South America Deodorant Market Outlook, 2029

The South America market is projected to grow by over USD 1.43 Billion from 2024 to 2029, with roll-on deodorants leading due to their popularity.

Featured Companies

  • 1. Procter & Gamble Co
  • 2. Emami Limited
  • 3. Mot Hennessy Louis Vuitton SA (LVMH)
  • 4. Unilever
  • 5. Adidas AG
  • 6. Waterpik Technologies (Church & dwight)
  • More...

In South America, there has been an increase in demand for safe, natural, and organic deodorant products on the market due to the rise in consumer awareness about the harmful effects of paraben and aluminum compounds present in the deodorants. The market for deodorant is maturing, and manufacturers are compelled to improve their product offerings to match the dynamically changing consumer requirements. For instance, to sustain themselves in the competitive environment, the companies in Brazil are using strategies like heavy discounts and offers, such as buy-two-get-one-free. Moreover, the increasing demand for deodorants among millennials is one of the major factors driving the market in Southern America. Moreover, changes in lifestyle due to the rise of disposable income are also propelling demand for the product in this region. However, increasing urbanization and an improved standard of living in the region are anticipated to slowly boost the demand for DEO products during the forecast period. During an unstable period, the Above brand (Baston Industria de Aerossois Ltda) launched more affordable deodorant lines. On the other hand, in a year still marked by the impact of the pandemic, e-commerce proved to be a safe shopping alternative in 2021. However, generally, Brazilians still prefer physical stores when purchasing deodorants. For instance, in Brazil, the deodorant brand Rexona registered the highest popularity in 2019 with 140 Million Consumer Reach Points (CRP). Also, Unilever Brasil Ltda leads the deodorant market in Brazil due to its portfolio of strong brands that are driving innovation. However, to retain its market presence, Beiersdorf Global AG launched Nivea SEM Perfume antiperspirant and the Nivea Men Silver Protect antibacterial line in Brazil. Other major manufacturers are also focused on launching innovative products to reach a larger consumer base across the region. According to the report, "South America Deodorant Market Outlook, 2029," published by Bonafide Research, the market is projected to add more than USD 1.43 Billion from 2024 to 2029. Roll-on projects healthy growth in the forecasted period, driven by gender-specific products available in the market through major distribution channels. The increasing use of roll-ons by young adults and athletes is also driving the sales growth of the segment in the South American deodorant market. Customers are looking for properties in roll-ons that go beyond efficacy, as well as natural and sustainable products. Through various digital marketing campaigns, competitors are focusing on increasing awareness and enhancing their brand's image in the market. The product premiumization, along with attractive packaging, is being done by manufacturers to attract consumers toward deodorant, which is an important factor influencing the growth of the deodorant market in the forecasted period. South America is also expected to witness substantial growth owing to the increase in the consumption of cosmetic products. Further, the South America region is dominating due to the high adoption of personal hygiene and body care products. Fragrances are popular gifting options in Brazil, with events such as Mother's Day or Valentine's Day driving sales of gift sets. In 2021, deodorants entered the market by offering an affordable option to be considered for special or commemorative dates. More affordable deodorant options emerged for Brazilians in the same year, especially in the spray format, which continued to gain traction.

