• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Stepping into the Spotlight for 2021

    The Independent Beauty Association Supports Sensible Reform

    Essential Workers

    A Clean Commitment

    Deliver & Delight
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Amyris Named a Top Social & Environmental Impact Company

    L'Oréal Bans Animal Hair in Brushes

    Ashland Launches Antaron ECo Gel

    Isosorbide Di-(Linoleate/Oleate) Treats Xerotic Pruritic Skin

    Estée Lauder Appoints SVP, New Business Development
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    38. E.L.F. Beauty

    7. Access Business Group

    27. Luminex Home Décor & Fragrance

    3. Henkel

    25. Lush
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    Amyris Named a Top Social & Environmental Impact Company

    Coming Clean About Clean Beauty

    Isosorbide Di-(Linoleate/Oleate) Treats Xerotic Pruritic Skin

    Nu Skin Launches ‘Clean’ Formula Line

    HydraFacial Adds Murad Booster
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Amyris Named a Top Social & Environmental Impact Company

    L'Oréal Bans Animal Hair in Brushes

    Coming Clean About Clean Beauty

    Ashland Launches Antaron ECo Gel

    Isosorbide Di-(Linoleate/Oleate) Treats Xerotic Pruritic Skin
    Lab Equipment
    Mixing
    Packaging
    Testing

    Logo Design Trends for 2021 & Beyond

    Coming Clean About Stink

    Henkel Reaches Sustainable Packaging Milestone

    Ross Designs Mixer for Increased Shear

    CGF Coalition Finalizes 'Golden Design' Rules
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    QRS (Quality Resourcing Services)

    Centerchem Inc

    Ashland

    LipoTrue Inc.

    Croda
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Eurotrends

    Global Deodorant Market Is on the Rise

    ...

    Related CONTENT
    • Paper Cosmetics Gets Funding
    • Limited Edition Jungalow Launch at Native
    • Kopari Adds Coastal Deodorant
    • Coming Clean About Stink
    • Woman to Women
    Imogen Matthews, Consultant07.03.17
    The rising star in the European deodorants market is Russia, still a small player overall, but with the potential to shine in the relatively niche deodorant cream and sticks categories. In contrast, the more mature Western European markets are struggling for sales gains, reflecting the difficulties brands face in stimulating interest in such a functional category.


    Overall, Western European sales of deodorants reached nearly $4.6 billion in 2016, an increase of 1.6%, according to Euromonitor International. The UK and Germany topped the leaderboard with sales of $965.5 million and $946.9 million, respectively, but there was relatively unimpressive growth of 1.9% for the UK and 1.1% for Germany. Deodorant sales were more buoyant in Eastern Europe, increasing 5.1% to more than $1.2 billion last year. Russia continued its winning streak from the previous year, adding 9% in value sales to exceed $395 million.


    The aerosol/spray format is preferred by the majority of Europeans, especially the British, with 58% using spray compared to 26% preferring roll-ons and 6% sticks, according to Kantar Worldpanel. German consumers have similar preferences, while the Spanish are more inclined toward using roll-ons (37%). Body spray usage varies by European country, peaking among Polish consumers at 25%, but the format is shunned by the French and Italians, with just 12% claiming to use body sprays.


    New Ways with Deo Formats


    None of the major research companies record sales of compressed aerosol formats, which was pioneered by Unilever and used across all of its deodorant brands. In order to encourage other manufacturers to adapt the technology, in 2016, Unilever published a White Paper for the competition, rather than patent its discovery. Compressed formats deliver the same amount of product to the consumer, but the smaller pack, which uses less metal, solvent and propellant, has measurable environmental benefits.


    Eco-friendly deodorant cans are expected to become the go-to format for the industry, according to Jamie Mills, analyst, GlobalData. In a 2016 study, the researcher noted that over-packaging is a real concern for consumers looking for greener, more responsible personal care products. GlobalData showed that 51% of European deodorant shoppers say they avoid excessively packaged grocery products all or most of the time.


