What you need to know
The deodorants market decline has been triggered by lack of innovation and engagement, and now stands at an estimated £404 million in 2018, decreasing in value by 2% from 2017. Both retailers and manufacturers have suffered from the war on price, and consumers stick with what they know for the cheapest price. However, there is room for growth if brands are willing to take risks with fragrance innovation and products for other body parts.
Functionality claims drive value growth, but this message needs to be constantly enforced to retain user loyalty. Aligning with this core message appeals to a wide range of consumers, but also means mass brands share a very similar image. Brands can change how efficacy is advertised – tweaking traditional messages to create a point of difference. Natural deodorants also hold some interest, but more premium pricing and less proven efficacy means regular use is unlikely. With packaging pollution constantly in the public eye, eco-friendly positioning could be more of a short-term solution to re-engage consumers.
Products covered in this Report
For the purposes of this Report, Mintel has used the following definitions:
-
Deodorants are products that contain ingredients to kill bacteria that cause body odour and/or contain fragrances to mask the smell of perspiration. They do not prevent wetness.
-
Antiperspirants control both wetness and odour. These contain ingredients – generally salts of aluminium – which react with sweat to temporarily seal the pores, thereby controlling perspiration, and are usually combined with a deodorant to control odour.
The products covered in this Report include deodorants and antiperspirants for both men and women, in all packaging formats, including:
-
Aerosols
-
Atomisers
-
Pumps
-
Roll-ons
-
Solid sticks
-
Gels
-
Creams
-
Wipes
-
Solid crystals.
Excludes
Bodysprays used purely for fragrance and with no deodorising/antiperspirant properties. For more information on bodysprays, see Mintel’s Fragrances – UK, August 2018 Report.
Please note that the terms ‘deodorants’ and ‘antiperspirants’ are used interchangeably throughout the Report.
