Gitnux/Report 2026

Deodorant Industry Statistics

See how deodorant is splitting into natural, clinical, and performance formats with momentum you can measure, from global penetration at 78% in urban areas to Native natural sales jumping 45% YoY. Then trace who is winning by region and channel, including AI proof points like 72% U.S. consumers preferring natural ingredients and online sales reaching 18% of total deodorant purchases in 2023.
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November 11, 2026Updated
Deodorant Industry Statistics
Rachel SvenssonWritten by Rachel Svensson·Edited by Isabelle Moreau·Fact-checked by Rajesh Patel
Published ·Updated
How this report is researched
01Editorial Scope

An editor sets the topic, the inclusion criteria, and the evaluation framework before research starts.

02Source Research

AI search agents locate sources and extract each figure together with the document it came from.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 31 days

01 Industry overview

The deodorant industry at a glance

The global deodorant market reached approximately $28.9 billion in 2025 and is forecast to grow at a 5.3% CAGR to $37.7 billion by 2030, driven by premium, natural and whole-body products.

$28.9B[71]
Global market size, 2025
5.3%[71]
Forecast CAGR, 2026–2030
$5.87B[72]
U.S. retail sales, 2025
69%
Top two U.S. players, 2025
Market size
The global deodorants market was valued at $28.9 billion in 2025 and is expected to reach $30.68 billion in 2026. U.S. deodorant retail sales totaled $5.87 billion for the 52 weeks ended November 30, 2025.[71][72]
Forecast & CAGR
The global market is forecast to reach $37.67 billion by 2030, representing a 5.3% CAGR from 2026 to 2030. A separate 2025 industry forecast estimates 7.0% CAGR for global deodorant retail sales between 2024 and 2028, reaching $35.3 billion.[71]
Market share & regions
One 2025 market estimate placed North America first with $10.28 billion and a 31.6% share, followed by Europe at $9.64 billion and 29.6%, and Asia Pacific at $8.65 billion and 26.6%. Euromonitor-based regional projections identify Asia Pacific as a faster-growing region, with an 8.5% CAGR forecast for 2024–2028 compared with 4.8% for North America.[73]
Segmentation
Sprays were estimated to be the largest product format in 2025, generating $14.10 billion or 43.4% of global sales; sticks and solids accounted for 30.3%, roll-ons for 17.4%, and creams and gels for 9.0%. The category is also commonly segmented by gender, ingredient source, price tier, distribution channel and end use.[73][74]
Key players & concentration
The U.S. market remained highly concentrated in 2025: Unilever Home & Personal Care USA and Procter & Gamble together held 69% of retail value sales. Unilever reported that Dove and Dove Men generated more than one-third of U.S. deodorant category growth in the latest year and that Dove added more than $74 million in deodorant sales.[1]
Pricing
In U.S. multi-outlet retail during the 52 weeks ended November 30, 2025, deodorant averaged $7.02 per unit, up 5.8% year over year. Regular deodorant averaged $6.90 per unit, while clinical deodorant averaged $10.46, showing a substantial premium for efficacy-positioned products.[72]
Trends, drivers & challenges
Growth is being supported by daily-hygiene routines, premiumization, skin-care claims, natural formulations, e-commerce and whole-body deodorant use. Sustainability is increasing interest in refillable packaging, but manufacturers face packaging requirements, ingredient scrutiny, inflationary cost pressures and the need to prove efficacy for newer aluminum-free and whole-body claims.[71][70][75]
Consumer behavior & competition
Aerosol remained the most preferred deodorant format in one 2025 consumer study, chosen by 46% of respondents, versus 32% for disposable roll-ons and 9% for disposable solids. Consumers are increasingly using products beyond the underarm, with reported motivations including longer freshness, sweat control, odor management and skin comfort.[75]
M&A
Unilever acquired UK refillable natural deodorant brand Wild in 2025, strengthening its position in sustainable personal care. It also announced the acquisition of men’s personal-care brand Dr. Squatch in 2025; the brand’s portfolio includes deodorant alongside soap, body wash, hair care and skin care.[76][3]
Regulation
In the United States, deodorants are generally regulated as cosmetics, while products marketed as antiperspirants or making drug claims are regulated under the FDA’s drug framework. The FDA identifies antiperspirant-deodorants as products that can fall into both cosmetic and drug categories, creating additional requirements for active ingredients and claims.[44]
Latest news
In 2026, Unilever highlighted deodorant as a key growth category: Dove and Dove Men accounted for more than one-third of U.S. deodorant category growth in the latest year, while Dove added more than $74 million in sales. The company is also using major sports marketing, including FIFA World Cup 2026-related campaigns, to support brands such as Dove Men+Care, Degree and Axe.[1]

02 Ranking

Top 10 Companies in the Deodorant Industry

The leading companies in the deodorant industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 11, 2026 · Next review December 11, 2026

Verdict

Procter & Gamble leads Gitnux's 2026 deodorant ranking with an Overall score of 9.6, with P&G’s Beauty segment includes antiperspirants and deodorants under Old Spice, Secret and Native. L'Oréal is the runner-up at 9.4, with L’Oréal participates via mass-market and men’s grooming brands including Garnier.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in deodorant

    Procter & Gamble

    US

    Ranked #1 · 9.6 · Deodorant brands

    Why we picked it: It covers global antiperspirants and deodorants, with brands spanning Old Spice, Secret, and Native.

