Competitive Landscape
Unilever Accelerates Innovation and Acquisition to Retain Lead
Deodorants in the US remained highly concentrated in 2025, with Unilever Home & Personal Care USA and The Procter & Gamble Co holding a combined retail value share of 69%. Over the review period, the category became marginally less concentrated, as Unilever’s share declined from 41% in 2020 to 36% in 2025, while The Procter & Gamble Co’s share rose from 31% to 33% over the same period.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Deodorants industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Deodorants in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Deodorants in USA?
- Which are the leading brands in USA?
- How are products distributed in USA?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Deodorants in the US - Category analysis
Key Data Insights
Steady Growth Driven by Innovation and Skinification
Steady Growth Driven by Innovation and Skinification
Lifestyle-Driven Innovation and the Impact of Athleisure on Deodorant Formats
Wild’S Us Launch and Refillable Design Redefine Sustainability Expectations
Steady Growth Amidst Intensifying Competition and Evolving Routines
Sustained Growth through Scent Innovation and Premiumisation
Sustainability to Reshape Product Development and Brand Partnerships
Unilever Accelerates Innovation and Acquisition to Retain Lead
Grocery Retailers Drive Distribution through Convenience
Ulta’S Wellness Pilot Redefines Experiential Retail for Personal Care
Amazon Drives E-Commerce Expansion as Offline Pharmacies Lose Ground
Beauty and Personal Care in the US - Industry Overview
Value-Driven Skin Care and the Rise of Tiktok Shop Reshape Us Beauty and Personal Care
Key Data Insights
Value-Driven Skin Care and the Rise of Tiktok Shop Reshape Us Beauty and Personal Care
Health-Focused Innovation and Elevated Mass Offerings
Olive Young and Sephora Expand K-Beauty Reach through Partnership
Longevity and Wellness Trends to Shape the Future of Us Beauty and Personal Care
Korean Colour Cosmetics and Hybrid Sunscreen to Expand Reach through Mass Retail
At-Home Devices and Personalisation Set to Drive New Business Models and Partnerships
L’Oréal Accelerates Leadership through Acquisitions and Prestige Expansion
Church & Dwight and Elf Beauty Expand with High-Impact Acquisitions
The Shift Towards E-Commerce and Digital-First Strategies
Olive Young’S Partnership Accelerates K-Beauty’S Reach through Sephora
Country Reports Disclaimer
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Deodorants research and analysis database.
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