The US personal deodorants and antiperspirants market experienced varied growth and contraction patterns from 2013 to 2023. The market saw steady increases up till 2015, followed by fluctuations with contractions in 2016 and 2017. After a slight recovery, 2020 marked another drop, likely impacted by the global pandemic. A recovery phase began in 2021, and by 2023, the market size stood at $2.0915 billion with a year-on-year variation of 0.93%. The last five years saw a CAGR of 0.98%, indicating slow but steady growth.
Future trends to watch for include:
- Expansion of natural and organic product lines as consumer preferences shift towards more sustainable and health-conscious options.
- Increased market penetration by emerging brands leveraging digital marketing and e-commerce channels.
- Technological advancements in product formulations offering long-lasting protection and skin benefits.
- Potential market impacts from regulatory changes and economic conditions influencing consumer spending.
