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Refillable Deodorants Market

Market Study on Refillable Deodorants: PMR Foresees a Wealth of Opportunities Arising in this Space as the Eco-consciousness of Consumers Increases, Thereby Boosting the Sustainable and Waste-reducing Personal Care Alternatives.

A Detailed Analysis of The Refillable Deodorants Market Based on Growing Consumer Interest in Beauty and Personal Grooming, Heightened Sustainability Concerns, and an Increased Demand for High-End and Exotic Perfumes.

Refillable Deodorants Market

The global refillable deodorants market is forecast to expand at a CAGR of 5.3% and thereby increase from a value of US$302.3 Mn in 2023, to US$433.9 Mn by the end of 2030.


Key Insights

Refillable Deodorants Market Size (2023E)

US$302.3 Bn

Projected Market Value (2030F)

US$433.9 Bn

Global Market Growth Rate (CAGR 2023 to 2030)


Historical Market Growth Rate (CAGR 2018 to 2022)


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Market Introduction and Definition

Refillable deodorants are skin care products that are applied to the skin to cover up or avoid offensive body odor caused by bacteria that break down sweat, such as in the groin, armpits, or feet. Product demand is being driven by the availability of varied fragrances in different formats and the rising awareness of hygiene. Refillable deodorants are becoming more and more popular due to shifting lifestyles, fast urbanization, and everyday grooming routines. Deodorant use has been significantly impacted by personal hygiene practices, population increase, and consumers' desire to smell good all day. Since more and more consumers in rural areas use deodorants, businesses are being forced to refocus their attention on metro areas to investigate these markets.

The need for refillable deodorants is being driven by consumers' evolving preferences toward eco-friendly and responsible consumption, which is fueling the global market's significant rise. Products relating to skin care, color cosmetics, scent, and hair care have become more and more important parts of everyday grooming regimens for millennials. Additionally, growing consumer awareness of personal grooming is one of the main reasons propelling the market growth. The market has grown even more as a result of the advent of refillable deodorants in eco-friendly packaging with natural, non-toxic, and organic components. Furthermore, higher research and development expenditures have contributed favorably to the introduction of innovative and successful products that meet a variety of consumer wants and preferences.

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Market Growth Drivers

Increasing Interest in Organic Fragrances

The industry's newfound interest in plant derivatives, particularly essential oils used in refillable deodorants, is largely due to rising consumer awareness of organic products made from natural materials. Popular deodorant firms are now emphasizing natural fragrances as a way to promote their products in response to this growing awareness. For instance, Saltair launched a new refillable deodorant line that uses natural components in November 2022. The International Fragrance Association (IFRA) reports that there are around 4,000 components that are known to be included in a fragrance's composition. These components may be synthetic or natural.

In addition, businesses like Humankind, Fussy, Myro, and others are spending a lot of money creating new scents. For instance, in July 2022, the sustainable deodorant company Fussy announced the release of their new rosé-inspired fragrance deodorant, which contains bitter orange, strawberry, and grapefruit extracts. As a result, consumer demand for organic perfumes will propel market expansion.

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Market Restraints

Potential Side Effects Like Negative Skin Reactions

Ingredients for deodorants can include scents, glycerin, dipropylene, stearic acid, and other substances. Deodorant fragrances come in a variety of forms, with some derived from natural sources like essential oils or others created synthetically. Additionally, because natural and synthetic fragrances in cosmetic products typically contain allergens, they are known to irritate skin. Thus, producers face adverse consequences on product sales as a result of side effects and allergic responses. The FDA and other government organizations occasionally forbid products from being sold.

According to the American Academy of Dermatology, the most common cause of skin allergies is perfumes. In addition, dermatitis and rashes have been linked to perfumes, and according to an Academy study, approximately 35% of respondents said they had experienced migraines or breathing issues. Furthermore, exposure to fragrances can result in a number of reactions, such as photoallergy, urticaria (hives), contact dermatitis, dyschromia, or discoloration of the skin. The increase in skin problems brought on by the dangerous chemicals in deodorant products is therefore anticipated to limit market expansion.

 Supply Chain Intricacies

Coordination between a variety of stakeholders, including distribution networks and packaging vendors, is necessary to establish a refillable deodorant supply chain. The scalability of refillable choices may be impacted by these difficulties, which present a problem for manufacturers. It can be not easy to find or design strong, long-lasting materials for refillable deodorant containers. While making sure the packaging upholds product integrity and complies with regulations, manufacturers must find materials that support environmentally friendly objectives. Additionally, new equipment purchases or adjustments to existing gear may be necessary in order to modify production lines to meet the special needs of refillable packaging. It is imperative to guarantee production procedures are efficient while maintaining quality standards. Thus, this is anticipated to limit the market expansion.

