Americans Take a Sniff; Apply More Deodorant

According to Antiperspirants and Deodorants in the U.S., a new report from market research publisher Packaged Facts, U.S. sales of deodorants and antiperspirants should reach $2 billion by 2010.

Following a two year plunge, which took the market from $1.97 billion in 2001 to $1.82 billion in 2003, 2005 saw 2.3% growth over 2004 to reach nearly $1.9 billion. Fifty-eight percent of new products introduced in 2005 were targeted to males, and the top five brands still dominate make up 55% of the market.

"The trend of positioning products towards need states which appeal to particular conditions or concerns is gaining momentum as it doesn't limit purchase based on age, ethnicity or gender," said Don Montuori, the publisher of Packaged Facts. "Audiences are being better served by a wider range of products and they are responding, as can be seen in the upswing in teen usage, particularly the use of sprays by teenage boys."
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