Europe Deodorant Market Outlook, 2029

With increasingly hectic lifestyles, Europeans are looking for convenient solutions that allow them to save time and make their lives easier. This trend flavours deodorant sprays and roll-ons, which are easier to apply and more time-saving than other deodorant types. With the increase in female employment participation across Europe, the demand for personal grooming products has grown dramatically over the years. Furthermore, manufacturers' active promotional operations across various social media platforms will considerably aid the market's expansion. As a result, the European deodorant market is expected to increase substantially throughout the anticipated period. In the last few years, many perfume and deodorant companies have introduced several vegan products with the aim of attracting more consumers. For example, The Perfume Shop Limited, a U.K.-based perfume retailer, launched three vegan perfume brands in August 2019: Citrus Fresco, Amber Glow, and Peppered Earth. These perfumes are cruelty-free and vegan-certified and packaged using 100% recyclable materials. The growth of this region is owing to the surging application of organic deodorant roll-ons, which can be attributed to the soaring awareness about the beneficial impacts of natural constituents in the European region. The increasing number of new product launches is fueling the growth of the European organic deodorant roll-on market.

According to the report, "Europe Deodorant Market Outlook, 2029," published by Bonafide Research, the market is anticipated to grow by USD 1.87 Billion from 2024 to 2029. In Europe, the acceptance of the various deodorant formats differs from nation to nation. The most common product format among European customers continues to be deodorant sprays. However, as customers look for "cleaner" ingredient lists, such as those without aluminum and alcohol, the sector has declined in popularity. For instance, roll-ons are more preferred by customers in Scandinavian countries, where sprays are less common. On the other hand, market expansion is being fueled by R&D and advertising. To sway consumers' purchasing decisions, important players are investing on these factors. The growing influence of social media and celebrity endorsement influences key market players' advertising strategies. Companies are focusing on innovating according to consumer preferences to increase their market share in the European deodorant market. For instance, TexPro launched a whole range of 100% organic, unscented products that prevent sweating and are suitable for people with allergies. The flagship product is a deodorant used on clothing instead of the skin, which seems to be a solution for some consumers. Also, the rising demand for vegan products across the region is boosting the demand for cruelty-free fragrances, which is further propelling the growth of the perfume and deodorant market. The increasing popularity of vegan culture is encouraging perfume and deodorant brands to focus on making products that can target the growing population of green consumers or vegans across the region.

By products include creams, sprays, gels, roll-ons, sticks, wipes, and others. Creams dominates the market, driven by their multifunctionality, including moisturizing, anti-aging, and sun protection properties. Innovations focus on natural ingredients and formulations that enhance skin health, such as those enriched with vitamins and antioxidants. Brands like Rituals have introduced products that combine traditional ingredients with modern formulations. Increasingly popular for their convenience, sprays are often infused with hydrating and soothing properties. Innovations include formulations that offer immediate refreshment and skin benefits, appealing to consumers seeking quick applications during their busy lifestyles. Roll-ons and Sticks formats are valued for their portability and ease of use, particularly in deodorants and targeted treatments. Recent innovations focus on incorporating natural and organic ingredients, addressing consumer demand for cleaner formulations. Gels known for their lightweight texture, gels are favored in products designed for oily or acne-prone skin. The market has seen innovations that enhance absorption and provide cooling effects, making them ideal for use in warmer climates. Wipes are popular for their convenience, especially in cleansing routines. Innovations in this segment focus on biodegradable materials and formulations that are gentle on the skin while effectively removing impurities. Others category includes a variety of products such as serums and masks, which are increasingly personalized through technology, including augmented reality for tailored skincare solutions.

Plastic remains the dominant packaging type due to its versatility and cost-effectiveness. Roll-on deodorants and stick formats predominantly utilize plastic, which is often recyclable but presents challenges due to the variety of plastics used. Innovations in this segment include the development of biodegradable plastics and the use of recycled materials, which are gaining traction as consumers become more environmentally conscious. Brands are also exploring refillable plastic containers, allowing consumers to purchase refills rather than new packaging, thereby reducing overall waste. Metal packaging, primarily in the form of aerosol cans, is widely used in the deodorant sector. These cans are typically made from tin-plated steel or aluminum, both of which are recyclable. Recent innovations focus on improving the recyclability of these products by minimizing the plastic components, such as valves and lids, that complicate the recycling process. Brands are increasingly adopting eco-friendly practices, with some introducing refillable aerosol systems to reduce waste. The market is witnessing a shift towards using recycled metals in production, aligning with the growing consumer demand for sustainable packaging solutions. The "others" category includes eco-friendly alternatives such as biodegradable cardboard tubes and plant-based packaging. These innovative options are increasingly popular among niche brands that prioritize sustainability. For instance, companies like the Lekker Company are leading the way with fully recyclable paper packaging, appealing to consumers who prefer natural and eco-conscious products.