    See in ranking ↓Visit pg.com ↗

  2. #2 overall

    L'Oréal

    FR

    Ranked #2 · 9.4 · Deodorant brands

    Why we picked it: Its deodorant footprint sits in mass-market and men’s grooming, including Garnier.

    See in ranking ↓Visit loreal.com ↗

  3. #3 overall

    Estée Lauder Companies

    US

    Ranked #3 · 9.3 · Deodorant brands

    Why we picked it: Its deodorant range spans multiple global brands, including Clinique, Aveda, and Tom Ford Beauty.

    See in ranking ↓Visit elcompanies.com ↗

Pick 1 is the #1 company overall. No other segment places in the top 5, so picks 2 and 3 follow rank.

Full ranking

Sort by
Top 10 companies in the deodorant industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Procter & Gamble

Deodorant brands · US

9.6
2

L'Oréal

Deodorant brands · FR

9.4
3

Estée Lauder Companies

Deodorant brands · US

9.3
4

Puig

Deodorant brands · ES

9.3
5

Unilever

Deodorant brands · GB

9.2
6

Kao

Asian beauty care and deodorants · JP

8.8
7

Henkel

Deodorants and antiperspirants, global · DE

8.8
8

Schmidt & Bain

Natural deodorants, North America · US

8.1
9

Church & Dwight

North American deodorants and personal care · US

8.0
10

Coty

Deodorants and fragrances, global · US

7.7

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 11, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Rachel Svensson. (2026, February 13). Top 10 companies in the deodorant industry. In Deodorant Industry Statistics. Gitnux. https://gitnux.org/deodorant-industry-statistics/#top-companies

report visual · Comparison

Revenue of the largest deodorant companies

Procter & Gamble leads with $87.0B in annual revenue (group level, converted to USD).

Procter & Gamble$87.0B
Unilever$54.5B
L'Oréal$47.6B
Henkel$23.2B
Estée Lauder Companies$15.6B
Kao$11.3B
source-verifiedus.pg.com · sec.gov · loreal-finance.com · henkel.com · elcompanies.com · kao.com2026

04 Statistics

Technology & Innovation

Unilever reports algorithmic whole-body formulation via Odor Adapt and multiple AI-driven manufacturing and development inputs. The section also quantifies digital-twin outcomes like 20% less waste in stick production in 2026.

AI in the deodorant industry

  • 1 whole-body deodorant technology, Odor Adapt, was developed using algorithms analyzing sweat and bacteria for customized formulations by Unilever.[1]
  • 46 terabytes of data, 6,000 ingredients and 3.5 million combinations powered Lynx AI body spray development in 2023.[2]
  • Hundreds of AI deployments are used by Unilever scientists to explore ingredients and body–formula interactions, including deodorant research, in 2026.[3]
  • 95% of process-flow restrictions in deodorant-stick manufacturing were predicted by an AI digital twin at Unilever’s Raeford, North Carolina, plant in 2026.[1]
  • 1 AI-formulated antiperspirant product was created by Duradry and ChatGPT in the United States in 2023.[4]

Automation in the deodorant industry

  • 1 Unilever personal-care factory in Aguaí, Brazil, implemented a Safety Suite using artificial intelligence and image recognition to detect unsafe behaviors in 2025.[1]
  • 10% greater production capacity was achieved in deodorant-stick manufacturing at Unilever’s Raeford, North Carolina, plant using a digital twin in 2026.[1]
  • 20% less waste was achieved in deodorant-stick manufacturing at Unilever’s Raeford, North Carolina, plant using a digital twin in 2026.[1]

Digital Transformation in the beauty and personal care sector (sector benchmark)

  • 61.7% of Polish cosmetics companies use e-commerce as a digital technology, based on a survey of 94 companies conducted for the 2025 industry report.[5]
  • 44.7% of Polish cosmetics companies use production automation, according to a survey of 94 companies reported in 2025.[5]
  • 31.9% of Polish cosmetics companies use logistics digitization, according to a survey of 94 companies reported in 2025.[5]
  • 80% of beauty and personal care companies surveyed are making significant investments in AI, robotics, and/or automation to improve operational efficiency in 2026.[6]
  • 89% of beauty and personal care companies surveyed are adapting their go-to-market strategies to provide more personalized digital experiences in 2026.[6]

Technology Adoption in the beauty and personal care sector (sector benchmark)

  • Across Polish cosmetics companies, 31.9% reported using logistics digitization in 2025.[5]
  • Across Polish cosmetics companies, 44.7% reported using production automation in 2025.[5]
  • 68.1% of Polish cosmetics companies use artificial-intelligence tools, including analytics automation, personalization, process optimization, or chatbots.[5]
  • 21.3% of Polish cosmetics companies use production robotization, according to a survey of 94 companies reported in 2025.[5]
  • 8.5% of Polish cosmetics companies reported using no ICT technologies in the 2025 sector survey.[5]
  • Across beauty and personal-care companies surveyed globally, 89% said in 2026 that they were adapting go-to-market strategies to provide more personalized digital experiences.[6]

Cloud Computing in the beauty and personal care sector (sector benchmark)

