Insights / Perspectives

Deodorant Category Insights

Deodorants have been one of the most resilient beauty and personal care categories, with U.S. category retail sales growing by 10% in 2023. According to Euromonitor, “Deodorants has seen transformative changes in terms of innovation, marketing, and premiumization through ingredient formulation since the end of the pandemic. It was one of the few exceptional personal care categories to maintain its headstrong momentum throughout the price increases and inflationary pressures that consumers faced.” Here are the trends impacting the category over the upcoming year.

Whole Body

All-over body deodorants emerged as a hot trend in 2023, with Google searches for “whole-body deodorant” surging by 1000% between March 2023 and March 2024. These products for feet, groin, chest, and other areas beyond underarms are expected to continue gaining popularity as consumers seek a comprehensive and convenient approach to sweat and odor control. In addition to brands like Carpe and Lume that are positioned for whole-body use, traditional deodorant brands like Old Spice and Dove are introducing new products for use in different areas of the body.

Old Spice Total Body Deodorant

Premiumization

Euromonitor notes, “Deodorants have seen transformative changes in terms of innovation, marketing, and premiumization through ingredient formulation since the end of the pandemic.”
The skinification trend is driving the use of premium ingredients - like AHAs/BHAs, niacinamide, and amino acids – that offer skincare benefits in addition to sweat and odor control. There are opportunities for brands to introduce products targeting specific issues and demographics, such as hyperpigmentation treatment for melatonin-rich skin and products for the hormonal skin of pre-teen boys.

JB Skrub

Deodorant Wardrobes

As individuality and expression become more of a priority for consumers, deodorants are becoming a form of scent expression. Much like what’s happening in perfume categories, consumers are purchasing a variety of deodorants for specific situations and purposes. This trend has led to the rise of “deodorant wardrobes,” with people using different deodorants for different needs. As deodorant scents are becoming more elevated, fragrance-first personal care brands like Salt & Stone and Sol de Janeiro are extending their popular fragrances to deodorant formats.

Rio Deo

By: Moira Stein
Date: November 4, 2024