The US bodycare and deodorant market is on track for steady growth, with a projected valuation of $10.3 billion by 2025. Consumers are increasingly experimenting with bodycare by incorporating secondary…
US
Bodycare
Deodorants
simple
US Bodycare and Deodorant Market Report 2025
"While enthusiasm is expected to taper, consumers continue to expect infusions of quality into everyday essentials."
US Bodycare and Deodorant Market – Trends and Insights
The US bodycare and deodorant market is projected to grow steadily in 2025. While consumers are currently experimenting with secondary products and new deodorant formats, financial uncertainties may lead to a shift back toward essential, everyday basics.
Despite economic challenges, demand for bodycare and deodorant remains strong, as consumers continue to prioritize quality in their daily routines.
The masstige segment is well-positioned to capture market share, leveraging affordability and transparency to appeal to budget-conscious shoppers.
To maintain growth and defend against trade-down behaviors, brands should focus on consumer priorities such as appealing fragrances, targeted treatments, and refillable programs.
The long-term success of the category will depend on brands’ ability to align with evolving consumer needs, balancing affordability with innovation to retain loyalty and drive engagement.
Key Topics Analyzed in the Report
Size and forecast of the bodycare and deodorant market
Macro-market factors impacting the bodycare and deodorant market
How companies/brands are marketing and messaging products to consumers
Consumer usage of bodycare and APDO products
Where consumers apply bodycare and APDO products on their bodies
Purchase priorities and attitudes toward APDO and bodycare
Trial and interest in mainstream and emerging APDO and bodycare innovations
Report Attributes
Details
Published Date
May 2025
Data Range
2019-2029
Measurement Metrics
Revenue in US $
Country Focus
United States of America (US)
Consumer Data
2,000 internet users aged 18+, February 2025
Number of Pages
72
Market Segmentation
Body lotion, Hand Cream/Lotion, Body Cream/Butter, Healing Ointment, Body Oil, In-Shower Lotion, Solid Body Lotion, Body Serum, Gradual/Self-tanning Body Lotion
Leading Companies in the US Bodycare and Deodorant Market
Lowered consumer sentiment to place higher scrutiny on additive features, products and routines
Graph 1: consumer confidence levels, 2022-25
Tariffs will hit commonplace ingredients and packaging materials
Higher ingredient scruntiny to lay the groundwork for long-term trust
Inducting a new wave of young users requires parental trust
Graph 2: teen/tween usage of bodycare and deodorant, by gender and age group, 2024
Graph 3: parental intervention in BPC shopping, by age group, 2024
Market size and forecast
Retail sales and forecast of bodycare and deodorant
Retail sales and forecast of bodycare and deodorant, adjusted for inflation
Market segmentation
Retail sales of bodycare and deodorant, by segment
Graph 4: total retail sales and forecast of bodycare products and antiperspirant/deodorant, by segment, at current prices, 2019-29
Retail sales of bodycare and deodorant, by segment
Multi-outlet* bodycare sales underlied by increased prices
Multi-outlet* antiperspirant and deodorant growth attributed to both price and volume increases
Market share/brand share
Multi-outlet sales of bodycare and deodorant, by company
Aquaphor, La Roche-Posay and eos saw strong MULO performances in bodycare
Private label performance more than triples compared to last year
INNOVATION AND MARKETING STRATEGIES
Prestige to face headwinds, bucking recent growth
Graph 5: bodycare launch type by beauty price positioning, 2020-24
Prestige to face headwinds, bucking recent growth
Graph 6: APDO launch type by beauty price positioning, 2020-24
Masstige to expand under demands for elevated skin health at an accessible price point
Graph 7: masstige launches of bodycare and deodorant featuring vitamin-fortified or dermatological claims, 2020-24
Mass distribution remains critical to channel strategy
Graph 8: lotion purchase channels, 2024
Mass distribution remains critical to channel strategy
Graph 9: APDO purchase channels, 2024
Look to fragrance trends and marketing to encourage prestige and exploratory purchases
Lend scientific rigor to appearance-enhancing benefits
Support aftercare from in-office visits and extend results
Invest in circular programs to maintain alignment with consumer interest
CONSUMER INSIGHTS – BODYCARE
Consumer fast facts
Usage of bodycare products
Secondary products make modest gains
