Competitive Landscape
Beiersdorf and Unilever Secure Gains with Targeted Launches and Brand Innovation
Deodorants in Singapore is highly concentrated, with the top two companies — Beiersdorf (S) Pte Ltd and Unilever Singapore Pte Ltd — holding a combined retail value share of 68% in 2025. Beiersdorf, driven by the Nivea brand, increased its share to 39% in 2025, up from 37% in 2024, reinforcing its position as the clear leader.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Singapore?
- How are products distributed in Singapore?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- 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 Singapore - Category analysis
Key Data Insights
Deodorants Summary
Hygr Launches Refillable Deodorants, Prompting Shift in Consumer Preferences
Deodorant Sprays and Roll-Ons Dominate as Natural Formats Gain Ground
Jomingo’S Plant-Based Deodorant Cream Taps into Demand for Gentle, Natural Solutions
Growth Set for Deodorant Roll-Ons and Sprays, with Rising Demand for Sustainable Natural Formats
Social Media Launches Expected to Accelerate Awareness of Local Innovations
Refillable Formats and Plant-Based Launches Anticipated to Reshape Competitive Dynamics
Beiersdorf and Unilever Secure Gains with Targeted Launches and Brand Innovation
Convenience-Led Gains for Supermarkets, but Retail E-Commerce Rises Strongly
Beauty and Personal Care in Singapore - Industry Overview
2025 Developments
Key Data Insights
Steady Growth, Although Consumer Caution Is Evident, Particularly among Younger Consumers
Skin Care Remains the Largest Category, and Sees Growth as Premiumisation and Transparency Accelerate
Dior’S Natural-Origin Launch Raises Expectations for Clean Premium Beauty
Hybrid Product Launches to Drive Demand for Value and Function
Ingredient-Led Skin Care to Remain Important as Multifunctional Formats Surge
Clean Beauty and Ingredient Transparency Set to Boost Consumer Trust and Spending
L’Oréal and Procter & Gamble Sustain Lead as Product Innovation Drives Stability
Offline Retail Sustains Dominance through Convenience and Outlet Expansion
Tiktok Shop Fuels Rapid E-Commerce Expansion as Social Media Reshapes Discovery
Watsons Leverages New Brand Launches and Omnichannel Presence to Outpace Rivals
Clean Formulations and Scientific Validation Shape Development
Premium and Sustainable Launches Redefine Brand Offerings
Asian Entrants and Retail Strategies Intensify the Competition
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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