US Deodorant Market Research Report: By End-User (Men, Women), By Packaging Material (Metal, Plastic, Others) and By Product Type (Spray, Roll-On, Stick, Others) - Forecast to 2035

US Deodorant Market Overview

US Deodorant Market Size was estimated at 6.8 (USD Billion) in 2023. The US Deodorant Market Industry is expected to grow from 7.5(USD Billion) in 2024 to 15 (USD Billion) by 2035. The US Deodorant Market CAGR (growth rate) is expected to be around 6.504% during the forecast period (2025 - 2035).

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Key US Deodorant Market Trends Highlighted

The US deodorant market has been experiencing a shift towards more natural and organic products. Consumers are increasingly concerned about the ingredients in their personal care items, leading to higher demand for products without harmful chemicals such as parabens and aluminum. This trend towards clean beauty is partially driven by rising health awareness and consumer education regarding the potential effects of synthetic ingredients. Moreover, there is a growing interest in sustainability among US consumers, prompting brands to adopt eco-friendly packaging and sourcing practices. The rise of men’s grooming products has significantly influenced the deodorant market, with many brands launching lines specifically designed for male consumers.This expanded product range not only increases competition but also caters to a previously underserved demographic, creating new opportunities for growth. Seasonal variations have also been observed, with increased sales during warmer months when body odor becomes a more pressing concern. Additionally, the rise of online shopping has transformed how consumers purchase deodorants. The convenience of ordering products online has made it easier for consumers to access a wider variety of brands and formulations. In recent times, there has also been an uptick in subscription services that deliver personal care items directly to consumers' homes, further enhancing customer loyalty and convenience.The combination of these trends reflects a broader shift in the US market towards personalized and sustainable personal care products, highlighting a dynamic landscape for consumers and brands alike.

US Deodorant Market Drivers

Rising Awareness of Personal Hygiene

The increasing awareness of personal hygiene among consumers is a significant driver for the US Deodorant Market Industry. With the Centers for Disease Control and Prevention (CDC) emphasizing the importance of personal cleanliness and hygiene practices, consumers are increasingly investing in deodorants as essential personal care items. According to the CDC, regular personal hygiene practices can prevent various diseases, leading to a 35% increase in the use of personal care products, including deodorants, over the past five years.Furthermore, the growing influence of social media platforms has heightened consumer consciousness regarding body odor and hygiene, prompting them to seek effective deodorant solutions. As brands like Procter & Gamble and Unilever innovate their product lines to meet changing consumer preferences and address concerns regarding health and efficacy, the demand for deodorants is forecasted to grow significantly in the upcoming years.

Growth of Natural and Organic Products

The growing demand for natural and organic deodorant options is driving the US Deodorant Market Industry as consumers become more conscious about ingredients and their impact on health. The Organic Trade Association (OTA) reported that sales of organic personal care products grew by approximately 15% annually over the past three years. This shift indicates that consumers are more inclined to opt for products that are free from synthetic chemicals and artificial fragrances.In response to this trend, brands like Tom's of Maine and Schmidt's Naturals are capitalizing on the increasing preference for plant-based and environmentally friendly products. The rising trend towards clean beauty and the demand for transparency in product ingredients are further bolstering the growth of natural deodorant offerings across the United States.

Technological Advancements in Product Development

Technological advancements in the development of deodorant formulations are catalyzing improvements in the US Deodorant Market Industry. Innovative technologies have enabled manufacturers to create long-lasting, sweat-proof, and even skin-friendly formulas that cater to a wider range of consumer needs. For instance, advancements in encapsulation technology allow the inclusion of odor-neutralizing agents that activate during heat and perspiration, providing enhanced freshness.According to the Personal Care Products Council, the sector sees an annual increase of 10% in investment in Research and Development (R&D) related to product innovations. This continued focus on technological enhancements encourages consumers to try new and effective deodorant products, further fueling market growth.

Shifting Consumer Preferences towards Gender-Neutral Products

The evolving consumer landscape where traditional gender norms are being challenged is significantly impacting the US Deodorant Market Industry. A growing number of consumers are seeking gender-neutral products, influenced by changing societal attitudes and a rise in inclusivity. Industry data shows that approximately 30% of millennials and Gen Z consumers prefer brands that offer unisex deodorant options. Companies like Old Spice have begun to offer less aggressive scents and label their products to appeal to a broader consumer base.This shift indicates a move away from traditional gender-specific marketing, and as more brands adopt this inclusive approach, the overall appeal of deodorants will continue to rise, contributing to market growth.