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By products, Sprays are popular for their convenience and quick application, often used in deodorants and hair products. Innovations in this segment focus on enhancing formulations for longer-lasting effects and eco-friendly packaging. Roll-ons have gained traction due to their portability and ease of use. They are primarily used in deodorants, with innovations aimed at improving skin sensitivity and incorporating natural ingredients. Creams dominate the skincare segment, with a strong emphasis on moisturizing and anti-aging properties. The market has seen a rise in organic and natural formulations, reflecting the growing consumer preference for clean beauty products. Gels are favored for their lightweight texture and quick absorption, particularly in facial and body care. Innovations include the incorporation of cooling effects and the use of botanical extracts. Sticks are primarily used for deodorants and lip care. The market is witnessing a shift towards sustainable ingredients and packaging, appealing to environmentally conscious consumers. Wipes are increasingly popular for their convenience in cleansing and refreshing, especially among younger demographics. Innovations focus on biodegradable materials and skin-friendly formulations. The "Others" category includes niche products such as serums and masks, which are gaining popularity due to their targeted benefits. The South American market is characterized by a growing trend towards personalization and customization, with brands increasingly offering products tailored to specific skin types and concerns. The deodorant market in South America is characterized by diverse packaging types, primarily metal, plastic, and others. Metal packaging is prevalent, especially in aerosol sprays, due to its durability and ability to maintain product integrity. Aluminum cans are favored for their lightweight nature and recyclability, aligning with the growing trend towards sustainability. Innovations in this segment include the development of eco-friendly coatings and designs that enhance user experience while promoting brand differentiation. Metal packaging often conveys a premium feel, appealing to consumers seeking high-quality products. Plastic packaging is widely used across various deodorant formats, including roll-ons and sticks. This segment has seen significant advancements, with manufacturers focusing on lightweight designs that reduce material usage and enhance portability. Innovations such as the use of post-consumer recycled plastics and biodegradable materials are gaining traction, responding to consumer preferences for sustainable options. Additionally, advancements in labeling and printing technologies allow for more attractive and informative packaging, enhancing shelf appeal. The "Others" category encompasses alternative packaging solutions, such as glass and refillable systems. Refillable deodorants are emerging as a sustainable choice, allowing consumers to reduce waste while maintaining product quality. This segment is gaining popularity among eco-conscious consumers, supported by brands that emphasize sustainability in their marketing strategies. The end-user is segmented into men, women, and others. Men represent a significant portion of the deodorant market, with a growing emphasis on personal grooming and hygiene. Brands are increasingly targeting the male segment by introducing more masculine and strong fragrances, such as citrusy, woody, and amber-oriented scents. Major players like Unilever and Procter & Gamble have launched gender-specific products tailored to the preferences of South American men, contributing to the growth of this segment. Women constitute another crucial end-user group, with a rising demand for diverse fragrance options and formulations. Brands are developing deodorants with floral and oriental notes to cater to the preferences of female consumers. The increasing awareness of natural and organic products has also driven the demand for women's deodorants with clean and sustainable ingredients. The introduction of new products and expanded choices have further boosted the sales of women's deodorants in the South American market. The "Others" category encompasses children, teenagers, and non-binary individuals, who are gaining more attention from deodorant brands. As the market matures, manufacturers are recognizing the need for inclusive and diverse product offerings to meet the needs of all consumers. The growing popularity of gender-neutral fragrances and the increasing acceptance of LGBTQ+ individuals have opened up new opportunities for brands to expand their reach in the South American deodorant market.

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Manmayi Raval

Manmayi Raval

Research Consultant

Offline distribution remains dominant, with supermarkets and hypermarkets being the primary venues for deodorant sales. These retail formats provide consumers with a wide selection of brands and products, enhancing accessibility. Specialty stores and convenience stores also play significant roles, catering to niche markets and offering personalized shopping experiences. The growth of offline channels is supported by the increasing consumer preference for in-person shopping, where they can physically assess products before purchase. Additionally, promotional strategies like discounts and bundled offers in these stores further drive sales. Online distribution has seen substantial growth, particularly accelerated by the COVID-19 pandemic, which shifted consumer shopping habits toward e-commerce. Online retail platforms allow consumers to explore a broader range of products, often at competitive prices. Major players in the deodorant market, such as Unilever and Procter & Gamble, have expanded their online presence, leveraging digital marketing to reach younger demographics who favor online shopping. The convenience of home delivery and the ability to access exclusive online deals contribute to the increasing popularity of this channel. Key Developments • In November 2019, Coty Inc. signed a mutual agreement with Kylie Jenner to develop Kylie’s existing beauty business into a global powerhouse brand. Through this agreement, the company aims to expand its product portfolio in fragrances, cosmetics, and skincare categories. • With Matthew Vaughn's permission, Coty Inc. launched a new line of Kingsman fragrances for men in October 2019.Through this expansion, the company aims to expand its Kingsman brand.

