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Deodorants market research

Euromonitor has the world’s most comprehensive research on the deodorants category within the beauty and personal care industry.  We monitor and analyse industry trends around the world, including in-depth data on market share and market size – from the “big picture” qualitative analysis; down to specific category data. 

Euromonitor data and market analysis cultivates your organization’s awareness of the Deodorants market and the greater competitive environment, ensuring accurate and focused strategies for your business.

A resource for your entire organization, Euromonitor market research supports every level of business, assisting in strategic development, marketing, mergers and acquisitions, and brand management.

Our deodorants market research answer questions such as:

  • What is the market size of deodorants?
  • What are the major brands in deodorants?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

results

 

Country Report

Deodorants in Russia

Along with an increasing hygiene culture in Russia, the penetration of deodorants grew over the review period. Russians became more concerned about their overall appearance and thus cared more about having a feeling of freshness. This was especially ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Indonesia

During 2013, deodorants continued to be threatened by mass fragrances, which come in various attractive aromas and packaging design. Mass fragrances also attempted to attract consumers from all income groups and age groups. In addition, deodorants ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Brazil

In 2013, deodorants posted strong current value growth of 23%, reaching R$10.3 billion. All categories posted high growth rates in 2013, with deodorant sprays posting the highest growth of 35%, to reach R$4.5 billion in 2013.

Aug 2014 | US$900 | Add to cart | View details

Company Profile

Unilever Group in Beauty and Personal Care

Unilever was a strong player in global beauty and personal care in 2013. The company’s strategy of increasingly reaching towards higher pricing segments within its key portfolio while expanding in larger developed markets paid off well. Under its ...

Aug 2014 | US$525 | Add to cart | View details

Company Profile

Natura Cosméticos SA in Beauty and Personal Care

Despite being almost entirely reliant on the Brazilian market, Natura ranked 14th globally in 2013 in beauty and personal care. It is the leader in Brazil despite being a direct seller. Its successful implementation of a direct selling model has ...

Aug 2014 | US$525 | Add to cart | View details

Country Report

Deodorants in Belgium

2013 was a disappointing year for deodorants. Firstly, deodorant sprays, the most valuable category, registered a current value decline of 1%. Deodorants also suffered from the poor weather during the first half of the year (there is a strong ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Switzerland

Growth in deodorants was driven by the trend towards natural ingredients in 2013. Consumers of deodorants were more conscious about what they put on their body, and sought skin-friendly and natural ingredients. The growing debate regarding the ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in the Netherlands

In 2013 deodorants remained stagnant as the category experienced a very small drop in value sales. Deodorants has already reached quite a mature stage in the Netherlands and the main brands are struggling to achieve growth. Female-orientated ...

Aug 2014 | US$900 | Add to cart | View details

Company Profile

Amway Corp in Beauty and Personal Care

Amway is a global player in beauty and personal care (BPC) with a strong presence in China and a fast emerging presence in India. The company however has begun to face stronger competition from other direct sellers in China such as Nu Skin while it ...

Aug 2014 | US$525 | Add to cart | View details

Company Profile

Revlon Inc in Beauty and Personal Care

Revlon’s eponymous brand is one of the most recognised labels globally. It has established a multinational presence, but remains heavily reliant on the mature and competitive US market. Revlon has maintained its share in nail products, but a slow ...

Aug 2014 | US$525 | Add to cart | View details

Company Profile

L‘Oréal Groupe in Beauty and Personal Care

L’Oréal has successfully managed to drive growth despite difficult market conditions due to its exclusive beauty focus allowing it to dedicate more resources to R&D and marketing. L’Oréal also proactively targets white spaces through coverage across ...

Aug 2014 | US$525 | Add to cart | View details

Country Report

Deodorants in France

In 2013, there was less investment in product innovation within this category, thus in part explaining the lower performance of deodorants. As a result, to compete for sales, the main brands essentially used price-based promotions and advertising, ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Thailand

Consumers’ rising image consciousness saw them placing more efforts in their daily grooming process. They were thus more willing to invest in deodorants to ensure that they smell good and do not suffer from any body odour problems. Manufacturers’ ...

