Sales of deodorants in India witnessed strong growth in current value terms in 2024, supported by rising awareness and expanding personal care routines across urban and semi-urban markets. Deodorant sprays continued to dominate the category in terms of value sales, maintaining their stronghold due to ease of use and mass availability. At the same time, alternative formats such as deodorant roll-ons and pumps gained popularity, especially among consumers looking for alcohol-free or skin-soothing

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

In Germany, value sales of deodorants continued to grow in 2024, although the pace of expansion slowed slightly following previous years of higher inflation-driven gains. Despite this, positive growth was driven by increased consumer awareness of personal hygiene, greater attention to body care routines, and the wider availability of products across different retail channels. German consumers are particularly attracted to new product types and more personalised scent options.

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

Sales of deodorants saw steady growth in current value terms in 2024 reflecting the category’s position in the market as a staple personal care product. Maintaining good hygiene while out in public is important for consumers and therefore the category’s sales remained resilient despite the challenging economic climate. The main shift in behaviour was that some consumers looked for better value through price discounts or by switching to cheaper alternatives, rather than staying loyal to any parti

Deodorants remained a slow-moving, mature category in Sweden in 2024 reporting only moderate growth in current value terms. Meanwhile, volume sales declined, with value growth largely driven by inflation and modest premiumisation. Deodorant roll-ons continued to dominate sales, but many shoppers traded down, switching to low-cost stores like Normal and Rusta to save money on basic necessities. However, at the same time, some consumers also traded up from private label lines from grocery retailer

Deodorants continued to register growth in the UK in 2024. However, the pace of growth slowed compared to the surge seen in 2022 and 2023 due to consumers returning to routine lifestyles after the pandemic, coupled with significant unit price increases during that period. Nevertheless, demand for deodorants remained resilient with a continued uptick in volumes in 2024. Consumer purchasing behaviour has significantly evolved, with more individuals now opting for a variety of deodorant formats, in

Deodorants saw current value growth in the United Arab Emirates in 2024, driven by greater personal hygiene awareness, health consciousness, and social media influence, as well as government awareness campaigns. The warm climate further accentuates the necessity for deodorants to combat body odour and perspiration. As a result, local consumers prioritised personal hygiene, fuelling a thriving market for deodorant players, which offer a plethora of options to cater for diverse needs. Deodorants h

In 2024, value sales of deodorants increased in Portugal, with both the men’s and women’s segments showing steady growth. Brands that placed greater emphasis on fragranced formulations outperformed, reflecting consumer preference for products that combine efficacy with a fragrant scent.

Deodorants in Latvia registered modest current value growth in 2024, though volume growth was minimal, as continuing population decline dampened volume sales. While deodorants is largely a routine buy, there was noticeable activity around promotions and multi-pack deals in supermarkets. An example was Maxima which ran a recurring “2 for €5” offer on spray deodorants across major brands such as Dove and Nivea. This promotion was often positioned at aisle corner displays to drive impulse purchases

Deodorants in Estonia witnessed steady value growth over 2024. Gradual shifts in consumer preferences toward gentler, skin-friendly options are evident. Whilst most shoppers stuck with their usual deodorant format, mainly roll-ons or sprays, greater interest in long-lasting protection and aluminium-free variants helped lift average spend. As everyday routines and commuting returned to pre-pandemic patterns, deodorant became a regular basket item again.

Deodorants in Lithuania registered slow growth in retail volume sales and a moderate increase in retail current value sales in 2024. The category is mature, with some signs of saturation. Even the potential of problem solvers like pharma or dermocosmetics brands is more or less exhausted, but helps to keep sales moving forwards in value terms at the end of the review period. Constant prices promotions are used to spur retail volume sales, but such competitive tools slow any momentum in retail va

Deodorants remained a mature and relatively flat category in Norway in 2024. Despite the return of social activities and sustained interest in fitness, volume sales continued to decline. This ongoing softness is primarily driven by ingrained consumer habits many Norwegians do not use deodorant daily and typically apply it only when deemed necessary for work or social interactions. These patterns limit the scope for routine-driven growth and reduce the potential for category dynamism. Additionall