  • Among retailers surveyed globally, 36% had adopted or were adopting industry-cloud solutions, while 35% were assessing requirements.[7]
  • Among consumer-services companies surveyed, 43% had adopted centralized repositories of application components and templates for cloud workloads in 2024.[8]
  • 29% of firms across European countries used IoT in 2021, illustrating the cloud-connected technology baseline for businesses operating in the beauty and personal care supply chain.[9]
  • Among EU enterprises with at least 10 employees, 45.2% purchased paid cloud-computing services in 2023.[10]
  • Among consumer-services companies surveyed, 49% had adopted infrastructure-as-code technologies for multicloud strategies in 2024.[8]
  • 60.2% of cosmetics companies interviewed in Italy purchased medium- or high-level cloud-computing services, compared with 41.1% of Italian enterprises with at least 250 employees.[11]

Big Data in the beauty and personal care sector (sector benchmark)

  • Across Polish cosmetics companies, 21.3% reported using manufacturing robotization in 2025, a technology associated with data-intensive production systems.[5]
  • 10% of beauty executives surveyed by McKinsey reported using AI regularly in 2025, including applications such as social listening, personalization, quality control, and research and development.[12]
  • Across Polish cosmetics companies, 21.3% reported using big-data analytics in 2025.[5]
  • At Shiseido, migrating global sales and customer-analytics systems to Oracle Cloud was reported to reduce operating costs by approximately 20% in 2025.[13]
  • 60% of beauty executives surveyed by McKinsey were still exploring AI rather than using it regularly, highlighting a substantial gap between data capability and scaled analytics adoption in 2025.[12]

05 Statistics

Data & Analytics

This section connects deodorant decision-making to quantified datasets and survey results, including 60,000 deodorant reviews analyzed in 2023. It also flags evidence gaps in ingredient characterization and the time burden of legal-status monitoring.

Business intelligence in the deodorant industry

  • 60 Unilever scientists contributed to the clinical evidence base for the company’s new deodorant technology.[1]
  • 55 formula iterations were recorded as development data for Rexona’s microtechnology deodorant platform.[1]
  • 60% of respondents in Wave Deodorant’s market research said they switched deodorant brands every one to six months.[14]
  • 60,000 deodorant reviews were analyzed in 2023 in an IntPact review study covering consumer likes and dislikes.[15]
  • 25% of respondents in Wave Deodorant’s market research said they had experienced natural deodorant becoming ineffective.[14]

Data analytics in the deodorant industry

  • 60 scientists contributed to Unilever’s clinical testing programme for its deodorant microtechnology.[1]
  • 25% of consumers in Wave Deodorant’s survey reported that natural deodorant became ineffective after several weeks.[14]
  • 109 negative deodorant mentions were classified in a MetricsCart voice-of-customer report for Dove Advanced Care Antiperspirant.[16]
  • 60% of consumers in Wave Deodorant’s survey reported changing deodorant brands every one to six months.[14]

Data Quality in the beauty and personal care sector (sector benchmark)

  • Across beauty and personal care ingredient data, 24% of 1.25 million disclosed ingredients remained uncharacterized for safety in 2025.[17]
  • Across Polish cosmetics manufacturers, 44% of technologists said monitoring the current legal status of ingredients took a lot of time in 2023, while only 5% had suitable tools.[18]
  • Across 239 beauty brands in North America, Europe and Asia-Pacific, 75% disclosed ingredient lists online without clearly stating ingredient quantities in 2024.[19]
  • Across Polish cosmetics manufacturers, 72% of technologists used only Excel to create formulations and INCI labels in 2023, increasing exposure to manual-entry and version-control errors.[18]

Data Governance in the beauty and personal care sector (sector benchmark)

  • Across beauty and personal care brands, retailers and suppliers in the 2025 KBDB benchmark, collaborative work filled nearly 100,000 ingredient-data gaps compared with the 2023 baseline.[17]
  • Across professional beauty industry roundtable participants, 60% identified standardizing data and definitions as an immediate benefit of industry collaboration in 2025.[20]
  • Across professional beauty industry roundtable participants, 60% identified a unified industry data narrative as an immediate collaboration benefit in 2025.[20]
  • Across professional beauty industry roundtable participants, 86% said collaboration around data was extremely important in 2025, with 12% calling it very important.[20]

KPIs in the deodorant industry

  • 4.6% was Unilever’s underlying sales growth for its €13.6 billion Personal Care business in 2025.[1]
  • 91% of Unilever turnover was generated by Power Brands in 2024, including major deodorant brands such as Rexona and Axe.[1]
  • Double-digit growth was reported for Unilever’s deodorants category in 2024, driven by mid-single-digit volume increases.[1]
  • Low-single-digit growth was reported for Unilever’s deodorants category in 2025.[1]
  • 90% of Unilever turnover was generated by Power Brands in 2025, supporting the company’s deodorant brand-concentration strategy.[1]

06 Statistics

Strategy & Growth

This section ties category growth to format share and claims-led innovation, while stating forecast CAGRs for natural and premium deodorants. It also records whole-body scaling across markets and specific expansion figures.

