Competitive Landscape
Unilever and Beiersdorf Strengthen Leadership through Innovation and Marketing
The deodorants landscape in Australia remained highly concentrated in 2025, with Unilever Australia Ltd holding 53% value share, followed by Beiersdorf Australia Ltd at 19% and Pharmacare Laboratories Pty Ltd at 6%. Unilever is firmly established as the leader through its key brands Rexona, Dove, and Lynx.
Emerging Brands Leverage Skin-Friendly Innovation and Retail Expansion to Disrupt Landscape
Among emerging players, Gem stands out as a successful Australian personal care brand that has made significant inroads in deodorants with its skin-loving deodorants and roll-ons. Formulated with skin-friendly ingredients such as hyaluronic acid, shea butter, and vitamin E, Gem’s products aim to appeal to younger, trend-driven consumers seeking effective odour protection combined with skincare benefits.
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Overview:
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.
The Deodorants in Australia 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 Australia?
- Which are the leading brands in Australia?
- How are products distributed in Australia?
- 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 Australia - Category analysis
Key Data Insights
Australian Consumers Elevate Deodorants to Wellness and Lifestyle Essentials
Australian Consumers Elevate Deodorants to Wellness and Lifestyle Essentials
The Clean Reimagined Trend Redefines Deodorant Usage and Sustainability
Australian Consumers to Drive Multifunctional Deodorants Towards Wellness
Sustainable Deodorants Set to Influence Market Shifts
Social Media to Aid Deodorants’ Premium Shift
Unilever and Beiersdorf Strengthen Leadership through Innovation and Marketing
Emerging Brands Leverage Skin-Friendly Innovation and Retail Expansion to Disrupt Landscape
Supermarkets Lead While Online and Specialty Retailers Gain Momentum
Beauty and Personal Care in Australia - Industry Overview
Australian Beauty and Personal Care Sales Rise Steadily Driven by Asian Beauty
Key Data Insights
Australian Beauty and Personal Care Sales Rise Steadily Driven by Asian Beauty
Skin Care Leads Sales as Consumers Focus on Longevity and Skin Health
Omnichannel Strategies Power Retail Reinvention and Innovation
Consumers Embrace Science and Affordability to Drive Steady Growth
Skin Care and Fragrances to Lead Growth through Premium Multifunctional Formulations
Digital Engagement and Omnichannel Strategies to Reshape Retail Dynamics
L'oréal and Estée Lauder Retain Lead Amid Growing Fragmentation and Shifting Shares
Emerging Native Brands Show Strong Growth through Digital Engagement
Mcobeauty Acquisition Underscores Trend Responsiveness of Brands
Rhode's Launch Highlights Growth in Celebrity Brands
Health and Beauty Specialists Strengthen Dominance with Pharmacy and Specialty Retail Growth
Specialty Retailers and Omnichannel Strategies Reshape Consumer Engagement and Experience
Retail E-Commerce Gains Momentum with Social Media Influence and Product Accessibility
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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