Rising temperatures and product premiumisation are leading to steady growth in deodorant markets in the US and Europe. As most consumers already use deodorant, these markets are somewhat saturated. Brands are making efforts to differentiate – for example, by developing innovative products or adding skincare benefits. The clean beauty wave is surging forward in the deodorant market, and eco-ethical claims are on the rise.
In Japan, consumers don’t use deodorant as much as consumers in the US or Europe do. Japan’s deodorant market doesn’t yet have many options when it comes to clean beauty or high-end deodorants – there’s still room to expand. Temperatures are soaring in Japan, and as a result, a significant number of people are struggling to deal with sweat and body odour.
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Executive summary
- Key points covered in this Report
- Overview
- Scope of this Report
- Global trends and key market factors
- Deodorant market in context
- Global deodorant market trends
- Overview of the Japanese market and consumers
- Japan’s deodorant market is performing well
- Men’s usage higher in younger age groups; women’s usage rate dips after 30
- Graph 1: deodorant usage rate, by gender and age group, 2024
- Frequent use more common among the beauty-conscious and those with health-related sweat concerns
- Opportunities in the Japanese market
- Three business opportunities in the Japanese deodorant market
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GLOBAL MARKET OVERVIEW
- Deodorant market expected to see continued steady growth
- Top formats in each region are driving the market
- Graph 2: deodorant market size by format, 2017-22
- Graph 3: deodorant market size by format, 2016-22
- Deodorant market in context: Rising temperatures
- Temperatures continue to rise globally
- Most consumers in the US, UK and Germany use deodorant
- Deodorant use more frequent in hot weather
- Graph 4: deodorant usage – I apply deodorant/antiperspirant more frequently during the summer, % agree, 2024
- Graph 5: select behaviours towards deodorants, 2023
- Deodorant market in context: Concerns about rising living costs
- Growing consumer hesitation over spending
- Consumers might be sharing deodorant with family to save money
- Graph 6: select behaviours towards deodorants, 2023
- Deodorant market in context: Consumers look for clean beauty
- Clean beauty influence on US consumers can’t be dismissed
- Graph 7: defining clean beauty (top five descriptors), 2023
- Graph 8: ‘clean’ discovery methods, 2023
- Consumer interest in BPC product ingredients is growing
- Graph 9: interest in BPC product ingredients compared to one year ago, 2024
- Graph 10: frequency of researching deodorant ingredients, 2024
- Consumers more concerned about skin irritation than efficacy
- Graph 11: extent of ingredient research when buying beauty and grooming products, 2024
- Graph 12: reasons for ingredient research when buying beauty and grooming products, 2024
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Global trends
- The rise of clean deodorants
- Most new products in the US feature eco-ethical claims
- Graph 13: ethical & environmental category claims in new deodorant launches, 2020-24
- Graph 14: select eco-ethical claims in new deodorant launches, 2020-24
- Aerosol launches on the decline: viewed as harmful for skin and the planet (1)
- Aerosol launches on the decline: viewed as harmful for skin and the planet (2)
- Graph 15: new deodorant launches, by format, 2022-24
- Graph 16: associations with select types of deodorant/antiperspirant, 2023
- Consumers believe naturally derived products are good for people and the planet
- Graph 17: usage of natural deodorants, 2023
- Graph 18: reasons for usage of/interest in natural deodorants, 2023
- Products with natural ingredient and eco-ethical claims
- Brands emphasise safety for skin alongside other product benefits
- Graph 19: select claims in new deodorant launches, 2020-24
- Graph 20: select claims in new deodorant launches, 2020-24
- Products that emphasise being kind on skin (1)
- Products that emphasise being kind on skin (2)
- Deodorant premiumisation
- Product premiumisation is also driving growth
- Graph 21: price positioning of new deodorant launches, 2020-24
- Graph 22: price positioning of new deodorant launches, 2020-24
- Fragranced products are common (1)
- Graph 23: unfragranced claims in new deodorant launches, 2020-24
- Fragranced products are common (2)
- Graph 24: behaviour towards deodorants/antiperspirants – I would be interested in a deodorant that’s designed to be used in place of fragrance, % agree, 2023
- Graph 25: select deodorant/antiperspirant usage behaviours and interest in innovation, 2024
- Luxury deodorant launches in the US and Europe
- Like fragrances, high-end deodorants are marketed as having complex notes
- Deodorant skinification
- Consumers are interested in deodorant skincare benefits (1)
- Graph 26: claim categories in new deodorant launches, 2020-24
- Consumers are interested in deodorant skincare benefits (2)
- Graph 27: claims that encourage users to choose one product over another, 2024
- Graph 28: select deodorant/antiperspirant usage behaviours and interest in innovation, 2024