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Expeditious Expansion of the E-Commerce Industry

The makers of refillable stick and spray deodorants are keeping their attention on technology in order to boost sales and brand recognition by growing their online presence across social media, m-commerce, e-commerce, and influencer marketing. E-commerce now accounts for a considerable portion of businesses' sales growth.

Globally, it is redefining business activity. E-commerce has changed significantly in the retail sector over time. The reasons for this include the internet's quick spread, cell phones' vast technological advancements, the increase in smartphone users, their ease of accessibility, and more. For instance, according to Unilever's 2021 annual report, the brand experienced significant growth in the United States, primarily due to the expansion of e-commerce in the country.

In addition, promotional events, eye-catching in-store displays, and internet navigation are all intended to draw in new clients, increase demand and loyalty, and introduce current clients to the various products offered by each company. Compared to traditional marketing techniques, social media marketing has greatly simplified the process of product marketing.

Furthermore, social media can assist in increasing awareness and keeping customers interested in making purchases, converting prospects into customers and existing customers into devoted lifelong supporters. Moreover, customers may offer and read product reviews, providing marketers with advantages that would not be feasible without the internet.

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Analyst’s Viewpoint

Growing consumer awareness of sustainability has propelled the market for refillable deodorants in recent years, showing encouraging development. The trend toward refillable solutions, which firms are adopting to meet consumer demand for less packaging waste, is attributed by analysts to a more eco-conscious mindset. Important elements, including affordability, practicality, and creative packaging designs, will probably be crucial in maintaining the market's growth as it increases.

Furthermore, researchers predict that the market for refillable deodorants will be further propelled by legislative support for ecologically friendly practices as well as a growing inclination towards natural and organic ingredients in personal care products. It is anticipated that the eco-friendly market will continue to grow as a result of partnerships between beauty brands and retailers to support sustainable alternatives and educational initiatives. For market participants to remain competitive and satisfy changing consumer expectations, ongoing innovation in formulation and packaging will probably be essential.

Supply-side Dynamics

The producers of refillable deodorants are putting more emphasis on creating environmentally friendly packaging options and streamlining refill procedures. The increased demand from deodorant businesses looking to lessen their environmental effect is likely to affect suppliers of eco-friendly products, such as biodegradable polymers or alternative packaging materials. A crucial component of the supply chain will also be partnerships between deodorant producers and packaging suppliers to develop creative and effective refill approaches.

It is expected that the manufacturing procedures will change to meet the special needs of refillable deodorant containers, guaranteeing robustness and consistency across different formulas. Achieving a competitive advantage is likely for suppliers who can effectively manage the delicate balance between cost-effectiveness and sustainability practices.

In addition, reducing the use of single-use plastics is one of the many sustainable practices that the UK government and other organizations have aggressively promoted in recent years. Refillable deodorant solutions have probably drawn interest and investment from UK-based enterprises as a result of this emphasis on environmental responsibility.

As consumers' awareness of and desire for environmentally friendly products has grown, brands have been pressured to change and provide sustainable substitutes. Refillable deodorants are promoted and distributed through the UK's retail ecosystem, which includes both online and physical stores. Products that follow sustainability trends are becoming more and more important to retailers, which opens up new markets for UK-based suppliers to enter.

Competitive Intelligence and Business Strategy

With a mix of large and small manufacturers, the refillable deodorant market becomes increasingly competitive. To expand in the face of market competition, industry participants such as Unilever Plc., The Procter & Gamble Company, Grove Collaborative, Inc., Noniko, By Humankind, Inc, Myro, and others have been implementing a number of competitive strategies, such as product innovation and the introduction of new products. The market for creative items has grown in the last several years. Consequently, major firms are concentrating on creating products with cutting-edge characteristics.

Moreover, to remain competitive in the market, major players in the business are employing a range of methods, such as collaborations, mergers, acquisitions, product launches, creative thinking, and advertising campaigns. Furthermore, businesses are spending money on R&D to produce new scents made from natural materials and to find better ways to package, utilize, and apply products. For instance, Unilever's Dove brand introduced Dove Care by Plants Deodorant, the first natural deodorant with a plant foundation, in February 2022. The company claims that its new deodorants are carefully created with 99% natural components and 100% natural fragrances that are packaged in 96% recycled packaging.

Market Segmentation

Which Product Category Displaysthe Highest Revenue Generation Potential?

