Competitive Landscape
Unilever and Beiersdorf Maintain Leadership through Science-Led Innovation and Broad Distribution
The deodorants market in New Zealand remained highly concentrated in 2025, with Unilever New Zealand Ltd leading decisively at 59% retail value share, down from 62% in 2020, sustained through its extensive portfolio of Lynx, Rexona, and Dove and comprehensive distribution across supermarkets, pharmacies, and mass outlets that ensured consistent consumer access and reinforced brand loyalty. Despite the gradual share erosion, Unilever maintained its dominant position through innovations that emphasised science-led performance and extended protection formats, aligning with growing consumer demand for high-efficacy products that deliver skin-friendly benefits beyond basic odour control.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading brands in New Zealand?
- How are products distributed in New Zealand?
- 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 New Zealand - Category analysis
Key Data Insights
Deodorants Summary
Deodorant Sprays Lead Value Sales While Sticks Drive Strongest Growth
Aluminium-Free and Plant-Based Formulations Redefine the Deodorant Standard
Circularity and Zero-Waste Packaging Elevate Sustainability to a Baseline Expectation
Deodorant Sprays Expected to Retain Leadership as Wellness Formats Drive Volume Growth
Circular Packaging and Refillable Systems Set to Become Core Competitive Requirements
Authentic Storytelling and Digital Engagement Expected to Define Brand-Building
Unilever and Beiersdorf Maintain Leadership through Science-Led Innovation and Broad Distribution
Supermarkets Retain Dominance While E-Commerce Captures Interest in Niche and Sustainable Formats
Beauty and Personal Care in New Zealand - Industry Overview
2025 Developments
Key Data Insights
Wellness-Driven Demand and Preventative Skin Health Investment Drive Value Growth
Clean, Natural-Origin Formulations Combining Botanicals with Proven Actives Redefine Expectations
Digital Platforms and Influencer Content Reshape Discovery and Engagement
Preventative Health Priorities and Science-Backed Efficacy Forecast to Sustain Growth
Value-Conscious Spending Expected to Reinforce Demand for Multifunctional Formats
Digital Influence and Omnichannel Investment Set to Define Competitive Advantage
L'oréal and Unilever Sustain Leadership through Portfolio Breadth and Distribution Strength
Supermarkets Lead Distribution as Health and Beauty Specialists and E-Commerce Expand Their Roles
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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