US Deodorant Market Segment Insights

Deodorant Market End-User Insights

The End-User segment of the US Deodorant Market plays a crucial role in defining consumer preferences and influencing market trends. With a distinct focus on Men and Women, this segment reflects varying needs and purchasing behaviors. Men typically seek long-lasting, effective solutions that align with their active lifestyles, where functionality and performance are highly prioritized. In contrast, Women often gravitate towards products that not only offer protection but also provide appealing scents, personal expression, and skin-friendly formulations.The increasing awareness of personal hygiene and grooming, especially post-pandemic, has amplified the demand across both demographics. As consumers in the US become more health-conscious, the tendency to choose deodorants with natural ingredients and free from harsh chemicals is rising, further diversifying product offerings in this sector. Additionally, the growth of e-commerce platforms and online retail has made these products more accessible, allowing consumers to explore a wider range of choices tailored to their preferences. The US Deodorant Market shows significant growth potential as innovations, such as eco-friendly packaging and customized formulations, gain traction among both men and women.Understanding the dynamics and nuances within this End-User segment is vital for companies aiming to address consumer demands and capitalize on emerging trends within the US market environment. With various lifestyle influences and cultural shifts, the segment continues to evolve, necessitating ongoing adaptation and strategy from brands to remain relevant and appealing to their target audiences.

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Deodorant Market Packaging Material Insights

The US Deodorant Market, which includes the Packaging Material segment, is poised for substantial growth against the backdrop of evolving consumer preferences and increasing demand for personal care products. This market features a diverse range of materials such as Metal and Plastic, among others. Metal packaging is often favored for its recyclability and durability, appealing to environmentally conscious consumers and aligning with sustainability trends. In contrast, Plastic packaging is popular due to its lightweight characteristics and cost-effectiveness, making it a practical choice for manufacturers.Other materials, which can include glass and biodegradable options, are gaining traction as brands seek to differentiate themselves with innovative and eco-friendly solutions. Collectively, these materials play a significant role in shaping the US Deodorant Market, enhancing both functionality and aesthetic appeal while responding to the increasing consumer awareness around sustainability. As this market progresses, flexibility in packaging option will likely drive market growth, providing opportunities for brands to innovate and cater to various consumer needs within the overall US Deodorant Market industry.The increasing focus on convenience, combined with regulatory public health measures, emphasizes the critical importance of efficient packaging materials.

Deodorant Market Product Type Insights

The US Deodorant Market is characterized by a diverse range of product types, which play a vital role in driving the overall market growth. Among these, spray deodorants remain widely favored due to their convenience and ease of application, making them a popular choice among consumers seeking quick freshness. Roll-on deodorants also hold a significant share, appreciated for their targeted application and longevity, appealing to users looking for long-lasting odor protection. Stick deodorants are preferred by many for their compact design and ease of use, and they often include formulations that cater to varying skin sensitivities.Other products in this segment encompass a range of innovative solutions, including natural and organic options, which are gaining traction among health-conscious consumers. The segmentation of the US Deodorant Market reflects changing consumer preferences and the ongoing shift towards sustainability, leading to increased demand for eco-friendly products. Each product type brings unique features and benefits that resonate with specific consumer needs, highlighting the dynamic nature of this industry segment and its essential role in the broader context of US Deodorant Market revenue, segmentation, and data.

