20 Aug 2024 --- The deodorant category continues to evolve with “whole body” formats, mood-boosting and vitamin-enriched formulas, and green packaging solutions. We look at new trend-driven products from Dove, Tom’s of Maine and Jake Paul’s W launch, along with current market analysis of this growing category. Innova Market Insights data indicates that global deodorant launches rose, showing a 4% year-over-year growth from April 2022 to March 2024. Deodorant sprays lead the NPD, making up 45% of launches from April 2023 to March 2024. Linalool is the most used ingredient in 48% of these products.
