Stay ahead of the curve and future-proof your business with Mintel’s Germany Deodorant Market Report 2023. Our full report is packed with consumer-led market intelligence, deodorant market trends, and consumer behaviours affecting your industry. Get a 360° view of the deodorant market in Germany including market share, deodorant market size Germany, and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook of the deodorant market in Germany, including market drivers and expert insights.
- The short-, medium- and long-term impact of inflation on deodorant in Germany.
- Consumer Behaviours: Changing usage habits (including which types are used) and buying intentions.
- (Reasons for) Usage of natural deodorants in Germany, as well as usage barriers.
- Launch activity and innovation in the deodorant market in Germany.
- How your business can tap into opportunities to increase your deodorant market share Germany.
An Overview of the Deodorant Market in Germany
The deodorant market in Germany is in recovery from a dip caused by the COVID-19 pandemic.
However, deodorants now face new challenges due to the cost of living crisis, which is impacting the category, despite deodorants being a staple in consumers’ routines with 92% of Germans using it.
- Deodorant Market Size Germany: In 2023, the deodorant market size Germany was measured at €834.2m. According to Mintel’s Germany deodorant market analysis, double-digit growth is expected long-term.
Germany Deodorant Market Research: What Consumers Want and Why
- The Impact of Inflation on Deodorant in Germany: Because deodorants remain a staple in consumers’ routines and due to the lower price positioning of deodorants, German consumers tend to trade down rather than drop out of the category. Ongoing financial pressure will be the cause of mindful spending and savvy shopping habits to get maximum value for money.
- Sustainability & The Deodorant Market in Germany: Roll-ons and aerosols are the most popular types of deodorants, however, the latter are perceived as bad for the environment. Therefore, interest in natural deodorants and eco-friendly options is set to rise significantly beyond the 41% of Germans who would already consider using them. Brands can tap into this by offering cost-effective natural deodorant options. To turn more people into users, brands will have to overcome barriers like price and availability.
- The Premiumisation of Deodorant in Germany: In the upper end of the market, and once consumer confidence increases overall, brands have opportunities to premiumise their products. 61% of users are interested in deodorant that can be used in place of fragrance – premium brands can leverage this by expanding their fragrance lines into deodorants through personalisation and sophisticated scents.
Deodorant in Germany – Market Forecast
- As summers become hotter due to global warming, the usage of deodorants and antiperspirants will increase and won’t only be limited to the underarm area. Brands can launch innovative whole-body deodorants to tackle this.
To learn how to connect with your audience, purchase our Germany Deodorant Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Old Spice, Fussy, Wild, Givenchy, Rexona, Beiersdorf, Unilever (Dove, Schmidt’s), L’Oréal, Coty, Henkel, Lornamead, Moss & Noor, Play Pits, Susanne Kaufmann, Milly&Sissy, Dado Sens, Lume, Meder Beauty, Lidl, Evolve, Glossier You, AKT London, Alterra, b.fresh, Haan Deodorant, i.D.O Next Generation, Lynx, Nala, DM, Rossmann, Natura & Co, Edeka, and many more.
Products: Deodorant, antiperspirant, refillables, (dual-ended) roll-ons, aerosols, sprays, all natural products, seasonal deodorants, sticks, creams, balms, crystals, powder, wipes, and more.
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Expert Insights on the Deodorant Market in Germany
This report, written by Henrike Philipp, Associate Analyst, delivers in-depth commentary and analysis to highlight deodorant market trends in Germany and add expert context to the numbers.
Our Germany deodorant market analysis shows that deodorants are impacted by savvy shopping behaviours, with the interest in refills and natural deodorants will push the category into a greener direction.
Henrike Philipp
Associate Analyst
Collapse All
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- Key issues covered in this Report
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EXECUTIVE SUMMARY
- Market context
- Mintel predicts
- Opportunities
- Graph 1: repertoire of deodorants, 2023
- The competitive landscape
- Graph 2: company shares of deodorants, 2022
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MARKET DRIVERS
- The German economy
- Graph 3: key economic data, in real terms, 2019-24
- Graph 4: financial confidence index, 2022-23
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WHAT CONSUMERS WANT AND WHY
- Deodorant/antiperspirant formats used
- Graph 5: usage of deodorants/antiperspirants, 2020 vs 2023
- Graph 6: usage of antiperspirants, by gender and age, 2020 vs 2023
- Types of deodorant used
- Graph 7: types of deodorant used, 2023
- Usage of natural deodorants
- Reasons to use natural deodorants
- Graph 8: use of/interest in trying a natural deodorant, by natural deodorant users and those interested in natural deodorants, 2023
- Barriers to using natural deodorants
- Graph 9: barriers to using a natural deodorant, 2023
- Purchase of deodorants/antiperspirants
- Graph 10: purchase of deodorants/antiperspirants, 2023
- Associations with deodorants/antiperspirants
- Behaviours towards deodorants/antiperspirants
- Graph 11: behaviours towards deodorants/antiperspirants, 2023
- Graph 12: deodorant launches with gender claims, 2018-23
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LAUNCH ACTIVITY AND INNOVATION
- Graph 13: deodorant/antiperspirant usage vs launches, 2018-23
- Graph 14: deodorant launches, by ultimate company, 2018-23
- Graph 15: deodorant launches with 24h, 48h, 72h and 96h claims, 2018-23
- Graph 16: fragrance components in deodorants/antiperspirants, 2018-23
- Graph 17: top 10 claims in deodorant launches, 2018-23
- Advertising and marketing activity
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MARKET SHARE
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MARKET SIZE, SEgmentation AND FORECAST
- Market segmentation
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology
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