Competitive Landscape
Unilever’S Dominance and Market Concentration Strengthen with Innovation
The deodorants market in Ireland is highly concentrated, with Unilever Ireland Ltd commanding a dominant 71% share of retail sales value. This represents a notable increase from 58% in 2020, indicating that concentration has intensified over the past five years.
Unilever’S Acquisition and Innovation Drive Sustainability-Led Growth Opportunities
In 2025, a significant development shaping the deodorants landscape was Unilever’s acquisition of Wild, a UK-based brand known for its refillable deodorants and plastic-free packaging. This strategic move enhances Unilever’s portfolio with premium and sustainable offerings, allowing the company to scale eco-conscious products globally.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in Ireland 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 Ireland, 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 Ireland 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 Ireland?
- Which are the leading brands in Ireland?
- How are products distributed in Ireland?
- 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 Ireland - Category analysis
Key Data Insights
Deodorants Summary
Steady Growth Driven by Premium Formats Supports Ireland’S Deodorant Market
Unilever’S Whole-Body Innovation and Wild’S Refillable Roll-On Accelerate Category Growth
Clean, Gentle Formulas and Transparency Reinforce Premiumisation and Consumer Trust
Steady Growth Driven by Premiumisation to Enhance Sales
Sustainability Trends to Reshape Product Development and Retail Strategies
Unilever’S Dominance and Market Concentration Strengthen with Innovation
Unilever’S Acquisition and Innovation Drive Sustainability-Led Growth Opportunities
Supermarkets Anchor Sales While E-Commerce Sees Significant Growth
Sports-Driven Brand Collaborations Boost Male Shopper Engagement and Visibility
Beauty and Personal Care in Ireland - Industry Overview
2025 Developments
Key Data Insights
Steady Growth Driven by Prevention, Clean Innovation and Digital Shifts
Skin Care Leads Value Share While Colour Cosmetics Show Rapid Growth
Clean Reimagined and Longevity Surge as Beauty Norms in Ireland
Lifestyle-Driven Beauty Shapes Consumer Choices and Innovation Pathways
Consumers to Prioritise Prevention and Gentle Efficacy Driving Steady Value Growth
Brands to Align Innovation with Lifestyle Habits to Deepen Consumer Engagement
Retailers and Brands to Evolve Strategies to Capture Shifting Consumer Priorities
Leading Manufacturers Adapt to Shifting Consumer Preferences While Maintaining Dominance
Mass and Premium Players Innovate with Targeted Strategies to Capture Evolving Demand
Grocery Retailers Maintain Dominance While E-Commerce Accelerates Growth
Discounters and Beauty Specialists Grow by Targeting Value and Specialised Needs
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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