Sales share of the leading deodorant brands in the U.S. 2019

This statistic depicts the sales share of the leading deodorant brands in the United States in 2019. In that year, the deodorant brand, Dove, generated 6.4 percent of total dollar sales in the United States.

Deodorant in the United States

Classified and regulated as cosmetics in the United States by the U.S. Food and Drug Administration (FDA), deodorants were created to be applied to the body in order to affect body odor caused by bacterial growth and the smell associated with the bacterial breakdown of perspiration. These products are made by blending active ingredients with waxes, oils, and silicones and molding the mixture into stick form.

Deodorant is a matured market in developed regions such as the United States and Europe. In these markets, delivery of innovative products and an improved product mix play a vital role for manufacturers to increase their revenues. These producers have also sought to generate sales growth by relying on product introductions on a continuous basis as well as product line extensions.

Degree Men was the leading deodorant brand in the United States in 2013. The brand was responsible for 7.6 percent of all deodorant sales within all U.S. food, drug, and mass merchandise outlets and generated just over 190 million U.S. dollars. Degree is owned by the Anglo-Dutch consumer goods company Unilever, whose products include cleaning agents, food, beverages and personal care products. In 2013, the company grew 0.3 percent in regard to deodorant sales throughout the United States, bringing its sales total up to over 540 million U.S. dollars.

Sales share of the leading deodorant brands in the United States in 2019*

Share of sales
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Sources

Release date

August 2019

Region

United States

Survey time period

52 week period ended June 17, 2018

Supplementary notes

* Total U.S. sales through multi-outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains).
"Sales" refers to the dollar value of sales.

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