Follow us on LinkedIn The global market for deodorants is characterized by saturated market conditions in the developed markets of Western Europe and the US, and the minimally penetrated, but rapidly growing markets in the emerging nations of Asia-Pacific. In addition, Latin-America as well as Eastern Europe is also forecast to add momentum to the growth of the deodorants market in the coming years. While the saturated markets are driven by product innovations, including value additions and line extensions, the immense opportunities in the minimally penetrated emerging markets, including India, is expected to propel the global deodorants market in future. The delivery of novel products and a better product mix is more important for manufacturers in the developed markets for increased revenues. Producers are mostly compelled to provide new products that offer quick and effective protection from wetness and odor.
Spray deodorants constitute the largest deodorants segment. Stick and solid deodorants constitute the second largest deodorants segment, followed by Roll-On deodorants. Other deodorants segment, comprising niche formats such as cream, gels, and wipes, represents the smallest but fastest growing market in the global deodorants market.
Europe represents the largest market for Deodorants, as stated by the new market research report on Deodorants. The European deodorants market comprises highly matured Western European market and moderately matured Eastern European market, with Western Europe accounting for a lions share. However, Eastern Europe offers considerable growth opportunity with more countries moving towards free market economy. Eastern European countries, including Russia and Poland, present a promising picture with growing economy and increasing per capita expenditure on lifestyle products, including deodorants. Further growth in Western Europe is expected to be mainly driven by the introduction of technologically advanced as well as value-added deodorant products. In addition, the increasing importance of male grooming is also expected to fuel growth in the mens deodorant market. Another important growth driver includes growing demand for organic as well as natural products.
The most promising market opportunities for deodorants are Latin America and Asia Pacific, particularly India, where national consumer spending on deodorant sprays increased by around 20% in 2011. Increasing awareness, rising disposable incomes, and growing population in developing regions of Asia-Pacific and Latin America, is expected to contribute to greater deodorant sales. Sales of deodorants in Latin America were primarily driven by increased consumer transition to aerosol deodorants from low-cost deodorant pumps and the increased sales of relatively high priced brands, including Natura, supported by its natural positioning. The extremely low usage at 10ml per capita offers tremendous scope for expansion in India. With rising consumer wealth, India would remain an important market for deodorants.
The worldwide deodorants market is characterized by intense competition, with few players holding a major share of the market. Major players in the market include Unilever, Procter & Gamble, and Beiersdorf AG, among others. Unilever Group is the leading market participant and offers world-renowned brands, such as Dove, Lynx, and Impulse. In order to enhance their presence in an extremely competitive marketplace, manufacturers are developing new products with innovative technologies, such as deodorants with anti-white marks technology and skin-friendly deodorants. Besides, deodorant companies are offering additional features as part of their efforts to differentiate their products from those offered by their rivals. Value additions, such as deodorants with moisturizing features and deodorants with hair growth retardant abilities, not only push up the sales volume but also ensure enhanced revenues due to their increased prices.
Major players profiled in the report include Unilever, Procter & Gamble, Beiersdorf, Henkel, Colgate-Palmolive, Church & Dwight, Lion Corp., CavinKare Pvt., Ltd., Elder Health Care Ltd., Hindustan Unilever Ltd., HYPERMARCAS S.A., Toms of Maine, and Verdan S
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