Thursday, April 25, 2013

Latest Study: Deodorants and Antiperspirants - US - February 2013

The deodorant/antiperspirant market can expect to see growth in the coming years due to near universal consumer usage of these products along with a lack of competitive alternatives. However, the market faces some challenges: the women’s segment has experienced a decline for the first time in years, consumers continue to demand long lasting products regardless of the many options currently available, and demographic shifts have the potential to impact usage. 

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Companies and brands will need to explore ways to reinvigorate the women’s segment, determine new methods to prove/communicate product efficacy, and address the needs of the segments that may impact overall usage.

Gabriela Mendieta, Home & Personal Care Analyst

Some questions answered in this report include:

  • The women’s segment experienced a decline for the first time in several years. How can market players reinvigorate this segment in order for it to resume growth?
  • Though a number of options exist, some consumers struggle to find long-lasting protection. How can brands better prove and communicate product efficacy?
  • Puberty is starting earlier, but aging Baby Boomers’ usage of these products will decrease in time. What opportunities exist for the market to accommodate these demographic shifts?

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