Graph 10: usage of bodycare products, 2023-25
Expanded repertoires point to greater attention paid to body skin needs
Graph 11: repertoire of bodycare product usage by year, gender and age, 2024-25
Healing ointment and body butters are entry points for users looking to extend their repertoires
Graph 12: bodycare product usage by repertoire of bodycare usage, 2025
Solid and in-shower lotions offer versatility for changing seasons and needs
Graph 13: usage of select bodycare products by age, 2023 vs 2025
Areas of bodycare application
Hands, arms and legs are primary areas of concern
Graph 14: areas of bodycare application, 2025
Certain groups have more areas of concern
Graph 15: repertoire of areas of bodycare application, by race and ethnicity, 2025
Neck, chest and stomach care can benefit from prevention-oriented marketing
Neck, chest and stomach-care can benefit from prevention-oriented marketing
Graph 16: areas of bodycare application, by gender and age, 2025
Acknowledge intimate grooming routines and needs
Graph 17: application of bodycare product on groin and/or pubic area, by gender and age, 2025
Connect intimate bodycare to sexual wellness
Purchase priorities and attitudes toward bodycare
Fragrance reigns as the leading criteria
Graph 18: bodycare purchase factors, ranked, 2025
For some, premium bodycare is a necessity
Graph 19: premium bodycare attitudes, by financial situation, 2025
Higher-end shoppers place a premium on unique scents
Graph 20: attitudes toward bodycare among premium purchasers of bodycare, 2025
Rising engagement with professional services impacts bodycare needs
Graph 21: changes to bodycare needs, by age and gender, 2025
Trial and interest in bodycare innovations
Opportunity to segment by lifestage and lifestyle
Graph 22: trial and interest in bodycare innovations and claims, 2025
Sheet masks resonate with area-specific treatments and concerns
Graph 23: trial and interest in bodycare sheet masks, 2023 vs 2025
Connect women to topical treatments for lifestage changes
Graph 24: select use and future intent toward hormonal lifestage bodycare products, 2025
Enable active lifestyles among users aged 55+
Graph 25: trial and interest in bodycare tailored toward active lifestyles, by gender and age, 2025
CONSUMER INSIGHTS – ANTIPERSPIRANT AND DEODORANT
Consumer fast facts
Usage of APDO products and formats
Use of APDO remains steady
Graph 26: use of APDO products, 2023-25*
Graph 27: antiperspirant vs deodorant usage by percentage, 2025
Young men are less likely to use deodorants
Graph 28: APDO usage by select genders and generations, 2025
Gen Z and Millennials gravitate toward newer formats and textures
Graph 29: formats of APDO used, 2025
Antiperspirant users are more likely to reach for aerosol sprays
Graph 30: APDO formats used by APDO products used, 2025
Areas of APDO application
Underarms remain the primary area of concern
Graph 31: areas of APDO application, 2025
Whole-body formats drive new areas of application
Graph 32: areas of APDO application by format used, 2025
Convenient, fast-drying solutions sought for certain areas
Graph 33: areas of APDO application by format used, 2025
Be mindful of gendered differences in targeted areas
Graph 34: select areas of APDO application, by gender and age, 2025
Purchase priorities and attitudes toward APDO
Fragrance and format are top factors of consideration
Graph 35: APDO purchase priorities, ranked, 2025
Offer unscented solutions for mature consumers
Graph 36: preferences for unscented APDO products, any rank, by age, 2025
Parents seek ingredient safety and transparency for their households
Graph 37: ingredient safety concerns by parental status, 2025
Skin-type designation appeals to consumers of color
Graph 38: ingredient and skin health attitudes toward APDO, by race or ethnicity, 2025
Trial and interest in APDO innovations
Facial skincare ingredient inclusions become commonplace
Graph 39: Trial and interest in APDO with facial skincare ingredients, 2023 vs. 2025
Refillable options gain steam
Graph 40: trial and interest in refillable APDO containers, 2023 vs 2025
Merge APDO’s functionality with fragrance’s emotional appeal
Graph 41: trial and interest in APDO with signature or luxury fragrances, 2025
Teen-dedicated APDO must align with parents’ health concerns
Graph 42: trial and interest in APDO for children and teens, 2025
APPENDIX
Market definition
Consumer research questions
Consumer research methodology
Generations
Abbreviations and terms
Forecast methodology
Forecast fan chart methodology
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