Asia Pacific Deodorant Market Outlook, 2029

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. In countries such as China, India, and Japan, the deodorants market has shown exceptional penetration. Increased carbon emissions and fuel consumption are increasing penetration in developed countries. In developing countries, rising concern from government institutions over the release of CFCs from deodorants is creating opportunity for the Asia-Pacific deodorant market. The lower-middle-class population is emerging as a significant consumer group in the market, which is more willing to spend on various products that were earlier considered to be unaffordable for them. The deodorant products have a mature market in various regions across the globe, including Asia-Pacific. According to the report, "Asia-Pacific Deodorant Market Outlook, 2029," published by Bonafide Research, the market is anticipated to grow with more than 7.71% CAGR from 2024–2029. The increasing consumer focus on the hydration benefits, antibacterial properties, and whitening/brightening features associated with deodorants from consumers in Asia Pacific is projected to increase the demand for boost additives over the projected period. Deodorant creams, spray deodorants, pumps, and roll-ons contain a significant volume of antimicrobial additives, driving regional market growth over the projected timespan. On the basis of type, the market is segmented into aerosol deodorant, roll-on deodorant, gel deodorant, invisible solid deodorant, solid deodorant, crystal deodorant, wipes deodorant, antiperspirant deodorant, unscented deodorant, stick deodorant, and others. Aerosol deodorants are dominating the market due to their high availability in general stores and supermarkets. Numerous perfume and deodorant brands in emerging nations have strategically begun to increase the visibility of their channels in rural and semi-urban areas, where the demand for such products is unexplored. Top players are actively involved in the research and development of better, herbal, less skin-irritating products that satisfy consumer needs and match their preferences. Other growth strategies include partnerships with the top players in the industry, thus establishing a growing market with new brand names.

For instance, in India, the young and working population, along with the disposable income available with this set of population, is driving the market and thereby proving India as the most promising country for the future of the market's growth. Also, the climatic effects, like the hot and humid climate in almost all South Asian countries, are fueling the need for deodorants. In developing countries like India, there is a surge in demand for deodorant and antiperspirant components. As a result, the Asia-Pacific market for deodorant will grow quickly. The increasing demand for natural ingredients in deodorant products is the driving factor for the Asia-Pacific market's growth. The Asia-Pacific region is dominating due to the high production capacity of deodorants and the high availability of fragrances in ingredients. For instance, In March 2018, Beiersdorf expanded their new production unit in Thailand for the manufacturing of deodorant roll-ons. Through this expansion, the company aims to expand its production capacity as well as its footprint in the Asian market. In November 2017, Procter & Gamble acquired the Native natural deodorant brand. Through this acquisition, the company aims to expand its product portfolio along with their other famous deodorant brands such as Secret and Gillette. By product segments, includes sprays, roll-ons, creams, gels, sticks, wipes, and others. The deodorant market, particularly in the Asia Pacific, features a robust demand for spray and roll-on formats. These products are favored for their convenience and quick application, appealing to the fast-paced lifestyle of consumers. Innovations in formulations, such as natural ingredients and long-lasting effects, are enhancing their market presence. Creams dominate the skincare segment, with a notable focus on moisturizing and multifunctional benefits. The demand for creams that offer anti-aging, brightening, and sun protection is on the rise, especially as brands like Shiseido and Kao introduce products tailored for local skin types and concerns. The increasing awareness of skin health and the popularity of organic ingredients further drive this segment's growth. Gels are gaining traction, particularly for their lightweight feel and quick absorption, making them ideal for humid climates prevalent in the region. Stick formats are also emerging, especially in the deodorant and sunscreen markets, where ease of use and portability are key selling points. Wipes are increasingly popular for their convenience, especially among younger consumers seeking quick cleansing solutions. The "others" category includes emerging products like fabric masks and innovative skincare solutions, which are capturing consumer interest through unique marketing and sustainability initiatives.

