Deodorants in the US is expected to maintain solid retail volume and current value growth throughout the forecast period. All-over body deodorants emerged as a hot trend in 2023, and these are expected to increase their popularity as consumers look for new ways (and areas) to incorporate these products for a comprehensive approach to sweat and odour control.
In alignment with the premiumisation of DTC body care, and the blurring of the lines between multifunctional products for fragrance purposes, consumers are using deodorants as a form of scent expression. DTC body care and fragrance brands such as Salt & Stone, Saltair, Sol de Janeiro, and Maison Louis Marie have all launched deodorant versions of their leading products in the past few years for a comprehensive scent-matched care and hygiene routine.
The focus on skin care ingredients has surged across personal care categories. This is evident in the rise of ingredient-driven advances in hair care, body care, sun care, and now deodorants.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. 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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