Research into the negative health effects of antiperspirants on body temperature and aluminium on renal function and Alzheimer’s disease is contributing to a niche but growing segment of higher-priced natural and organic deodorants, specifically in deodorant sticks and creams. The launch and expansion of natural deodorants has been noticeable, with natural deodorant brands extending their product lines to bath and shower and skin care.
Commonly referred to as body sprays, body splashes or body mists, deodorant pumps benefited from stronger demand in 2018, driven by a growing consumer preference for lighter scented sprays, on-the-go portability and the ability to personalise and layer scents. Deodorant pumps experienced the most frequent price promotions in deodorants, driven by the seasonality of scents.
The top three distribution channels in deodorants are beauty specialist retailers, mass merchandisers and hypermarkets. However, growth in internet retailing, warehouse clubs and apparel and footwear specialist retailers characterised deodorants in 2018.
Unilever Home & Personal Care USA led deodorants in value terms in 2018, followed by The Procter & Gamble Co and L Brands. Unilever witnessed a steady, above-average performance for Dove and strong sales of newly-acquired Schmidt’s Naturals.
Deodorant sprays continues to experience steady growth thanks to Unilever’s launch of dry spray to address underarm stains on clothing. Degree Men and Dove Men + Care premiered new SKUs in this format in 2018, whilst Dove replaced its roll-on format with a spray format.
Deodorant pumps saw steady growth in the US in 2018, driven by seasonal product variety and accessible price points. L Brands’s Bath & Body Works is the leading brand, driven by strong product acceptance, online growth and a loyal customer base, all of which contributed to its growth in deodorant pumps and sprays.
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This industry report originates from Passport, our Beauty and Personal Care market research database.