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
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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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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
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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