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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
Unilever in talks with funds to sell Ben & Jerry's and Magnum for 18 billion euros - 22/07/2024
- overall, ice cream will account for just 13% of sales in 2023 (59.6 billion euros)
Unilever to cut 3,200 jobs by the end of 2025 - 16/07/2024
- Total number of job cuts announced: 7,500 people
- - Number of job cuts in Europe: 3,200 people
- - Percentage of European employees affected: one-third
- - Main locations affected: London and Rotterdam
- - Disposal of ice cream division planned by end 2025: current value around 8 billion euros
- - Offer received for Knorr-branded liquid soups business in France: from the Sill Entreprises group
- - Announced sale of Elida Beauty subsidiary: completion scheduled for 2024
- - Sale of Dollar Shave Club brand: to Nexus Capital Management
Beiersdorf opens new logistics center in southern Germany - 15/07/2024
- Beiersdorf, owner of the Nivea skincare brand, is planning to invest 200 million euros in the new platform
How L'Oréal's AI helps you look your best - 31/05/2024
- - The "Beauty Genius" app: Scheduled to launch in the US in autumn, then in France.
- - Using AI for beauty diagnostics
- - Since acquiring ModiFace in 2018, L'Oréal has launched a skin diagnosis based on a selfie.
- - Over 100 million uses of diagnostic tools in one year.
- - Investment in technology and AI: 1 billion euros.
- - Creation of the L'Oréal GPT for its 90,000 employees
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.
Results: Beiersdorf boosted by Nivea in 2023 | Performance: Beiersdorf boosted by Nivea in 2023 - 29/02/2024
- The Hamburg-based group recorded annual sales of 9.3 billion euros in 2023, representing organic growth of 10.3%.
- Beiersdorf's consumer business recorded sales of 7.8 billion euros
- The Nivea brand generated annual sales of 5 billion euros
- The dermatology division, with the Eucerin and Aquaphor brands, posted annual sales of 1.3 billion euros
- The health division, Hansaplast and Elastoplast brands, achieved sales of 267 million euros
- The luxury division, La Prairie and Chantecaille brands, saw sales fall by 15.4% and 18.4% respectively.
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the deodorant market | France
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