Global market for deodorants to reach $13.8bn by 2017: Research

The global deodorants market is projected to reach $13.8bn by 2017, according to a study conducted by a US-based research firm Global Industry Analysts (GIA).

The report said the introduction of new and technologically advanced products is a strong growth driver for the unit volume expansion of deodorants in the US and European mature markets.

Increasing income levels, better living and hygiene standards in the developing countries of Asia-Pacific, Latin America, Middle East and Africa are also fuelling growth opportunities for the deodorant market across the globe, the report observed.

GIA has attributed the deodorant market size differences to varying cultures, product awareness and existing environmental situations.

Growing emphasis by the firms on product innovation, differentiation and packaging catering to the consumers urge for presentable personal image and/or desire for personal protection; and demographic factors such as age and gender are also considered as key growth factors for the market.

Necessary product positioning for personal hygiene and growing awareness for chemicals-free, natural and organic deodorant products is allowing consumers to avoid products made of harmful chemicals.

Many manufacturers are formulating new variants of deodorants, by avoiding artificial bactericides, to meet the consumer need for naturally occurring ingredients.

GIA report highlighted various deodorant forms prevailing in the global market, including aerosol sprays, non-aerosol sprays, and squeeze-bottle sprays, creams, wipes, powders, pads, dab-on applicators, and crystals.

Deodorant wipes, according to the study, is the latest form of deodorant application estimated to drive growth in the worldwide industry.

Europe represents a dominant market for deodorants, which is stimulated by increased demands from Western European countries including the UK, Germany, Italy, France and Spain.

The Asia-Pacific market is expected to register the highest growth rate of about 5% with China, India and Australia play the role of key markets in driving sales.