How Deodorant Packaging Has Evolved in 2023

Deodorant packaging has seen some significant changes in recent years as brands aim to be more environmentally friendly and appeal to modern consumers. According to market research firm Mintel, the global deodorant market was worth $18.2 billion in 2022, indicating the immense popularity of these products. As such, companies continue to innovate in terms of packaging to stand out on crowded store shelves.

Sustainability

One of the biggest shifts has been towards more sustainable packaging. A 2023 survey by Accenture found that 91% of global consumers believe companies should help them be more environmentally friendly, with packaging being a key consideration. Many deodorant brands have started using recycled plastic in their applicator sticks and moving towards 100% recyclable aluminum and biodegradable deodorant packaging like paper. For example, Schmidt’s introduced new deodorant jars made from 50% post-consumer recycled plastic, reducing reliance on virgin materials. Additionally, over 45% of Unilever’s packaging now comes from recycled sources, including in their popular Degree and Dove deodorant lines.

On-The-Go Lifestyle

Another change has been packaging that better suits on-the-go lifestyles. Euromonitor estimates that 20% of Americans wear deodorant outside the home for touch-ups, so portable packaging is key. Brands like Kosas have introduced redesigned sticks that are smaller and slimmer to slip into purses and gym bags. Similarly, more brands offer deodorant wipes for easy application, with the global wipes market expected to reach $4.5 billion by 2026 according to Statista. These portable formats cater towards busy, active consumers.

Aesthetics-Focusing

Alongside these functional innovations, aesthetics and brand image have become a focus. As per Mintel, 38% of US consumers say eye-catching packaging sways their product choices. Modern, minimalist packaging has taken off, especially as more challenger, indie brands like Megababe capture market share with their millennial and Gen Z target audiences. These brands invest heavily in branding and pack design to communicate their values and stand out on e-commerce sites.

In 2023 and beyond, the deodorant packaging landscape will continue evolving to balance functionality, sustainability, and visual appeal. As consumers become more aware of environmental impact and discriminating in their tastes, brands have to use packaging as a way to align with shifting preferences. Companies will need to innovate and stay ahead of trends to attract customers in a competitive personal care market valued at over $77 billion globally.

At Tatapack, we’re proactively tracking trends and developing the next generation of packaging solutions to keep consumers feeling fresh, brands connected with audiences, and supporting a sustainable future. We anticipate product and packaging innovation accelerating further in traceability, recycled content, lower waste and human-centric design for exceptional experiences. Browse our full range of products to discover a solution that suits you or get in touch to discuss your unique requirements.