Refillable Spray Deodorants Lead the Way

The refillable spray deodorants category dominated the market in 2022. Because of their attractiveness to the environment, refillable spray deodorants are becoming more and more popular among consumers who care about the environment. Important companies are making investments in cutting-edge technology to meet consumer demand for less carbon footprint. For instance, in September 2023, Respray unveiled a refillable spray deodorant system that enables users to stick with their favorite deodorant kind. Customers can refill their deodorant products on their own using this solution, which consists of a refillable deodorant container and specific refill stations found in pharmacies and supermarkets.

Moreover, the refillable stick deodorant category is anticipated to grow at a significant rate in the forecast period. Stick deodorants enable consumers to apply the product precisely and precisely to the underarm region without any overspray. Those who favor regulated applications may find this to be very advantageous. A global competitor named PiperWai Natural Deodorant introduced a re embossable deodorant stick in May 2023 that is convenient to use, lightweight, and suitable for travel.

Which is the Most Preferred Packaging Type?

Metal Packaging Set to Win Preference

The metal category dominated the refillable deodorants market in 2022. Those who value both elegance and utility will find stainless steel packaging to have a sophisticated and appealing appearance. Refillable deodorants with stainless steel packaging, therefore, offer a combination of sustainability, robustness, and aesthetic appeal, making them a well-liked option for customers looking for a sophisticated and environmentally friendly personal care product. Moreover, businesses that use metal packaging promote recycling and cut down on waste from single-use plastics. Refillable deodorant manufacturers' increasing use of metal containers is anticipated to support the target segment over the projected period.

Moreover, the glass category will grow at a substantial rate in the forecast period. Refillable deodorant glass container reduces single-use plastic waste by providing environmentally preferable alternatives. It makes refillable deodorants more appealing and satisfies consumer needs for sustainable solutions. Positive user experience is enhanced by the glass's transparency, which makes it simple for consumers to keep an eye on product levels. Furthermore, glass packaging addresses environmental concerns because it is recyclable and doesn't release hazardous chemicals. Because glass bottles are aesthetically pleasing and long-lasting, they can increase the perceived value of the product while also safely containing deodorant formulas.

Which is the Highest Contributing Distribution Channel?

The Retail Outlets/Offline Category Set to Retain Dominance Through 2030

In 2022, the retail outlets/offline category led the refillable deodorants market. The retail outlets provide customers with easy access and convenience for buying these goods. While completing their routine shopping, consumers can locate refill stations with ease and choose the deodorant brand, scent, or formula that best suits them, which improves the overall shopping experience. In March 2023, natural refillable deodorants, including Salt of the Earth Natural Deodorants, were introduced by UK-based manufacturers at Boots retail outlets across the country. The most popular perfumes among customers were ones like lavender and vanilla.

On the other hand, throughout the projected period, the e-commerce/online segment is expected to increase significantly. The comfort and accessibility provided by online shopping platforms, which have made it simpler for customers to explore, compare, and buy a wide choice of beauty items from the comfort of their homes, are what is driving the expansion of the e-commerce sector. Online resources such as comprehensive product details, user reviews, and instructional materials enable customers to make well-informed decisions, increasing their comfort level while making purchases.

Top Regional Markets

Europe has the Most Extensive Consumer Base

Over the course of the forecast period, Europe is anticipated to maintain its dominant position in the refillable deodorants market. Consumers are becoming conscious of their appearance and body odor as the grooming industry grows. Furthermore, the market is witnessing a significant upswing in demand and product innovation due to the growing number of new startups and product releases by industry leaders like Unilever and Procter & Gamble (P&G). For instance, Grove Collaborative Inc. announced the release of its new refillable deodorants with a metal casing design in May 2021 due to the growing competition in the industry.

In addition, it is anticipated that the United Kingdom will command a significant portion of both the European deodorant market and the refillable deodorant industry. This can be attributed to the increasing need for natural products, encouraging policies from the government, and the convenience of refilling deodorants in both online and offline stores. In the UK, people are drawn to organic and natural items, even deodorants. It is anticipated that this would increase demand for refillable deodorants, which are frequently formulated using organic and natural materials. Additionally, it is projected that rising government attempts to curtail plastic consumption and promote the development of a sustainable economy would strengthen the industry.