Growth in the deodorant industry

  • Natural and organic deodorants are forecast to grow at a 6.25% CAGR through 2031.[21]
  • Unilever reported high-single-digit growth for Rexona and Axe in 2024, driven by multi-year deodorant innovations.[1]
  • Deodorant sprays held a 51.87% global market-value share in 2025.[21]
  • Premium deodorants are forecast to grow at a 5.64% CAGR through 2031.[21]
  • P&G expanded whole-body deodorants across Native, Old Spice and Secret and reported high-single-digit North American organic sales growth in fiscal 2025.[22]
  • Unilever’s Personal Care sales grew 5.2% in 2024, with volume growth of 3.1%.[1]

Differentiation in the deodorant industry

  • Dove’s whole-body deodorant launches used a benefit-led positioning based on face-care ingredients in 2024.[1]
  • Unilever’s Axe deodorant innovation included a Fine Fragrance collection in 2024.[1]
  • P&G’s whole-body deodorants were offered in cream, stick and spray formats with 72-hour clinically tested odour protection.[23]
  • Wild differentiates itself through natural, refillable deodorant products, according to Unilever’s 2025 transaction announcement.[1]
  • Unilever’s Dove represented approximately 40% of Personal Care turnover in 2024.[1]
  • P&G’s Native nitrogen-powered sprays were introduced in 2023 as an alternative to hydrocarbon propellants.[22]

Mergers and acquisitions in the deodorant industry

  • Unilever’s 2017 annual report identified Schmidt’s Naturals as one of the company’s acquisitions supporting its deodorant portfolio.[1]
  • Unilever completed the acquisition of Quala’s home-care and personal-care business in February 2018, adding Latin American male-grooming brands.[1]
  • Unilever acquired 100% of Wild, a U.K. natural refillable deodorant company, in 2025.[1]
  • Unilever reported that Schmidt’s Naturals extended beyond deodorants into additional categories after its 2017 acquisition.[1]
  • Unilever acquired 98.7% of Dr. Squatch for €1.243 billion in September 2025, expanding its premium natural personal-care portfolio.[1]

Strategic partnerships in the deodorant industry

  • Old Spice participated with Rock The Bells and ONE Musicfest in P&G brand fan experiences in 2023.[23]
  • Old Spice partnered with Tomorrowland on a limited-edition product lineup and campaign in 2025.[22]

07 Statistics

People & Workforce

This section provides workforce benchmarks for telework and hybrid work that map to retail and distribution operations. It also quantifies engagement outcomes and program participation at Unilever in 2024 and earlier.

Remote Work in the beauty and personal care sector (sector benchmark)

  • Across U.S. wholesale and retail trade, 27.4% of employees who teleworked in April 2026 worked from home for an average of 40 hours per week.[24]
  • Across U.S. wholesale and retail trade, 8.7% of employees’ work hours were teleworked in October 2026, providing a benchmark for beauty product distribution businesses.[24]
  • Across U.S. retail trade, 27.3% of employees who teleworked in April 2026 worked from home for an average of 40 hours per week.[24]
  • Across U.S. retail trade, 7.5% of employees’ work hours were teleworked in October 2026, a broad benchmark relevant to beauty retail operations.[24]

Hybrid Work in the beauty and personal care sector (sector benchmark)

  • Among U.S. hybrid workers, 46% of the workweek was spent on-site in 2026, equivalent to approximately 2.3 days per week.[25]
  • Among U.S. hybrid workers, 34% said their schedule was entirely self-determined in 2026.[25]
  • Among U.S. employees with remote-capable jobs, 26% worked exclusively remotely in 2026.[25]
  • Among U.S. employees with remote-capable jobs, 22% worked fully on-site in 2026.[25]
  • Among U.S. employees with remote-capable jobs, 52% worked in a hybrid arrangement in 2026.[25]

Upskilling in the deodorant industry

  • 72,000 Unilever employees were reached through the company’s CEO Safety Day video in 2024.[1]
  • 83,000 Unilever employees were reached through internal communications promoting workplace safety and development in 2024.[1]
  • 180 Unilever leaders had participated in the WL4+ leadership-development program since 2019, supporting capabilities relevant to the company’s deodorant business.[1]

Employee Engagement in the beauty and personal care sector (sector benchmark)

  • At e.l.f. Beauty, 90% of employees were engaged in 2024, compared with 72% in Culture Amp’s consumer goods and services benchmark.[26]
  • At e.l.f. Beauty, 90% of employees said the company motivated them to go beyond a similar role elsewhere in 2024, versus 69% in the benchmark.[26]
  • At e.l.f. Beauty, 96% of employees said they would recommend the company as a great place to work in 2024, versus 82% in the benchmark.[26]
  • At e.l.f. Beauty, 80% of employees rarely considered looking for another job in 2024, versus 55% in the benchmark.[26]
  • At e.l.f. Beauty, 96% of employees said they were proud to work for the company in 2024, versus 86% in the benchmark.[26]

DEI in the deodorant industry

  • 1 global employee resource group, proUd, was created by Unilever to support LGBTQI+ employees and allies, including employees working on deodorant brands.[1]
  • 1 Rexona deodorant package was designed by Unilever for people with visual impairments or upper-limb disabilities in 2021.[27]
  • 95% of Unilever’s surveyed creative-agency partners were actively seeking to increase diversity and creative talent in 2021, supporting brands including Rexona and Dove deodorants.[27]
  • 42% of P&G’s global employees were women in fiscal 2026; P&G owns Old Spice, a major deodorant brand.[26]
  • 33% of P&G’s U.S. employees identified as multicultural in fiscal 2026; P&G owns Old Spice, a major deodorant brand.[26]

Change Management in the beauty and personal care sector (sector benchmark)

  • Across surveyed organizations, 34% of employees said in 2025 that organizational changes had not been worth the effort.[28]
  • Across surveyed organizations, 27% of employees agreed in 2025 that their organization prioritized the right changes.[28]
  • Across surveyed organizations, 24% of employees agreed in 2025 that organizational change was executed in a way that made it easy to embrace.[28]
  • Across surveyed organizations, 25% of employees agreed in 2025 that their organization effectively managed change across the workforce.[28]

08 Statistics

Customer & Sales

This section reports campaign-linked awareness and purchase-intent metrics, alongside net-new and repeat-buyer outcomes. It also quantifies switching behavior and penetration effects for deodorant brands.