- Marketing deodorants like skincare products
- Emphasising the inclusion of skincare ingredients
- Technology and innovation
- Consumers welcome new technology
- Eco-friendly deodorant device with ventilation and cooling functions
- Plant-based products that slow hair growth
- Leveraging AI for fragrance benefits
- Combining deodorant with makeup
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Japanese market overview
- Deodorant market performing better in Japan than in the US or UK
- Sales growth is focused on wipes
- Graph 29: deodorant market size by format, 2020-23
- Graph 30: deodorant market share, 2023
- Japan faces striking temperature rises
- Japanese consumers are reluctant spenders, but make an exception for deodorant
- In Japan, deodorant is used for keeping clean
- Graph 31: select claims in new deodorant launches, 2020-24
- Clean beauty isn’t well known among Japanese consumers
- Graph 32: purchase experience of and interest in select clean and conscious beauty products, 2024
- Consumers trust in the safety of Japanese products (1)
- Consumers trust in the safety of Japanese products (2)
- Graph 33: reasons for researching ingredients when choosing certain BPC products, 2024
- Graph 34: reasons for not researching ingredients when choosing certain BPC products, 2024
- There are some free-from products, but few alcohol-free options
- Graph 35: free from category claims in new deodorant launches, 2020-24
- Graph 36: alcohol free claims in skincare and deodorant product launches, 2020-24
- Plant-based claims are well represented
- Graph 37: botanical/herbal claims in new deodorant launches, 2020-24
- Few environmental claims
- Graph 38: select claims in new deodorant launches, 2020-24
- A large proportion of deodorants in Japan are fragrance free
- Few premium products
- Graph 39: price positioning of new deodorant launches, 2020-24
- More common for moisturising benefits to feature in product claims in Japan than in the US or UK
- Graph 40: moisturising/hydrating claims in new deodorant launches, 2020-24
- New product formats and use of AI and other tech innovations
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Japanese consumer insights
- Consumer survey methodology
- Consumer concern over body odour and sweat
- Deodorant use is lower in Japan than in US or Europe (1)
- Deodorant use is lower in Japan than in US or Europe (2)
- Graph 41: deodorant usage rate, by gender and age group, 2024
- On the whole, consumers are saying yes to deodorant
- Graph 42: select deodorant-related behaviours, by gender, 2024
- Consumers don’t think deodorant is just for younger people
- Graph 43: attitude towards deodorants – deodorants/antiperspirants are for younger generations, % agree, by age and gender, 2024
- Consumers are bothered both by the odour and appearance of sweat
- Younger consumers see body odour as the bigger concern (1)
- Younger consumers see body odour as the bigger concern (2)
- Graph 44: select deodorant-related behaviours – I am concerned about my body odour, % agree, by gender and age, 2024
- Graph 45: attitude towards deodorants – sweating a lot in public is embarrassing, % agree, by age and gender, 2024
- Consumers are also tackling sweat with non-deodorant products (1)
- Graph 46: usage of cooling products in hot weather, 2024
- Consumers are also tackling sweat with non-deodorant products (2)
- Graph 47: usage of select cooling products in hot weather, by gender and age, 2024
- Graph 48: usage of select cooling products in hot weather, by deodorant usage, 2024
- Consumers choose formats based on areas of concern and benefit expectations
- Preference for wipes transcends age and gender (1)
- Preference for wipes transcends age and gender (2)
- Graph 49: usage of deodorant, by gender and age, 2024
- Consumers choose formats according to where they experience sweat and odour concerns (1)
- Graph 50: usage of deodorant/antiperspirant on the body, 2024
- Consumers choose formats according to where they experience sweat and odour concerns (2)
- Graph 51: usage of deodorant/antiperspirant on the body, by wipe usage, 2024
- Graph 52: usage of deodorant/antiperspirant on the body, by use of aerosols, 2024
- Consumers choose formats according to where they experience sweat and odour concerns (3)
- Graph 53: usage of deodorant/antiperspirant on the body, by roll-on usage, 2024
- Graph 54: usage of deodorant/antiperspirant on the body, by stick usage, 2024
- Expected benefits influence consumers’ selection of format (1)
- Graph 55: purchase influencers of deodorants/antiperspirants , 2024
- Expected benefits influence consumers’ selection of format (2)
- Graph 56: purchase influencers of deodorants/antiperspirants, by use of wipes, 2024
- Graph 57: purchase influencers of deodorants/antiperspirants , by use of aerosols, 2024
- Expected benefits influence consumers’ selection of format (3)
- Graph 58: purchase influencers of deodorants/antiperspirants , by use of roll-ons, 2024
- Graph 59: purchase influencers of deodorants/antiperspirants, by use of solid sticks, 2024
- Consumers concerned about odour and sweat tend to frequently use multiple product formats all over the body
- Whether consumers only use one format or a combination, wipes are a must (1)
