Deodorant Stick Market

Market Study on Deodorant Sticks: PMR Foresees Various Opportunities, Analysing the Rising Consumer Emphasis on Personal Grooming, Growing Urbanization, and Advancements in Product Formulations Catering to Diverse Preferences and Needs

A Detailed Analysis of the Deodorant Stick Market Based on Increasing Hygiene Awareness, and Demand for Convenient Personal Care Products

Report ID: PMRREP34184

Report Type: Ongoing

Format: PPT*, PDF, EXCEL

Industry: Consumer Goods

Report Price


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Deodorant Stick Market Outlook

The global deodorant stick market is forecast to expand at a CAGR of 5.9% and thereby increase from an estimated value of US$2.3 Bn in 2024, to US$3.4 Bn by the end of 2031.


Key Insights

Deodorant Stick Market (2024E)

US$2.3 Bn

Projected Market Value (2031F)

US$3.4 Bn

Global Market Growth Rate (CAGR 2024 to 2031)


Historical Market Growth Rate (CAGR 2019 to 2024)


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Market Introduction and Definition

The deodorant stick market stands as a cornerstone within the consumer product industry, offering essential personal care solutions that resonate with a global audience. Defined by its convenience, efficacy, and diverse formulations, deodorant sticks have become an integral aspect of daily grooming routines for millions worldwide.

In recent years, the market has experienced significant growth, propelled by various key features that distinguish it in the consumer product landscape. One such feature is the increasing emphasis on personal hygiene and grooming among consumers across different demographics. As individuals become more conscious of their appearance and scent, deodorant sticks offer a practical solution for maintaining freshness and confidence throughout the day.

Moreover, the deodorant stick market thrives on its ability to cater to evolving consumer preferences and lifestyles. With advancements in formulation technology, manufacturers have introduced a plethora of product variants, ranging from long-lasting odor protection to natural and eco-friendly options, thereby appealing to a broader spectrum of consumers.

Furthermore, the significance of the deodorant stick market extends beyond its utilitarian purpose; it embodies a cultural shift towards wellness and self-care. As consumers prioritize health and well-being, deodorant sticks serve as emblematic products that align with these values, driving their continued adoption and market growth. This market exemplifies innovation, adaptability, and consumer-centricity within the consumer product industry, making it a vital sector poised for sustained expansion in the years to come.

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Market Growth Drivers

Increasing Emphasis on Personal Hygiene and Grooming

In recent years, there has been a notable surge in consumer awareness regarding personal hygiene and grooming practices, driving the demand for deodorant sticks. As individuals become more conscious of their appearance, scent, and overall well-being, they seek products that offer effective odor protection and long-lasting freshness. Deodorant sticks provide a convenient solution, offering easy application and reliable performance throughout the day. This emphasis on personal grooming is particularly pronounced among urban populations, where busy lifestyles demand efficient and practical hygiene solutions.

Moreover, cultural shifts towards wellness and self-care further amplify the significance of deodorant sticks, positioning them as essential items within daily grooming routines. Consequently, the market continues to witness steady growth as consumers prioritize hygiene, grooming, and self-confidence, driving the demand for innovative and effective deodorant stick formulations.

Innovation in Formulation Technology

Another key driver fueling the expansion of the deodorant stick market is the relentless innovation in formulation technology. Manufacturers are constantly striving to develop advanced formulations that offer enhanced odor protection, longer-lasting efficacy, and additional benefits such as skin nourishment and sensitivity.

From traditional antiperspirants to natural and eco-friendly alternatives, the market is flooded with a diverse array of product variants catering to varied consumer preferences and needs. Innovations such as microencapsulation of fragrance molecules, incorporation of antibacterial agents, and the use of natural ingredients have revolutionized the efficacy and appeal of deodorant sticks.

Moreover, advancements in packaging design and materials contribute to the market's growth by enhancing product visibility, shelf appeal, and sustainability. As consumers increasingly prioritize performance, safety, and environmental consciousness, manufacturers continue to invest in research and development to introduce novel formulations that address evolving market demands, driving the sustained expansion of the deodorant stick market.

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Market Restraints

Health Concerns, and Ingredient Safety Issues

One of the significant growth restraints hindering the progress of the deodorant stick market relates to growing consumer concerns regarding the safety of ingredients used in deodorant formulations. With increased awareness about the potential health risks associated with certain chemicals found in traditional deodorants and antiperspirants, such as aluminum compounds and parabens, consumers are seeking safer and more natural alternatives. This heightened awareness has led to a shift in consumer preferences towards products labeled as clean, natural, and/or free from harmful chemicals.

Brands thus tend to face challenges in reformulating their products to meet these evolving consumer demands while maintaining efficacy and performance standards. Additionally, regulatory scrutiny and potential bans on certain ingredients further complicate the market landscape, requiring companies to invest in research and development to develop safer formulations that address consumer concerns without compromising on product effectiveness.

