Refillable Deodorants Market Size, Share & COVID-19 Impact Analysis, By Product Type (Refillable Spray Deodorants and Refillable Stick Deodorants), By Packaging (Metal, Glass, Plastic, and Paper Roll), By Distribution Channel (Retail Outlets/Offline and E-commerce/Online), and Global and U.S. Forecasts, 2023-2030

The global refillable deodorants market size was valued at USD 177.33 million in 2022 and is projected to grow from USD 186.41 million in 2023 to USD 272.50 million by 2030, exhibiting a CAGR of 5.57% during the forecast period. Europe dominated the refillable deodorants market with a market share of 36.44% in 2022.

A refillable deodorant is a product applied to the skin to mask or prevent unpleasant body odor, owing to the bacterial breakdown of perspiration, for instance, in the feet, armpits, or groin. The growing awareness about hygiene and the availability of various fragrances in different forms is driving product demand. Lifestyle changes, rapid urbanization, and daily grooming habits are increasing the demand for refillable deodorants. Personal hygiene habits have greatly influenced deodorant use coupled with population growth and the consumer's urge to stay fresh throughout the day. Consumers in rural areas are also using deodorants, forcing companies to shift their focus from metro cities to exploring rural markets.

Consumers nowadays prefer gentle products free of harmful chemicals and aluminum on the skin. Organic, safe deodorants that do not stain clothes and are made with naturally derived ingredients and minimal chemicals are growing popular among consumers. Increasing awareness of organic products drives product demand in the market. Companies are investing in research and development to create new fragrances extracted from natural ingredients, looking for better product packaging, use, and application alternatives. For instance, in February 2022, Dove, a brand owned by Unilever, launched the first-ever plant-based, natural-origin deodorant, Dove Care by Plants Deodorant. According to the company, new deodorants are specially formulated with 99% natural-origin ingredients and 100% natural-origin fragrances packed in 96% recycled packs. Also, this deodorant provides 24-hour odor protection.

COVID-19 IMPACT

The COVID-19 pandemic negatively impacted the global market in developing and developed countries. This is attributed to the fact that in 2020, lockdowns were enforced worldwide, resulting in the closure of national and international borders. Restrictions on exports and imports of goods and product types due to border closures negatively impact market growth. In addition, due to the government's refraining from going out and labor shortages, all manufacturers of refill deodorants have been forced to suspend operations. Therefore, the implementation of lockdown practices and the complete closure of borders are restraining the growth of the market. 

LATEST TRENDS

Rising Prevalence of E-commerce and Rapid Growth in Internet Penetration to Fuel Market Growth

Refillable stick and spray deodorant manufacturers continue to focus on technology to increase brand awareness and sales by further expanding their digital presence in m-commerce, e-commerce, digital, social media, and influencer marketing. E-commerce has become a significant factor in companies’ contribution toward sales growth. It is redefining commercial activities around the world. Over the years, e-commerce has evolved extensively in the retail industry. It is owing to the rapid penetration of the internet, extensive technological advancement of smartphones, rise in smartphone users, easy accessibility, and others. For instance, as per Unilever’s annual report of 2021, the brand saw extensive growth in the U.S., driven by the growth of e-commerce in the U.S. Thus, the company is more focused on innovations designed for online distribution channels and strengthened digital capabilities.

Promotional activities, in-store attractive displays, and online navigation are designed to attract new customers, build demand and loyalty, and introduce existing customers to each brand's other products. Social media marketing has made it much easier to market products than traditional marketing methods. Moreover, social media can help build awareness and retain customers in purchasing, turning prospects into customers and customers into lifelong customers. In addition, consumers can provide and read product feedback, giving marketers benefits that are impossible without the internet. The combined value of hundreds of positive product comments gives brands a buzz that advertising alone cannot achieve. In addition, rise in aggressive advertisements by manufacturers on social media platforms, such as Instagram, Facebook, YouTube, and others, has further increased consumer reach in less time and cost-effectively.

DRIVING FACTORS

Rising Apprehension toward Organic Fragrances to Drive the Market Growth

The rising awareness about organic products derived from natural ingredients has significantly contributed to a renewed interest in plant derivatives, including essential oils in refillable deodorants industries. This rising awareness has led popular deodorant companies to use natural fragrances as a highlight to endorse their products. For instance, in November 2022, Saltair announced the launch of its new refillable deodorant brand, which is produced by using natural ingredients. As per International Fragrance Association (IFRA), there are nearly 4,000 ingredients, which are documented to be used in the composition of a fragrance. These ingredients can be either natural or synthetic.

