5 ways deodorant brands are freshening up for Gen Z

By Jo Allen | Published: 18-Nov-2022

Deodorant use has been declining among young consumers for years, but brands are now shaking up the category to win them back

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The deodorant category has had a fusty few years. Having slowed since 2017, and been further impacted by usage changes through the pandemic, the category has also suffered from the loss of young consumers.

A YouGov poll conducted back in 2019 found that Gen Z Americans are ditching deodorant, with nearly half (48%) stating that they hadn’t purchased deodorant in a year.

But brands are finding new ways to shake up the market and boost usage among Gen Z. Here, Cosmetics Business highlights five ways that players are pushing the button for a fresh change.

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