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A Rockier Road Ahead for Booming Deodorants Category

By: Rob Walker, Euromonitor International
Posted: November 18, 2013, from the December 2013 issue of GCI Magazine.

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Deodorant brands will need to work harder at the innovation table during the year ahead too. Natural and organic deodorants—made from herb and plant extracts, free from parabens and gentle on the skin—are likely to become increasingly visible. We are also likely to see a wider range of deodorants offering value-added skin care benefits, such as moisturization. This goes hand in hand with the need for more tailored product development.

The surging growth of deodorants in the last five years belies vulnerability, therefore. Finding innovative solutions to deal with a global demographic shift, coupled with worsening economic conditions in key growth markets, is set to be key.

Rob Walker, senior fast-moving consumer goods analyst, Euromonitor International, can be contacted at rob.walker@research7.euromonitor.com.