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.