US Bodycare and Deodorant Market Report 2025
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US Bodycare and Deodorant Market Analysis
The US bodycare and deodorant market is projected to more than $10 billion by 2025, with a long-term growth rate of almost 6% in the foreseeable future.
From 2019 to 2024, the market saw steady growth, driven by strong demand for quality products despite financial pressures. The US bodycare market is expected to grow nearly 5% this year. While challenges like inflation and tariffs affect the market, there is continued interest in affordable, premium-feeling products, particularly in the masstige segment. Future growth will be fueled by innovations in product formats, fragrances, and skin-health benefits, catering to specific consumer needs in both the bodycare and deodorant market segments.
US Bodycare and Deodorant Market Trends
Consumer trends in the US bodycare and deodorant market show a growing preference for targeted, high-quality products despite financial uncertainty. Fragrance remains a top driver of US bodycare market and US deodorant market purchase decisions, with consumers, particularly those aged 18-44, eager to explore new scents. The demand for refillable packaging and products with dermatological and skin-health benefits is also on the rise, reflecting an interest in sustainability and long-term skin wellness. Additionally, consumers are increasingly expanding their bodycare routines, incorporating products like body oils, serums, and healing ointments. This trend is especially notable among younger consumers, who are also more likely to apply products to multiple areas of their body, including the neck, chest, and intimate regions.
Purchasing the US bodycare and deodorant market report 2025 provides insights into the growing demand for quality, affordable products. Brands can capitalize on opportunities by focusing on innovative fragrances, skin-health benefits, refillable packaging, and targeted solutions, especially around sustainability and multifunctional products.
About The Report
This US bodycare and deodorant market report provides comprehensive insights into both bodycare market and deodorant market, including consumer trends, market performance, and forecasts through 2025. It covers key areas such as product usage patterns, preferences for fragrances, skin-health benefits, refillable packaging, and targeted bodycare solutions. The research also explores market drivers, economic impacts, and emerging innovations like modular and sustainable products. Companies in the beauty and personal care industry, marketers, and retailers will benefit from this report, gaining valuable data to enhance product development, marketing strategies, and consumer engagement, while identifying growth opportunities in a dynamic and competitive bodycare and deodorant market.
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 | Procter & Gamble, Unilever, L’Oréal USA, Beiersdorf Inc, Kao Corporation, Kenvue Inc, Harry’s Inc, Opella, eos Products LLC, Aquaphor, La Roche-Posay, CeraVe, Nivea, Eucerin, Aveeno, Lubriderm, Neutrogena, Jergens, Curel, Vaseline, SheaMoisture, Gold Bond, Native, Dove, Degree, Axe, and Cetaphil |
Meet the Expert Behind the Analysis
This report was written by Joan Li. Joan joined Mintel in 2023 as a Senior Analyst in Beauty and Personal Care. Prior to this role, she was an agency-side brand planner and consumer insights analyst for multiple CPG accounts.
While enthusiasm is expected to taper, consumers continue to expect infusions of quality into everyday essentials.
Joan Li
Senior Analyst, Beauty and Personal Care
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EXECUTIVE SUMMARY
- What you need to know
- Market size and forecast
- Market predictions
- What consumers want and why
- Opportunities
-
MARKET DYNAMICS
- Market context
- Market drivers
- 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
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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
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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
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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
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
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