Deodorant

Category Review
 Deodorant Total Sales
Deodorants earned $495.1 M in
Amazon in the last 12 months!
Top 10 Amazon Brands for
Supplements and Vitamins are
Lume, Dove, Degree, Old Spice,
Dove Men + Care, Native, Dr.
Squatch, Axe and Schimdths!
58% of total Amazon sales are
made up of these Top 10 brands,
with Lume accounting for 15% of
all sales.
Sales by Price Point for
Deodorants
23% of total sales from
items priced at $20-$24.99
alone!
48% of total sales came
from items priced at $15-
19.99, $25-29.99, and $10-
14.99!
NO PRICE and $29.99 ties
the price with most sales at
3%.
 Deodorant
Category Research Summary
Deodorant Trends

Increasing demand for

US Market- Sales natural and organic
expected to reach deodorants;
almost $5.784B in Demand for aluminum-
2024. free deodorants;
Global Market- Sales Personalized deos
was expected to value (scents, skin-level
deodorants) are wanted
at $26.64B in 2024. by consumers;
Deo industry is Spray deodorants are top
segmented to grow at used deo globally;
a CGAR of 3.51% in Men deodorants are
expected to have a larger
2024-2028. segment.
https://www.statista.com/outlook/cmo/beauty-personal-care/personal-care/deodorants/worldwide
 Sales by Pack Form for
Deodorants

Stick deodorant is the most favored form for deodorants for the
last 12 months with $214M sales and make up the 43% of total
sales in Amazon!
Cream, spray, gel and powder deodorants form make up the 30%
of total sales for deodorants.
Deodorants Top Search Deodorants Top ABA
Volume Click Share %
Deodorants
Product Reviews

Deodorants Best Sellers Today

 Deodorants
Product Reviews- Lume

Lume Products’ Rank

Under Deodorants in
Amazon
Lume products currently ranks at
1st, 2nd, 7th, 9th and 11th.

Customer Reviews on
Amazon (Lume Smooth
Solid Stick)
Customers reviewed LMNT as
4.3/5. They like the overall
quality of the brand but a
minority dislike the value of the
brand.
APPENDICES
Deodorants
Category Research
 Deodorant Industry Shows Steady
Growth in 2024

US market size for deodorants are expected to reach

almost $5.784 billion in 2024.
Global sales was expected to value at $26.64B in
2024.
Average annual spending nears $3.44 are
expected to generate per household in 2024.
Deodorant industry is segmented to grow at a CGAR
of 3.51% in 2024-2028.

https://www.statista.com/outlook/cmo/beauty-personal-care/personal-care/deodorants/worldwide
 Deodorant Trends
Market Drivers
Natural and organic deodorants is expected to grow at
a 7.2% CGAR (2023-2028).
Global aluminum-free deo market was valued at
$1,730.4M in 2023.
Consumers are increasingly concerned about the
sustainability of their purchases.
Men deodorants are expected to be the larger
shareholder owing to the larger number of men
engaging in sports activities.
Sprays dominated the deo form with 50.98% globally.

https://www.fortunebusinessinsights.com/deodorant-market-102687
https://www.futuremarketinsights.com/reports/aluminium-free-deodorant-market
 Deodorant Trends

Restraining Factors Opportunity

Formation of Skin Allergies Unilever's accessible design for
Various types of chemicals such as Degree and Procter & Gamble's eco-
aluminum compounds, friendly initiatives across its brands
cyclomethicone, etc have the exemplified innovation and strategic
ability to cause an allergic partnerships.
reaction to sensitive skin. Ingredient-led approaches are
The excessive use of deodorant expected, and innovators and
containing ethanol leads to dry marketers are considering healthcare
skin. or clinical positioning.
https://www.fortunebusinessinsights.com/deodorant-market-102687
https://store.mintel.com/report/us-bodycare-and-deodorant-market-
report#:~:text=US%20Bodycare%20and%20Deodorant%20Industry%20Outlook&text=Looking%20further%20ahead%2C%20the%20market,%2C%20up%
2014.4%25%20since%202022.
 Reasons Why Users Change Deodorant
with the Seasons

Smell like Good for Opportunity to

try different
the season the skin formulas
Users adjusts deo Variety in scents and Seasonal changes
scents for seasons formulas refreshes offer a chance to
to have delight feels, skin and addresses discover new
with warmer sensitivity like favorite scents as
fragrances for fall baking-soda-free skin chemistry adjusts.
and fresher scents for options.
summer.

https://chiasilverlining.com/blogs/cancer-care/3-reasons-to-change-up-your-deodorant-with-the-seasons