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Manmayi Raval
Covid-19 Impacts: Personal grooming items, such as deodorants and fragrances, lost their significance during the outbreak since working professionals, young people, and women, who are the primary target audiences for these products, had fewer opportunities to use them. Their market sizes, however, shrank significantly as consumers reduced their expenditure on luxury beauty and personal care items. Corporations in these categories saw a chance to recover losses earlier in the year 2021, when businesses were gradually opening up and customers were getting warmed up to the notion of leaving their homes. New brands joined the market, while old ones released new perfumes. Major Companies present in the report 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, Emami Ltd. Considered in this report • Geography: South America • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • South America 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 • Brazil • Argentina • Colombia 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.

Companies Mentioned

  • Procter & Gamble Co
  • Emami Limited
  • Mot Hennessy Louis Vuitton SA (LVMH)
  • Unilever
  • Adidas AG
  • Waterpik Technologies (Church & dwight)
  • L’Oreal
  • Estee Lauder
  • Coty (Cottage Holdco B.V.) (JAB Cosmetics B.V. is the parent of Cottage Holdco B.V.)
  • Burberry Group plc
  • Revlon Inc. (Elizabeth Arden is a subsidiary)
  • L'Occitane International SA
  • Beiersdorf Global AG
  • Avon Products Inc.

