Unilever is further expanding its position in the global deodorant market. In addition to new active ingredient research, packaging formats also play an important role: the company is developing new applications and product forms for brands such as Rexona, Axe, Dove and Dove Men+Care that respond to changing consumer habits.
The global deodorant market continues to grow significantly. According to Unilever, it is a category worth around 24 billion euros with annual growth rates of over six per cent. Within the Group's personal care business, which has a turnover of 13.6 billion euros, deodorants are among the most important growth drivers.
According to the company, this growth is supported by innovations that include new active ingredient technologies as well as different product and packaging formats. Unilever invests around one billion euros per year in research and development across the Group. Innovations would have generated additional sales of EUR 1.8 billion in 2024.
New packaging formats for different applications
New product and packaging forms are an important area of innovation. These include sprays, roll-ons, sticks and creams, for example, which are designed to fulfil different requirements in terms of dosage, skin compatibility and convenience depending on the application.
Unilever is also expanding its portfolio with additional packaging solutions as part of the introduction of so-called full-body deodorants. According to the company, these products are designed to be used not only under the armpits but also on other parts of the body.
The formulations are available in various formats, including sprays, roll-ons and sticks. According to the company, one cream variant has also been gynaecologically tested to test its use on external intimate areas.
Packaging supports new market segments
According to Unilever, market research shows that around a third of adults already use deodorant outside of the underarm area. At the same time, search interest for the term „whole-body deodorant“ has risen by more than 1000 per cent within a year.
The company is responding to these changing usage habits by expanding its packaging formats. According to forecasts, the whole-body deodorant category could account for ten to fifteen per cent of the entire deodorant market in the next three years.
In the USA, Unilever has doubled its market share in this segment within a year.
Research and technology drive product development
In addition to packaging solutions, Unilever is also focussing on technological innovations in product development. AI applications, robotics and automated laboratory systems are intended to speed up research and shorten the development of new products.
The company uses extensive databases on the skin microbiome to better understand and specifically influence the bacterial development of odours. At the same time, automated test procedures enable faster evaluation of new formulations.
Source: Unilever
