Competitive Landscape
Unilever Accelerates Premiumisation and Scale with Wild Acquisition
Deodorants in the UK remains a highly concentrated category, with Unilever holding a 53% value share in 2025, a level that marks a strong rebound after a temporary dip to 50% in 2024. Unilever’s share consistently exceeded the halfway mark over the review period, while second-placed Beiersdorf maintained a steady but gradually falling share, standing at 9% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in United Kingdom 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 United Kingdom, 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 United Kingdom 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 United Kingdom?
- Which are the leading brands in United Kingdom?
- How are products distributed in United Kingdom?
- 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 the United Kingdom - Category analysis
Key Data Insights
Wild and Lifelong Expand Refillable Launches to Mainstream Routines
Wild and Lifelong Expand Refillable Launches to Mainstream Routines
Dove’S Whole Body Launch Taps into the Premium and Self-Care Trends
Sticks and Roll-Ons Will Continue Growing as Consumers Seek Efficacy and Care
Whole-Body Innovation and Clean Claims to Drive Premiumisation and Trust
Unilever Accelerates Premiumisation and Scale with Wild Acquisition
Supermarkets Drive Everyday Value as E-Commerce Accelerates
Sure’S Interactive Billboard Campaign Redefines Product Experience
E-Commerce Leverages Convenience and Assortment to Capture Loyalty
Beauty and Personal Care in the United Kingdom - Industry Overview
Coty Leverages Storytelling to Boost Premium Fragrance Spending
Key Data Insights
Coty Leverages Storytelling to Boost Premium Fragrance Spending
Coola and Neutrogena Reshape Routines with Science and Wellness
Dyson and the Ordinary Drive Ingredient Transparency and Trust
Premium and Hybrid Brands to Secure Long-Term Consumer Loyalty
Fragrances Outpace Rivals as Premiumisation Drives Value Gains
Ingredient-Led Innovation and Global Brands Reshape Expectations
L’Oréal Expands Science-Led Brands as Procter & Gamble Loses Ground
Unilever and L’Oréal Use Acquisitions to Drive Premium Growth
Neutrogena and Dyson Advance Science-Led and Transparent Innovation
Kérastase and Medicube Blend Digital and Physical Retail to Drive Engagement
Medicube and Ai-Powered Recommendations Accelerate Digital Discovery
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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