The search term “aluminium deodorant” tops the rankings with 584,400 additional searches over the past year. Searches are overwhelmingly in favour of aluminium-free products, particularly on Google.
However, Spate has identified an emerging counter-trend: some content is now defending the ingredient, presenting it as the most effective antiperspirant active ingredient.

The category is fragmenting

Each format is finding its audience: spray (+454,900 searches year-on-year), roll-on stick (+135,400), gel (+100,900) and roll-on (+81,200).
Another sign: children’s deodorant ranks third in search volume (+232,500), confirming the arrival of new consumer groups in the category.

Deodorant is becoming a skincare product

Cosmetic claims are gaining ground: corrective deodorant (+175,400), whitening (+100,600) and brightening (+75,400).
Consumers expect skin benefits beyond protection against odours. Hyperpigmentation is emerging as a concern (+5,000), alongside sensitive skin (+65,700), irritation (+47,400) and allergies (+7,300).
For Spate, this is still uncharted territory that goes far beyond the anti-odour promise.

In terms of ingredients, alum stone and essential oils are leading the way, followed by charcoal and magnesium.
The surprise contender: beef tallow, an ingredient that continues to attract attention across all beauty categories.

Among the brands seeing the biggest increase in search volume, Secret …