After a challenging year in 2020, in the wake of COVID-19 lockdowns, office closures, and the cancellation of social engagements, deodorants rebounded to value growth in 2021. As vaccination rates rose and case numbers fell, consumers increasingly returned to their normal level of social activity, as well as re-entering workplaces, albeit often in a phased and partial way.
While the return to growth for deodorant sticks and deodorant sprays, the largest formats, was above previous trends in 2021, deodorant pumps and deodorant creams experienced unusually strong growth in this year. As a more socially-facing product in line with fragrances, pumps benefited considerably from the return of social engagements, as well as store reopening, which allowed for in-store scent sampling.
Clean beauty trends, in particular the use of sustainable packaging and a preference for natural ingredients, continued to penetrate the deodorants category in 2021. Although these innovations were once largely the purview of niche indie brands, they have now been fully adopted by the major players.
Although product trends emphasising diversity and inclusion have permeated the beauty and personal care industry in the last few years, these values have not gained as much purchase in the deodorants category. However, this is likely to change in the coming years, as brands seek to engage in purpose-driven growth and capture new consumers in a highly mature category.
In line with overall trends in terms of holistic care and multifunctional product lines, traditionally beauty-focused companies have entered the personal care space, including the deodorants category. Brands such as Biossance, Beauty Counter and Drunk Elephant have all launched deodorant offerings, often at premium prices and touting natural ingredients and sustainable packaging.
Traditionally a smaller channel for sales of deodorants, e-commerce grew massively in 2020, as lockdowns prevented in-person shopping. One year later, it appears that predictions of sustained growth in this channel were correct, as consumers continue to purchase deodorants online.
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Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. 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 Definitions
This report originates from Passport, our Deodorants research and analysis database.
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