Efficacy is driving NPD
Consumers are dissatisfied with sweat and odour protection, which will only be exacerbated by climate change and rising temperatures. Innovation is needed with opportunities in formulation, usage instructions, and pre- and post- deodorant solutions.
Plateauing population growth threatens spending
Growth in the UK’s population is expected to plateau over the next two decades, threatening the category’s growth. Strategies for increasing both product repertoires and average spend per product are needed if brands want to reduce the impact.
Premiumisation is the biggest opportunity
Consumers are primed for the premiumisation of the category, as natural deodorants have paved the way for higher price points. Most notable, opportunities exist within skincare ingredients and claims, as well as premium scents.
Deodorant users are primed for premiumisation in the category, while efficacy remains a driver of NPD, and private label will benefit from unit price increases.
Dionne Officer, Research Analyst – BPC Innovation
Products covered in this Report
For the purposes of this Report, Mintel has used the following definitions:
The products covered in this Report include deodorants and antiperspirants for both men and women, in all packaging formats, including:
This Report excludes bodysprays used purely for fragrance and with no deodorising/antiperspirant properties. For more information on bodysprays, see Mintel’s Report Fragrances – UK, 2024.
Please note that the terms ‘deodorants’ and ‘antiperspirants’ are used interchangeably throughout the Report.
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