Table of Contents

  • 1. Executive Summary
  • 2. Market Dynamics
  • 2.1. Market Drivers
  • 2.2. Challenges
  • 2.3. Opportunity
  • 2.4. Restraints
  • 2.5. Market Trends
  • 2.6. Covid-19 Effect
  • 2.7. Supply chain Analysis
  • 2.8. Policy & Regulatory Framework
  • 2.9. Industry Experts Views
  • 3. Research Methodology
  • 3.1. Secondary Research
  • 3.2. Primary Data Collection
  • 3.3. Market Formation & Validation
  • 3.4. Report Writing, Quality Check & Delivery
  • 4. Market Structure
  • 4.1. Market Considerate
  • 4.2. Assumptions
  • 4.3. Limitations
  • 4.4. Abbreviations
  • 4.5. Sources
  • 4.6. Definitions
  • 5. Economic /Demographic Snapshot
  • 6. Competitive Landscape
  • 6.1. Competitive Dashboard
  • 6.2. Business Strategies Adopted by Key Players
  • 6.3. Key Players Market Share Insights and Analysis, 2023
  • 6.4. Key Players Market Positioning Matrix
  • 6.5. Consolidated SWOT Analysis of Key Players
  • 6.6. Porter's Five Forces
  • 7. Global Perfume Market Outlook
  • 7.1. Market Size By Value
  • 7.2. Market Size and Forecast, By Geography
  • 7.3. Market Size and Forecast, By Product Type
  • 7.4. Market Size and Forecast, By End User
  • 7.5. Market Size and Forecast, By Product
  • 7.6. Market Size and Forecast, By Ingredient Type
  • 7.7. Market Size and Forecast, By Distribution Channel
  • 8. South America Perfume Market Outlook
  • 8.1. Market Size By Value
  • 8.2. Market Share By Country
  • 8.3. Market Size and Forecast By Product Type
  • 8.4. Market Size and Forecast By End User
  • 8.5. Market Size and Forecast By Product
  • 8.6. Market Size and Forecast By Ingredient Type
  • 8.7. Market Size and Forecast By Distribution Channel
  • 8.8. Brazil Perfume Market Outlook
  • 8.8.1. Market Size By Value
  • 8.8.2. Market Size and Forecast By Product Type
  • 8.8.3. Market Size and Forecast By End User
  • 8.8.4. Market Size and Forecast By Product
  • 8.8.5. Market Size and Forecast By Ingredient Type
  • 8.8.6. Market Size and Forecast By Distribution Channel
  • 8.9. Argentina Perfume Market Outlook
  • 8.9.1. Market Size By Value
  • 8.9.2. Market Size and Forecast By Product Type
  • 8.9.3. Market Size and Forecast By End User
  • 8.9.4. Market Size and Forecast By Product
  • 8.9.5. Market Size and Forecast By Ingredient Type
  • 8.9.6. Market Size and Forecast By Distribution Channel
  • 8.10. Columbia Perfume Market Outlook
  • 8.10.1. Market Size By Value
  • 8.10.2. Market Size and Forecast By Product Type
  • 8.10.3. Market Size and Forecast By End User
  • 8.10.4. Market Size and Forecast By Product
  • 8.10.5. Market Size and Forecast By Ingredient Type
  • 8.10.6. Market Size and Forecast By Distribution Channel
  • 9. Company Profile
  • 9.1. LVMH
  • 9.1.1. Company Snapshot
  • 9.1.2. Company Overview
  • 9.1.3. Financial Highlights
  • 9.1.4. Geographic Insights
  • 9.1.5. Business Segment & Performance
  • 9.1.6. Product Portfolio
  • 9.1.7. Key Executives
  • 9.1.8. Strategic Moves & Developments
  • 9.2. Natura & Co.
  • 9.3. L’Oreal
  • 9.4. Estee Lauder
  • 9.5. CHANEL (Chanel Limited)
  • 9.6. IFF
  • 9.7. Gucci (Kering)
  • 9.8. Hermes International (H51 SAS)
  • 9.9. Shiseido Co. Ltd.
  • 9.10. Givaudan
  • 9.11. Coty (Cottage Holdco B.V.) (JAB Cosmetics B.V. is the parent of Cottage Holdco B.V.)
  • 9.12. Firmenich S.A.
  • 9.13. Capri Holdings Ltd.
  • 9.14. Symrise
  • 9.15. PUIG
  • 9.16. Revlon Inc. (Elizabeth Arden is a subsidiary)
  • 9.17. L'Occitane International SA
  • 9.18. Wipro Consumer Care & Lighting
  • 10. Strategic Recommendations
  • 11. Annexure
  • 11.1. FAQ`s
  • 11.2. Notes
  • 11.3. Related Reports
  • 12. Disclaimer

