A Look Into the Antiperspirant, Deodorant Marketplace

Deodorant sales declined last year. With the extended pandemic-induced lockdown, European consumers adopted a more relaxed approach to personal hygiene. Even with less frequent usage, wellbeing and sustainability remain the big trends in the European deodorant market. But experts note that high-performance criteria and a desirable scent continue to play an important role in consumer product choices.

Changing routines contributed to the decline in deodorant usage, as consumers spent more time at home and had fewer occasions to socialize. Mintel research confirmed that over a quarter (28%) of British deodorant and antiperspirant users applied product less frequently since the start of the pandemic in March 2020, and this trend was seen most markedly by consumers under 39 years of age.

However, according to GlobalData, European antiperspirants and deodorant sales are rising again, and sales are expected to top $6 billion. Aerosol antiperspirants account for 36% ($2.1 billion) of the total market value, followed by body sprays with 24% ($1.4 billion) and roll-on deodorants with 21% ($1.3 billion). The remainder consists mainly of stick and wipe formats.

GlobalData’s 2021 Q1 Consumer Survey reveals that sustainability, uniqueness and wellbeing are significant motivators for European consumers when shopping the healthcare, hygiene and toiletries category. For example, health and wellbeing claims impact 55% of European consumer product choices, while 39% are influenced by a product’s ethical, sustainable or socially responsible profile.

“Ingredients and formulation are also significant contributors to consumers’ purchasing decisions in the deodorants category,” explains Alice Popple, consumer analyst, GlobalData. “Organic ingredients are a decisive factor for 29% of Europeans when deciding which products to purchase. Similarly, unique formulation is desired, though not essential, for 42% of consumers.”

According to Popple, it is important for deodorant brands to acknowledge these consumer preferences when launching new products or adapting current products.

Eco-Friendly Launches

Demand for hardworking natural sustainable deodorants has led to a flurry of launches from trailblazing eco startup brands, with many boasting strong sustainable packaging credentials.

Olivia Guinaugh, home and personal care analyst, Mintel, noticed a strong trend in refillable deo concepts.

“The rise of refillable and reusable packaging in other consumer categories is driving innovation in personal care as consumers seek to reduce how much they throw away,” she explained.

Akt is a premium natural deodorant launched by two London West End dancers. They developed a deo balm to get through the gruelling demands of eight shows a week and dancing under hot lights. The duo found that mainstream antiperspirants stained their clothes, didn’t stop the sweat and made them smell like teenage boys. Akt deodorant balm features a moisturizing formulation and is packaged in aluminium tubes for durability, portability and recyclability. Bespoke aluminium caps are designed to prevent more plastic from entering the ecosystem. Also available is The Assistant, a tool to tease out the right amount from the tube, ensuring that nothing goes to waste.

Nuud is a Netherlands-based natural and vegan deodorant brand, also in a tube format. It boasts just 10 ingredients, including Ecocert-certified micro silver for a natural antibacterial effect that inhibits bacteria. The formulation is fragrance- and alcohol-free and is said to be free of microplastics and nanoparticles, too. The tube is made from bioplastic sugarcane in a biodegradable cardboard box.

Another startup is UK-based Wild. The brand is billed as the world’s first zero-plastic deodorant refill made from plants and is fully compostable. The range of aluminium-free refillable sticks are sold online from Wild’s own website, www.wildrefill.com.

From Turkey comes Siveno Dogal, a roll-on that’s aimed at teens. The vegan formula contains natural ingredients and is free from aluminium, chorohydrate, alcohol and parabens.

“The significance of this new product launch highlights the concern in this category over the long-term impact of chemical exposure on younger generations,” explained Popple.

Ben & Anna (Germany) also taps into young consumers’ concern about chemicals in toiletries, sustainability and plastics. The formula contains soda bicarbonate and various essential oils with germ-reducing effects. The natural deo stick is available in six fragrances. The plastic packaging material was replaced with paper tubes.

“The packaging is what makes this product an innovative addition to the European deodorant market,” maintains Popple. “It uses a plastic-free spiral wound board tube for the deodorant stick, which eliminates single use plastic and makes the product recyclable and environmentally friendly.”

Fragrance Trends

When it comes to product scents, “fresh” is a bit stale these days. According to Mintel, there’s been a move away from generic “fresh” fragrances in deodorants, as brands seek ways of standing out from the competition. Scent is important, says Guinaugh. For example, 44% of Polish and Spanish adults agree that it is the most important aspect of a beauty or grooming product. In the UK, 23% of adults rank “nice fragrance” as the most appealing benefit in antiperspirant/deodorant.

Brands that have tapped into this trend feature fragrances are a far cry from traditional deodorant scents, whose nomenclature is based around freshness. For example, Wild features Coconut Dreams and Bergamot Rituals; Ben & Anna’s deodorant come in Pink Grapefruit and Persian Lime.

Future NPD in deodorants

Sustainability aside, brands in the European deodorant category are likely to focus on hygiene and safety trends following changes to consumer behavior due to COVID-19, with increased demand for antibacterial products.

“Brands can incorporate this trend into their strategy and provide consumers with germ-protecting added features with a dual purpose,” explained Poppel.

Clean labels and sensory appeal create demand for high quality products with natural, simple ingredient lists. At the same time, unique scents and luxurious properties create more enjoyable products for which consumer will pay more money.

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Imogen Matthews
Headington, Oxford UK
+44 1865 764918
www.imogenmatthews.co.uk
 
Imogen Matthews is a respected consultant, journalist and researcher who commentates on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles, has served on the Board of Cosmetic Executive Women (CEW UK) and won the prestigious Cosmetic Executive (UK) Achiever Award. Founded by Imogen in 1993, The Premium Market Report remains the only in-depth report to examine trends in the premium cosmetics, skincare and fragrance industry.