Competitive Landscape
Bolton Group and Unilever Strengthen Positions through Brand Investment and Scale
The deodorants industry in Italy remained moderately concentrated in 2025, with leading companies defending entrenched positions through scale, distribution depth and sustained brand investment rather than disruptive product innovation. Società Italo Britannica L Manetti-H Roberts & C SpA, representing Bolton Group, maintained category leadership with a retail value share of 16%, driven by its two flagship brands, Borotalco and Neutro Roberts, which benefited from emotionally resonant, high-reach campaigns designed to reinforce trust and heritage cues across mass channels.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in Italy 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 Italy, 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 Italy 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 Italy?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- 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 Italy - Category analysis
Key Data Insights
Resilient Demand Sustains Growth Amid a Shift to Skin-Focused Formulations
Resilient Demand Sustains Growth Amid a Shift to Skin-Focused Formulations
Aluminium-Free and Microbiome-Focused Formulations Redefine Expectations
Refillable Formats and Low-Waste Packaging Advance Sustainability
Clean Formulations Are Expected to Become a Shelf Standard
Sustainability Progresses through Pragmatic Packaging Innovation
Value and Channel Strategy Are Projected to Shape Competition
Bolton Group and Unilever Strengthen Positions through Brand Investment and Scale
Health and Personal Care Stores Lead as Discounters Grow and E-Commerce Expands
Beauty and Personal Care in Italy - Industry Overview
Selective Spending and Value Prioritisation Sustain Growth in Beauty and Personal Care
Key Data Insights
Selective Spending and Value Prioritisation Sustain Growth in Beauty and Personal Care
Pro-Age and Inside-Out Wellness Reshape Anti-Ageing across Demographics
Lifestyle-Driven Formats Extend Beauty into Everyday Routines
Value-Led Premiumisation and Streamlined Routines Forecast to Sustain Growth
Science-Driven Personalisation Set to Redefine Consumer Engagement
Clean and Traceable Credentials Projected to Become a Baseline Requirement
Leading Players Reinforce Positions through Scale and Credibility
Beauty Specialists Lead on Value as E-Commerce and Tiktok Shop Accelerate Growth
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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!