2026
10
The Future of Deodorants 2026
2026-03-03T16:02:53+00:00
REP7677E2D7_186A_4BBC_B7E2_D7186ABBBCB0
2600
191686
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Report
en_GB
Deodorants hold untapped growth potential. Disrupt with supplement formats, next-level scents and specialised formulas for age-/stress-related odour or for Gen Alpha. Rosalia Di Gesu, Director, Mintel Beauty & Personal Care…
Global
Deodorants
simple

The Future of Deodorants 2026

"Deodorants hold untapped growth potential. Disrupt with supplement formats, next-level scents and specialised formulas for age-/stress-related odour or for Gen Alpha."

Rosalia Di Gesu, Director, Mintel Beauty & Personal Care

Discover the future trends in the global deodorants market with Mintel’s Future Of report. The report identifies the key consumer and industry trends that will impact the global deodorants industry over the next five years.

The most important upcoming trends in the deodorants market are analysed and succinctly presented alongside relevant insights from Mintel’s consumer data. So you can understand how consumer demands will change and identify future innovation and growth opportunities.

This report also presents Mintel’s analysts’ pick of the most innovative and inspirational launches in deodorants. Understanding the future of deodorants has never been so easy.

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  1. WHAT YOU NEED TO KNOW

    • Where we are now
    • Mintel recommends: in the next two years
    • Mintel recommends: in five years and beyond
  2. IN THE NEXT TWO YEARS

    • Innovate with disruptive formats to command a premium
    • Glam-up deodorants with makeup-inspired cushion formats
    • Reimagine roll-on formats to premiumise deodorant
    • Capitalise on inside-out beauty trends with supplement-format deodorant
    • Be inspired by emerging supplement-format deodorants
    • Regional perspective: consider varied format preferences by market
    • Graph 1: % of adults who have taken beauty supplements, top five markets, 2025
    • Elevate fragrance narratives to drive purchase
    • Level up gourmand fragrances with bolder and closer team-ups with food/drink
    • Leverage olfactory science and neurocosmetics
    • Align deodorants with fine fragrances to drive trade-up
    • Leverage nostalgia and consumer feedback to protect sales
    • Consider the power of the billboard in sensory marketing
    • Regional perspective: florals appeal in China, personality-matching in Thailand
    • Unlock growth with specialised deodorants
    • Specialise with 'kareishu' or menopause in mind
    • Specialise with teenagers in mind
    • Formulate with gentleness and naturalness in mind to appeal to Gen Alpha/their parents
    • Target stressful occasions and distinct stress odour
    • Boost intimate deodorant sales by targeting men and tapping into buttock-care trends
    • Regional perspective: consider markets with ageing and youthful populations
  3. IN FIVE YEARS AND BEYOND

    • Invest in science- and tech-first concepts to better meet efficacy demands
    • Meet demand for next-level efficacious deodorants with premium, high-tech NPD
    • Graph 2: share of deodorant launches by select claims and ingredients, 2024-25
    • Leverage Mintel's Metabolic Beauty Prediction to enhance durability and command a premium
    • Invest in devices to reach the tech engaged and chemical wary
    • Get smarter about cooling and fast-drying features amid climate change
    • Regional perspective: AI-/tech-driven opportunities are global
  4. KEY TAKEAWAYS

    • Key takeaways

What is a 'Future of' Report?

Have you ever wondered how to get a clear view of what’s next for your industry? Forget the crystal ball, what you need is a Mintel ‘Future of’ reports. The reports offer a forward-looking perspective, helping you identify upcoming opportunities and navigate the trends that will shape your business for the next five years and beyond.

How Mintel Builds a Picture of the Future

Creating a ‘Future of’ report is a comprehensive process that combines deep data analysis with expert human insight. Here’s a look at the core components that make these reports so valuable.

Expert Insights from Category Analysts

Our dedicated category analysts are at the heart of these reports. They bring years of industry experience and a deep understanding of global markets. They interpret complex data, connect the dots, and provide you with expert recommendations on what to expect in the next two years, five years, and even further into the future. They provide the strategic thinking you need to stay ahead.

Powered by Robust Data

Our analysis is grounded in solid data. A key source is Mintel’s Global New Products Database (GNPD), a powerful resource that tracks product innovation and launches around the world. By analysing this wealth of information, we can spot emerging patterns and shifts in the market. This data, combined with our knowledge of consumer behavior, allows us to anticipate what consumers will want next.

Designed for Forward-Thinking Strategy

Our ‘Future of’ reports are designed to help you look ahead with confidence. By focusing on trend forecasting and identifying future opportunities, these reports provide the insights you need to innovate and plan effectively. They are crafted specifically to help you anticipate market shifts and make proactive decisions, ensuring you and your business are prepared for what’s to come.

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