Intense Competition, and Market Saturation

Another significant growth restraint facing the deodorant stick market is the intensifying competition and market saturation. The market is inundated with numerous brands offering a wide range of deodorant stick products, leading to intense competition for market share and consumer attention.

Established brands, as well as new entrants and niche players, vie for consumer loyalty through aggressive marketing strategies, product innovation, and pricing tactics. This saturation within the market makes it increasingly challenging for companies to differentiate their offerings and capture the attention of consumers amidst a sea of competing products.

Moreover, the proliferation of private-label and generic brands further intensifies competition, exerting downward pressure on prices and profit margins. As a result, companies must continually invest in product differentiation, branding, and marketing efforts to remain competitive in the crowded deodorant stick market landscape and sustain growth amid challenging market conditions.


Rising Demand for Natural and Organic Deodorant Products

An increasingly prominent opportunity in the global deodorant stick market is the rising demand for natural and organic deodorant sticks. With growing consumer awareness about the potential health risks associated with synthetic ingredients and chemicals commonly found in traditional deodorant formulations, there is a significant shift towards cleaner and more natural alternatives. This trend is driven by consumers seeking products formulated with plant-based ingredients, essential oils, and other natural extracts that offer effective odor protection without compromising on safety or environmental impact.

There is a burgeoning market for natural and organic deodorant sticks, presenting an opportunity for manufacturers to capitalize on this consumer preference by developing and marketing products that align with clean beauty standards. Companies can differentiate themselves by emphasizing transparency, sustainability, and eco-friendly packaging, catering to a growing segment of health-conscious and environmentally aware consumers seeking safer and greener personal care options.

Expanding Scope in Emerging Markets, and Untapped Segments

Another significant opportunity in the global deodorant stick market lies in the expansion into emerging markets and untapped consumer segments. As urbanization, disposable income levels, and hygiene awareness rise in developing regions across Asia, Latin America, and Africa, there is a growing demand for personal care products, including deodorant sticks. Manufacturers can capitalize on this opportunity by expanding their presence in emerging markets and targeting underserved consumer segments such as teenagers, men, and seniors.

Moreover, there is potential for innovation in product formulations tailored to address specific regional preferences, climates, and cultural norms. By leveraging market research insights and strategic partnerships with local distributors or retailers, companies can penetrate new markets, build brand awareness, and capture market share in regions with significant growth potential. This expansion strategy not only diversifies revenue streams but also positions companies for long-term growth and sustainability in an increasingly competitive deodorant stick market landscape.

Analyst's Overview

The overall growth outlook of the deodorant stick market remains robust in both the short and long term. In the short term, factors such as increasing consumer emphasis on personal hygiene, rising urbanization, and innovations in formulation technology are expected to drive steady market expansion. Additionally, the growing popularity of natural and organic deodorant sticks presents an opportunity for manufacturers to capitalize on evolving consumer preferences and gain market share.

Moreover, the market's resilience is demonstrated by its ability to adapt to changing consumer behaviors and preferences, ensuring sustained growth momentum despite challenges such as regulatory scrutiny and intense competition. The market is poised for continued growth fueled by demographic trends, expanding middle-class populations in emerging markets, and the growing adoption of personal care products worldwide.

Furthermore, advancements in product innovation, packaging design, and marketing strategies will further enhance market competitiveness and drive penetration into new geographic regions and consumer segments. Overall, the deodorant stick market is projected to maintain a decent growth trajectory over the long term, supported by evolving consumer needs, technological advancements, and strategic market expansion initiatives.

Supply-side Dynamics

The deodorant stick market is shaped by several key supply dynamics that influence production, distribution, and market competitiveness. Firstly, raw material availability and pricing play a significant role in supply dynamics. Ingredients such as fragrances, emollients, and antibacterial agents directly impact the formulation and cost of deodorant sticks. Fluctuations in the prices of these raw materials can affect manufacturing costs and profit margins for companies operating in the market.

Secondly, manufacturing capabilities and capacity utilization influence supply dynamics. Companies with efficient production facilities and robust supply chains can respond swiftly to market demand fluctuations, ensuring product availability and competitiveness. Moreover, investments in research and development enable companies to innovate and introduce new formulations, enhancing their market position and driving supply growth.

Thirdly, distribution networks and logistics infrastructure are critical aspects of supply dynamics. Efficient distribution channels ensure timely delivery of products to consumers, enhancing brand visibility and customer satisfaction. Companies with extensive distribution networks and strategic partnerships can capitalize on market opportunities and gain a competitive edge.

Overall, these supply dynamics, encompassing raw material availability, manufacturing capabilities, and distribution networks, collectively shape the deodorant stick market, influencing product availability, pricing, and market competitiveness. Companies that effectively navigate these supply dynamics can capitalize on market opportunities and drive sustainable growth in the deodorant stick market.

