Competitive Landscape
Leading Manufacturers Consolidate Dominance Amid Emerging Niche Challengers
The deodorants market in Sweden remained highly concentrated in 2025, with leading suppliers maintaining strong positions through established brand portfolios and broad retail distribution. Unilever Sverige AB leads the category with a 35% retail value share, followed by Beiersdorf AB with 19%.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Sweden?
- How are products distributed in Sweden?
- 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 Sweden - Category analysis
Key Data Insights
Value-Driven Competition Shapes a Commoditised Market as Discount Retailers Intensify Pricing Pressure
Value-Driven Competition Shapes a Commoditised Market as Discount Retailers Intensify Pricing Pressure
Clean Reimagined Drives Trading-Up Towards Pharmacy-Positioned, Sensitive-Skin Formulations
Lifestyle-Driven Beauty Supports Value Growth as Fragrance-Linked Deodorants Expand beyond Functional Hygiene
Price Competition to Persist as Discount Retailers Sustain Pressure on Mass Formats
Clean Reimagined to Sustain Incremental Innovation and Pharmacy Channel Growth
Lifestyle-Driven Beauty and Fragrance-Linked Formats to Deliver Disproportionate Value Growth
Leading Manufacturers Consolidate Dominance Amid Emerging Niche Challengers
Grocery Retailers Lead Amid Rising Discount Competition for Mass Deodorants
Beauty and Personal Care in Sweden - Industry Overview
Lifestyle-Driven Beauty Integrates Self-Care, Identity, and Aspirational Branding into Everyday Purchasing
Key Data Insights
Lifestyle-Driven Beauty Integrates Self-Care, Identity, and Aspirational Branding into Everyday Purchasing
Sustainability Becomes a Baseline Expectation across Formulations, Packaging, and Retail Models
The Digital Consumer Journey Reshapes Discovery, Validation, and Purchasing across Beauty and Personal Care
Affordable Premium and Pharmacy Brands Set to Drive Steady Market Growth
Lifestyle-Driven Beauty and Fragmentation Set to Sustain Dynamic Growth in Premium and Niche Categories
Omnichannel Retail and Digital Engagement Set to Remain Central to Category Growth
L'oréal and Key Distributors Sustain Leadership as Niche and Lifestyle Brands Gain Incremental Share
Beauty Specialist Retailers Lead Premium Categories Whilst E-Commerce Expands through Established Omnichannel Ecosystems
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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