Italy Deodorant Market Overview, 2029

The Italian deodorant market represents the most significant share of the Italian cosmetics market and has recorded modest growth rates in recent years. In terms of distribution, the most used distribution channel in Italy is the large-scale retail trade, followed by pharmacies and, finally, by perfumeries. E-commerce is also of growing interest to consumers, and has recorded a strong increase in sales, especially thanks to the possibility of obtaining discounts or reduced prices. Italy has a population of 59.07 million, of which 28.78 million are men and 30.29 million are women. The bulk of the population, approximately 38.40 million people, is between the ages of 15 and 65. 10.8 million People reside in rural areas, compared to 56.5 million in urban areas. Increasing population of adults is one of the important factors for growth of Italy Deodorant Market. A particularly important trend that is emerging in this market is the growing preference of consumers for natural cosmetic products based on the consideration that greener products can bring more benefits to the body. This inclination has also been strongly observed in the deodorants segment, where a growing number of consumers prefer to purchase natural products with the aim of not only avoiding irritation but also reducing the environmental impact of using cosmetic products, which are known to have a high negative effect on the environment due to the materials used in their composition. In this respect, deodorants in vapor format are more and more appreciated as the absence of gas allows these products to significantly reduce their environmental impact. According to the research report, "Italy Deodorant Market Overview, 2029,” published by Bonafide Research, the market is anticipated to add USD 800 Million by 2029. Increasing demand for personal care products along with increasing female labor force participation is one of the key factors driving market growth. Additionally, the growing demand for novel and innovative fragrances and fragrance products among the crowd, especially millennials, is creating a positive outlook for the market. Various product innovations, such as the development of natural deodorants and aluminum-free deodorants, are driving further growth. These variants are made with organic ingredients like activated charcoal, baking soda, coconut oil, essential oils, and flower extracts and use aesthetically pleasing green packaging to attract a wider consumer base. Therefore, aggressive promotional activities by manufacturers via various social media platforms and the prevalence of e-commerce retail channels are also contributing to the market's growth. Other factors such as increasing consumer spending capacity and rapid urbanization across the globe are expected to continue to drive the market. The growing popularity of sticks and organic products will continue to drive the growth rate of the deodorant market across the country. In addition, rising demand for personal care products and increasing female labour force participation will drive growth in market value during the forecast period. In addition, aggressive promotional activities by manufacturers on various social media platforms and a surge in e-commerce retail channels are boosting the growth of the overall market.

By product type, Sprays includes deodorants and body sprays, which are popular for their convenience and quick application. Innovations focus on natural ingredients and longer-lasting formulas, catering to the growing demand for eco-friendly products. Roll-on deodorants are favored for their precise application and skin-friendly formulations. Brands are increasingly incorporating organic components and dermatologically tested formulas to attract health-conscious consumers. Creams encompass a wide range of products, including moisturizers and anti-aging treatments. The market sees significant innovation through the use of advanced ingredients like hyaluronic acid and peptides, which enhance skin hydration and elasticity. Gel products, particularly in the skincare sector, are gaining traction due to their lightweight texture and quick absorption. Innovations in this segment often include cooling effects and the use of botanical extracts, appealing to younger consumers. Stick formulations, particularly for deodorants and sunscreens, are popular for their portability. Recent developments focus on sustainable packaging and formulations free from harmful chemicals, catering to environmentally conscious buyers. Wipes are increasingly used for cleansing and makeup removal. The market is innovating with biodegradable materials and natural cleansing agents, responding to consumer demands for convenience and sustainability. Others include niche products like body mists and specialty treatments. The market is witnessing growth in personalized products, where consumers can select specific ingredients tailored to their skin needs. The Italian market is characterized by a strong presence of small and medium enterprises (SMEs) that emphasize local production and quality. However, many SMEs face challenges in marketing and innovation due to limited resources. The rise of e-commerce and drop shipping is enabling these businesses to reach broader markets, leveraging platforms like Amazon to enhance visibility and sales. By packaging types, metal packaging, particularly aluminum, is widely used for aerosol deodorants. This type of packaging is favored for its durability and ability to maintain product integrity. Recent innovations include the development of eco-friendly aerosol systems that reduce environmental impact by minimizing gas emissions. Brands are increasingly adopting metal packaging due to its recyclability, aligning with the growing consumer preference for sustainable products. However, the accessibility of metal-packaged deodorants can be limited by higher production costs compared to plastic alternatives. Plastic packaging dominates the Italian deodorant market due to its lightweight nature and cost-effectiveness. It encompasses a variety of formats, including roll-ons, sticks, and sprays. Innovations in this segment focus on using recycled plastics and biodegradable materials, addressing environmental concerns. Additionally, brands are enhancing aesthetic appeal through advanced printing techniques and unique designs, making products more attractive on retail shelves. The widespread availability of plastic-packaged deodorants in supermarkets and online platforms enhances consumer accessibility, catering to a diverse demographic. includes glass and paper packaging, which are less common but gaining traction among niche brands focusing on premium or natural products. Glass offers a luxurious feel and is fully recyclable, while paper packaging is often biodegradable. Innovations in this area include the use of plant-based inks and adhesives, appealing to eco-conscious consumers. However, these alternatives may face challenges in terms of durability and cost, limiting their market penetration compared to metal and plastic.

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Manmayi Raval

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By end users, Italian men are increasingly inclined towards using deodorants to avoid body odor caused by sweating during sports and physical activities. Italian men are becoming more conscious about their appearance and hygiene, driving the demand for deodorants. Targeted marketing campaigns by brands on social media platforms and in traditional media have successfully reached and influenced the male consumer base. Italian women tend to use a wider range of personal care products, including deodorants, as part of their daily grooming routine. As more Italian women enter the workforce, the demand for effective deodorants has increased to maintain freshness throughout the day. Offline distribution channels dominate the Italian deodorant market, with large-scale retail trade being the most widely used. Supermarkets and hypermarkets, such as Conad, Selex, Coop, Végé, and Agorà, account for a substantial portion of deodorant sales. These large retail outlets offer a wide range of deodorant products at competitive prices, making them accessible to a broad consumer base. Pharmacies and specialty stores also contribute to the offline distribution, catering to consumers seeking specific product types or formulations, such as natural or sensitive skin-friendly deodorants. While offline channels remain dominant, online distribution is gaining traction in the Italian deodorant market. E-commerce platforms, including dedicated beauty websites and marketplaces like Amazon, have recorded a strong increase in deodorant sales. Online shopping offers consumers the convenience of browsing a wide selection of products, often at discounted prices or with exclusive offers. The growth of online distribution channels has also enabled smaller brands and niche products to reach a wider audience, as e-commerce platforms provide a cost-effective way to showcase and sell their offerings. Covid-19 Impact: The COVID-19 outbreak has adversely affected the growth of the deodorant market. Deodorants are personal hygiene products that help stop the growth of bacteria on your skin and keep it fresh. During the pandemic, deodorants are not considered necessary products. Therefore, the demand for deodorants has decreased during the pandemic. The COVID-19 epidemic has forced countries into lockdowns, disrupting distribution and supply chains. Since deodorant is not a daily necessity, there were restrictions on imports and exports. How to produce new batches of deodorants has been a major challenge for companies due to disruptions in logistics, labor, and raw material supplies. Considered in this report • Geography: Italy • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029

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