Fresh and Natural: Healthy Products Are Transforming the Deodorant Space

Deodorant products are predicted to generate more than $4.7 billion in revenue in this year. Yet, as this market continues to grow, it is also transforming in response to evolving consumer preferences. How are consumer desires changing, and where are deodorant brands headed?

Over the last several years, there have been rising concerns about the safety of some deodorant products. These concerns likely stem from articles published in several prominent publications, including Time Magazine, The Guardian, and Vice, which have discussed possible links between mainstream deodorants/antiperspirants and cancer incidence, citing numerous research studies. 

While these studies have largely been inconclusive with more research needed, they have nonetheless put safety at the forefront of many consumers’ minds. Several of the articles, including from Time Magazine, encourage consumers to shop for deodorants labeled paraben-free or natural for safety reasons.

In addition to health concerns, consumer opinion on traditional deodorants has been augmented by ethical concerns. Here, concerns about animal testing have led to a growing number of vegan and cruelty-free products.

Some environmental concerns have also been brought to light, stemming from a New York Times article on the harmful atmospheric effects of spray products, including spray deodorants. 

Together what do these diverse consumer concerns amount to? An explosion in demand for natural, vegan, cruelty-free, or otherwise health-oriented deodorants. According to ClearCut Analytics, 8 of the 25 top-grossing deodorant products on Amazon now emphasize either health or ethics by labeling their products with labels such as aluminum-free or cruelty-free.

While many brands have successfully marketed ethical and/or natural deodorants, Native leads the pack by far. The brand, which advertises their products as “Vegan, Gluten Free, Cruelty Free – Aluminum Free, Free of Parabens and Sulfates”, has seen Amazon revenues grow from about $400k to over $10 mil YoY. The brand has risen to 5th in market share amongst Amazon deodorants.

In the coming years, ClearCut forecasts that the market for health-, ethically-, and environmentally-conscious deodorants will continue to outstrip growth in the category as a whole. It is expected that more brands will follow in Native’s footsteps. The future of deodorant looks increasingly natural and health-oriented.


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