PROSPECTS AND OPPORTUNITIES
Sustained demand and shifting consumer trends to drive future growth
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.
Whole-body deodorants expected to have significant influence on consumer demand
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 to remain pivotal for growth ahead
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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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 FINDINGS
Innovation supports steady gains, with spray formats at the forefront
Strategic investments help brands to maintain market dominance
Affordability and price comparison remain central to purchasing decisions.
Sustained demand and shifting consumer trends to drive future growth
Whole-body deodorants expected to have significant influence on consumer demand
Innovation to remain pivotal for growth ahead
Beauty and Personal Care in the United Kingdom - Industry Overview
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
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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