In 2025, deodorants in South Korea demonstrated a positive growth trajectory with retail value sales reaching KRW37.9 billion, reflecting a 4% increase from the previous year. This expansion aligns with a broader shift from traditional sweat-control products to multi-functional personal care items that integrate scent, skincare, and clean formulations. Consumer demand is increasingly influenced by younger shoppers who incorporate deodorants into multi-step daily grooming routines, seeking produc

In 2025, the deodorants category in Germany reached EUR1.3 billion in retail value, marking an 8% increase on the previous year. This growth occurs against a backdrop of a stable population estimated at approximately 83.6 million in 2025, ensuring a solid consumer base for sustained sales, particularly as deodorant is a daily necessity. In line with moderate inflation and real GDP growth, the median disposable income in Germany grew from EUR55,447 in 2024 to EUR57,611 in 2025, enabling increased

In 2025, deodorants in the UK delivered a 4% increase in value sales, moderating from 5% in 2024 as consumer demand gradually normalises following a period of elevated growth. The pace of growth eased compared to the double-digit increases seen in 2022 and 2023, as inflationary pressures subsided and consumers redirected some discretionary spending towards travel and out-of-home activities. Nevertheless, sales resilience was underpinned by continued hygiene awareness and a clear shift towards pr

In 2025, deodorants in the Philippines experienced steady growth of 5%, recording retail value sales of PHP16,779 million. This growth occurs within a broader regional context of Asia Pacific, where increasing consumer expenditure and population support demand for personal care products. The category’s performance is underpinned by the country’s hot, humid climate and the active lifestyles of Filipinos, which ensure deodorants are essential for daily use and confidence. The most influential tre

Deodorants in India recorded a strong performance in 2025, reaching a value of INR63.5 billion following a 10% growth rate. This expansion was driven by rapid urbanisation, a rising middle class and a total population of 1.46 billion, providing a substantial consumer base that is increasingly open to premium offerings. Deodorant sprays remained the largest contributor to value sales, reaching INR49.2 billion. This format maintained its dominance due to established usage habits, affordable price

In 2025, deodorants in Mexico continued to grow in current value terms, reaching MXN21,824 million, but the pace of growth moderated to 5%, which was lower than the increases seen in the previous four years. This deceleration was in line with a broader trend observed across Latin America, where inflationary pressures and cautious, intentional spending shaped beauty and personal care purchasing patterns. Despite this, the value performance in Mexico remained robust, with leading players such as U

In 2025, deodorants in Thailand recorded robust 6% current value growth, with retail sales reaching THB7.9 billion. This performance demonstrated the continued resilience of deodorants in the face of a declining national population. Despite economic caution, deodorants maintained their function-first, volume-driven status, underpinned by Thailand’s extreme climate, in which heat and humidity make long-lasting sweat and odour protection a non-negotiable daily need.

In 2025, deodorants in China registered a retail current value increase of 6%, reaching CNY1.1 billion. This performance signals a modest but meaningful expansion in what remains a niche category within the broader beauty and personal care space, especially when set against larger and more mature markets in the Asia Pacific region. While global sales of deodorants are often propelled by higher per capita usage, in China adoption remains gradual, with growth being driven by urban, younger consume

L’Oréal Groupe is the leading player in the global beauty and personal care industry. It is the number one company in the prestige, premium and mass segments, with its strongest growth currently coming in dermocosmetics, through its La Roche-Posay and CeraVe brands. L’Oréal Groupe also continues to make targeted acquisitions, including the recently announced takeovers of Kering’s beauty business as well as Medik8 and Color Wow.

Procter & Gamble is the fifth biggest fmcg company in the world, leading the home care and tissue and hygiene industries and ranking second in beauty and personal care. It has a strong innovation pipeline and is also continuing to restructure to make savings that can be re-invested in R&D, new products and marketing and promotion. Through deep consumer insights, Procter & Gamble is actively shaping the evolving consumer landscape, rather than simply responding to it.

In 2024, deodorants recorded further rises in Brazil, in both volume and current value terms. The result is more striking given Euromonitor’s redefinition of the category in 2024: body splashes and body mists light, short-lasting fragrances once grouped under deodorant pumps are no longer counted. The change was applied retroactively to historical data. In a country where body mists have long been popular, their removal underscores the strength of deodorants’ performance and signals a shift beyo

Deodorants in Kenya recorded solid growth in current value terms in 2024, supported by rising urbanisation, a growing middle class, and heightened awareness of personal hygiene. Roll-ons represented the most popular and dynamic format. In an economy where value for money is paramount, their affordability compared to sprays and sticks appealed strongly to cost-conscious consumers. In addition, their compact and portable design made them convenient for daily use, aligning with active lifestyles.

