Imogen Matthews breaks down the rising global deodorant market. In developed regions such as the Americas and Western Europe, consumers are increasingly opting for products that contain natural claims, forcing manufacturers to go back to the drawing board reformulating their products to cater to changing consumer preferences.
- Western European sales of deodorants reached nearly $4.6 billion in 2016, an increase of 1.6%, according to Euromonitor International.
- UK and Germany topped the leaderboard with sales of $965.5 million and $946.9 million, respectively, but there was relatively unimpressive growth of 1.9% for the UK and 1.1% for Germany.
- Deodorant sales were more buoyant in Eastern Europe, increasing 5.1% to more than $1.2 billion last year.
- Russia continued its winning streak from the previous year, adding 9% in value sales to exceed $395 million.
- The aerosol/spray format is preferred by the majority of Europeans, especially the British, with 58% using spray compared to 26% preferring roll-ons and 6% sticks, according to Kantar Worldpanel.
- German consumers have similar preferences, while the Spanish are more inclined toward using roll-ons (37%). Body spray usage varies by European country, peaking among Polish consumers at 25%, but the format is shunned by the French and Italians, with just 12% claiming to use body sprays.
- The reasons for using deodorant vary by country, according to Kantar Worldpanel, which records 53% of British and 53% of French consumers putting a high priority on products that prevent perspiration, compared to 21% in Spain and just 9% in Italy. Spanish consumers are far more likely to use deodorant to feel clean (45%), although a similar percentage are influenced more by fragrance (43%). A pleasant fragrance is the most sought-after attribute cited by 57% of Italians and 56% of Polish consumers.
- According to GlobalData’s 2016 research, natural is an important claim for European consumers, with 57% saying they are interested in and already buying natural beauty/grooming products.
Read the full article in Happi.