The men's segment is a significant contributor to the deodorant market, fueled by increasing participation in sports and fitness activities. Men are increasingly seeking effective solutions to combat body odor, leading to a rise in the demand for various deodorant formats, particularly sprays and roll-ons. This segment is characterized by a preference for strong, long-lasting scents and formulations that cater to active lifestyles. Brands are focusing on innovative marketing strategies, including collaborations with athletes and influencers, to enhance brand visibility and appeal to male consumers. The segment's growth is also supported by the increasing acceptance of personal grooming among men, which has expanded the market's overall reach. The women's segment is equally important, driven by a growing emphasis on personal grooming and hygiene. With the rise of female employment and busy lifestyles, women are increasingly opting for convenient and effective deodorant solutions. This segment often favors products with floral or fruity scents and those that incorporate natural ingredients, reflecting a broader trend towards clean beauty. The influence of social media and targeted marketing campaigns has further propelled the demand for women's deodorants, with brands innovating to create products that align with contemporary values, such as sustainability and inclusivity.



Offline channels, including supermarkets, hypermarkets, convenience stores, and pharmacies, remain the most prevalent means of deodorant sales in Europe. These venues allow consumers to physically inspect products, which is particularly important for personal care items. The growth of this segment is driven by the increasing demand for convenience and the ability to access a wide variety of brands and formulations in one location. Additionally, many well-known brands leverage these channels for promotional campaigns, enhancing visibility and consumer engagement. The offline market is expected to grow as urbanization and disposable incomes rise, encouraging more consumers to shop in physical stores for personal grooming products. The online segment has seen remarkable growth, particularly accelerated by the COVID-19 pandemic, which shifted consumer behavior towards e-commerce. Online retail offers convenience and a broader selection of products, often accompanied by competitive pricing and home delivery options. This channel is particularly appealing to younger consumers who are more accustomed to shopping online. Brands are investing in digital marketing strategies to enhance their online presence and attract consumers through social media and targeted advertising. The growth of online sales is expected to continue as more consumers embrace the convenience of e-commerce, leading to an increase in direct-to-consumer sales models and subscription services for deodorants.


Recent Developments:

• To reduce plastic waste, the Unilever PLC Dove brand introduced its first-ever refillable deodorant in January 2020.Accordingly, Dove collaborated with A Plastic Planet and the Dutch design consultancy VanBerlo to design white, palm-sized, refillable stainless-steel cases within the white outer packaging made of 100% Forest Stewardship Council-grade paper.
• In May 2020, Coty Inc. launched Kylie Skin at Douglas, making one of the fastest-growing and most-engaged beauty brands on social media available to customers in Europe. Douglas will offer six different products from the Kylie Skin line, including the foaming face wash, walnut face scrub, face moisturizer, eye cream, vanilla milk toner, and vitamin C serum.
• Another product launch in Europe in 2019 includes U.K.-based Elsa’s Organic Skinfoods Ocean Natural Deodorant Crème. It is a unisex cream that provides 24 hour protection and contains natural ingredients such as tea tree, coconut oil, rose geranium, peppermint, and patchouli.
• A French aromatherapy brand, Laboratoire Saint-Come-Deocouvert Natural Body Deodorant, eliminates odors by absorbing them through active molecules present in its fruit-based formulation. It claims to contain 70% natural alcohol and is also packaged in a 100% recyclable bottle.

Covid-19 Impacts:
During the COVID-19 pandemic, the deodorant industry experienced a decline in demand due to travel limitations. The supply chain was also severely impacted. Due to the offline distribution channels’ storing tendency and consumers stepping out only for necessary things, the demand for deodorants declined as they were not recognized as essential items. However, with the easing of travel restrictions, consumer demand for deodorants increased dramatically.


Major Companies present in the market:
Unilever, The Procter & Gamble Company, Coty, Beiersdorf Global AG, L'Occitane International SA, Avon Products Inc., Revlon, Adidas AG, LVMH, Church & Dwight Co. Inc., Estée Lauder Companies, Burberry Group plc, Speick Natural Cosmetics, Emami Ltd., erbaviva


Considered in this report
• Geography: Europe
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• Europe Deodorant market with its value and forecast along with its segments
• Country-wise deodorant market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report
• Germany
• United Kingdom
• France
• Spain
• Italy
• Russia

By Product Type
• Spray
• Roll on
• Gel
• Stick
• Creams
• Wipes
• Others

By Packing Materials
• Metal
• Plastic
• Others

By End User
• Men
• Women
• Others

By Distribution Channel
• Offline
• Online

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Deodorant industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.