Furthermore, companies, such as Humankind, Fussy, Myro, and others, are investing extensively in developing new fragrances. For instance, in July 2022, Fussy, a sustainable deodorant brand, announced the launch of its new rosé-inspired scented deodorant infused with grapefruit, bitter orange, and strawberry. Thus, consumer demand for organic fragrances will further drive market growth.

Rising Awareness Regarding Personal Grooming to Fuel the Demand for Refillable Deodorants

Rising disposable income, rapid urbanization, changing lifestyles, and changing consumer preferences for personal well-being will increase the demand for refillable stick and spray deodorants. Personal hygiene habits have greatly influenced the increased use of deodorants, forcing companies to increase production. In recent years, the market has observed a rising beauty and hygiene consciousness among individuals, which is complementing the growth of the global refillable stick and spray deodorants market. Furthermore, rising online awareness, increase in disposable income, consumer shift toward organic products, and the continuously changing consumer preference toward new and advanced products are significant factors fueling the rising demand for refillable stick and spray deodorants among individuals. For instance, according to the Bureau of Economic Analysis estimation in January 2023, the U.S. personal income increased by 0.2% in December 2022 and disposable personal income increased by 0.3%. Thus, with increase in disposable income, demand for grooming products is extensively increasing among all age groups, further driving the refillable deodorants market growth.

RESTRAINING FACTORS

Concerns Related to Side Effects on Skin to Restrain Market Growth

Deodorants are mixed with several ingredients, including fragrances, glycerin, dipropylene, stearic acid, and others. The fragrance used in deodorants is made from various components and is either synthetically manufactured or naturally found such as essential oils. Furthermore, natural and synthetic fragrances found in beauty products are said to cause skin irritation as they usually contain allergens. Thus, due to side effects and allergic reactions, manufacturers face a negative impact on product sales. Government agencies such as the FDA sometimes ban the product from the market. For instance, in November 2022, the Procter & Gamble Company issued a voluntary recall for selected aerosol spray antiperspirants sold under its two brands, Old Spice and Secret, as they were detected with benzene in them.

Moreover, the American Academy of Dermatology reported fragrances as the leading cause of allergic reactions on the skin. Furthermore, fragrances have been reported to cause dermatitis and rashes, and about 35% of people, as per the survey conducted by the Academy, have reported migraines or respiratory problems. In addition, fragrance exposure can cause various reactions, including contact dermatitis, urticaria (hives), photoallergy, and skin discolouration (dyschromia). Thus, rise in skin issues due to harmful chemicals in deodorant products is expected to restrain the market growth.

SEGMENTATION

By Product Type Analysis

High Durability and Aesthetic Design of Refillable Stick Deodorants to Support Market Growth

Based on product type, the market is divided into refillable spray deodorants and refillable stick deodorants. The refillable stick deodorants segment dominates the market owing to the use of the natural ingredient in deodorants and the wide availability of the product. Deodorants are personal care products classified as cosmetics by the U.S. Food and Drug Administration (FDA) and typically contain a pleasant, odor-masking fragrance applied to the underarm. These refillable deodorants are most commonly available in solids and liquids and sold as refillable stick deodorant and spray deodorant. Refillable stick deodorants are applied using up and down motions until a thin product covers the underarms. Refillable spray deodorants are applied to clean dry skin with the spray can or bottle.

Furthermore, the design of the refillable stick and spray deodorant case is made with the intent of using them repeatedly, so the consumer has only to buy a refill stick, sachet, or bottle again. Furthermore, the product design has been made convenient enough for consumers to refill by themselves. The products include a reusable case designed to last for life. Thus, easy availability of the product and the use of natural ingredients will further fuel the market growth.

By Packaging Analysis

High Adoption of Plastic Packaging will Fuel the Market Growth

Based on packaging, the market is segmented into metal, glass, plastic, and paper roll. The plastic segment dominated the market due to the increased use of recycled or disposable plastic packaging in the deodorants market. Sustainable deodorants are trending as consumers are more inclined toward unique hygiene products that support their new lifestyles and values. The market has observed new opportunities for personalizing eco-friendly packaging. Thus, market players are extensively inclined toward packaging made from recycled or disposable plastic as it is convenient and possible to mass produce. Furthermore, products with plastic cases are more economical and have a broader reach among mass consumers. In addition, recycled plastic also provides durability to the case and can be used for a lifetime, owing to which demand for recycled plastic packaging is continuously rising for refillable stick and spray deodorants.

