Deodorants is expected to maintain steady growth in the UK over the forecast period, fuelled by consistent consumer demand, moderate price increases, and ongoing product innovation, particularly in ingredients and formulations. Evolving consumer grooming habits, with a rising focus on whole-body deodorants and intimate care, are driving demand for products that cater to a broader range of hygiene needs.
The concept of whole-body deodorants is poised to be a major growth driver in the deodorants category in the forecast period, as consumers increasingly seek multi-functional, all-over freshness solutions that go beyond underarm protection. Designed for use on areas such as the chest, back, feet, and thighs, these products cater to rising awareness around body hygiene, active lifestyles, and self-care.
Innovation in the UK deodorants market is accelerating rapidly, with an 81% increase in new and sub-brand launches in 2024, according to Euromonitor Innovation tracker. This momentum reflects shifting consumer expectations around sustainability, health and efficacy.
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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.
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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 definitionsThis report originates from Passport, our Deodorants research and analysis database.
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