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Deodorant Use Changing as Emerging Markets Grow

Posted: February 20, 2014

Euromonitor International released an infographic, “Deodorants Dominated by Sprays But Regional Preferences Vary,” discussing how these commodity beauty products are consumer around the world, and how that consumption is shifting with the growing of emerging markets.

According to Euromonitor, "Aerosol sprays are the most popular deodorant format, due to their ease of application and instant dryness. However, consumer preferences for deodorant sizes vary by region. India, the most dynamic market, shows preference for larger-sized sprays, as they are often shared by the family. By contrast, growing environmental concerns in Western Europe prompted Unilever to release a compact 75ml version across its leading brands in the U.K., a trend set to shape the deodorants market in the future.”

Other stats from the infographic show the Unilever-owned Rexona brand as the top global seller, followed by Axe/Lynx/Ego, also owned by Unilever, and Beiersdorf-owned Nivea, then Dove, another Unilever brand. Avon, Mennen and Secret deodorants round out the top seven. Also, the fastest-growing markets in regard to total deodorant sales as a percentage value of CAGR for 2012–2017, India tops the list, followed by Vietnam, Iran, Indonesia, Morocco, Saudi Arabia, the United Arab Emirates, Peru, Brazil, Pakistan, China, Tunisia, Thailand, Azerbaijan and the Dominican Republic.

Check out more global deodorant statistics from Euromonitor here.