the deodorant market | Italy

1.1 Definition and scope of study

The deodorant is a cosmetic product that aims to eliminate or mitigate particularly unpleasant body odors. It is usually marketed in the form of spray, roll-on, stick, or in other modes. The scope of this market is limited to body deodorants and does not include the indoor deodorant segment. 

The global deodorants market is expected to reach a value of $38.13 billion by 2028, thereby registering a CAGR of 5.40% from 2021, growth which will be mainly driven by North America and Canada. Notably, within the market, the spray deodorant segment is the most successful among consumers. 

The Italian deodorant market represents the most significant share of the Italian cosmetics market and has recorded modest growth rates in recent years. In terms of distribution, the most used distribution channel in Italy is the large-scale retail trade, followed by pharmacies and, finally, by perfumeries. E-commerce is also of growing interest to consumers, and has recorded a strong increase in sales, especially thanks to the possibility of obtaining discounts or reduced prices. 

A particularly important trend that is emerging in this market is the growing preference of consumers for natural cosmetic products based on the consideration that greener products can bring more benefits to the body. This inclination has also been strongly observed in the deodorants segment, where a growing number of consumers prefer to purchase natural products with the aim of not only avoiding irritation but also reducing the environmental impact of using cosmetic products, which are known to have a high negative effect on the environment due to the materials used in their composition. In this respect, deodorants in vapor format are more and more appreciated as the absence of gas allows these products to significantly reduce their environmental impact.