The global deodorant market is keeping its cool as brands reinvent and reposition their products to meet increasingly complex consumer demands, as Lucy Copp reports
Deodorants may not be the most glamorous of personal care products, but nevertheless they repeatedly end up in shopping baskets across the world. Besides imparting that welcome ‘fresh feeling’, deodorants play an important role in boosting self-confidence levels, and keeping body odour and embarrassing sweat marks at bay. For as little as a few euros or dollars, deodorants are an easily accessible product with consistent universal appeal.
With all of this in mind, it is perhaps unsurprising that the global deodorants market hardly broke a sweat in 2012-13, registering another year of exceptionally strong growth. As a whole, the global market generated a hefty $22.4bn, up 8.1% on 2012, according to data from Euromonitor International. Every region recorded positive growth in sales figures, although some areas did outperform others. The top three regions for growth were Latin America (+13.5%), Middle East and Africa (+11.7%) and Asia Pacific (+10.4%).
Oru Mohiuddin, Senior Analyst for Beauty and Personal Care Research at Euromonitor International, tells SPC: “Latin America experienced the highest growth due to Brazil, which is the leading deodorant market in Latin America as well as the world, thanks to the very image conscious Brazilians. This trend has been gaining momentum with the expansion of the middle-class, which has allowed people to spend more on grooming. The greatest boost, however, in the deodorant sector in Brazil came from a burst of innovations helping to reinvent product claims.”
While Brazil was pinpointed as a strong performer, there were some weaker – although still positive – performances put in by other regions including western Europe (+2.6%), Australasia (+3.3%) and North America (+3.4%).
Interestingly, consumer research body Mintel observed that in 2013 alone, the top five antiperspirant deodorant markets globally were the US, Brazil, Germany, France and the UK. However, when looking at the fastest growing markets over a five year period, from 2008-13, Emmanuelle Moeglin, Global Fragrance and Personal Care Analyst, tells SPC: “Highest growth in the sector has come from the emerging markets of India, Vietnam, Indonesia, China and Turkey, and the potential for expansion in those regions will open up exciting opportunities in the future.”
Similar to the Euromonitor data, the slowest growing markets recorded by Mintel from 2008-13 were countries in western Europe, including Denmark, Italy, Spain and the UK....
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