The deodorants category suffered in 2020 as the COVID-19 pandemic reduced much of the need for antiperspirants and body odour removal among consumers. The increasingly home-bound lifestyles that US consumers found themselves living during the pandemic led to fewer social interactions and overall fewer use cases for deodorant and antiperspirant products.
When looking closer at the performance of the varied deodorant formats, it was observed in 2020 that the deodorant stick and spray formats staved off declines that were felt more in the other formats such as creams, pumps and roll-ons. In the US market, deodorant sticks are the most popular format followed by sprays, accounting for approximately 60% and 28% of total deodorants in 2020, respectively.
In an otherwise challenging year for deodorants, certain players, including Procter & Gamble, managed to persevere in 2020 with its collection of different deodorant brands. Spearheaded by the likes of Secret, Old Spice and Native, Procter & Gamble’s deodorant brands stand out in a crowded, competitive market with a renewed focus on ingredient formulations and scents.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Deodorants research and analysis database.
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