Competitive Landscape
Nivea Sustains Lead Although Digital-First Brands Narrow the Gap
Deodorants in China remains led by a handful of established international brands, but the competitive landscape is gradually fragmenting as smaller, digitally native brands accelerate their growth. Over the period from 2020 to 2025, the category became less concentrated, as although the share held by the leader, Nivea (Shanghai) Co Ltd, rose marginally from 23% to 24%, and Unilever China Ltd dropped from 20% to 14%.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in China 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 China, 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 China 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 China?
- Which are the leading brands in China?
- How are products distributed in China?
- 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 China - Category analysis
Key Data Insights
Despite Remaining a Niche, Deodorants Sees Dynamic Growth
Despite Remaining a Niche, Deodorants Sees Dynamic Growth
Social Media Drives Demand for Natural-Scented Choices
More Mainstream Acceptance of Aluminium-Free Deodorants
Higher Penetration Set to Shape Future Demand
Roll-Ons Set to Maintain Leadership as Fragrance Formats Drive Expansion
Fragrance and Clean Beauty Principles to Transform Product Innovation
Nivea Sustains Lead Although Digital-First Brands Narrow the Gap
Retail E-Commerce Shapes Demand as Instant Retail Expands Access
Warehouse Clubs and Discount Retailers Evolve to Compete with Retail E-Commerce
Beauty and Personal Care in China - Industry Overview
A Return to Growth, with Both Premium and Mass Sales Rising
Key Data Insights
A Return to Growth, with Both Premium and Mass Sales Rising
Fan Beauty Diary’S Mask-First Strategy Unlocks Mass Appeal
Mao Geping’S Accessible Fragrances Bridge Inclusivity and Luxury
Lifestyle-Driven Beauty and Consumer Rituals Reshape the Chinese Market
Domestic Brands to Invest in Research and Development to Secure Long-Term Advantage
Gen Z Expected to Drive Emotional Engagement as Loyalty Shifts to Lifestyle Affinity
Local Brands Anticipated to Expand into Southeast Asia to Counter Domestic Saturation
L'oréal Leverages Innovation and Portfolio Breadth to Consolidate Its Lead
Douyin Accelerates Livestream Shopping as Social Commerce Eclipses Legacy Formats and Offline Sales
Harmay and Hotmaxx Drive Offline Innovation as Brand Livestreams Disrupt Engagement
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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