According to IMARC Group, the U.S. deodorant market reached $7.5 billion in 2024 and is expected to reach $12.7 billion by 2033, with a CAGR of 6%. The U.S. deodorant market has been traditionally dominated by antiperspirants to stop wetness and perspiration. However, in the last five years, the deodorant market has evolved, technology has improved, and consumer preferences have changed. In 2020, sustainable packaging was the focus, while 2021 saw aluminum-free formulas emerging. Mintel’s 2021 research showed that more than a third (35%) of deodorant users are interested in buying deodorants formulated with natural ingredients and 34% are interested in deodorants with minimal/plastic-free packaging. 2022 was about clean formulas with natural ingredients and the trend for better-for-you ingredients gained momentum. According to Innova Market Insights global deodorant launches rose with a 4% year-over-year growth from April 2022 to March 2024. Deodorant sprays lead the NPD, making up 45% of launches from April 2023 to March 2024. Whole body deodorants in creams, sticks, and sprays with aluminum-free formulas and better-for-you ingredients dominated 2024 and continue.
SMELLING FRESH ALL DAY & ALL OVER
Consumers’ interest in stopping wetness and perspiration has shifted to smelling fresh all over. Google searches for the term “whole body deodorant” increased by 1,600% between March 2023 and March 2024. Dove’s research found that 39% of U.S. consumers said they would be interested in a deodorant or antiperspirant that could be used on multiple body parts. Furthermore, while only 2% of consumers currently use whole-body deodorants, 76% said they would like to try such a product. Procter & Gamble’s data of 4,000 consumers found that 50% to 60% were concerned about groin odor, up to 30% were worried about chest or under-breast sweat, and 30% to 50% mentioned concern over smelly feet. 25% of Millennials use whole body products, followed by 22% of Gen Z and 18% of Gen X, with only 6% of Boomers, per Mintel. Dr. Shannon Klingman, the founder of Lume, the Whole Body Deodorant brand for women, was a trailblazer and launched her product in 2017. In 2021, Mando, the Whole Body Deodorant brand for men was introduced. The whole body deodorant market took off in 2024 and like deodorant and antiperspirant, the products are either unisex or marketed for women or men.
WHOLE BODY DEOS FOR ALL
Americans have historically had a complicated relationship with body odor, often seeking to prevent or mask it. Initially focused on armpits, deodorant products are now marketed for use on the chest, groin, legs, and feet. Whole body deodorants are the latest trend in deodorant innovation. In early 2024, Native added Whole Body Deodorant Sticks and Sprays to its portfolio in Coconut & Vanilla, Cucumber & Mint, Lilac & White Tea, and Unscented variants. Designed to neutralize “foul-smelling areas on the entire body,” the Whole Body Deodorants are clinically proven to offer all-day, 72-hour protection and are for underarms, pelvic area, chest, and inner thighs. The products are free from aluminum, parabens, baking soda, and talc. Native followed up with a Whole Body Deodorant Cream in four scents: Coconut & Vanilla, Cucumber & Mint, Sweet Peach & Nectar, and Unscented. The formula is designed to provide 72 hours of protection, contains vitamin B5 and niacinamide/B, and applies clear on the skin. It is vegan, dermatologist-tested, and free from aluminum, silicone, baking soda, parabens, talc, and dye. The creams can be applied on sensitive skin including pits, chest, privates, thighs, and feet. Raw Sugar Living launched Simply Deo Eucalyptus + Fresh Mint designed to cover and neutralize odor while enhancing freshness on the chest, underarms, thighs, and feet. The Simply Deo is made with magnesium, arrowroot powder, coconut oil, and zinc, and comes in biodegradable paper and recycled plastic packaging. Ban introduced the vegan, genderless Total Body and Sweat Collection with four site-specific formulas in “skin-first” formulations with prebiotics to support the skin barrier, balance the microbiome, and counteract odor and irritation caused by sweat. The aluminum-free AHA Roll-On Skin Serum Deodorant offers 48 hours of protection. The formula contains AHA for its exfoliating, brightening, and ingrown hair-reducing properties as well as niacinamide and prebiotics for odor control. Scent variants include Amber & Cedarwood, Citrus & Jasmine, and Unscented. The Thigh & Body Rub Remedy Anti-Friction Stick and Underboob Sweat Shield Stay Dry Lotion features prebiotics, glycerin, tapioca starch, aloe, and calendula extract. The Private Parts Stay Dry Deodorizing Lotion contains moisture-wicking ingredients, natural deodorizers, and prebiotics with aloe and calendula extract.
