Deodorants are scent or fragrance products that help transform the body odours into a fresh smell. Body odour is generally developed by bacterial growth, as the bacteria feed on sweat and break it down. Deodorant contains antibacterial properties that act on the growing bacteria and halts its process of breakdown. Different types of deodorants are available in the market, which include aerosol spray, roll-ons, cream, and others. Increase in popularity and demand for deodorants has been witnessed since past few years, due to improvement in lifestyle, sense of feeling fresh, personal grooming regime, and personal maintenance of hygiene. In the advent of the COVID-19 pandemic, the distribution channel got disrupted, resulting in a gap between demand and supply. On the other hand, consumers have shifted their interest toward the essential products that would help them survive the days of lockdown.
According to the report titled "Global Deodorant Market Overview, 2022–2027," published by Bonafide Research, the market was valued at more than USD 30 Billion in 2021, and it is anticipated to grow at a CAGR of more than 5% from 2022–2027, achieving USD 27 billion by 2027. Lighter scents, such as deodorants and body mists, are popular among the young population. As a result, the deodorant market expanded.as young consumers are attracted toward natural products, which provide an excellent opportunity for companies to innovate products using natural ingredients, mainly to increase their market share. Emerging markets, such as India, have a high concentration of young people and are expected to provide potential growth opportunities for businesses. Changing lifestyles and an increase in product availability are various factors boosting sales in developing regions. Spray deodorant are dominating the whole deodorant market with the market share of more 34%. Spray deodorant are very popular and also it has the ability to dry rapidly, it doesn’t cause stains on the cloths, these are some of the factors due to which spray deodorant are dominating the market.
The next segment which is taken into consideration of the report is packing materials, which divides the market in three parts i.e. metal, plastic and others. Plastic packing material is having more than half of market share. As is more preferred over the other type of packing materials, as it reduces the cost and is also easy to carry anywhere, light weight and is durable. Based on distribution channel, the global deodorant market is segmented into supermarkets and hypermarkets, convenience stores, pharmacies and drugstores, online retail, and others, among which the supermarkets and hypermarkets segment is expected to hold a significant share owing to the various advantages they offer, such as a large product variety and sample testing. Furthermore, the increasing use of bio-plastics for product packaging and refillable deodorants, which is estimated to reduce plastic use for packaging which is likely to contribute to the growth of the segment.
One of the most often used items is deodorant since it may keep the underarms fresh and stop the body from developing an offensive odour even in warm weather. A big number of people experience the emission of odour and perspiration from their bodies as a result of global warming, which contributes to increase consumption. As an illustration, the data from NASA's Goddard Institute for Space Studies (GISS) in New York show that the global temperature has increased by 1.5 degrees Fahrenheit during 1951–1980. Due to growing hygiene awareness and the availability of many fragrances in various formats, the deodorant market in the region has expanded. On the other hand, the market for deodorants as a whole is anticipated to rise due to the quantity of male grooming products, in addition to the presence of international vendors and rising demand for on-demand antiperspirants. The deodorant market in North America is primarily being driven by the healthy living trend. Additionally, smelling pleasant is an indication of good manners and hygiene. Deodorants are frequently used by consumers to preserve their personal cleanliness, which increases consumption.
With increasingly hectic lifestyles, Europeans are looking for convenient solutions that allow them to save time and make their lives easier. This trend flavours deodorant sprays and roll-ons, which are easier to apply and more time-saving than other deodorant types. With the increase in female employment participation across Europe, the demand for personal grooming products has grown dramatically over the years. Furthermore, manufacturers' active promotional operations across various social media platforms will considerably aid the market's expansion. As a result, the European deodorant market is expected to increase substantially throughout the anticipated period. The most common product format among European customers continues to be deodorant sprays. However, as customers look for "cleaner" ingredient lists, such as those without aluminum and alcohol, the sector has declined in popularity.
With rising demand for deodorants, the Asia Pacific region is expected to grow significantly. Changing lifestyle trends and a greater emphasis on hygiene, together with increased product availability, will drive the demand for deodorants. An increased working population spending an ample amount of time outdoors is demanding deodorants to keep their bodies fresh. The hot and humid seasonal climate has primarily driven market growth. The increased usage of non-aerosol deodorants and demographic factors has increasingly driven the market. Deodorant sprays are used more frequently by men than by women in Asia Pacific. Convenient pack sizes and the changing use of deodorants among consumers have further fueled the market. The increasing expenditure on advertising and promotion by key players is also influencing regional sales growth. Growing multi-level marketing combined with efficient distribution channels has resulted in increased accessibility and visibility of various deodorant products, increasing regional additives market share for deodorants and antiperspirants.
On the other hand, in South America, there has been an increase in demand for safe, natural, and organic deodorant products on the market due to the rise in consumer awareness about the harmful effects of paraben and aluminum compounds present in the deodorants. The market for deodorant is maturing, and manufacturers are compelled to improve their product offerings to match the dynamically changing consumer requirements. For instance, to sustain themselves in the competitive environment, the companies in Brazil are using strategies like heavy discounts and offers, such as buy-two-get-one-free. Moreover, the increasing demand for deodorants among millennials is one of the major factors driving the market in Southern America. However, deodorants are increasingly seen as an important part of the daily beauty and personal care routines of many Saudis, and as such, demand for these products should grow over the forecast period. As life begins to move towards normality, with an increase in social interactions and employees returning to the office, this should help to drive demand for deodorants. This rise in disposable income is increasing the spending power of consumers on various products. Thus, the demand for perfumes and deodorants is estimated to surge during the forecast period. Further, people in the Middle East and Africa region are becoming more aware of personal care and are willing to invest more in personal care products and services, which is opening lucrative opportunities for the key market players.
• In February 2021, Procter & Gamble launched a deodorant under its Secret brand, Secret Derma+ Antiperspirant, a product designed by female dermatologists to provide skincare properties for minimizing irritation and underarm discoloration.
• In April 2021, the first deodorant made exclusively for individuals with disabilities has been developed by an antiperspirant company. Deodorants often have tight caps and twist-and-spray capabilities. However, according to the Independent, Unileverowned Degree sought to develop a product that matched the demands of consumers with impairments. According to reports, Degree Inclusive packaging offers features that are simpler to operate and more accessible with one hand. For people with restricted movement or vision, it also has a hook design, a better grasp location, and a magnetic cap closing.
• In the same year, Unilever's brand Dove launched its first refillable deodorant. The refillable deodorant comes in a durable, engineered stainless steel design. This fragrance is free from aluminum and alcohol.
The outbreak of COVID-19 has affected the growth of the deodorant market negatively. During the pandemic, deodorant was not considered as a necessary product, and therefore, the demand for deodorants decreased during the pandemic. The COVID-19 pandemic has forced countries to impose lockdown, which has disrupted the distribution and supply chain. Deodorants were subject to export and import restrictions because they were a minor product. Due to labour shortages, logistical issues, and disrupted raw material supply, the production method for new batches of deodorant had become a major challenge for the companies. Restrictions on movement and the growing culture of self-quarantine have led to a steep decline in the use of these products. Following the end of the COIVD-19 pandemic, the market is expected to resume normal operations, with movement lockdowns relaxed.