North America’s Appetite for Innovative Grooming Products Grows

North America refillable deodorants market is expected to grow at a significant rate over the forecast period. Refillable deodorant sales are supported in the area by the rising number of customers who care about how they look, as well as the rising use of refillable deodorants by middle-class and upper-class people. According to Spate data, as of September 2022, monthly searches for "deodorant" and "refillable" in the US reached 12,890, a significant 32% year-over-year increase. Furthermore, it is anticipated that the expanding number of stores and the presence of well-known manufacturers like Unilever and Procter & Gamble would promote market expansion even further.

Moreover, Americans are looking for sustainable and eco-friendly items as they grow more environmentally aware. Since refillable deodorants provide a reusable and environmentally responsible option, it is anticipated that this will increase sales of the product. Furthermore, increasing product innovation is a major element anticipated to boost the market share of refillable deodorants in the US. Refillable deodorants are growing more accessible and reasonably priced as more companies introduce refillable products. As a result, they are now a more practical and available choice for customers.

Key Recent Developments

New Product Launch

In May 2021: Grove Collaborative unveiled the first-ever 100% plastic-free deodorant and body care refill system to mark the launch of its personal care range expansion. The news will assist the corporation in realizing its audacious objective of eliminating all plastic by the year 2025.

Market Impact: The launch of Grove Collaborative has a favorable effect on the market for refillable deodorants and may spur growth by attracting eco-aware customers. The company's pledge to phase out plastic entirely by 2025 may influence consumers to favor more environmentally friendly and sustainable personal care products. Additionally, customers' growing preference for environmentally friendly products may fuel the market for refillable deodorants and increase competitiveness in this industry. Moreover, Grove Collaborative's action is in line with the increased awareness of environmental issues around the world, which could draw in a larger customer base that is worried about the environmental effects of conventional personal care product packaging. The market may see a significant increase in demand for refillable deodorants as sustainability emerges as a critical differentiation.

(Source:Business wire)

In April 2021: Reusable deodorant was introduced by Dove as a way to cut down on plastic waste. The deodorants from the Unilever-owned brand come in a small, white, stainless-steel bottle. Ninety-eight percent of the plastic used in the design is recycled.

Market Impact: The market for refillable deodorants may expand as a result of Dove's introduction of reusable deodorants, which focus on minimizing plastic waste. Demand for environmentally friendly personal care products may be fueled by initiatives such as these, as consumers show a growing preference for sustainable solutions. Additionally, Dove's sustainability strategy is anticipated to help the refillable deodorant market as more consumers value making eco-friendly decisions. This change is in line with more general trends that support environmentally friendly products, which could encourage more companies to follow suit and grow the market.

(Source: Unilever)

Refillable Deodorants Market Report Scope



Forecast Period

2023 to 2030

Historical Data Available for

2018 to 2022

Market Analysis

US$ Million for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • South Asia & Oceania
  • East Asia
  • The Middle East & Africa  

Key Countries Covered

  • United States
  • Canada
  • Germany
  • United Kingdom
  • France
  • Italy
  • Spain
  • Russia
  • China
  • Japan
  • South Korea
  • India
  • Thailand
  • Malaysia
  • Indonesia
  • Australia
  • New Zealand
  • GCC Countries
  • South Africa  

Key Market Segments Covered

  • Product Type
  • Packaging
  • Distribution Channel
  • Region

Key Companies Profiled

  • Unilever Plc.
  • The Procter & Gamble Company
  • Grove Collaborative, Inc.
  • Noniko
  • Myro
  • By Humankind, Inc
  • Fussy Ltd
  • Proverb Skincare
  • Helmm
  • Asuvi
  • Others

Report Coverage

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

Customization & Pricing

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Refillable Deodorants Market Research Segmentation

By Product Type:

  • Refillable Spray Deodorants
  • Refillable Spray Deodorants

By Packaging:

  • Metal
  • Glass

By Distribution Channel:

  • Retail Outlets/Offline
  • E-commerce/Online

By Region:

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

- Companies Covered in This Report -

  • Unilever Plc.
  • The Procter & Gamble Company
  • Grove Collaborative, Inc.
  • Noniko
  • Myro
  • By Humankind, Inc
  • Fussy Ltd
  • Proverb Skincare
  • Helmm
  • Asuvi
  • Others

- Frequently Asked Questions -

The market is anticipated to grow at a CAGR of 5.3% during the projected period.

As of the end of 2023, the global refillable deodorants market size was approximately US$302.3 million.

The UK held the largest market share in 2023.

Some of the prominent players in this market are Grove Collaborative, Unilever Plc., The Procter & Gamble Company, Inc., Noniko, By Humankind, Inc, and Myro.

The e-commerce/online segment is expected to grow at the fastest CAGR during the forecast period.

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