WOMEN’S WHOLE BODY DEOS
In addition, to genderless all over deos, several brands are marketing products to women. Secret added a Whole Body Deodorant collection featuring aluminum-free products including Invisible Creams, Sprays, and Sticks, all made to provide 72-hour odor protection. Made with shea butter and coconut oil, the Deodorant Stick glides on smooth and clear and is for under the breasts or where thighs rub together. It is available in Lilac & Waterlily, Peach & Vanilla Blossom, and Unscented. The Invisible Cream is water-based for use in intimate areas and available in Peach & Vanilla Blossom scent and Unscented. The Nitrogen-Powered Spray is made with 100% natural propellant and can be applied all over. It is available in Lilac & Waterlily and Peach & Vanilla Blossom scents. Degree introduced a Whole Body Deodorant line. The invisible formula in Spray and Stick formats is aluminum-free and said to deliver up to 72-hour odor protection. The Women’s Whole Body Deodorant comes in a Fresh Citrus scent in a solid Stick and Spray, while the Rose & Waterlily is available as a Spray. The products can be applied to the pits, under breasts, lower back, thighs, and feet. SheaMoisture dropped its first Antiperspirant Stick Deodorant and Whole Body Deodorant line formulated for melanin skin. The Whole Body Deodorants are available in Deo Cream and Invisible Stick and are made with coconut oil and hibiscus. The Antiperspirants are offered in six options: Even Tone (vitamin C and niacinamide), Fresh (coconut and hibiscus), Moisturizing (raw shea butter and hyaluronic acid), Sensitive (aloe vera and ceramides), Smoothing (manuka honey and retinol), and Soothing Post-Shave (vitamin E and Kuki nut oil).
MEN’S ALL OVER BODY DEODORANTS
Genderless brands or brands targeted at women are popular while whole body deodorants for men are also available. Degree Men’s Whole Body Deodorant Spray is available in Active Fresh and Ocean Rush variants and the Stick in Ocean Rush. The products can be used on the pits, privates, body, and feet. Dove Men+Care Whole Body Deo joined Dove’s lineup. Available as a Cream, Spray, and Stick, the products are dermatologist-tested, infused with vitamin E, and free from aluminum, parabens, dyes, talc, and baking soda. There are two fragrance options: Aloe + Bamboo and Shea Butter + Cedar and products are suitable for use from the neck down.
PARTNERSHIPS TAKE PITS TO THE NEXT LEVEL
Like other consumer packaged goods, brands are forming partnerships to reach new audiences and encourage trial. Dove teamed up with Charli XCX in conjunction with her “Sweat” tour, to launch its Whole Body Deodorant. Through in-concert activations, Dove used Charli’s live shows to have fans sample the deodorant. Old Spice and Deadpool partnered to market Total Body Deodorant. Old Spice’s Total Body Deodorant is clinically proven to fight odor for up to 72 hours, is dermatologist-tested, and aluminum-free. It comes in three forms: Cream, Spray, and Stick and all are available in Avocado, Cucumber, and Vanilla & Shea scents. The Cream is water-based with lactic acid and can be used for sensitive areas while the Stick is made with shea butter and coconut oil and glides on clear. Dove Men+Care partnered with former NFL running back and entrepreneur Marshawn Lynch on two new scents in the Dove Men+Care Whole Body Deodorant: Marine + Blue Cypress and Fig + Suede. The Marine + Blue Cypress features citrus, bergamot leaves, lemon zest, and lavender, while Fig + Suede has pineapple, citrus, vanilla, and musk.
The future is fresh. Americans are concerned with body odors and their interest in cleaner formulas with better-for-you ingredients is not waning. Deodorants and antiperspirants that address these needs will continue to thrive. Watch as the deodorant market evolves to meet changing consumer needs.
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