Middle East & Africa Deodorant Market Outlook, 2029

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. A perfume refers to the combination of fragrant essential oils or aroma compounds and the fixatives or solvents that give a person a pleasant fragrance. Deodorant, on the other hand, is a compound that is applied to the body to prevent body odor caused by the bacterial breakdown of various body parts. Major companies are developing advanced technologies and launching new services to stay competitive in the market. Other competitive strategies include mergers and acquisitions and new service developments. For instance, Indian major Dabur is set to broaden its current product portfolio in the Middle East region, looking to expand geographically and increase its penetration across various ethnic groups. Dabur is focusing on its Middle East operations this year, with a strategic launch of a new face care range, a natural hair colour crème, and an innovative deodorant range for teenagers. Also, with the surge in female employment participation, there has been a tremendous development in the demand for personal grooming products. Furthermore, manufacturers' active promotional operations across various social media platforms will considerably aid the market's expansion. As a result, the market is expected to increase substantially throughout the anticipated period.


According to the report, "Middle East and Africa Deodorant Market Outlook, 2027," published by Bonafide Research, the market is projected to reach a market size of more than USD 1.58 Billion by 2029. The rising disposable income of customers across the globe is expanding their capacity to invest in luxurious products and services. 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. The high living standards in the developed nations of this region are creating more demand for deodorant products. In addition, the rural and semi-urban areas of South Africa could be a potential market for the key market players.
Improved living standards and the surge in awareness regarding the benefits of improved grooming habits are expected to contribute to market growth. Therefore, the surge in the importance of personal hygiene and grooming is expected to be the major driver for the growth of the perfumes and deodorants market in the next five years. Consumers prefer the use of perfumes and deodorants as they give them a sense of individuality and can be used on a daily basis to enhance the effect of their personality on other people and themselves. The rapid urbanization of people in search of better job opportunities and improved living standards is influencing the demand for perfumes and deodorants, as with the rising standards, people become more aware and can afford the personal grooming fragrance products more easily.

The cosmetics market in the Middle East and Africa (MEA) is diverse, segmented by product types such as sprays, roll-ons, creams, gels, sticks, wipes, and others. Sprays often used for fragrances and body mists, sprays are gaining popularity due to their convenience and quick application. Innovations include alcohol-free formulations appealing to consumers seeking gentler options. Roll-ons are predominantly used for deodorants and antiperspirants. The market is seeing a shift towards natural ingredients, with brands introducing roll-ons that are Halal-certified, catering to regional preferences. Creams, including moisturizers and anti-aging products, are significant in the skincare category. Innovations focus on organic and herbal ingredients, reflecting the growing demand for natural products among consumers in MEA. Gels are popular for their lightweight texture, particularly in skincare and hair care. The market is innovating with formulations that include cooling effects, which are appealing in the hot climates of the region. Sticks primarily used for deodorants and lip balms, stick products are favored for their portability. Brands are enhancing these products with added skincare benefits, such as SPF protection. Facial and body wipes are increasingly popular due to their convenience. The market is innovating with biodegradable options, aligning with global sustainability trends. Others category encompasses a variety of niche products, including specialty items like depilatories and oral care products. The rise of e-commerce is facilitating the introduction of unique and artisanal brands into the market.

Metal packaging, predominantly aluminum, is favored for its durability and premium aesthetic. It provides excellent barrier properties, preserving the integrity of deodorant formulations against moisture and air, which is crucial in the hot climates of the MEA region. Recent innovations focus on eco-friendly practices, with brands increasingly adopting recyclable materials to appeal to environmentally conscious consumers. Metal containers are also lightweight and portable, enhancing convenience for on-the-go users. Plastic is the most versatile packaging type in the deodorant market, used extensively for roll-ons, sticks, and sprays. The development of advanced plastics has led to lighter, more durable, and aesthetically pleasing designs. Innovations include the use of post-consumer recycled plastics and biodegradable options, reflecting a growing trend towards sustainability. The accessibility of plastic packaging is significant, as it allows for various design options that cater to different consumer preferences and price points, making deodorants more affordable and widely available. The "others" segment includes unique packaging solutions such as glass and biodegradable materials. Glass is often used for premium products, offering a luxurious feel but is less common due to its weight and fragility. Biodegradable packaging is emerging as a response to global sustainability trends, appealing to eco-conscious consumers in the region.

