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.
To
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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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