Customer experience in the deodorant industry

  • 8% was the consideration lift among Dove Men+Care deodorant ad recognizers versus the control group in the 2024 campaign.[29]
  • 14% was the aided-awareness lift among consumers exposed to Dove Men+Care deodorant advertising in New York City in 2024.[29]
  • 31% of Dove Men+Care deodorant ad recognizers said they would purchase the advertised product after the 2024 New York City campaign.[29]
  • 10% was the purchase-intent lift among Dove Men+Care deodorant ad recognizers versus the control group in the 2024 campaign.[29]
  • 59% of exposed consumers recognized Dove Men+Care deodorant ads in the 2024 New York City transit campaign.[29]

Customer retention in the deodorant industry

  • 42% of new AKT London deodorant customers bought again after the brand’s referral-led Valentine’s campaign in the United Kingdom.[30]
  • 5% was the purchase-intent increase for Sure deodorant after the 2024 UK Not Done Yet campaign.[31]
  • 6–9% was the growth in deodorant penetration and purchase frequency among households with children aged 6–18 after Dove’s 2023 campaign.[31]
  • 100,000 was the increase in Sure deodorant brand penetration reported after its 2024 UK campaign.[31]
  • 50% of women entered the deodorant category before age 13, according to the consumer insight used in Dove’s 2023 retention-oriented campaign.[31]

Customer acquisition in the deodorant industry

  • 67% of Duradry deodorant customers were new to the brand after the company’s acquisition program described in the Luminize case study.[32]
  • 539,000+ new-to-brand customers were recruited for Unilever Rexona during the 2024 Woolworths campaign in Australia.[33]
  • 3.77% was the foot-traffic lift generated by a digital campaign for a national men’s personal-care brand including deodorant in 2021.[34]
  • 3.71% was the sales lift generated by a digital campaign for a national men’s personal-care brand including deodorant in 2021.[34]
  • 11% of Degree deodorant’s attributable sales came from net-new buyers during the 2020 US campaign.[35]

Customer loyalty in the deodorant industry

  • 17% was Axe’s consideration-to-purchase-intent conversion rate among US adults in the 2023 YouGov deodorant analysis.[36]
  • 68.2% of US consumers were familiar with Dove Men+Care in YouGov’s 2023 deodorant brand-funnel analysis.[36]
  • 74% of US consumers were aware of Axe in YouGov’s 2023 deodorant brand-funnel analysis.[36]
  • 12% was Dove Men+Care’s consideration-to-purchase-intent conversion rate among US adults in the 2023 YouGov deodorant analysis.[36]
  • Almost half of consumers used a particular shampoo or deodorant brand that they seldom changed, according to Nielsen’s 2012 survey.[37]

Lead generation in the deodorant industry

  • 1,313 people signed up at Rexona’s on-ground shower station during the 2023 Spartan campaign in the Philippines.[31]
  • 23% of consumers followed a personal-care product or brand on social media after seeing out-of-home advertising in the 2025 OAAA-Harris Poll.[38]
  • 34% of consumers visited a personal-care product or brand website after seeing out-of-home advertising in the 2025 OAAA-Harris Poll.[38]
  • 44% of Dove Men+Care deodorant ad recognizers said they would seek additional information after the 2024 New York City campaign.[29]
  • 31% of consumers took advantage of a special offer or promotion after seeing personal-care out-of-home advertising in the 2025 OAAA-Harris Poll.[38]

09 Statistics

Marketing & Brand

This section aggregates campaign exposure and sales/engagement deltas across deodorant advertising and influencer activity. It includes measurable outcomes such as 86 million+ impressions for a Degree out-of-home campaign.

Marketing in the deodorant industry

  • 223% of its impressions goal was achieved by Dove’s Radiant Girl Era deodorant campaign in the Philippines in 2025.[31]
  • $6.77 was the return on advertising spend for Degree’s 2020 US out-of-home deodorant campaign.[35]
  • 86 million+ impressions were delivered by Degree’s 2020 US out-of-home deodorant campaign.[35]
  • 170% was the sales increase generated by Dove’s Radiant Girl Era deodorant campaign in the Philippines in 2025.[31]
  • 2.8% was the sales increase generated by Dove’s Mothers Make You Sweat deodorant campaign in 2023.[31]

Digital marketing in the deodorant industry

  • 13 million full views were generated by Dove’s Mothers Make You Sweat deodorant campaign in 2023.[31]
  • 218 basis points was the increase in total brand communication awareness from Rexona’s 2025 TikTok campaign in Indonesia.[31]
  • 107 million+ campaign views and impressions were generated by Wild Stone’s nine-day influencer-led deodorant campaign in India.[31]
  • 120 million impressions were generated by Dove’s Mothers Make You Sweat deodorant campaign in 2023.[31]
  • 15 million users were reached by Dove’s Mothers Make You Sweat deodorant campaign in 2023.[31]