Market Segmentation

How is the Soaring Popularity of Alcohol-Free Deodorant Sticks Shaping New Market Trends?

The alcohol-free deodorant stick segment is poised to spearhead market growth, driven by increasing consumer preference for personal care products featuring natural ingredients worldwide. Rising concerns about potential skin allergies and adverse effects stemming from chemical and alcohol content in traditional deodorants are fueling demand for alcohol-free alternatives. Consequently, leading companies are unveiling products formulated with plant-based and natural ingredients like eucalyptus, jasmine, cocoa butter, among others, to cater to this burgeoning demand.

What is the Most Rapidly Growing Sales Channel?

The sales of deodorant sticks through online platforms are anticipated to experience notable growth over the forecast period, propelled by the rapid emergence of eCommerce platforms and the widespread penetration of social media. This trend presents lucrative opportunities for market players to expand their reach and tap into a broader consumer base. The allure of online shopping lies in the availability of diverse product options and the convenience of doorstep delivery, enticing consumers to prefer online channels.

Why is Metal and Glass Packaging Gaining Momentum Globally?

The rise in environmental awareness has led to an increasing demand for eco-friendly products, prompting key players to introduce sustainable alternatives, including deodorant sticks packaged in glass materials. As a result, the glass packaging material segment is poised for substantial growth in the deodorant stick market through 2023. Concerns over the adverse environmental impact of single-use plastics, and other materials have propelled the adoption of glass packaging, aligning with consumer preferences for sustainable and eco-friendly solutions.

Top Regional Markets

How is the Organic Deodorant Stick Boom Influencing the Leading Position of the UK in Global Market?

Europe has consistently held the largest share in the deodorant stick market from 2018 to 2022, a trend expected to persist in the forecast period. The region's demand is notably fueled by the increasing preference for natural products in personal care items. Among European countries, the UK emerges as a particularly lucrative market, driven by a surge in demand for organic hygiene products.

Consumers in the UK show a growing inclination towards eco-friendly and skin-friendly options. Key players in the UK market are responding by introducing deodorant sticks packaged in glass, along with formulations containing natural ingredients like jojoba, coconut oil, and shea butter, renowned for their skin benefits.

Leading brands such as Calvin Klein, Dove, and Old Spice are capitalizing on this trend by introducing natural ingredient lines like Calvin Klein deodorants, and Old Spice deodorant sticks. Moreover, the presence of numerous premium personal care brands further bolsters deodorant stick sales in the UK, solidifying its position as a dominant force in the global market. Europe is expected to contribute over 32% of deodorant stick sales in 2023, as per the study.

How Significant is the Rise of Metal and Glass Packaging in Shaping the Market in the US?

The US is poised to dominate the North America deodorant stick market, holding the highest share in the region. Projections suggest that North America will contribute over 29% of the global market share by 2023. This anticipated growth in the US market can be attributed to the strong presence of leading personal care companies, which are heavily investing in promotional activities and marketing strategies to drive sales. Moreover, these companies are introducing organic products with a variety of flavors and ingredients to attract consumers. Key players in the US are also focusing on enhancing their product designs and packaging quality to maintain a competitive edge.

An illustrative example is Dove's introduction of its first refillable deodorant in April 2021, featuring stainless steel packaging as a sustainable alternative to plastic. These innovative deodorants were made accessible in major US retailers such as Target, and Walmart, as well as online platforms. With a multitude of product launches and endorsements on the horizon, the demand for deodorant sticks in the US is expected to surge.

Competitive Intelligence and Business Strategy

The deodorant stick market is led by several significant companies that have established themselves as key players in the industry. Brands such as Dove, Old Spice, Axe (Lynx in some regions), Gillette, and Degree are among the frontrunners, commanding substantial market share with their extensive product lines and widespread brand recognition. These market leaders employ various unique competitive strategies to maintain their dominance. They invest heavily in marketing campaigns, celebrity endorsements, and product innovations to differentiate themselves from competitors and attract consumers.

Additionally, many companies focus on offering a diverse range of scents, formulations, and packaging options to cater to diverse consumer preferences. Market leaders benefit from key competitive advantages such as brand reputation, economies of scale, and strong distribution networks, enabling them to effectively penetrate new markets and sustain growth. In the long term, the competitive landscape of the deodorant stick market is expected to remain dynamic, with continued innovation driving competition among players. Emerging trends such as the demand for natural and eco-friendly products may prompt further adaptations in competitive strategies, reshaping the industry landscape over time.

