Metal aerosol cans in beauty and personal care are on the rise, and are forecast to see further growth. Deodorants dominate beauty aerosol can applications, with Brazil and India the largest contributors to growth. Meanwhile, in hair styling agents, aerosol cans are competing with spray alternatives. The increasingly competitive environment is leading brand owners and packaging manufacturers to innovate through more eco-friendly packaging, while offering differentiation on shelves.
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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.
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 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.
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.
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.
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.