How Ecommerce Is Putting a Fresh Spin on the Natural Deodorant Category

That scent wafting in the air? It's au naturale

No one knows you stink on Zoom.

Despite the opportunity to take a break from society’s expectations to keep body odor at bay, demand for deodorant in the U.S. has held steady during the pandemic. The category grew 1% to $3.6 billion in 2020, according to figures from consumer intelligence firm NielsenIQ. In 2021, sales climbed again to $3.9 billion.

Leaving it there, however, misses a bigger development in the scent space. A closer look at the numbers shows in-store deodorant sales decreased 5% in 2020, while online purchases increased 61.5%.

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This story first appeared in the April 4, 2022, issue of Adweek magazine. Click here to subscribe.