According to Mintel analyst Joanna Peot, as in other personal care categories, botanicals and herbs are widely used in deodorants to appeal to consumers looking for more natural products. Deodorant manufacturers frequently include ingredients like aloe or cucumber to position their products as moisturizing and extra gentle on the skin. Additionally, certain botanicals, such as green tea or lemongrass, are marketed as naturally deodorizing and freshening. In addition to giving products a natural profile, botanical ingredients bring with them the authentic scents of the earth.
Going one step further than botanical and herbal ingredients, organic and all-natural formulations are also gaining popularity in new product development. These claims remain relatively niche, however, as consumers warm to the idea of fully trusting naturally-formulated deodorant products. But as consumer interest in natural and organic deodorant grows, so too will the numbers of products making these claims. As with botanical and herbal products, organic and all natural deodorants often link their fragrances to their wholesome contents.
Though many deodorants contain added fragrance to help mask body odor, there is a strong market for products that are fragrance-free. Many consumers have sensitive skin or other skin problems and they look specifically for products that do not contain added fragrances or irritants. Because deodorants are applied daily, and oftentimes even more than once a day, “gentle” formulations are especially important.
The full P&F report is available here.
The Mintel Global New Products Database (GNPD) tracks new product launches, trends and innovations internationally. For additional information regarding GNPD, visit www.gnpd.com or call Mintel International at 1-312-932-0600.
Trends in Deodorant Fragrances
March 5, 2008
Most Popular in Bath & Body
- 59Bath & Body Hunts for New Consumers
- 58A Market Fit—The Evolution of Deodorants and Antiperspirants
- 50Deodorant Use Changing as Emerging Markets Grow
- 48What’s Next for Bath and Body Care?
- 40The Rebuilding of Bar Soap
- 38Emerging Markets Soft-Soap the Growth Picture of Global Bath and Body Care
- 37Body Care Undergoes a Transformation
- 36Deodorant Market Smelling Rosy
- 20A Rockier Road Ahead for Booming Deodorants Category
- 16Top Deodorant Brands 2014
- Raising the Bar
- When Clean Isn't Enough
8/28/2008, Nancy Jeffries
- Bath & Body: Growing Beyond the Basics
10/7/2008, Izaskun Bengoechea, Euromonitor International
- Soap’s Opera: Conflict and Resolution on the World Stage
10/10/2008, Karen A. Newman
- Finding Inspiration for Household Soap
10/10/2008, Ursula Horne