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.
Collapse All
WHAT YOU NEED TO KNOW
Where we are now
Mintel recommends: in the next two years
Mintel recommends: in five years and beyond
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
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
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.
€ 2600(Excl.Tax)
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
Multiple formats provided
We send a PDF and Powerpoint version of the report straight to your inbox. An interactive version of the report is also available on our online platform
Deodorant and hair removal brands are factoring in the importance of skin health to consumers, responding with effective products that care for skin.
Georgia Stafford, Beauty & Personal Care...
Strive to make hair removal and APDO routines more accessible and efficient while emphasizing skin health and barrier support claims in a warming climate.
Anna Keller, Global Senior Beauty...
New product development centred on sustainability and skincare has enhanced value propositions within the deodorant and hair removal categories.
Shiyan Zering, Beauty and Personal Care Analyst
...
Bodycare and APDO are defined by near-universal usage, with 88% of consumers already using bodycare products and 81% using APDO. This means the category has reached saturation, shifting...
Mintel’s Deodorants Market Dynamics reports pair comprehensive market statistics with unparalleled market intelligence to offer deep insights into the dynamic landscapes of key markets across the world....
The Indian perfumes and deodorants market is shifting, driven by consumers prioritising skin health. A key trend is 'skinification', the integration of skincare benefits into perfumes and deodorants....
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.