Deodorants and antiperspirants market in Germany

Earlier Report Observations

The German deodorants and antiperspirants market saw initial stability, with the market size at 134.5 million USD in 2018, supported by rising disposable incomes and a growing trend towards natural cosmetics in the segment. In 2019, the market remained steady at 132.2 million USD amid increasing hygiene awareness and consumer preference for aluminum-free products. The market then grew to 140.6 million USD in 2020, as heightened emphasis on personal care routines and investments by major companies like Beiersdorf, Henkel, and Unilever in innovation and sustainable packaging stimulated demand.

Growth continued in 2021, with the market reaching 157.1 million USD, driven by consumer value placed on long-lasting odor protection, natural ingredients, and the rise of new segments such as gender-neutral formulas. However, in 2022, the market size declined to 150.8 million USD, while market developments included the launch of new aluminum-free deodorant sticks by Dove and government initiatives like the 'Zero Plastic Waste Agenda' promoting eco-friendly packaging.

The market expanded significantly to 217.0 million USD in 2023 and further to 238.2 million USD in 2024, marking a strong upward trajectory in the latter part of the period.

Production deodorants and antiperspirants in Germany

In value, 2017-2020, M $ US

In 2020, Germany's deodorants and antiperspirants production was valued at 323.5 million US dollars, marking a 3.6% decrease from the previous year. Over the period from 2017 to 2020, production fell by 18.5%, which translates to an annualized decline of 6.6%. The most significant drop occurred in 2018, with a 15.6% decrease, while 2019 saw a slight increase of 0.2%.

Annual dynamics of production in Germany in value, 2017-2020, M $ US

Exports deodorants and antiperspirants from Germany

Exports in kind, M unit

Germany's deodorants and antiperspirants exports in volume terms declined for the third year in a row. In 2020, exports reached 275.0 million units, reflecting a substantial 13.8% decrease compared to 2019. From 2017 to 2020, exports fell by 22.2%, with an annualized decline rate of 8.0%.

Annual dynamics of product's exports from Germany in kind, 2017-2020, M unit

Between 2017 and 2020, Germany's deodorants and antiperspirants exports in volume terms were not heavily concentrated on a few key markets. The United Kingdom accounted for 18.5% of exports, Poland for 9.9%, and the Netherlands for 7.2%, with these three countries together making up only 35.6% of total export flows.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Germany in kind, 2017-2020

Exports in value, M $ US

Germany's deodorants and antiperspirants exports in value terms declined for the second consecutive year. In 2020, exports amounted to 385.2 million US dollars, showing a solid 13.0% drop from the previous year. From 2017 to 2020, exports decreased by 9.1%, equivalent to an annualized decline of 3.1%. The highest value was recorded in 2018 at 448.4 million US dollars, which also saw the largest increase of 5.8%.

Annual dynamics of product's exports from Germany in value, 2017-2020, M $ US

From 2017 to 2020, Germany's deodorants and antiperspirants exports in value terms remained highly diversified. The United Kingdom contributed 13.7% of export value, Poland 9.6%, and the Netherlands 6.1%, with these three countries together accounting for just 29.4% of total flows. The remaining 70.6% came from a wide range of smaller markets.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Germany in value, 2017-2020

Imports deodorants and antiperspirants to Germany

Imports in kind, M unit

Germany's deodorants and antiperspirants imports in volume terms declined for the second year in a row. In 2020, imports totaled 133.9 million units, down by 17.1% from the previous year. Over the period from 2017 to 2020, imports fell by 9.2%, which corresponds to an annualized decline of 3.2%. The peak volume was in 2018 at 165.0 million units, which also experienced the largest increase of 11.9%.

Annual dynamics of product's imports to Germany in kind, 2017-2020, M unit

Between 2017 and 2020, the United Kingdom, Poland, and France consistently served as the main sources for Germany's deodorants and antiperspirants imports in volume terms. The United Kingdom accounted for 32.6% of imports, Poland for 15.4%, and France for 14.3%, with these three countries together making up 62.3% of total import flows.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Germany in kind, 2017-2020

Imports in value, M $ US

Germany's deodorants and antiperspirants imports in value terms declined for the second consecutive year. In 2020, imports reached 202.3 million US dollars, representing a 15.5% decrease compared to 2019. From 2017 to 2020, imports fell by 6.8%, equating to an annualized decline of 2.3%. The highest value was recorded in 2018 at 248.0 million US dollars, which also saw the largest increase of 14.3%.

Annual dynamics of product's imports to Germany in value, 2017-2020, M $ US

From 2017 to 2020, the United Kingdom, France, and the Netherlands continued to be the primary suppliers of deodorants and antiperspirants to Germany in value terms. The United Kingdom accounted for 25.7% of import value, France for 21.4%, and the Netherlands for 12.8%, with these three countries together forming 59.8% of total imports.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Germany in value, 2017-2020