Key Recent Developments

New Antiperspirant Technology

With growing concerns over body odor and sweat, companies in the deodorant stick market are investing in new antiperspirant technologies. These advancements aim to provide longer-lasting protection against sweat and odor, appealing to consumers seeking reliable solutions for their hygiene needs. These technologies often incorporate innovative ingredients and formulations, promising improved efficacy and comfort for users.

Impact on Market:

The introduction of new antiperspirant technologies is likely to drive market growth by attracting consumers looking for more effective and reliable products. This innovation may lead to increased market competition as companies strive to differentiate themselves through superior performance and formulation advancements. Additionally, it could contribute to higher consumer satisfaction and loyalty, enhancing brand reputation and market share.

Sustainable Packaging Initiatives

In response to growing environmental concerns, companies operating in the deodorant stick market are focusing on sustainable packaging initiatives. This involves exploring eco-friendly materials, such as bioplastics and recyclable alternatives, to reduce the environmental impact of product packaging. Additionally, efforts are being made to minimize packaging waste through innovative design and materials that prioritize recyclability and reduce overall carbon footprint.

Impact on Market:

The adoption of sustainable packaging initiatives can positively influence the deodorant stick market by appealing to environmentally conscious consumers. Brands embracing eco-friendly practices may gain a competitive edge, as sustainability becomes an increasingly important factor in purchasing decisions. Moreover, such initiatives could lead to enhanced brand image and consumer trust, potentially driving market growth as more consumers align with brands that prioritize sustainability.

Expansion into Niche Markets

To cater to diverse consumer preferences, companies in the deodorant stick market are expanding their product offerings into niche segments. This includes developing specialized deodorants tailored to specific demographics, such as athletes, teenagers, or individuals with sensitive skin. By targeting niche markets, companies can address unique needs and preferences, offering customized solutions that resonate with specific consumer groups.

Impact on Market:

The expansion into niche markets presents opportunities for companies to diversify their product portfolios and tap into previously underserved segments. By catering to specific consumer needs, brands can strengthen their market presence and foster customer loyalty within niche demographics. Additionally, this strategy enables companies to differentiate themselves from competitors, potentially gaining market share and driving overall market growth through targeted product innovation and marketing strategies.

Deodorant Stick Market Report Scope:



Forecast Period

2024 to 2031

Historical Data Available for

2019 to 2024

Market Analysis

US$ Million for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia & Pacific
  • Middle East & Africa

Key Countries Covered

  • United States
  • Canada
  •  Brazil,
  • Mexico
  • Chile
  • United Kingdom,
  • Germany
  • Italy
  • France
  • Spain
  • Russia
  • Malaysia, Indonesia
  • South Korea
  • Australia
  • New Zealand

Key Market Segments Covered

  • Product
  • Packaging Material
  • Sales Channel
  • Region

Key Companies Profiled

  • The Estée Lauder Companies Inc.
  • Unilever PLC
  • L’Oréal S.A.
  • Procter & Gamble
  • Beiersdorf AG
  • Colgate-Palmolive Company
  • Mandom Corporation
  • Lion Corporation
  • The Body Shop International Ltd.
  • Knowlton Development Corporation (KDC)

Report Coverage

  • Market Forecast
  • Company Share Analysis
  • Competition Intelligence
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives

Customization & Pricing

Available upon request

Deodorant Stick Market Segmentation

By Product:

  • With-Alcohol
  • Alcohol-Free

By Packaging Material:

  • Glass
  • Metal
  • Plastic

By Sales Channel:

  • Store Based Retailing
  • Online Retailing

By Region:

  • North America
  • Latin America
  • Western Europe
  • Eastern Europe
  • South Asia and Pacific
  • East Asia
  • Middle East & Africa

For report customisation and delivery information contact our sales representative.

Companies Covered in This Report

  • The Estée Lauder Companies Inc.
  • Unilever PLC
  • L’Oréal S.A.
  • Procter & Gamble
  • Beiersdorf AG
  • Colgate-Palmolive Company
  • Mandom Corporation
  • Lion Corporation
  • The Body Shop International Ltd.
  • Knowlton Development Corporation (KDC)

Frequently Asked Questions

The projected CAGR for the global deodorant stick market from 2024 to 2031 is approximately 5.9%.

Europe, particularly the UK, holds the largest share in the deodorant stick market and is expected to continue dominating, driven by increasing preference for natural products.

The Estée Lauder Companies Inc., Unilever PLC, L’Oréal S.A., Procter & Gamble, Beiersdorf AG, Colgate-Palmolive Company, Mandom Corporation, Lion Corporation, The Body Shop International Ltd., and Knowlton Development Corporation (KDC).

They rising demand for natural and organic deodorant sticks, and expansion into emerging markets and untapped consumer segments.

Unilever PLC, L’Oréal S.A., The Estée Lauder Companies Inc., Colgate-Palmolive Company, Procter & Gamble, and The Body Shop International are some of the leaders in this market.

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