- Graph 60: number of deodorant formats used, 2024
- Whether consumers only use one format or a combination, wipes are a must (2)
- Graph 61: number of formats used by deodorant users, by gender and age, 2024
- Graph 62: usage of deodorant, by number of deodorant formats used, 2024
- Use of deodorants among multiple-format users is extensive and frequent (1)
- Graph 63: usage of deodorant on the body, by number of deodorant formats used, 2024
- Use of deodorants among multiple-format users is extensive and frequent (2)
- Graph 64: select attitude towards deodorants, by number of formats used, 2024
- Graph 65: select deodorant-related behaviours, by number of formats used, 2024
- Multiple-format users prioritise gentleness on skin as well as effectiveness
- Graph 66: select purchase influencers, by number of formats used, 2024
- Graph 67: attitude towards deodorants – excessive use of deodorants/antiperspirants is bad for the skin, % agree, by number of formats used, 2024
- Health conditions and skin type affect deodorant usage
- Deodorant use is high among those with sweat concerns due to skin-related or other health conditions (1)
- Graph 68: select deodorant-related behaviours, 2024
- Graph 69: usage of deodorants, by hot flash experience and skin irritation, 2024
- Deodorant use is high among those with sweat concerns due to skin-related or other health conditions (2)
- Graph 70: select deodorant-related behaviours, by gender and age, 2024
- Graph 71: identification of skin types of those who experience skin irritation due to sweating (1), 2024
- Deodorant use is high among those with sweat concerns due to skin-related or other health conditions (3)
- Graph 72: identification of skin types of those who experience skin irritation due to sweating (2), 2024
- Graph 73: experience of skin troubles of those who experience skin irritation due to sweating, 2024
- Top priority: getting rid of sweat
- Graph 74: usage of deodorants, by hot flash experience and skin irritation, 2024
- Frequent use of deodorant
- Graph 75: select deodorant-related behaviours, by hot flash experience and skin irritation, 2024
- Graph 76: select attitudes towards deodorants, by hot flash experience and skin irritation, 2024
- Emphasis is also placed on skin-friendliness
- Graph 77: purchase influencers of deodorants, by hot flashes experience or skin irritation, 2024
- Unscented = gentle on skin; appealing fragrance = strong and long-lasting protection
- Graph 78: select purchase influencers of deodorants, by prioritisation of certain scents/unscented products, 2024
- The average deodorant user doesn’t equate ‘unscented’ with ‘gentle on skin’
- Graph 79: select purchase influencers of deodorants, by prioritisation of certain scents/unscented products, 2024
- Users who experience hot flashes have high awareness of clean products (1)
- Users who experience hot flashes have high awareness of clean products (2)
- Graph 80: select deodorant-related behaviours, by health condition, 2024
- Graph 81: select deodorant-related attitudes, by hot flash experience and skin irritation, 2024
- Users who experience hot flashes are flexible in their deodorant use
- Graph 82: select deodorant-related behaviours, by health condition, 2024
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Opportunities in the Japanese market
- Three directions
- Deliver value to women in their 30s
- Women in their 30s tend to put deodorant on the back burner (1)
- Women in their 30s tend to put deodorant on the back burner (2)
- Graph 83: women’s use of deodorants, by age and parental status, 2024
- Graph 84: women’s concerns about body odour – I’m concerned about my body odour, % agree, by age and parental status, 2024
- Women in their 30s tend to put deodorant on the back burner (3)
- Promote a sense of value with multi-pack bundles and sets
- Sharing deodorant with partners or family can provide sense of good value
- Graph 85: select deodorant-related behaviours among men and women aged 30-39, 2024
- Encourage consumers to share unisex products with their partners
- Deodorants for the whole family also provide business opportunities
- Use clean beauty to appeal to consumers dealing with hot flashes and skin irritation from sweat
- Present clean beauty as an option for consumers with sweat concerns
- ‘Suitable for children’ claim as a guarantee of safety
- Emphasise products as kind on skin and the planet
- Deodorant that cares for you and supports others
- Appeal to women suffering from hot flashes
- Offer heavy users premium options
- Heavy deodorant users spend more on BPC
- Graph 86: composition ratio of number of formats used, by amount available for personal use each month, 2024
- Graph 87: select BPC purchase experience, by number of formats used within six last six months, 2024
- Heavy users very interested in naturally derived products and eco-friendly packaging
- Graph 88: select attitudes towards deodorants, by number of formats used, 2024
- Naturally derived Clarins deodorant also claims to have skincare benefits
- Rollr has a premium image and appeals to consumers with health and eco-consciousness claims
- All-over deodorising body mist with natural ingredients from NI
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