Deodorant sprays remained the most popular format of deodorants in 2023, accounting for 73% value share, but as consumers become increasingly aware of alternative options, its growth is set to slow. In addition, the innovation of sprays has stalled in comparison to other formats.
Category players are investing more to lower their carbon footprint in their production processes or final products as sustainability takes centre stage in UK deodorants. Efforts include replacing plastic deodorant packaging with materials such as glass, aluminium, or other non-plastic materials.
Following many years of being viewed as a category where very little innovation occurs, deodorants has experienced a resurgence, with players beginning to focus on the evolving needs of consumers. In this regard, longer-lasting deodorant formulations that eliminate the need for frequent reapplication are currently receiving significant attention.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Deodorants industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See All of Our DefinitionsThis report originates from Passport, our Deodorants research and analysis database.
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