The deodorant industry is at a crossroads. For decades, sprays dominated the shelves, but changing consumer expectations are rewriting the rules.
Stick deodorants are no longer a niche, they’re reshaping the global market and setting new standards for health, sustainability, and convenience. For decision-makers in personal care, understanding this transition is not just relevant, it’s critical to staying ahead of competitors and ensuring their brands remain trusted by consumers.
A market on the rise
The global deodorant market is experiencing a major shift, with stick deodorants leading the transformation. In the U.S. alone, the category is projected to surpass $12.7 billion by 2033 (IMARC Group, 2025). Growth forecasts are equally strong worldwide, with stick formats expanding at a CAGR of nearly 5.8% through 2033 (Future Market Insights, 2024), far outpacing traditional sprays.
This trend reflects more than just a preference for solid formats, it highlights changing consumer priorities toward health, sustainability, and convenience.
Why are consumers choosing Stick Deodorants?
The shift is not accidental. Today’s buyers, especially women between 25 and 44 and active men, are more aware of what they apply on their skin. Aluminum-free, plant-based, and skin-friendly formulations are no longer niche; they are becoming the standard, reinforcing a growing preference for products perceived as “cleaner” and more responsible.
Convenience is another driver: sticks are travel-ready, spill-proof, and effective for hours, making them a natural choice for busy lifestyles. This combination of performance and purpose is turning stick deodorants into a global preference, not just a passing trend.
Innovation is redefining the category
Brands are no longer competing only on scent or efficacy. The latest stick deodorants introduce:
- Gender-neutral fragrances for broader appeal.
- Probiotic formulas that go beyond odor protection.
- Even digital touchpoints, like QR codes for transparency and traceability.
- Refillable and biodegradable packaging for eco-conscious users.
The result? A category in constant reinvention, where functionality, sustainability, and design weigh more than traditional brand loyalty.
Cooling Tunnels: The hidden enabler
Behind the growth of stick deodorants lies an essential but often invisible step in manufacturing: the cooling tunnel. After hot filling, deodorant sticks need a controlled process to solidify properly, ensuring consistency, stability, and product quality.
As formulations diversify and packaging formats evolve, cooling tunnel systems are becoming crucial to maintain performance standards. This technology ensures that the final product not only looks flawless but also performs reliably in consumers’ daily routines.
For brand leaders, this means one thing: consumer expectations can only be met if production partners are equipped with the right technologies. As formulations diversify and packaging evolves, choosing the right partner is no longer optional. It’s the guarantee that products will reach the shelf in perfect condition, ready to deliver on the promises consumers expect.
Ultimately, cooling tunnel technology may be invisible to the end consumer, but it is decisive for a brand’s reputation. A single failure in consistency or stability can compromise trust, something no global brand can afford in such a competitive market.
Industry Implications
The rise of stick deodorants is transforming the personal care landscape. For global brands, it raises a critical challenge: how do you adapt production quickly enough to meet demand without compromising on quality or sustainability?
This is where industry expertise comes in. Companies like Mengibar are already supporting market leaders with advanced filling and cooling solutions that adapt to new formulations and formats. But beyond the technology itself, what matters most is having a partner you can trust, one that anticipates change, ensures scalability, and helps you navigate a market in constant transformation.
By working with experienced partners, decision-makers in personal and home care can stay ahead of the curve, respond to shifting consumer behavior, and secure long-term competitiveness.
Looking Ahead
Stick deodorants are more than a passing trend; they are reshaping personal care globally. As health, sustainability, and convenience converge, demand for this format will continue to grow.
At the same time, technologies such as cooling tunnels will remain essential to ensure products meet both quality and sustainability standards. The winners in this new era will be those brands that not only embrace consumer shifts but also partner with experts capable of turning innovation into reliable, scalable reality.
Sources: IMARC Group (2025), Future Market Insights (2024), Archiva Market Research (2025)
