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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.
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the deodorant market | France
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