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Summary of our market study
The French deodorant market is valued at €500 million.
from 2020 onwards, the global market for antiperspirants and deodorants is characterized by a growing trend towards products containing transparent, natural and organic ingredients, in response to consumer concerns about traditional formulations containing aluminum salts.
The global market is growing at an annual rate of 5%, and is expected to reach $24 billion by 2021.
French household consumption of toiletries is declining, and the men's deodorant segment in particular is facing a decline in the number of users.
Unilever, L'Oréal and Beiersdorf dominate the market.
Sprays are the most popular products in France
The cosmetics regulation (n°1223/2009) imposes strict requirements on product composition, labeling and safety.
Trends in the deodorant market in France
With a value approaching half a billion euros, French deodorants are holding their own despite a slowdown in the beauty and hygiene sector.
Demand is stable for women's deodorants, with a high penetration rate, while the number of men's deodorant users is declining slightly.
Consumers are looking for suitable products and are paying increasing attention to product composition, with a particular focus on aluminum salts. This has stimulated demand for alternatives free from aluminum, alcohol and other controversial ingredients.
The market is evolving towards natural offerings, with organic deodorants enjoying very strong growth.
Distribution channels remain dominated by supermarkets and hypermarkets, with other retail formats playing a relatively minor role.
Unilever plays a leading role, with a considerable market share of over 30%.
Trends in product formats confirm a decline in sales of antiperspirants, while there is growing interest in solid formats and innovations aimed at reducing the environmental footprint.
France is a net exporter of deodorants. The country ranks among Europe's leading manufacturers of deodorants.
Players in the deodorant market
- Unilever is one of the market titans, with a wide range of personal care brands, including Dove, Rexona and Axe.
- L'Oréal offers a variety of deodorant products.
- Colgate-Palmolive
- Beiersdorf, parent company of the Nivea brand
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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 presented in this market study
- 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
Behind the glamour, L'Oréal's massive investments in its French factories - 01/05/2024
- - 38 L'Oréal plants worldwide.
- - 11 plants located in France, employing 3,000 of the country's 15,000 employees.
- - 500 million euros invested by L'Oréal over the last five years in its French industrial base.
- - French production accounts for 25% of L'Oréal's worldwide production volume, 80% of which is destined for export.
- - The Caudry (Nord) plant is one of L'Oréal's largest, with 500 employees and 97% of production supplied to international markets.
- - 7,000 new products launched each year by L'Oréal.
- - Prada skincare products and Ralph Lauren fragrances manufactured in France since their integration into L'Oréal in 2019.
- - 100% of L'Oréal group fragrances are made in France.
Groupe Rocher's low-carbon strategy recognized by ESSEC business school - 15/02/2024
- Groupe Rocher becomes the first Company to Mission in 2019.
- Groupe Rocher was awarded the Essec Grand Prix for Responsible Commerce in the "Reducing environmental impact" category.
- The group has 16,000 employees.
- The group achieved sales of around 2.4 billion euros.
- The group has embarked on an industrial reorganization plan involving the loss of 300 jobs in Brittany
- . The group's Ploërmel plant, which employs 90 people, has been put up for sale.
L'Oréal becomes number one in luxury cosmetics and dethrones Estée Lauder - 11/02/2024
- 2023: the strongest year of sales growth in 20 years
- L'Oréal, the world leader in this sector, becomes number one in the prestige skincare, make-up and fragrance segment, sold in department stores and perfumeries. It dethrones the American Estée Lauder(Estée Lauder, Clinique, La Mer, Jo Malone, Frédéric Malle, Tom Ford...).
- sales of L'Oréal Luxe (Lancôme, Yves Saint Laurent, Biotherm, Armani, Kiehl's, Helena Rubinstein...) rose by 4.5% in 2023 to 14.92 billion).
- L'Oréal has outperformed the luxury goods market for 13 years
- Total group sales 41.2 billion euros in 2023 (+ 11%).
- World leader in fragrances and skincare products.
- Comeback ofHelena Rubinstein, thebrand founded in the United States in the early 20th century and owned by L'Oréal since 1984
- In 2023, Helena Rubinstein exceeded one billion euros in sales.
- Sales have increased 10-fold in ten years.
- L'Oréal Luxe controls 32% of the prestige products market.
- Perfumes: 20% growth.
- Success of "La Vie est Belle", Valentino and Prada licensed fragrances (Paradoxe), Yves Saint Laurent's Libre, second best-selling fragrance for women in Europe.
- Good start for MYSLF
- The division dedicated to consumer products (L'Oréal Paris, Garnier, Maybelline...) has overtaken L'Oréal Luxe again
Another record year for L'Oréal - 09/02/2024
- -Cosmetics market growth in 2023: 8.5
- - Increase in L'Oréal sales in 2023: 7.6% (published), 11% (comparable data)
- - L'Oréal sales in 2023: 41.18 billion euros
- - Number of L'Oréal "billionaire" brands in 2023: 12
- - Growth of L'Oréal's consumer division in 2023: 8.2
- - L'Oréal consumer division sales in 2023: Over 15 billion euros
- - L'Oréal Paris sales in 2023: 7 billion euros
- - L'Oréal dermatological division sales in 2023: 6.4 billion euros
- - L'Oréal dermatological division growth in 2023: 25.5
- - Sales growth for L'Oréal's luxury division in 2023: 2% (organic)
- - L'Oréal luxury division sales in 2023: 14.9 billion euros
- - L'Oréal growth in Europe in 2023: 14% (published), including 9.2% in the year-end period
- - L'Oréal growth in the United States in 2023: 10%.
Guillaume Darrousez (Yves Rocher): "Make the brand more profitable, desirable and sustainable" - 10/12/2023
- Yves Rocher has achieved sales growth of +9.4% in 2022.
- There are a total of 2,300 Yves Rocher stores worldwide, including : - 660 in France - 400 in Russia - 240 in Turkey
- 90% of Yves Rocher stores are franchised or managed.
- Groupe Rocher achieved sales of €2.4 billion in 2022, down 14% over two years.
- The total number of sales outlets (boutiques and resale outlets) is 5,800, representing two-thirds of the Group's business.
- Digital sales account for 10% of Group sales.
Yves Rocher seeks to sell its factory in Ploërmel, Morbihan - 27/09/2023
- Yves Rocher's Ploërmel plant was on the verge of closure due to high fixed costs.
- The group has announced a plan to reduce the workforce at its three sites in Brittany.
- The Yves Rocher group is a family-owned business founded in 1959.
- The cosmetics giant has sales of 2.4 billion and 16,300 employees in 114 countries.
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the deodorant market | France
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