US Deodorant Market Key Players and Competitive Insights

The US Deodorant Market is a dynamic and diverse landscape characterized by a range of products targeting various consumer preferences and needs. This market is not only driven by the increasing demand for personal hygiene products but also influenced by trends in sustainability, natural ingredients, and consumer health awareness. Competitive insights reveal that brands are actively innovating, with a focus on developing unique formulations, eco-friendly packaging, and tailored marketing strategies that resonate with different segments of the population. Moreover, the emergence of niche brands and direct-to-consumer approaches is reshaping the competitive dynamics, pushing established players to enhance their offerings and adapt to evolving market conditions. Church and Dwight possess a notable presence in the US deodorant market, capitalizing on their strong brand equity and established distribution channels. Their strengths lie in their commitment to research and development, allowing for continual product evolution and innovation that meets consumer demands. Known for their effective marketing strategies, Church and Dwight successfully leverage consumer insights to tailor their products and messaging. This adaptability has enabled them to maintain a competitive edge, particularly among environmentally conscious consumers who are increasingly seeking natural and effective deodorant options. Their robust supply chain and strategic partnerships further enhance their ability to navigate market fluctuations and meet consumer needs effectively.Henkel has established itself as a key player in the US deodorant market, where it leverages its extensive portfolio of well-recognized brands and a strong emphasis on quality and innovation. The company provides a diverse range of products, including both antiperspirants and deodorants that appeal to various consumer preferences. Henkel's strengths stem from its commitment to sustainability, ongoing investments in product development, and its capability to adapt to market trends. The company actively pursues growth through strategic mergers and acquisitions, which extend its market reach and enhance its product offerings. By aligning itself with consumer trends and maintaining a focus on sustainability, Henkel has successfully carved out a prominent position in the competitive landscape of the US deodorant market.

Key Companies in the US Deodorant Market Include

• Church and Dwight


• Henkel


• Shiseido


• Procter and Gamble


• Reckitt Benckiser


• Sc Johnson


• Beiersdorf


• KimberlyClark


• Unilever


• Amway


• Estée Lauder


• Johnson and Johnson


• Coty


• ColgatePalmolive


• L'Oréal

US Deodorant Market Industry Developments

The US Deodorant Market has experienced notable developments recently, driven by increasing consumer demand for natural and sustainable products. Church and Dwight has been expanding its line of eco-friendly deodorants in response to this trend. In September 2023, Reckitt Benckiser announced the launch of a new fragrance line aimed at younger consumers, highlighting the brand's focus on innovation. Current affairs indicate a growing interest in the wellness category, with Kimberly-Clark introducing products infused with calming scents and essential oils. In terms of mergers and acquisitions, Shiseido and Coty entered into a partnership in July 2023 to co-develop new products targeting the prestige segment, reflecting strategic positioning within the competitive market landscape. The market valuation for established brands like Procter and Gamble and Unilever continues to rise, showcasing robust sales growth attributed to their diverse product offerings and marketing strategies. Additionally, in June 2022, Colgate-Palmolive acquired a niche deodorant brand, which expanded its reach in the competitive natural segment. The market dynamics continue to evolve as companies respond to changing consumer preferences and lifestyle trends, driving innovation and competitive strategies within the US deodorant industry.

US Deodorant Market Segmentation Insights

Deodorant Market End-User Outlook

• Men


• Women

Deodorant Market Packaging Material Outlook

• Metal


• Plastic


• Others

Deodorant Market Product Type Outlook

• Spray


• Roll-On


• Stick


• Others

Report Scope

Report Attribute/Metric Source	Details
MARKET SIZE 2018	6.8(USD Billion)
MARKET SIZE 2024	7.5(USD Billion)
MARKET SIZE 2035	15.0(USD Billion)
COMPOUND ANNUAL GROWTH RATE (CAGR)	6.504% (2025 - 2035)
REPORT COVERAGE	Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
BASE YEAR	2024
MARKET FORECAST PERIOD	2025 - 2035
HISTORICAL DATA	2019 - 2024
MARKET FORECAST UNITS	USD Billion
KEY COMPANIES PROFILED	Church and Dwight, Henkel, Shiseido, Procter and Gamble, Reckitt Benckiser, Sc Johnson, Beiersdorf, KimberlyClark, Unilever, Amway, Estée Lauder, Johnson and Johnson, Coty, ColgatePalmolive, L'Oréal
SEGMENTS COVERED	End-User, Packaging Material, Product Type
KEY MARKET OPPORTUNITIES	Natural and organic formulations, Gender-neutral products, Eco-friendly packaging solutions, Innovative scent profiles, Customized deodorant options
KEY MARKET DYNAMICS	increasing demand for natural ingredients, rising popularity of unisex products, growth of online retail channels, emphasis on sustainable packaging, expanding male grooming segment
COUNTRIES COVERED	US