Summary

As of 2020 and beyond, the global market for antiperspirants and deodorants is characterized by a growing trend towards products with transparent, natural, and organic ingredients, responding to consumer concerns over traditional formulations containing aluminum salts. Although specifically numerical data starting from 2020 is not included in the provided text, it indicates that previously the market was estimated to grow at a CAGR of 5.5% to reach $24.1 billion in 2021. French households’ consumption of toiletries was in decline, and the male deodorant segment, in particular, faced challenges with decreasing users.

The industry is highly competitive with major players such as Unilever, L'Oréal, and Beiersdorf leading the market with their vast portfolios. In terms of product preferences, sprays remained widely popular in France, although there was a noticeable decline in antiperspirant sales due to health concerns. The market dynamics also suggest a steady rise in producer prices. From a regulatory perspective, the Cosmetics Regulation (n°1223/2009) continues to impose strict requirements on product composition, labelling, and safety, mandating transparency and consumer protection. Geographically, Ile-de-France was a production hub.

The segmentation of companies emphasizes the domination of established multinational corporations with billions in turnover, further underscoring the scale and global reach of the industry.

The Shifting Sands of the Deodorant Market in France: Consumer Trends and Market Resilience

In the dynamic landscape of the French deodorant market, consumer preferences and concerns shape demand patterns, while products resist in a challenging beauty and hygiene landscape. With a value hovering around half a billion euros, French deodorants hold their ground despite a beauty and hygiene sector experiencing a downturn. In this market primarily polarized between offerings for men and women, we observe stability in demand for women's deodorants with a notable penetration rate, while men's deodorants see a slight decline in user numbers. In the backdrop, consumers are becoming increasingly savvy, seeking out products tailored to special needs such as skin sensitivity and exhibiting growing scrutiny regarding product compositions, with particular attention to aluminum salts due to potential health concerns. This has spurred demand for alternatives free from aluminum, alcohol, and other controversial components, despite lingering debates within the scientific community about the risks associated with conventional deodorant ingredients.

Market dynamics further indicate a significant shift towards natural and organic offerings, with organic deodorants experiencing an explosive increase, suggesting a future trajectory towards a more eco-conscious product range. However, the cost implications of such a transition for both producers and consumers remain a point of contention, given the higher price tag associated with organic certification.

Distribution channels continue to be dominated by supermarkets, with other retail formats playing a relatively minor role in the sales landscape of deodorants. Unilever stands prominent with a considerable market share of over a third, leading other notable players through its diverse brand portfolio. Product format trends confirm a decline in antiperspirant sales, amid rising health concerns, while there's a burgeoning interest in compressed formats and product innovations aiming at a reduced environmental footprint.

As for foreign trade, France confidently positions itself as a net exporter of deodorants, boasting a coverage rate well over 100%. The country also ranks among the top European manufacturers of deodorants, contributing a significant percentage to the continental output. It seems, therefore, that despite fluctuations in domestic demand and a shifting product landscape, the French deodorant market maintains its resilience and continues to adapt to evolving consumer trends and regulatory frameworks.

Key Market Leaders in the Deodorant Industry

The deodorant market, with its diverse range of products catering to different consumer needs, is shaped by several prominent companies that stand out for their extensive portfolio of cosmetic products, including deodorants. These companies not only dominate the market share but also lead in innovation, sustainability, and consumer preferences.

  • Unilever is one of the market titans, with a vast array of personal care brands under its umbrella, including Dove, Rexona, and Axe. These brands are known for their innovative products, such as compressed deodorant sprays, which have gained traction for their environmentally friendly attributes. Unilever's commitment to sustainability and market responsiveness has contributed to its continuous leadership in the deodorant segment.

  • L'Oréal, primarily recognized for its stronghold in the beauty and skincare domain, also offers a variety of deodorant products. With its focus on science-driven cosmetic solutions, L'Oréal has penetrated the deodorant market with its high-quality offerings that often feature nourishing and skin-friendly ingredients.