Aug 2014 | US$900 | Add to cart | View details

Company Profile

Oriflame Cosmetics SA in Beauty and Personal Care

Oriflame is a leading player in the BPC direct selling market. It has faced several challenges, however, as sales in Eastern Europe wane. It is also overly reliant on the unstable Russian market, where recent political upheaval is having an impact on...

Aug 2014 | US$525 | Add to cart | View details

Country Report

Deodorants in Chile

Products with added benefits for the consumer represented the main trend in 2013. Deodorants claiming to lighten armpit skin colour, avoid fabric stains or offer enhanced protection proved successful among Chilean consumers.

Aug 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Serbia

The struggle for costumers in deodorants continues. Currently it cannot be said that the category is facing sharp growth apart from deodorant wipes and pumps. These products were introduced fairly late and there is still a lot of room for growth. ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Norway

The Norwegian Food Safety Authority warned consumers against the daily use of antiperspirants, as they are the highest sources of bringing aluminium into the body. It forced the EU to make European legislation for the aluminium content in cosmetics. ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in the United Kingdom

In 2013, the key story in deodorants was the introduction of compressed packaging for spray metal aerosol cans. Unilever Home & Personal Care Ltd introduced this new format in February across its brands Sure Women, Dove and Vaseline intensive Care. ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Iran

Deodorants remained an immature category in Iran with a low base and thus great potential for growth. Key urban areas, such as Tehran, Mashhad, Isfahan and Shiraz, have very hot weather, especially during the summer, which means an increasing ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Colombia

Small sizes continue to be an important choice for consumers in roll-ons or mini roll-ons and creams packaged in personal size flexible plastic. They are targeted for sales via small independent grocers where the availability of small sizes enables ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Canada

In 2013, deodorants grew by 3% in current value terms reaching C$350 million. The growth in deodorants’ value sales was mainly driven by product development. Volume sales however, showed only modest increases, mostly in line with population growth. ...

Aug 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in the Czech Republic

The performance of deodorants in 2013 was similar to that of the previous two years, with the category recording current value growth of 1% as no significant changes were seen. The most popular products remained male and female-specific deodorants ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Finland

Deodorants’ value growth continued to lag behind the average sales growth of beauty and personal care. The category is very mature and stagnant, and intense competition restrained companies from launching products with higher than average unit ...

Jul 2014 | US$900 | Add to cart | View details

Company Profile

Avon Products Inc in Beauty and Personal Care

Avon’s fortunes have sharply diminished in recent years. Where it previously benefited from an early move into China, China is now among its heaviest burdens with too much indecision over its retail model and high legacy operational costs. In North ...

Jul 2014 | US$525 | Add to cart | View details

Country Report

Deodorants in Uruguay

The 12% growth posted by deodorants during 2013 in current terms was one percentage point higher than the growth seen in 2012, mainly caused by inflation. Nonetheless, the impact on volume differs from one product to another. For example deodorant ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in the US

Deodorants, a highly homogenous category, is underpinned by highly inelastic demand from a population that considers proper hygiene to basically be mandatory within the confines of normal society. As this has been the case for years now, deodorants ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Pakistan

2013 witnessed international players maintain their stronghold in deodorants. Companies like Unilever made huge investments to strengthen their distribution networks and penetrate the category. Deodorants continued to grow in urban and semi-urban ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in India

Deodorants attracted several domestic and international companies due to its high growth potential. 2013 witnessed several new launches and marketing campaigns by new manufacturers.

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Argentina

During 2012 and 2013, strong development in new products in deodorants and antiperspirants were registered, offering additional benefits. Products that offer protection even against water; that do not change the colour of clothes; that has the ...

Jul 2014 | US$900 | Add to cart | View details

Company Profile

Procter & Gamble Co, The in Beauty and Personal Care

Procter & Gamble, despite being the leading beauty and personal care player, is losing ground due to not adapting to market shifts quickly enough. Going forward, its success will depend on creating new segments as it has lost ground to its key ...

Jul 2014 | US$525 | Add to cart | View details

Country Report

Deodorants in Morocco

Overall deodorants achieved a good performance in value terms thanks to steady consumer demand. Such products tended to be considered as luxury. Hot weather and crowded urban areas led consumers to include deodorants in their purchasing patterns in ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Kenya

Roll-ons continued to be the preferred deodorant format in the Kenyan market. The products are easy to use, affordable, and widely available, all of which contribute to growth of this deodorant format.