By Distribution Channel Analysis

High Convenience through Offline Sales Channels will Further Contribute to Market Growth

By distribution channel, the market is further divided into retail outlets/offline and e-commerce/online. The retail outlets/offline segment is further divided into supermarkets/hypermarkets, brand stores, and others. A supermarket is an enhanced version of a traditional store with self-service options where a wide range of products, such as packaged food, apparel, cosmetics, personal grooming, and other items, are available on large organized shelves. Many people are interested in offline channels as they offer a personalized experience and allow individuals to check the quality of products in physical stores. Additionally, offline sales channels offer significant cross-selling and up-selling opportunities and are vast repositories of consumer data. Increasing disposable income, labor force, and urbanization are the factors driving the growth of the offline segment.

REGIONAL INSIGHTS

The regional analysis includes North America, Europe, Asia Pacific, South America, and MEA. The Europe region contributes the largest refillable deodorants market share and is expected to dominate during the forecast period. With the rise in the grooming sector, consumers are getting more focused on their looks and body odor. In addition, with the increasing number of new startups and new product launches by leading companies, such as Unilever and Procter & Gamble (P&G), the market is observing an extensive surge in demand and product innovation. For instance, in May 2021, owing to the rising competition in the market, Grove Collaborative Inc. announced the launch of its new refillable deodorants with a metal casing design.

The rise in popularity of modern trade, the emergence of the retail industry, the growing popularity of westernized culture in shopping, and the steady increase in the income level of consumers in Asia Pacific and Latin America further fuel the refillable deodorants demand.

KEY INDUSTRY PLAYERS

Industry players have been adopting several competitive strategies, including product innovation and new product launches to grow amid competition in the market. Recent years have witnessed rising demand for innovative products. As a result, key players are focusing on developing products with advanced features.

LIST OF KEY COMPANIES PROFILED:

• Unilever Plc. (U.K.)


• The Procter & Gamble Company (U.S.)


• Grove Collaborative, Inc. (U.S.)


• Noniko (U.S.)


• Myro (U.S.)


• By Humankind, Inc. (U.S.)


• Fussy Ltd (U.K.)


• Proverb Skincare (U.K.)


• Helmm (U.S.)


• Asuvi (Australia)

KEY INDUSTRY DEVELOPMENTS

• February 2021: The Procter & Gamble Company announced the launch of its new refillable deodorants under its brands Secret and Old Spice. The new launch is due to the company's focus on increasing the portfolio of sustainable and biodegradable products.


• February 2021: The Procter & Gamble Company announced its collaborations with global distributors and retailers, such as Walmart, Target, CVS, and Walgreens (online only), making their refillable deodorants available nationwide.


• May 2021: Unilever's 'Degree Inclusive' package prototype aims to provide access for people with physical and visual disabilities that are inaccessible to regular package designs. The new packaging is designed to provide convenience to consumers with visual impairment or upper limb motor disabilities. Thus, this new design is all-inclusive and will assist the company in expanding its consumer base by catering to the demand among visually impaired consumers.


•  May 2021: Grove Collaborative announced the expansion of its personal care line by launching the first-ever 100% plastic-free deodorant & body care refill system. The announcement will help the company to achieve its ambitious goal of becoming 100% plastic free by 2025.


• July 2020: The Noniko company announced the launch of its new plastic-free deodorant which is made with stainless steel casing to pair with its namesake natural deodorants. As per the company, the product can be purchased through a subscription program and delivered to the customer's doorstep. This new launch will expand the company's refillable product portfolio in the growing competitive market.

REPORT COVERAGE

The research report analyzes the market in-depth and highlights crucial aspects such as prominent companies, competitive landscape, product types, end-users, and distribution channels. Besides this, the report provides insights into the market trends and highlights significant industry developments. In addition to the aspects mentioned earlier, the report encompasses several factors contributing to the growth of the market. The study majorly focuses on the global market and U.S. market specifically for the market details on refillable deodorant products usage.

Report Scope & Segmentation