The sold production of personal deodorants and anti-perspirants in Italy has shown significant fluctuations from 2013 to 2023. The market experienced periods of both growth and decline. Between 2014 and 2015, there was impressive growth, with year-on-year increases of 35.11% and 34.91%, respectively. However, 2016 saw a sharp decline of 22.43%. Steady growth resumed in subsequent years, peaking in 2021 with a notable increase of 46.11%. From 2021 to 2022, the market shrank by 21.7%, but rebounded in 2023 with a growth of 5.98%. Over the last five years, the compounded annual growth rate (CAGR) stands at 1.63%.
In 2023, the sold production value reached €257.68 million. The forecast suggests moderate growth, with the average CAGR for the next five years at 2.45%. The total growth for the forecasted period is projected to be 12.86% by 2028.
Future trends to watch for:
• Increasing consumer preference for natural and organic deodorants
• Rise in demand for gender-neutral and unisex products
• Technological advancements in product formulations
• Growing importance of sustainability and eco-friendly packaging
• Impact of inflation and economic fluctuations on consumer spending.