    “Given the significance of these trends, this puts compressed deodorants in a unique position to potentially become the industry standard for aerosol packaging in future,” stated Mills.


    Deodorant creams are a niche category popular with European consumers looking for natural/organic alternatives as well as packaging that is easier to recycle than aerosols. Mostly available from online shops, cream brands include Wolkenseifen and Waldfussel in Germany and Aurelia Botanical Cream to Powder Deodorant in the UK. 


    Fitness and Freshness


    Deodorant usage has long been associated with sport and fitness by targeting consumers looking to reduce perspiration and body odor. However, the reasons for using deodorant vary by country, according to Kantar Worldpanel, which records 53% of British and 53% of French consumers put a high priority on products that prevent perspiration, compared to 21% in Spain and just 9% in Italy. Spanish consumers are far more likely to use deodorant to feel clean (45%), although a similar percentage are influenced more by fragrance (43%). A pleasant fragrance is the most sought-after attribute cited by 57% of Italians and 56% of Polish consumers.



    Mills does not believe that consumer interest in fitness particularly benefits deodorant innovation, “as (deodorants) are inherently targeted towards occasions when consumers are most prone to sweating and body odor,” she maintains. However, deodorant brands continually seek to improve their efficacy credentials, such as longer-lasting formulations in order to meet the needs of active and hygiene-conscious consumers. One example is the French launch, L’Oréal Men Expert’s Invincible Anti-Perspirant stick, which claims 96-hours of non-stop protection. Another is Fa Anti-Perspirant Nutri Skincare and Protect from Hungary, that claims to protect during periods of stress and intense activity. Its non-stop fresh technology claims to provide 48-hour protection and the formula is enriched with skin care benefits including vitamin E and lipids.


    Natural Claims


    According to GlobalData’s 2016 research, natural is an important claim for European consumers with 57% saying they are interested in and already buying natural beauty/grooming products. There has been a whole host of deodorant launches with natural claims, bringing much needed interest and innovation to the category.


    GlobalData has identified the following novel introductions:


    Ben & Anna’s Natural Soda Deodorant Stick, launched in Denmark, claims to be free from aluminium, parabens, phthalate and gluten and is formulated with shea butter and soda. The brand does not use chemical stabilizers and therefore advises users to store the product at room temperature.


    UK launch Green People’s Quinoa and Prebiotics deodorant draws on the healthy eating trends and claims that the use of prebiotics in the formulation supports healthy bacteria and restricts odor-forming bacteria. Furthermore, the addition of zinc ricinoleate is said to act like a sponge to absorb odor molecules.


    Sage is an ingredient that is appearing in natural deodorant formulations, including Weleda’s pump action Sage Mint Deodorant. The product contains sage, rosemary and thyme essential oils, said to neutralize odor and to let the body breathe. Dr Hauschka Sage Deodorant comes in a roll-on format and contains sage and witch hazel essences which are said to be both naturally antimicrobial and astringent. The addition of mint provides a sensation of long-lasting freshness.


    Lush has moved the deodorant format into a new territory with The Greeench Deodorant powder which contains sage, thyme and tea tree to combat odor. Absorbant lycopodium powder is applied with the palm of the hands to keep pits dry.


    “Within such a functional category as deodorants, the challenge for natural brands is to convince consumers to experiment with natural formulations, particularly in the face of established multinational brands with proven efficacy credentials and which represent a significant portion of the marketplace,” observed Mills. According to GlobalData 2016 research, frequent experimentation among consumers in this space is relatively low with 34% of Europeans saying they often try new or different varieties of deodorants. So, fresh challenges from natural brands may well be what the category needs in order to stimulate growth.