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Manmayi Raval

Research Consultant

The deodorant packaging material typesa are segmented into metal, plastic, and others. Plastic packaging is gaining popularity in the Asia Pacific deodorant market due to its lightweight, shatter-resistance, and cost-effectiveness. Plastic bottles and tubes allow for easy dispensing and controlled application of deodorant creams and roll-ons. Manufacturers are focusing on developing eco-friendly plastic packaging solutions made from recycled or biodegradable materials to cater to the growing demand for sustainable products. Metal cans are the dominant packaging format in the Asia Pacific deodorant market, accounting for a 59.2% share in 2024. Metal cans often feature spray or aerosol mechanisms that provide quick and effortless application of deodorant. The spray format ensures even distribution of the product, offering effective odor protection. Metal packaging is durable, tamper-evident, and provides a long shelf life for deodorant products. The "others" category encompasses emerging packaging formats such as paper-based packaging, which is gaining traction due to its biodegradable and recyclable properties. Paper-based packaging, including cartons and tubes, is well-suited for solid deodorant sticks and natural deodorant formulations. Additionally, innovative packaging solutions like refillable containers and subscription-based packaging are being introduced to enhance convenience and reduce waste. By end-users, the men's deodorant segment is particularly significant, driven by a growing awareness of personal hygiene and grooming among male consumers. Men are increasingly engaging in sports and physically demanding jobs, leading to a higher demand for effective odor protection. This segment is characterized by a preference for spray formats, which are perceived as more convenient and effective. Major brands are responding to this trend by introducing innovative products with long-lasting fragrances and added benefits like antibacterial properties, catering to the active lifestyles of men in the region. Women represent a substantial portion of the deodorant market, often prioritizing products that offer additional skincare benefits, such as moisturizing and whitening properties. The women's segment is seeing a rise in demand for natural and organic deodorants, reflecting broader trends toward sustainability and health consciousness. Brands are focusing on creating products that align with these values, offering a variety of scents and formulations that appeal to diverse preferences. The emphasis on personal care and cleanliness among women continues to drive market growth. Others include unisex deodorants and products targeted at specific demographics, such as children. The demand for unisex options is increasing, reflecting changing societal norms and preferences for gender-neutral products. Additionally, the rise of niche brands focusing on specialty formulations, such as vegan or hypoallergenic deodorants, is gaining traction in the market. Traditional retail formats, including supermarkets, hypermarkets, specialty stores, and pharmacies, dominate the deodorant distribution landscape. Supermarkets and hypermarkets are particularly influential, accounting for a substantial share of sales due to their extensive product offerings and convenience for consumers. The growth of these channels is driven by increasing disposable incomes and a rising middle class in countries like India and China, where consumers are more willing to purchase personal care products. Specialty stores and pharmacies are also gaining traction, especially for niche and premium deodorant brands, reflecting a shift towards personalized shopping experiences. The offline market is expected to continue growing, with an emphasis on enhancing in-store experiences and product visibility. The rise of e-commerce has transformed the deodorant market, providing consumers with greater accessibility and a wider range of products. Online platforms allow for easy comparison shopping, promotions, and the convenience of home delivery, appealing particularly to younger consumers and urban dwellers. The COVID-19 pandemic accelerated this trend, as more consumers turned to online shopping for personal care products. Major e-commerce players are expanding their offerings, including subscription services and exclusive online deals, further enhancing market penetration.

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Covid-19 Impacts: The recent outbreak of coronavirus had a huge impact on the deodorant market. The supply and distribution system had been disrupted as a result of the COVID-19 outbreak, forcing governments to implement lockdown. Additionally, there was less expenditure on non-essential products, and deodorant is not a required product; hence, demand for deodorant fell immensely during the forecasted period. The deodorants were not allowed to be imported or exported because they were not a necessary item. Hypermarkets, supermarkets, and convenience stores were shuttered, resulting in a demand-supply imbalance. Due to limited labour availability, disturbed raw material supply, and logistical issues, the production process for fresh batches of deodorant has become a difficulty for enterprises. Therefore, the deodorant market witnessed a huge setback over the pandemic period, leading to a financial loss for the market. However, the market is expected to resume growth and expansion following the pandemic period. Major Companies present in the market: Unilever, The Procter & Gamble Company, Coty, Beiersdorf Global AG, L'Occitane International SA, Avon Products Inc., Revlon, Adidas AG, LVMH, Church & Dwight Co. Inc., Estée Lauder Companies, Marico Ltd., Burberry Group plc, SEmami Ltd., McNroe Consumer Products Pvt. Ltd. Considered in this report • Geography: Asia-Pacific • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • Asia-Pacific Deodorant market with its value and forecast along with its segments • Country-wise deodorant market analysis • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation Countries covered in the report • China • Japan • India • Australia • South Korea By Product Type • Spray • Roll on • Gel • Stick • Creams • Wipes • Others By Packing Materials • Metal • Plastic • Others By End User • Men • Women • Others By Distribution Channel • Offline • Online The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Deodorant industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.