This Market Dynamics report features market data extracted from Mintel’s US Bodycare and Deodorant Market Report 2026. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the US bodycare and deodorant markets. The full report is available to purchase here.
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THE MARKET
- Snapshot – market size and forecast
- Market context
- US economic snapshot
- Market factors
- Daily habits anchor market resilience, while expanding routines drive growth
- Graph 1: APDO daily use and change in routine, 2026
- Graph 2: bodycare daily use and change in routine, 2026
- Spending rises as growth shifts beneath the surface
- Value, average price and volume of MULO bodycare products sales
- Value, average price and volume of MULO antiperspirant/deodorant sales
- US market faces patchwork bans and regulatory uncertainty
- Influx of US regulatory changes
- Market size and forecast
- Market size and forecast of bodycare and deodorant
- Graph 3: Value fan chart – deodorant and anti-perspirant
- Total retail sales and forecast of bodycare products and APDO at current prices
- Total retail sales and forecast of bodycare products and APDO at inflation-adjusted prices
- Market segmentation
- Daily use sustains APDO growth advantage
- Graph 4: total retail sales of bodycare products and APDO, by market share, 2025
- Graph 5: total retail sales of bodycare products and APDO, by segment, by % change, 2019-25
- Total retail sales of bodycare products and APDO, 2023-25
- Total retail sales of bodycare products and APDO, 2019-25
- Market share/brand share
- Unilever and P&G dominate, but eos produces disruptive growth
- Graph 6: MULO market share of bodycare and deodorant, by leading companies, 2026
- Graph 7: MULO sales change of bodycare and deodorant, by leading companies, 2005-26
- MULO sales of bodycare and deodorant
- Multiple growth paths reshape the brand landscape in bodycare
- MULO sales of bodycare and hand lotion
- Stability and disruption coexist in deodorant brand performance
- MULO sales of antiperspirant/deodorant
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THE CONSUMER
- Overview: the bodycare and APDO user
- High participation raises the bar for category innovation
- Routines
- APDO is part of daily routines
- Graph 8: APDO routines, 2026
- Attitudes toward bodycare
- Skincare-level performance for the body is in demand
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APPENDIX
- Market definition
- The market
- Forecast methodology
- Forecast methodology – fan chart
- Total retail sales and forecast of bodycare products, at current prices
- Total retail sales and forecast of bodycare products, at inflation-adjusted prices
- Total retail sales and forecast of antiperspirant/deodorant, at current prices
- Total retail sales and forecast of antiperspirant/deodorant, at inflation-adjusted prices
- The consumer
- Consumer research questions
- Consumer research methodology – US
- US generation groups
- Abbreviations
About Mintel Market Dynamics
Mintel’s Market Dynamics reports are built from Mintel’s robust market size data. We pair these comprehensive market statistics with unparalleled market intelligence to offer deep insights into the dynamic landscapes of key markets across the world.
Created by our team of expert analysts, Market Dynamics connects the dots between market forecasts, consumer sentiment, and brand innovations to give you the full story of how your market is evolving and what your next move should be.
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