Antiperspirants and Deodorants Market to Hit USD 50.20 Billion by 2032, Fueled by Awareness of Hygiene and E-Commerce Expansion – SNS Insider

The U.S. deodorants and antiperspirants market is the global market leader, as consumers increasingly demand organic, internet platforms, and daily grooming.

Austin, May 30, 2025 (GLOBE NEWSWIRE) -- Antiperspirants and Deodorants Market Size & Growth Analysis:

According to SNS Insider, the Antiperspirants and Deodorants Market is expected to rise from USD 32.29 billion in 2024 to USD 50.20 billion in 2032 at a CAGR of 5.71% from 2025-2032, according to recent market reports. The drivers for the growth are rising awareness towards cleanliness, rising disposable income, and a shifting consumer trend.

One major trend shaping the market is the increasing demand for organic and natural products. Consumers are increasingly seeking out alternatives that are aluminum-free, plant-based, and eco-friendly. As such, leading brands are investing in innovation through clean-label formulation and sustainable packaging.

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US Market Overview

United States dominates the global market with a value of USD 12.46 billion in 2024 and expected to grow to USD 18.62 billion by 2032 at a CAGR of 5.20%. North America is the biggest regional market, driven by high consumer demand for personal grooming, high rate of women's workforce participation, and strong retail infrastructure. Greater demand for natural products and ongoing new product introductions also drive this dominance.

Antiperspirants and Deodorants Market Report Scope

Market Segmentation Insights

Product Insights: Deodorants Have Largest Share

In 2024, deodorants dominated a huge market share of 62.3%. Their extensive use across age groups and as a part of daily routines make them the go-to choice. Their ability to stop body odor without blocking perspiration glands makes them a preferred option over antiperspirants. Their availability in spray, roll-on, stick, or cream forms and their growing popularity due to convenience, wide range of fragrances, and greater availability of aluminum-free options are other factors that contribute to their success. Furthermore, promotional activities like celebrity endorsements and innovative packaging have also fueled consumer demand.

Consumer Orientation: Women Take the Lead

The women's category dominated the market in 2024 with a market share of 48.12%. The reason for the supremacy is higher grooming consciousness and continuously increasing demand for personal care products. Diversified fragrance profiles, skin-friendly actives, and fashion-based products have increased the attractiveness among women consumers. Furthermore, focused marketing campaigns and influencer-led promotions keep driving adoption.

Sales Channel: Online Retail Is Fastest-Growing Segment

The online shopping segment is likely to witness the maximum growth rate, fueled by growth in e-commerce and changing purchasing patterns of consumers. Growth in the use of smartphones and internet penetration, particularly in the emerging markets, is revolutionizing retailing habits. Targeted marketing, influencer collaborations, and subscription schemes have enhanced online buying habits, and virtual fitting and instant word-of-mouth through reviews are in process to further engage consumers.

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Regional Outlook: North America Leads, Asia Pacific on the Verge of High Growth

North America led the world market in 2024 with a 42.07% market share, supported by strong brand loyalty, intense promotional initiatives, and an extensive retail infrastructure. Growing trends towards male grooming and growing demand for premium, natural, and skin-friendly products continue to spur market growth in the region.

At the same time, the Asia Pacific market is forecast to record the most rapid growth up to 2032. Urbanization, growing disposable incomes, and changes in lifestyle in nations such as India, China, and Indonesia are fueling the consumption of personal care products. Post-pandemic hygiene awareness, as well as growing retail infrastructure and e-commerce, also fuel the market growth of the region.

Major Players Analysis Listed in this Report are:

• Unilever
• Procter & Gamble
• L'Oréal
• Beiersdorf
• Colgate-Palmolive
• Henkel
• Reckitt Benckiser
• Kao Corporation
• Church & Dwight
• Lavanila Laboratories and other players

Table of Contents – Major Key Points

1. Introduction

2. Executive Summary

3. Research Methodology

4. Market Dynamics Impact Analysis

5. Statistical Insights and Trends Reporting

6. Competitive Landscape

7. Antiperspirants and Deodorants Market by Product

8. Antiperspirants and Deodorants Market by Consumer Orientation

9. Antiperspirants and Deodorants Market by Sales Channel

10. Regional Analysis

11. Company Profiles

12. Use Cases and Best Practices

13. Conclusion

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