant Market Size
15.2 Rest of the World Deodorant & Antiperspirant Key Players in North America
15.3 Rest of the World Deodorant & Antiperspirant Market Size by Type
15.4 Rest of the World Deodorant & Antiperspirant Market Size by Application
16 Deodorant & Antiperspirant Market Dynamics
16.1 Covid-19 Impact Market Top Trends
16.2 Covid-19 Impact Market Drivers
16.3 Covid-19 Impact Market Challenges
16.4 Porter
Global Market Segmentation
By Product Form:
-
Spray/Aerosol: Dominant in Europe; preferred for quick-dry and cooling effects.
-
Stick/Solid: Market leader in North America; high concentration of active ingredients.
-
Roll-On: Growing popularity in Asia-Pacific due to portability and affordability.
-
Creams & Gels: Niche segment focusing on sensitive skin and clinical-strength protection.
-
Wipes & Sachet: Emerging for on-the-go and travel-specific usage.
By Ingredient Base (Functional Principle):
-
Synthetic/Chemical Type: Traditional formulations using Aluminum salts and Parabens.
-
Natural/Plant-Based Type: Aluminum-free, utilizing Charcoal, Baking Soda, and Arrowroot.
-
Microbial/Probiotic Type: Emerging segment that balances the skin microbiome to prevent odor-causing bacteria.
-
Compound Type: Hybrid formulas offering both clinical sweat protection and botanical skincare.
By End-User:
-
Men: Driven by the surge in sports-centric and "intense" fragrance profiles.
-
Women: Focused on "invisible" formulas, skin-brightening, and floral scents.
-
Unisex/Gender-Neutral: Rapidly growing segment targeting Gen Z consumers.
Top Key Players
-
Global Conglomerates: Unilever (Dove, Rexona, AXE), Procter & Gamble (Secret, Old Spice, Gillette), L'Oréal S.A., Henkel AG & Co. KGaA.
-
Personal Care Leaders: Beiersdorf AG (Nivea, 8x4), Colgate-Palmolive (Speed Stick), Revlon, Inc.
-
Premium & Niche Players: Clinique (Estée Lauder), Amway (G&H), A.P. Deauville (Soft & Gentle), Malin+Goetz, and Aesop.
-
D2C & Natural Brands: Native (P&G), Schmidt’s (Unilever), Lume, and Wild Deodorant.
