South Korea Deodorant Market Overview, 2029

A deodorant is a constituent which has applied to the body to prevent body odour due to bacterial breakdown of perspiration in the foot, armpits and groin and in some cases for vaginal secretions. A subclass of deodorants, called antiperspirants. These antiperspirants prevent sweating itself in human body, normally by blocking the sweat glands. Other varieties of deodorant allow sweating but prevent the bacterial action on body sweat; therefore human sweat only has an evident smell when bacteria decompose it. Most Koreans do not have body odor is not a mere myth. The reason they do not smell despite undergoing high activity is not due to treatment. However, this is none other than the genes in the chromosomes of their bodies. Most Koreans also don’t smell bad even though they don’t wear deodorant. Like many food items in summer, deodorant also becomes an important part of life. In summer, people troubled by the smell of sweat take a lot of deodorants. But, Korea is a place where people wear deodorants. (Deodorant Use in Korea) Live away from it and very few people use it. Everyone said that deodorant would be difficult to find in South Korea, and even when found, it would be expensive and/or ineffective. But it turns out that Koreans are "genetically mutated" to have less of a sweating problem than others. With summer just around the corner, many Koreans are worried about body odor from sweaty armpits. According to the research report, "South Korea Deodorant Market Overview, 2029,” published by Bonafide Research, the South Korea Deodorant market was valued at more than USD 160 Million in 2023. As societal norms evolve, there is a heightened emphasis on smelling good as a reflection of good hygiene and etiquette. This cultural shift has led to more frequent use of deodorants among consumers, particularly among women, who are increasingly seeking diverse fragrance options. Companies are responding to this demand by introducing compact, pocket-sized deodorant packages that are both affordable and convenient for on-the-go use. The economic landscape in South Korea, characterized by an increase in dual-income households, has also contributed to the market's expansion. With greater disposable income, consumers are more inclined to purchase personal care products, including deodorants. Additionally, the proliferation of e-commerce platforms has made these products more accessible, further driving sales. Retailers like Olive Young are enhancing their online presence and offering same-day delivery services, catering to the growing trend of online shopping. Innovations in product formulation are another critical factor influencing market trends. There is a notable shift towards aluminum-free and natural ingredient deodorants, driven by consumer concerns over health and skin sensitivity. The introduction of deodorant wipes and other lightweight, easy-to-use formats has also gained traction, appealing to consumers looking for convenience without compromising on effectiveness.

Product types, includes spray, roll-on, stick, gel, cream, wipes, and others. Spray deodorants dominate the market, attributed to their convenience and quick application. They are popular among consumers seeking instant freshness, especially in a fast-paced society like South Korea. Innovations in spray formulations have enhanced fragrance longevity and skin compatibility, making them appealing to broad demographic, particularly younger consumers. Roll-on deodorants are also significant, valued for their ease of use and effectiveness. They offer targeted application and are often marketed as long-lasting solutions. However, their growth is more stable compared to sprays, as consumers increasingly gravitate towards faster-drying options. Stick deodorants are witnessing resurgence, with brands introducing new formulations that include natural ingredients and improved scent profiles. This segment is appealing to consumers looking for traditional options with modern enhancements. Gel and cream deodorants are gaining traction, particularly among consumers interested in products with moisturizing properties. These formats are often perceived as gentler on the skin and are marketed towards those with sensitive skin concerns. Wipes represent a niche segment, favored for their portability and convenience, especially among active individuals. They are increasingly being marketed as on-the-go solutions for freshness throughout the day. The deodorant market in South Korea is segmented by packaging types, primarily into metal, plastic, and others. Plastic containers can withstand impacts better than metal or glass, making them ideal for consumers who prioritize portability and convenience. This characteristic is particularly appealing in a fast-paced society where travel and mobility are essential. Developments in plastic packaging include advancements in design and sustainability. Brands are increasingly focusing on eco-friendly materials and recyclable options to cater to environmentally conscious consumers. Innovations such as airless pumps and spray mechanisms have also enhanced user experience, allowing for better product dispensing and reduced waste. Metal packaging, while traditionally popular for aerosol sprays, is experiencing slower growth due to the rising preference for plastic. However, metal containers are still valued for their aesthetic appeal and premium feel, often associated with high-end products. Brands continue to innovate in this segment by incorporating sleek designs and advanced spray technology to maintain consumer interest. The "others" category includes unique packaging solutions like biodegradable materials and refillable systems, which are gaining traction as sustainability becomes a key consumer concern. These alternatives appeal to niche markets looking for environmentally friendly options. The deodorant market in South Korea is segmented by end-user into men, women, and others. The women's segment holds the largest market share, driven by the growing emphasis on personal hygiene and grooming among Korean women. Women are increasingly seeking diverse fragrance options and are more willing to experiment with new products. The men's segment, while smaller than the women's, is expected to experience significant growth during the forecast period. This growth can be attributed to the rising awareness of personal care among Korean men and the introduction of innovative products tailored to their preferences. Brands are launching deodorants with masculine scents and long-lasting formulations to cater to the evolving needs of male consumers. The "others" category includes children and adolescents, which account for a relatively small portion of the market. However, this segment is expected to witness steady growth as parents become more conscious of their children's hygiene needs and seek age-appropriate deodorant options.

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Manmayi Raval

Research Consultant

The deodorant market in South Korea is characterized by two primary distribution channels: offline and online. The offline segment continues to hold the majority of market share, primarily through traditional retail outlets such as supermarkets, hypermarkets, department stores, and beauty shops. This channel benefits from the established shopping habits of consumers who prefer to physically examine products before purchase. Offline stores also provide an opportunity for brands to create visually appealing displays and engage customers through in-store promotions, enhancing brand visibility and customer experience. The online segment is experiencing impressive growth, driven by the increasing penetration of e-commerce and changing consumer preferences. The convenience of online shopping, coupled with the availability of a wider range of products, has attracted more consumers to purchase deodorants online. Major platforms like Olive Young and Coupang are enhancing their online presence and offering features like same-day delivery, which further boosts consumer confidence in online purchases. The COVID-19 pandemic accelerated this trend, as many consumers turned to online shopping due to safety concerns, leading to a lasting shift in purchasing behavior. Most deodorant brands are not produced in Korea and are delivered from other parts of the world. These products can be purchased in beauty and convenience stores as well as online stores as well. They are Crystal Body Deodorant, Azzaro, Carolina Herrera, Nivea, Old Spice, and Axe. COVID-19 Impact on Deodorants Market The outbreak of COVID-19 has affected the growth of the deodorant market negatively. Deodorant is a personal care hygiene product which helps to stops bacterial growth on the skin and keeps fresh. During the pandemic, deodorant is not considered as a necessary product; therefore, the demand for the deodorant has decreased during pandemic. The COVID-19 epidemic has forced the countries to impose lockdown, which has disrupted the distribution and supply chain. There was restriction on the export and import of deodorants as it was not an important product. The production method for new batches of deodorant had become a major challenge for the companies due to the limited availability of logistic issue, labor and disrupted raw material supply.

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Considered in this report • Geography: South Korea • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • South Korea Deodorant market with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation 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.