Most consumers in South Africa remain loyal to deodorant brands they trust, largely because these products have consistently proven effective and meet their specific needs. Even when switching between product formats, many consumers prefer to use familiar brands. Given the high level of price sensitivity in the market, it is common for shoppers to take advantage of promotional events, such as “buy 2, get 1 free” offers frequently run by retailers like Clicks and Dis-Chem, to stock up on their pr

Even with the sale of the Aesop and The Body Shop brands, Natura&Co remains a top 10 player in the global beauty and personal care market. As it moves to simplify its company structure, Natura&Co plans to focus even more on its core business in Latin America, which, following its recent divestments, now accounts for the vast majority of company turnover. A final decision on the future of Avon International has yet to be made, with a potential sale not having been ruled out by Natura&Co.

Colgate-Palmolive is a strong leader in the global oral care market, with major shares in both the toothpaste and manual toothbrushes categories. It is also the number two player globally in bath and shower, in which it leads liquid soap, is second in bar soap and third in body wash/shower gel. In addition to its oral and personal care products, Colgate-Palmolive is also active in the home care and pet nutrition industries.

Henkel is bringing to a close its Strategy Optimisation Programme, which will have overseen the divestment or discontinuation of brands and activities with sales of more than EUR1 billion since it began in 2022. The Germany-based company, which leads hair care in its home market and is the number two player in a number of neighbouring countries, has now acquired the Vidal Sasson brand in China, which will enhance Henkel’s presence in this major market, particularly in the premium segment.

Unilever, the number three player in the global beauty and personal care industry, continues to shape the future direction of the company through its Growth Action Plan 2030. This has seen the recent acquisition of the UK’s number one refillable deodorant brand (Wild), ticking the relevant boxes in terms of being a premium product able to compete in high-growth spaces, while the planned demerger of the group’s ice cream business is expected by the end of 2025.

Deodorants are regarded as essential products in Algeria, with most consumers using them daily. However, continued local economic instability, exacerbated by global crises, has led to rising inflation and the depreciation of the Algerian dinar. As a result, disposable income levels are declining, impacting the affordability of deodorants and prompting many Algerian households to shift towards more affordable local brands. Consequently, while the category posted a relatively high current value gr

Deodorants maintained positive sales in New Zealand in 2024, at low levels of value growth and with volume returning to a positive performance. Deodorants benefit from baseline demand, as consumers continue to purchase essential personal care products, despite the cost-of-living pressures. With heightened awareness of hygiene and social etiquette, consumers are using products like deodorants to help with this cause. Consumers in New Zealand spend many hours outdoors and in social environments, s

Retail value sales of deodorants continued to rise in 2024, with growth supported by several contextual and behavioural factors. Morocco experienced sustained periods of intense heat and prolonged heatwaves over the past two years, increasing consumer reliance on deodorants as part of their daily hygiene routines. The growing number of working adults spending extended hours outside the home has also contributed to increased demand, with many consumers seeking effective and lasting freshness thro

Deodorants registered both healthy current and constant value growth in Tunisia in 2024. Volume sales also increased moderately, supported by continuing population growth. Consumers groups that drove growth included teenagers and students, as well as increasing as consumers in more rural areas. Deodorant sprays continued to account for most value sales, supported by a large range of brands across varying price points. In addition, sprays also double as fragrances for lower income consumers and t

Deodorants saw dynamic current value growth in Nigeria in 2024. However, while deodorants increased well in current value terms, the rate of increase was about the same as overall inflation. Volume sales declined significantly, while the increase in the average unit price, by above 50%, drove strong current value growth. While deodorants remain essential for many consumers (as consumers seek to avoid perspiration and maintain good odour in the hot, humid, climate), the harsh economic climate cha

Deodorants enjoyed positive sales in Cameroon in 2024, due to the requirement of such products considering the country’s hot and intense tropical climate. This heightens perspiration levels and, in turn, the need for effective perspiration and odour management, thus supporting sales of antiperspirants, in particular. This demand has triggered nascent local production of deodorants, such as seen with Balnéo (Les Laboratoires Biopharma SA), although Cameroonian consumers continue to mainly rely on

Deodorants enjoyed a strong position in Austria in 2024, with high hygiene standards among the local population supporting consistent demand. Deodorant use remained an integral part of daily grooming routines for many consumers, contributing to positive value sales growth during the year. A key driver of growth was the increased interest in long-lasting deodorant protection using clean and safe ingredients. As ingredient awareness continued to rise in Austria, many consumers actively avoided pot