The Middle East and Africa (MEA) deodorant market is segmented by end-user into men, women, and others. The men's segment is a significant driver of the deodorant market in MEA. Men are increasingly conscious about personal grooming and hygiene, fueling demand for deodorant products. Brands are innovating with fragrances and formulations tailored to male preferences. The growing working population and rising disposable incomes among men contribute to the segment's growth. South Africa, in particular, has seen a surge in demand for deodorants among professional young men seeking to combat the effects of the hot climate. The women's segment is another crucial market for deodorants in MEA. Women are more inclined towards personal care and are willing to invest in quality products. Brands are offering a wide range of deodorants for women, including sprays, roll-ons, and creams, catering to diverse preferences. The growing awareness of personal hygiene and the influence of global beauty standards have driven the adoption of deodorants among women in the region. The "others" segment encompasses deodorants for children and unisex products. This is smaller compared to men's and women's, it presents opportunities for growth as families become more conscious about their children's hygiene and well-being. Unisex deodorants appeal to consumers seeking gender-neutral options, aligning with global trends towards inclusivity and diversity.



Offline channels, including supermarkets, hypermarkets, convenience stores, and pharmacies, remain the dominant method for deodorant sales in the MEA region. These outlets provide consumers with the opportunity to physically inspect products before purchase, which is particularly important for personal care items like deodorants. The growth of these channels is fueled by an increasing number of retail outlets and the popularity of promotional campaigns run by well-known brands. In countries like South Africa and the Gulf Cooperation Council (GCC) nations, the expansion of modern retail formats has significantly enhanced product availability, catering to the rising demand for diverse deodorant options. The online retail segment is rapidly gaining traction, driven by the increasing penetration of the internet and mobile devices in the MEA region. E-commerce platforms provide convenience and a wider selection of products, appealing particularly to younger consumers who prefer shopping online. The COVID-19 pandemic accelerated this trend as consumers turned to online shopping for safety and convenience. Major retailers and brands have invested in their online presence, enhancing logistics and delivery systems to meet the growing demand.

Recent Developments:
• In August 2018, Epic launched a new range of body deodorants in the United Arab Emirates for both men and women, which is available in all major stores in the country as well as globally. Key players dominating the market include Unilever, Beiersdorf, The Body Shop South International Plc, Bath & Body Works Direct, Inc., SA Designer Parfums Ltd., and Church & Dwight Co., Inc., among others.
• In February 2018, Procter & Gamble announced the launch of their advertising campaign for their famous Secret brand products for the promotion of the deodorants with the tagline "All Strength, No Sweat." Through this promotional activity, the company aims to expand its product portfolio in the market.
• In December 2017, Uniliver announced the acquisition of Schmidt’s Naturals, a beauty and personal care company that specializes in deodorant manufacturing. Through this acquisition, the company aims to broaden its beauty care product portfolio in the market.


Covid-19 Impacts:
The advent of the global pandemic, COVID-19, has resulted in a major crisis across the world. Impacting over 195 countries, the pandemic has already created a global economic backdrop, resulting in the advent of the global recession. With the rising number of cases, the growth of the deodorant market has been affected in many ways. The region of the Middle East and Africa is no exception. Deodorants are not deemed necessary products during this crisis, and, hence, their demand is anticipated to be low. Travel restrictions due to COVID-19 are certainly going to impact the growth of the deodorant market for some time. However, the impact of the outbreak on the market for antiperspirants and deodorants is anticipated to differ from country to country. Many countries that have flattened the curve of the number of COVID-19 cases are planning on reviving their economies by opening the market for non-essential products. In addition to that, disruptions in the supply chain due to trade and travel restrictions are further widening the demand and supply gaps. The closure of retail outlets due to lockdown restrictions is further negatively impacting the growth of the deodorant market. The decrease in consumer preference for maintaining grooming standards as people stay at home due to the COVID-19 outbreak is impacting the antiperspirants and deodorants market negatively.

Major Companies present in the report
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, Emami Ltd.

Considered in this report
• Geography: Middle East & Africa
• Historic year: 2016
• Base year: 2021
• Estimated year: 2022
• Forecast year: 2027

Aspects covered in this report
• Middle East & Africa 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
• UAE
• Saudi Arabia
• South Africa

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.