Branding in the deodorant industry

  • 74% of US consumers were aware of Axe in YouGov’s 2023 deodorant brand analysis.[36]
  • 89.5% of US adults were familiar with Old Spice in YouGov’s 2023 deodorant brand analysis.[36]
  • +9% was the brand-favorability lift for Dove Men+Care deodorant ad recognizers in the 2024 New York City campaign.[29]
  • 68.2% of US consumers were familiar with Dove Men+Care in YouGov’s 2023 deodorant brand analysis.[36]

Social media in the deodorant industry

  • 11 million+ impressions were generated by Rexona’s influencer-supported Spartan deodorant campaign in the Philippines in 2023.[31]
  • 218 basis points was the lift in total brand communication awareness from Rexona’s TikTok deodorant campaign in Indonesia in 2025.[31]
  • 101,000 social interactions were generated by Rexona’s Chamba deodorant campaign in the Philippines in 2021.[31]
  • 22% of consumers followed a personal-care product or brand on social media after seeing out-of-home advertising in the 2025 OAAA-Harris Poll.[38]
  • 13% was the sales-growth turnaround achieved by Rexona’s Chamba deodorant campaign in the Philippines in 2021.[31]

Influencer Marketing in the beauty and personal care sector (sector benchmark)

  • Across UK and US beauty creators, the median YouTube video engagement rate by views was 3.6% in 2026 for posts not flagged as advertising.[39]
  • Across UK and US beauty creators, the median TikTok engagement rate by views was 7.8% in 2026 for posts not flagged as advertising.[39]
  • Across global beauty influencer content, 25.8 million posts generated a 1.95% average engagement rate in 2023.[40]
  • Across worldwide beauty brands analyzed by Kolsquare, Instagram micro-influencers with 5,000–100,000 followers achieved a 2.9% average engagement rate in 2023.[41]
  • Across UK and US beauty creators, the median Instagram video engagement rate by views was 2.7% in 2026 for posts not flagged as advertising.[39]

10 Statistics

Operations & Execution

This section quantifies manufacturing capacity, export share, and recall and withdrawal counts linked to deodorant production in 2025. It also reports operational effects from SKU reductions since 2022.

Process optimization in the deodorant industry

  • 20%+ reduction in SKU count since 2022 has simplified Unilever’s portfolio and unlocked operational efficiency, globally, in 2025.[1]
  • $300,000 in engineering costs were saved when Unilever standardized deodorant production controls during a plant relocation and upgrade, in the United States, in 2003.[42]
  • 4 Unilever factories globally had deodorant-stick production capability after the Jeddah plant added new stick lines, in 2025.[43]

Operational efficiency in the deodorant industry

  • 85%+ of deodorant production from Unilever’s Jeddah factory was exported to worldwide markets after local stick production began, in Saudi Arabia, in 2025.[43]
  • 20%+ fewer SKUs since 2022 have helped improve operational efficiency across Unilever’s portfolio, globally, in 2025.[1]

Quality management in the deodorant industry

  • 67,214 cases of Power Stick roll-on antiperspirant deodorant were recalled for current Good Manufacturing Practice deviations in the United States in 2025.[44]
  • 3 Power Stick roll-on deodorant product varieties were included in the nationwide manufacturing-related recall in the United States in 2025.[45]
  • 5 Mitchum 48-hour roll-on fragrance variants were identified in a United Kingdom withdrawal linked to a manufacturing-process change affecting a raw material, in 2025.[46]

Supply chain in the deodorant industry

  • 30 million deodorant units was the reported annual capacity of Unilever’s new Jeddah stick-production operation in Saudi Arabia, in 2025.[47]
  • 85%+ of deodorant output from Unilever’s Jeddah factory was exported to global markets, making Saudi Arabia a regional supply hub, in 2025.[43]
  • 4 global Unilever factories had deodorant-stick manufacturing capability after the Jeddah expansion, in 2025.[43]

Outsourcing / Offshoring in the beauty and personal care sector (sector benchmark)

  • Among Polish cosmetics companies surveyed, 21.5% used domestic outsourcing for innovation development in 2025.[5]
  • Avon manufactured 19% of its cosmetics through third parties and purchased another 3% from B+ vendors in 2023.[26]
  • Manufacturing represented 87.8% of global personal care contract-manufacturing revenue by service type in 2025.[48]
  • Natura manufactured 23.3% of its cosmetics through third parties in 2023, with the remainder produced at its own sites.[26]
  • Across beauty and personal care companies surveyed globally, 69% said they were outsourcing core functions or forming centers of excellence in 2026.[6]

11 Statistics

Finance & Pricing

This section links deodorant performance to pricing and margin metrics, including clinical vs regular unit price spreads in U.S. retail. It also records Unilever Personal Care margin and underlying price growth signals.