    Imogen Matthews
    Headington, Oxford UK
    Tel: +44 1865 764918

    Imogen Matthews is a respected consultant, journalist and researcher focusing on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles. Every year in April, she publishes The Premium Market Report, focusing on trends in the UK premium beauty markets.
    www.thepremiummarketreport.com
    Related Searches
    • international
    • uk
    • personal
    • body
    Related Knowledge Center
    • AP/Deo
    • Actives
    • Functional Ingredients
    Suggested For You
    Paper Cosmetics Gets Funding Paper Cosmetics Gets Funding
    Limited Edition Jungalow Launch at Native Limited Edition Jungalow Launch at Native
    Kopari Adds Coastal Deodorant Kopari Adds Coastal Deodorant
    Coming Clean About Stink Coming Clean About Stink
    Woman to Women Woman to Women
    Who Wants To Be a Millionaire? Who Wants To Be a Millionaire?
    Ivory Delivers Care Packs to Seniors Ivory Delivers Care Packs to Seniors
    What You What You're Reading on Happi.com
    Me Time: The Market for Women Me Time: The Market for Women's Wellness
    Deodorant for Teens, by Teens Deodorant for Teens, by Teens
    L’Occitane to Present at IFSCC L’Occitane to Present at IFSCC
    Target Picks Up Taos Aer Target Picks Up Taos Aer
    Why ‘Pigging’ is a Must for Personal Care, Cosmetics and Homecare Manufacturers Why ‘Pigging’ is a Must for Personal Care, Cosmetics and Homecare Manufacturers
    In-Cosmetics Global Award Winners In-Cosmetics Global Award Winners
    Manscaped Launches Hygiene Bundle Manscaped Launches Hygiene Bundle

    Related Eurotrends

    • Functional Ingredients | Oral Care
      Fighting Tooth & Nail In the Oral Care Sector

      Fighting Tooth & Nail In the Oral Care Sector

      There’s a strong link between natural and innovation, according to GlobalData.
      Imogen Matthews, Consultant 12.02.20

    • Functional Ingredients | Hair Care | Packaging | Surfactants
      It’s Time to Rebuild the Hair Care Market

      It’s Time to Rebuild the Hair Care Market

      ...
      Imogen Matthews, Consultant 10.06.20

    • Actives | Functional Ingredients | Hair Care | Skin Care

      Why More Europeans Take To Beauty Supplements

      Joining the more traditional hair and nails supplementation are effervescents, liquids and gummies that are more pleasurable to take than tablets.
      Imogen Matthews, Consultant 09.03.20


    • Functional Ingredients | Personal Cleansers
      Pampering-in-Place During a Pandemic

      Pampering-in-Place During a Pandemic

      Imogen Matthews on what consumers want to assuage their concerns.
      Imogen Matthews, Consultant 06.12.20

    • Actives | Functional Ingredients | Packaging | Polymers | Sun Care | Testing
      Convenience Is Critical to Sun Care Formulations

      Convenience Is Critical to Sun Care Formulations

      Manufacturers respond with innovative formulations and packaging.
      Imogen Matthews 04.01.20

    • Functional Ingredients | Personal Cleansers | Surfactants
      Quality & Sustainability Lift Personal Cleanser Sales

      Quality & Sustainability Lift Personal Cleanser Sales

      ...
      Imogen Matthews, Consultant 01.03.20


    • Actives | Functional Ingredients | Oral Care
      Plenty to Smile About in European Oral Care

      Plenty to Smile About in European Oral Care

      ...
      Imogen Matthews 12.02.19

    • Functional Ingredients | Hair Care | Surfactants
      Consumers Expect More from Hair Care Formulas

      Consumers Expect More from Hair Care Formulas

      ...
      Imogen Matthews, Consultant 10.01.19

    • Functional Ingredients | Hair Care | Personal Cleansers | Skin Care

      Green & Sustainable Beauty Gains a Following in Europe

      ...
      Imogen Matthews, Consultant 08.02.19


    • AP/Deo

      Western Europe Is a Global Deo TrendSetter

      ...
      Imogen Matthews, Consultant 07.01.19

    • Actives | AP/Deo | Functional Ingredients | Polymers

      A Review of Europe’s Entire Body of Work

      ...
      Imogen Matthews, Consultant 06.03.19

    • Actives | Functional Ingredients | Polymers | Skin Care

      Who Are the Men Behind the (Skin Care) Masks?