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Spain

Deodorants sales consolidated the declining trend they have being suffering since Spain’s economy began to struggle. In 2013, sales declined by 1% in current value terms. The poor economic situation has resulted in Spanish consumers trying to make ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Denmark

Deodorants in Denmark recorded current value growth of 1%, to reach DKK233 million in 2013. Value growth in the deodorants category is mainly influenced by the new product launches of the major players in the category, namely Unilever Danmark A/S, ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Slovakia

Deodorants remains a rapidly developing beauty and personal care category in Slovakia and growth remains positive in spite of high levels of saturation. Many manufacturers of deodorants are now paying more attention to innovation, vying to offer the ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Peru

Body sprays continued to develop rapidly, as young men appreciate the practicality of a product that is both a deodorant and can simultaneously be used as a fragrance. In addition, Unilever, which offers the most popular brand in body sprays, Axe, ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Cameroon

Deodorants performed quite well in 2013, recording growth of 7% in current value terms. Product availability is widening both in volume and brand range. Growth is in line with increasing levels of urbanisation and underpinned by rising consumer ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Bosnia-Herzegovina

With marginal growth in current value terms during 2013, deodorants performed weaker than the average growth recorded during the review period at 1%. For a third consecutive year, deodorants failed to grow past the 1% mark in current value terms, ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Slovenia

Deodorants in Slovenia is characterised by foreign manufacturers which set the trends in the country. There were a number of new product launches in 2013 which mainly focused on adding features to products, such as stain prevention, ingredients for ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Guatemala

In 2013, deodorants continued to be a highly dynamic category, with a constant presence in mass-media advertising and very active in terms of in-store promotions. Sales increased by 9% in current terms to reach GTQ276 million. Despite a long presence...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Germany

In 2013 the trend towards deodorant products with natural ingredients or at least free from parabens and aluminium or alcohol, continues. Consumers try to pay closer attention to what comes directly in contact with sensitive regions of their skin to ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Algeria

The use of deodorants is very common in Algerian daily life, primarily due to the fact that the country experiences hot weather over a long part of the year. It is for this reason that companies focus on it as a gateway product in terms of business. ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Croatia

Deodorants witnessed current value growth for the third consecutive year, from 2011. However, looking at volume sales dynamics, it was evident that sales declined constantly. What saved the financial result for deodorants, were the numerous new ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Bulgaria

Value growth in 2013 was at 4%; an increase on the review period CAGR of 3%. This demonstrates that even during the years of fierce financial crisis, current value sales in the category were on the rise. On-going marketing campaigns, special offers, ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in South Korea

Deodorants in South Korea continued to show positive growth rate as consumers are recognising their need of deodorant products. The main consumer group of deodorants is young people. However, large numbers of middle-aged consumers are not aware of ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Costa Rica

Deodorants continued to see deeper levels of segmentation in 2013, with manufacturers focusing on consumers’ different needs, which were directly related to age and aspirational life styles. The leading brands continued to benefit from the influence ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Venezuela

Most of the deodorant types and formats are subject to price control by the government since April 2012. The regulation embraces deodorants that come in bar, liquid, gel and aerosol formats and therefore most of the brands could not increase prices ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Singapore

Due to the hot and humid climate in Singapore, it is common for consumers to perspire easily. Hence, the use of deodorants is inevitable as consumers seek for ways to stay clean and dry. Deodorants saw value growth of 2% to generate sales of S$23 ...

Jun 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Dominican Republic

The 2013 economic slowdown slowed the growth in value sales at constant 2013 prices. Nonetheless, growth in 2013 was faster than the flat review period CAGR. The review period saw erratic growth, with significant falls in value sales at constant 2013...

Jun 2014 | US$900 | Add to cart | View details

Country Report

Deodorants in Egypt

The sales of deodorants continued to benefit from Egypt's hot year-round climate and congested cities at the end of the review period with more and more people venturing to more developed cities for jobs. Now more than ever, consumers view deodorants...

Jun 2014 | US$900 | Add to cart | View details
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