Table 1: Global Perfume Market Snapshot, By Segmentation (2023 & 2029) (in USD Billion)
Table 2: Influencing Factors for Global Perfume Market, 2023
Table 3: Top 10 Counties Economic Snapshot 2023
Table 4: Economic Snapshot of Other Prominent Countries 2023
Table 5: Average Exchange Rates for Converting Foreign Currencies into U.S. Dollars
Table 6: Global Perfume Market Size and Forecast, By Geography 2018 to 2029F (In USD Billion)
Table 7: Global Perfume Market Size and Forecast, By Product Type 2018 to 2029F (In USD Billion)
Table 8: Global Perfume Market Size and Forecast, By End User 2018 to 2029F (In USD Billion)
Table 9: Global Perfume Market Size and Forecast, By Product 2018 to 2029F (In USD Billion)
Table 10: Global Perfume Market Size and Forecast, By Ingredient Type 2018 to 2029F (In USD Billion)
Table 11: Global Perfume Market Size and Forecast, By Distribution Channel 2018 to 2029F (In USD Billion)
Table 12: South America Perfume Market Size and Forecast By Product Type 2018 to 2029F (In USD Billion)
Table 13: South America Perfume Market Size and Forecast By End User 2018 to 2029F (In USD Billion)
Table 14: South America Perfume Market Size and Forecast By Product 2018 to 2029F (In USD Billion)
Table 15: South America Perfume Market Size and Forecast By Ingredient Type 2018 to 2029F (In USD Billion)
Table 16: South America Perfume Market Size and Forecast By Distribution Channel 2018 to 2029F (In USD Billion)
Table 17: Brazil Perfume Market Size and Forecast By Product Type 2018, 2023 & 2029F
Table 18: Brazil Perfume Market Size and Forecast By End User 2018, 2023 & 2029F
Table 19: Brazil Perfume Market Size and Forecast By Product 2018, 2023 & 2029F
Table 20: Brazil Perfume Market Size and Forecast By Ingredient Type 2018, 2023 & 2029F
Table 21: Brazil Perfume Market Size and Forecast By Distribution Channel 2018, 2023 & 2029F
Table 22: Argentina Perfume Market Size and Forecast By Product Type 2018, 2023 & 2029F
Table 23: Argentina Perfume Market Size and Forecast By End User 2018, 2023 & 2029F
Table 24: Argentina Perfume Market Size and Forecast By Product 2018, 2023 & 2029F
Table 25: Argentina Perfume Market Size and Forecast By Ingredient Type 2018, 2023 & 2029F
Table 26: Argentina Perfume Market Size and Forecast By Distribution Channel 2018, 2023 & 2029F
Table 27: Columbia Perfume Market Size and Forecast By Product Type 2018, 2023 & 2029F
Table 28: Columbia Perfume Market Size and Forecast By End User 2018, 2023 & 2029F
Table 29: Columbia Perfume Market Size and Forecast By Product 2018, 2023 & 2029F
Table 30: Columbia Perfume Market Size and Forecast By Ingredient Type 2018, 2023 & 2029F
Table 31: Columbia Perfume Market Size and Forecast By Distribution Channel 2018, 2023 & 2029F

Figure 1: Global Perfume Market Size (USD Billion) By Region, 2023 & 2029
Figure 2: Market attractiveness Index, By Region 2029
Figure 3: Market attractiveness Index, By Segment 2029
Figure 4: Competitive Dashboard of top 5 players, 2023
Figure 5: Market Share insights of key players, 2023
Figure 6: Porter's Five Forces of South America Perfume Market
Figure 7: Global Perfume Market Size By Value 2018, 2023 & 2029F (in USD Billion)
Figure 8: Global Perfume Market Share By Region (2023)
Figure 9: South America Perfume Market Size By Value 2018, 2023 & 2029F (in USD Billion)
Figure 10: South America Perfume Market Share By Country (2023)
Figure 11: Brazil Perfume Market Size By Value 2018, 2023 & 2029F (in USD Billion)
Figure 12: Argentina Perfume Market Size By Value 2018, 2023 & 2029F (in USD Billion)
Figure 13: Columbia Perfume Market Size By Value 2018, 2023 & 2029F (in USD Billion)

Deodorant Market Market Research FAQs

Rising temperature and unhealthy lifestyle, leading to body odor, and growing popularity and trend for fragrances especially among young population are the major factors driving the market growth of the global deodorant market.

Imports In 2020 the top importers of Personal deodorants and antiperspirants were Netherlands ($219M), Germany ($208M), United States ($192M), United Kingdom ($152M), and France ($147M).

Deodorant is a skincare product that helps to keep your underarms smelling fresh. Rather than stopping sweat like antiperspirant, deodorant works on the bacteria on the skin to stop the odour escaping from your pits.

Deodorants contain damaging chemicals like alcohol, aluminium chloride, and fragrance. These chemicals often combine with sweat and leave a stinky smell and yellow marks on the clothes.

Deodorants eliminate or reduce bacteria with alcohol or other chemicals that kill bacteria (called antimicrobial). They can also have fragrances or other compounds to mask odors. Antiperspirants use compounds like aluminum to block sweat.
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South America Deodorant Market Outlook, 2029

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