  • Colgate-Palmolive, traditionally known for oral care, has successfully expanded its presence in the personal care sector. The company's deodorant line is bolstered by its longstanding reputation for producing reliable consumer goods that emphasize hygiene and wellness.

  • Beiersdorf, the parent company behind the widely recognized Nivea brand, offers a range of deodorant products that promote skin care, aligning with the company's overall strategy to provide gentle and effective personal care solutions. Nivea's presence in the deodorant market is marked by its widespread consumer trust and products that cater to the growing demand for aluminium-free and sensitive skin formulations.

Each of these companies brings unique strengths to the table, from Unilever's expansive brand portfolio and commitment to reducing its environmental footprint, to L'Oréal's investment in research and innovation, Colgate-Palmolive's reputation for hygiene products, and Beiersdorf's emphasis on skin-friendly and gentle ingredients in keeping with their overall brand identity.

With their combined presence, these companies shape the competitive landscape of the deodorant market and continuously adapt to emerging consumer trends and regulatory changes to maintain their positions as industry leaders.

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  • Number of pages : 30 pages
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  • Last update : 12/04/2021
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Summary and extracts

1 Market overview

1.1 Definition and scope of the study

A deodorant is a cosmetic product, marketed as a spray or in the from of a roll-on, whose main purpose is to mask body odour. A popular variation of deodorant is antiperspirant, which both masks unpleasant odours and reduces the flow of body perspiration. The room deodorizer segment is not considered in this study.

The deodorant market in France is worth several hundred million euros and it has been growing steadily for the past few years. The deodorant market, which is particularly competitive, is divided between the world leaders in cosmetics and consumer goods (L'Oreal, Unilever, etc.), and the private labels. The deodorant market players are relying on a compressed format (carbon footprint reduced by 25%, using 25% less aluminium and 50% less propellant) to gain market share, following the example of Unilever.

The market for deodorants should eventually move towards greater transparency, with greater consideration of the demands of consumer associations concerning the product composition (aluminum salts, etc.). Consumers are increasingly preferring the products free of components that affect the body's skin. Aluminium-free, alcohol-free and ACH-free deodorants are various variations of deodorants that are gaining popularity among consumers. With the growing awareness of the adverse health effects of aluminium salts in deodorants, the demand for these products has increased considerably, especially among women. Cadmium, for example, has launched a range of deodorants without aluminium salts, alcohol and parabens. In addition, this product has a 48% higher efficiency against humidity. Companies such as Nivea have also introduced aluminum-free deodorants.

List of charts

  • Taille du marché des antitranspirants et déodorants et prévisions
  • Taille du marché des déodorants en valeur
  • Consommation des ménages en parfums et produits pour la toilette
  • Evolution du chiffre d'affaires des déodorants selon le type
  • Consommation de déodorants féminins par type de produits
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Latest news

Unilever steps up its ice cream ambitions - 21/11/2022
  • with sales of over 1 billion euros, Magnum is one of the world's leading ice cream companies
  • World leader in ice cream almost everywhere in the world
  • Ice cream is one of Unilever's five strategic categories, along with beauty (Dove, Sunsilk...), hygiene (Rexona, Signal...), home care (Omo, Cif...) and food (Knorr, Maille, Amora...).
  • Ice cream division 6.9 billion euros in sales by 2021
  • 35 brands, including Magnum, Ben & Jerry's, and Wall's, each with over €1 billion in sales, and smaller brands (Cornetto and Viennetta, the American Talenti)
  • Viennetta launched in China
  • ice cream accounts for 15% of the global snacking market.
Beiersdorf (Nivea) clôture un exercice 2022 en hausse de 10,2 % - 01/03/2023
Beiersdorf démarre la production de son usine de cosmétiques à Leipzig - 04/05/2023

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Unilever
Colgate Palmolive
Beiersdorf
L'Oréal Groupe
Rexona (Unilever)
Rogé Cavaillès
Mixa (L'Oréal))
Rocher Groupe (Yves Rocher)
Axe (Unilever)
Sanex (Colgate-Palmolive)

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