After seeing a slow decline in 2020, deodorants witnessed modest current value growth in 2021, reflecting a highly mature category. Consumer demand, convenience and the warm climate of Australia continued to drive sales of deodorants.
In 2021, a number of deodorant sprays in Australia were found to contain elevated levels of the carcinogen benzene, and as a result manufacturers voluntarily recalled their products. The reputational issues faced by brands due to the presence of benzene in aerosols is anticipated to impact sales in the category, particularly for the brands included in the recall.
With Australians becoming more knowledgeable about ingredients and what they put on their skin, natural deodorants continues to be a key growth area, due to increased awareness of the health benefits of such ingredients. Deodorants that are marketed as mineral, or natural, and free from unhealthy ingredients, are becoming more mainstream in Australia, with a plethora of brands becoming available through traditional retailers, and also D2C.
The trend towards more natural ingredients in deodorants, including more alternatives containing botanicals, which are chemical-free, is anticipated to increase in the next five years. Growing demand for these attributes will encourage activity by manufacturers over the forecast period.
In the forecast period, sustainability will continue to gain relevance in deodorants, as more brands shift to support environmental and social causes in line with growing consumer concerns. With the largest retailers beginning to stock a range of environmentally-friendly products on their shelves, it is anticipated there will be higher adoption and innovation across the category, with more brands aiming to follow the leaders and contribute to less use of plastic.
The emergence of Australian brands displaying and thriving on green and natural claims, as well as social and sustainable values, highlights the commitment to a new type of beauty messaging. As social and environmental issues continue to be top-of-mind for Australians, building brands with a clear set of values that encompass sustainability and social responsibility at their core presents an opportunity for deodorant brands.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Australia 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 Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. 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 Definitions
This report originates from Passport, our Deodorants research and analysis database.
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