      ...
      Imogen Matthews, Consultant 03.04.19


    • Actives | Functional Ingredients | Oral Care

      Eastern Europe Leads Gains in Oral Care

      ...
      Imogen Matthews, Consultant 02.01.19

    • Actives | Functional Ingredients | Hair Care | Personal Cleansers | Skin Care

      Enjoying the Spa Experience When and Where You Want It

      ...
      Imogen Matthews, Consultant 09.03.18

    • Actives | Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Skin Care | Testing

      The Young and The Restless Drive Demand for Natural

      ...
      Imogen Matthews, Consultant 08.03.18

    Trending
    • Amyris Named A Top Social & Environmental Impact Company
    • Formulating Liquid Laundry Detergents
    • Croda Partners With Genesis Biosciences
    • P&G Opens Virtual LifeLab At CES
    • ACI: EU Enviro Model Overestimates Surfactant’s Impact
    Breaking News
    • Amyris Named a Top Social & Environmental Impact Company
    • L'Oréal Bans Animal Hair in Brushes
    • Ashland Launches Antaron ECo Gel
    • Isosorbide Di-(Linoleate/Oleate) Treats Xerotic Pruritic Skin
    • Estée Lauder Appoints SVP, New Business Development
    View Breaking News >
    CURRENT ISSUE

    January 2021

    • Stepping into the Spotlight for 2021
    • The Independent Beauty Association Supports Sensible Reform
    • Essential Workers
    • A Clean Commitment
    • Deliver & Delight
    • Reusables for Consumables In the Pandemic and Beyond
    • A Rebound for Beauty
    • Beauty Brands Must Prepare for a 'Decade of the Home'
    • A Societal Shift
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    NIH Study Identifies Antibacterial Properties in Taurine
    NSF Begins New Certification Program
    Eriocitrin Shown to Have Metabolic Benefits in Recent Study
    Coatings World

    Latest Breaking News From Coatings World

    Zeppelin Acquires MTI Mischtechnik
    Ezio Braggio Joins ChemQuest Europe
    IFS Coatings Announce Carbon Offset Program
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Optimize EP Launches CaRM Cardiac Device Data Management Platform
    U.S. TAVR Market Projected to Reach Nearly $5 Billion by 2030
    FDA Clears Canon Medical's Compressed SPEEDER for 3D Exams on 1.5T MR
    Contract Pharma

    Latest Breaking News From Contract Pharma

    KORSCH, MEDELPHARM Partner on R&D Equipment Portfolio
    Frontage Bolsters Clinical Services Capabilities
    Sanofi Unveils EUROAPI as Name of New European API Company
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Neenah to Host Packaging Webinar for Printers
    W.S. Badger is Named a ‘150 Top Impact Company’
    Mana Products, Meiyume and RPG Form The Vertical Beauty Alliance
    Happi

    Latest Breaking News From Happi

    Amyris Named a Top Social & Environmental Impact Company
    L'Oréal Bans Animal Hair in Brushes
    Ashland Launches Antaron ECo Gel
    Ink World

    Latest Breaking News From Ink World

    dar-tech, inc. Becomes U.S. Midwestern Distributor for ZS Interpolymer
    Techkon USA, Konica Minolta Partner
    Alon Bar-Shany Appointed Chairman of Highcon Board
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Exhibitor registration opens for virtual.drupa
    FTA planning in-person Forum & INFOFLEX
    Fortis Solutions Group achieves SGP certification
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Shemesh Adds U.S. Headquarters
    TZMO USA, Special Needs Group Form Partnership
    BAHP Announces 2021 Officers, Board of Directors
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    Rapid Recovery Protocol Can Lead to Increased Range of Motion After TKA
    Boston Scientific Releases WaveWriter Alpha Spinal Cord Stimulators in U.S.
    New Chief Clinical Officer on Board at IncludeHealth
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Roadsimple Modernizes Warehouse Ops with Zebra Technologies
    Toppan Announces 2050 Environmental Vision
    SOI Industry Consortium Joins SEMI as Strategic Association Partner

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login