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The deodorant and antiperspirant industry continues to grow, having experienced 16% increase between 2006 and 2011. According to Mintel’s latest report, Deodorants and Antiperspirants - US - 2012, population growth in the United States will continue to drive this market through 2016 and beyond.
“Antiperspirant/deodorant use among teens is at 92%, placing them on par with adults,” says Amy Ziegler, global personal care analyst at Mintel. “However, teens and adults have different requirements for their deodorants, so it’s important that manufacturers market to each segment appropriately.” For formulators, this means really understanding the target consumer and developing AP/Deo formulations for those specific needs and preferences.
For example, interestingly, the “all-natural” and “organic” movement has not made the same impact in the world of underarm care as other personal care products. Mintel’s research confirms that only one in 10 people usually use antiperspirant/deodorant with all-natural ingredients and fewer than one in 20 buy all-organic products. This could be due to fewer effective natural ingredient options for underarm care.
However, “14% of women and 16% of men report having skin that is easily irritated by antiperspirant/deodorant, which could help drive the all-natural, organic and hypoallergenic formulations in the future,” concludes Ziegler.
For information on market research, visit GCI magazine's website.