Global Metal Aerosol Cans: Growth and Opportunities in Beauty and Personal Care

Deodorants dominate aerosol cans’ beauty applications

Deodorants remain the main application for metal aerosol cans in beauty and personal care, as well as the main growth driver, with Western Europe the largest consumers of deodorant sprays.

Brazil and India the strongest growth contributors

Fast growing emerging markets are driving volume sales of deodorants globally, in particular Brazil, where deodorants penetration continues to increase, despite being already well established, and India, where consumers are trading up from traditional talcum powder to deodorant sprays.

Unilever leads value sales of deodorant sprays

Unilever leads the global deodorant sprays market. The company’s continued focus on innovation has led to strong product launches, such as its recent aerosol cans featuring compressed technology.

US consumers increasingly favour deodorant sprays

The deodorants market in the US is largely dominated by sticks, but aerosol cans are still expected to see strong volume growth, as consumers increasingly adopt this format. The US is predicted to be the third largest contributor to volume growth over 2015-2020, after Brazil and India.

Low or no growth for aerosol cans in styling agents

Volume sales of styling agents remain flat globally, as consumers prefer other styling products, coming in other pack types. In Western Europe, the leading region, sales remain strong in Germany, whilst styling agents are perceived as old-fashioned in other markets.

Other categories offer limited growth

Besides deodorants and styling agents, aerosol cans have a small penetration in other beauty areas. Pockets of growth exist in sun care in the US and dry shampoo in the UK, which are predicted to grow at CAGRs of 5% and 3%, respectively, over 2015-2020.