2026
10
The Future of Deodorants 2026
2026-03-03T16:02:53+00:00
REP7677E2D7_186A_4BBC_B7E2_D7186ABBBCB0
2195
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

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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

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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