Competitive Landscape
Beiersdorf and Unilever Continue to Lead
The leading player in deodorants in Thailand is Beiersdorf Thailand, holding a 26% value share in 2025, followed by Unilever Thai Holdings on 18%. Over the period from 2020 to 2025, the market has become less concentrated at the top, as Beiersdorf’s share declined from 29% in 2020 to 26% in 2025, while Unilever Thai Holdings saw a modest gain, rising from 17% to 18% over the same period.
Dermo-Efficacy Brands and T-Pop Collaborations Redefine Underarm Care
The competitive landscape in 2025 is increasingly influenced by brands that blend dermatological precision, lifestyle branding and clean-label positioning. The emergence of dermo-efficacy leaders such as Dr Pong has been notable, leveraging advanced skin care technologies like whitening drones to reframe underarm care as an extension of facial skin care.
Rexona and Tros Drive Trade-Up with Science-Backed Launches
Recent innovation in deodorants is exemplified by several high-profile launches in 2025. Nivea introduced the Derma Control dry serum and spray variants, formulated with niacinamide and pro-vitamin B5, and markets these around underarm skin recovery to attract Gen Z and skin care-conscious professionals.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in Thailand 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 Thailand, 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 Thailand 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 Thailand?
- Which are the leading brands in Thailand?
- How are products distributed in Thailand?
- 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 Thailand - Category analysis
Key Data Insights
Nivea and Rexona Redefine Consumer Expectations with Skin Care-Led Launches
Nivea and Rexona Redefine Consumer Expectations with Skin Care-Led Launches
Female Roll-Ons Gain Momentum as Skinification Drives Premiumisation
Fragrance and Longevity Reshape Brand Loyalty and Trade-Up Behaviour
Thai Shoppers Will Drive Roll-Ons Growth by Demanding Visible Results
Performance and Skin Safety to Reshape Brand Loyalty and Margins
Beiersdorf and Unilever Continue to Lead
Dermo-Efficacy Brands and T-Pop Collaborations Redefine Underarm Care
Rexona and Tros Drive Trade-Up with Science-Backed Launches
Convenience Stores Shape Daily Purchases as Proximity Trumps Experience
E-Commerce Remains a Niche for Deodorants as Shoppers Prioritise Speed
Beauty and Personal Care in Thailand - Industry Overview
Hybrid Sun Care Launches Drive Consumer Daily Routines
Key Data Insights
Hybrid Sun Care Launches Drive Consumer Daily Routines
Srichand Leverages Vegan Actives to Build T-Beauty Identity
Digital Shoppertainment Accelerates Brand-Consumer Engagement
Brands to Innovate with Climate-Adapted Benefits to Boost Daily Relevance
Shoppertainment and Social Commerce Reshape Digital Discovery and Conversion
L’Oréal Thailand Strengthens Its Lead
Emerging Local Brands Disrupt with Science-Led Launches
Watsons and Boots Drive In-Store Trials as E-Commerce Makes Gains
Tiktok Shop and Shopee Accelerate Digital Beauty Engagement
Watsons and Tiktok Shop Shape Omnichannel Beauty Strategies
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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