The deodorant market - Italy

1.1 Definition and presentation

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

The global deodorant market is expected to reach a value of $38.13 billion by 2028, thus registering an annual growth rate of 5.40 percent from 2021, growth that will be driven mainly by North America and Canada. In particular, 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 experienced modest growth rates in recent years. In terms of distribution, the most widely used distribution channel on the Italian scene appears to be large-scale organized distribution, followed by pharmacies and finally perfumeries. Of growing interest to consumers also appears to be e-commerce, which has recorded a strong increase in sales mainly due to the possibility of obtaining discounts or lowered prices.

A particularly notable trend emerging in this market is the growing consumer preference for natural cosmetic products based on the consideration that greener products can provide more benefits to the body. This inclination has also been strongly found in the deodorant segment, where an increasing 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 regard, deodorants in vapor format are increasingly appreciated since the absence of gas allows these products to significantly reduce their environmental impact.