Pricing strategy in the deodorant industry

  • 2.4% was Unilever Personal Care’s underlying price growth in the first quarter of 2025, alongside 2.7% volume growth globally.[1]
  • 60% of surveyed consumers used both aluminium-free deodorants and antiperspirants to supplement odour protection, according to research cited by Unilever, in 2024.[1]
  • 25.2% was the growth rate of the U.S. aluminium-free deodorant category in 2023, reaching a value above $1.59 billion.[1]

Cost reduction in the deodorant industry

  • $300,000 in engineering costs were saved through control-system standardization during a Unilever deodorant-production relocation and upgrade in the United States in 2003.[42]
  • 20%+ fewer SKUs since 2022 have reduced portfolio complexity and supported productivity at Unilever globally, in 2025.[1]

Profitability in the deodorant industry

  • 45.0% was Unilever’s group gross margin in 2024, an increase of 280 basis points that supported additional brand investment.[26]
  • 22.6% was Unilever Personal Care’s underlying operating margin in 2025, up 50 basis points from 2024, globally.[1]
  • €3.0 billion was Unilever’s underlying operating profit in 2025, with Personal Care including the company’s deodorant brands.[1]

Financial planning in the deodorant industry

  • 15 markets were covered by Dove whole-body deodorants as the format scaled across Unilever’s portfolio, in 2025.[1]
  • €13.6 billion was Unilever Personal Care turnover in 2024, supported by continued strength in deodorants.[1]
  • €1 billion was Unilever’s approximate annual company-wide research-and-development investment cited in its 2026 deodorant innovation update.[1]

12 Statistics

Product & Service

This section lists evidence and testing scale behind deodorant technologies, including 55 formula iterations and 72 hours tested protection. It also records Unilever’s reported global deodorant-category value estimate for 2026.

Product development in the deodorant industry

  • More than 60 Unilever scientists conducted over 200 clinical tests for a new antiperspirant technology, measuring sweat, malodour and fragrance performance.[1]
  • €24 billion was the estimated global deodorant-category value in 2026, with annual growth above 6%, according to Unilever.[1]
  • 55 formula iterations were used to develop Rexona’s microtechnology for 72-hour sweat and odour protection.[1]
  • 72 hours was the tested protection duration for Unilever’s patented antiperspirant technology.[1]
  • 100+ scientists were dedicated to deodorant development at Unilever’s Global Design Centre in Leeds, UK, in 2023.[1]

Product lifecycle in the deodorant industry

  • 2025 was the year Unilever reported that whole-body deodorants had expanded into 15 markets while deodorants grew at low-single-digit rates.[1]
  • 15 markets carried Unilever whole-body deodorants by 2025 after the technology was scaled beyond its initial US launch.[1]
  • July 2024 marked full rollout of Wild’s redesigned deodorant case, following its January 2024 launch of the updated case.[49]
  • More than 50,000 five-star Trustpilot reviews had been recorded for Wild five years after its refillable deodorant launch.[49]

After-sales in the deodorant industry

  • 10 customer tickets were recorded for Wild’s redesigned case in August 2024, compared with 45 for the previous case version.[49]
  • 17 customer tickets about leftover deodorant were recorded for Wild’s original case in November 2024.[49]
  • 7 customer tickets were recorded for Wild’s redesigned case in July 2024, compared with 41 for the previous case version.[49]
  • 22 customer tickets about leftover deodorant were recorded for Wild’s original case in October 2024.[49]
  • 24 customer tickets about leftover deodorant were recorded for Wild’s original case in September 2024.[49]

Value proposition in the deodorant industry

  • 58% of US millennial men surveyed said underarm sweat or yellow staining had ruined some of their favorite shirts.[50]
  • 24% of US millennial women surveyed said they had avoided applying deodorant when wearing a nice outfit to prevent clothing damage.[50]
  • 89% of US millennial women surveyed by Ipsos said they were extremely satisfied with their current deodorant or antiperspirant.[50]
  • 56% of US millennial women surveyed said underarm sweat or yellow staining had ruined some of their favorite shirts.[50]
  • 46% of US millennial men surveyed said they had avoided applying deodorant when wearing a nice outfit to prevent clothing damage.[50]

13 Statistics

Sustainability & Ethics

This section quantifies packaging and emissions changes for deodorant formats, including 50% recycled aluminum in aerosol cans. It also reports refill volume scale, like more than 15 million Wild refills sold in 2025.

Sustainability in the deodorant industry

  • 100% renewable energy and biogas for heat enabled Beiersdorf’s Leipzig production center to operate on a virtually CO2e-neutral basis in 2023.[51]
  • More than 15 million Wild refills were sold in 2025, helping replace single-use deodorant packaging.[52]
  • 11.6% less material was used in Beiersdorf’s European deodorant aerosol cans from 2023/24 through lightweighting.[51]
  • 47% less water, fossil-fuel use and greenhouse-gas emissions were estimated for BeautyCounter’s refillable Clean Deo versus the compared format in 2022.[53]
  • 90% of BeautyCounter’s Clean Deo packaging was approximately post-consumer recycled resin in 2022.[53]

ESG in the deodorant industry

  • 30% was Beiersdorf’s target reduction in absolute Scope 1, 2 and 3 emissions across its value chain by 2025 versus 2018.[51]
  • 64% or 22.9 grams less plastic was estimated for Berry Global’s true™ refillable deodorant packaging compared with single-use packaging in 2024.[54]
  • 53% lower packaging carbon emissions were estimated for Berry Global’s true™ refillable deodorant versus single-use deodorant packaging in 2024.[54]
  • 62% less weight was reported for Amcor’s mono-material PP deodorant refill compared with a full deodorant stick in its 2025 sustainability report.[55]
  • 58% was the reported CO2e reduction in Beiersdorf’s deodorant aerosol-can value chain from its recycled-aluminum and lightweighting program in 2023.[51]

Circular economy in the deodorant industry

  • Three refills could be obtained from one 300-millilitre Salt of the Earth deodorant pouch, using approximately 85% less plastic by weight than three new bottles.[56]
  • 50% recycled aluminum was specified for Beiersdorf’s European deodorant aerosol cans under its 2023/24 circular-packaging rollout.[57]
  • 51% lower environmental impact was estimated for Berry Global’s true™ refill packaging versus the initial packaging using SPICE analysis and Ecoinvent datasets in 2024.[54]
  • Five refills could be obtained from one 500-millilitre Salt of the Earth deodorant refill bottle, using approximately 70% less plastic by weight than five new bottles.[56]
  • Approximately 90% post-consumer recycled resin made up BeautyCounter’s Clean Deo packaging in the 2022 Social Mission Report.[53]

Carbon footprint in the deodorant industry

  • 80.1% lower CO2e emissions were implied by Respray Solutions’ comparison of 612.4 grams for an average deodorant with 121.76 grams for its refill system.[58]
  • 30,000 tonnes of CO2e per year was the estimated reduction from Beiersdorf’s European deodorant aerosol packaging changes announced in 2023.[51]
  • 28% lower CO2 emissions were reported for revised NIVEA MEN deodorant cans compared with previous cans in 2021.[51]
  • 121.76 grams of CO2e was reported for a deodorant using Respray Solutions’ refill system.[58]
  • 58% lower CO2e emissions were reported for Beiersdorf’s deodorant aerosol-can value chain after recycled aluminum and material reduction in 2023.[51]

15 Statistics

Globalization & Expansion

This section frames regional market contribution and scaling beyond underarms, while citing distribution and e-commerce growth forecasts. It also notes format and portfolio adaptation actions by Unilever in new markets.

Globalization in the deodorant industry

  • 32.92% of global deodorant market value came from North America in 2025, while Asia-Pacific is forecast to grow at a 6.39% CAGR through 2031.[21]
  • Unilever reported double-digit deodorant growth in 2024, led by mid-single-digit volume growth from its global portfolio.[1]
  • P&G reported high-single-digit organic sales growth in North American deodorants in fiscal 2025.[22]

Cultural adaptation in the deodorant industry

  • 62% of women in the cited California research reported using personal-care products to fit cultural norms, including odor-related expectations.[67]
  • 91% of women in a California study reported using deodorant, illustrating broad product adoption among the surveyed population.[67]
  • P&G launched Old Spice deodorant sticks in Italy in 2026, adapting its international portfolio to a new national market.[68]

Stakeholder management in the deodorant industry

  • Unilever reported that personal care represented 22% of Group turnover in 2024, covering deodorants, skin cleansing and oral care.[1]
  • Unilever’s five-year FIFA sponsorship formed part of its deodorant and personal-care marketing investment in 2024.[1]
  • Unilever also sponsored UEFA EURO 2024 and CONMEBOL Copa America USA 2024 as part of its global personal-care engagement strategy.[1]

Distribution channels in the deodorant industry

  • Statista’s worldwide e-commerce deodorant market definition covers B2C online sales and excludes C2C and B2B transactions.[69]
  • Walmart introduced Curie deodorant and body-care products across 4,300 stores in December 2023.[21]
  • Supermarkets and hypermarkets accounted for 41.69% of global deodorant sales in 2025.[21]
  • Supermarkets were identified as the key deodorant distribution channel in the 2024 market review because of competitive pricing and convenience.[70]
  • Online deodorant retail is forecast to grow at a 6.54% CAGR from 2025 to 2031.[21]

Key questions about the Deodorant Industry

What is the global deodorant market size, and what is the 2026 baseline?
The global deodorant market reached approximately $28.9B in 2025. It is expected to reach $30.68B in 2026.
How fast is the deodorant market expected to grow from 2026 to 2030?
The global market is forecast to reach $37.67B by 2030. That implies a 5.3% CAGR from 2026 to 2030.
Which companies lead the deodorant industry?
Procter & Gamble leads Gitnux's 2026 deodorant ranking with an Overall score of 9.6, with P&G’s Beauty segment includes antiperspirants and deodorants under Old Spice, Secret and Native. L'Oréal is the runner-up at 9.4, with L’Oréal participates via mass-market and men’s grooming brands including Garnier.
What technology shifts are showing up in deodorant R&D and operations?
Unilever used an Odor Adapt whole-body technology built with algorithms analyzing sweat and bacteria. Unilever also reported AI digital twin predictions and linked deployment outcomes such as 10% greater capacity and 20% less waste in deodorant-stick manufacturing in 2026.
How concentrated is the U.S. deodorant retail market, and who holds share?
The U.S. market is highly concentrated in 2025, with the top two U.S. players holding 69% of retail value sales. U.S. deodorant retail sales totaled $5.87B for the 52 weeks ended November 30, 2025.
What do consumers and studies indicate about deodorant formats and switching?
In a 2025 consumer study, aerosol was chosen by 46% of respondents versus 32% for disposable roll-ons and 9% for disposable solids. In Wave Deodorant’s market research, 60% of respondents said they switched brands every one to six months.
Reference

Cite This Report

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APA
Rachel Svensson. (2026, February 13). Deodorant Industry Statistics. Gitnux. https://gitnux.org/deodorant-industry-statistics
MLA
Rachel Svensson. "Deodorant Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/deodorant-industry-statistics.
Chicago
Rachel Svensson. 2026. "Deodorant Industry Statistics." Gitnux. https://gitnux.org/deodorant-industry-statistics.

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