According to Mintel’s January report on the deodorants and body sprays market, one in 10 customers still does not purchase any kind of deodorant at all. However, non-purchase is becoming uncommon as consumers begin to take a greater interest in personal care and their appearance.
The deodorants/body spray market is characterised by a high degree of brand loyalty. Mintel believes that as many as seven in 10 customers buy the same brand each time, although newer entrants such as Nivea and Sanex have achieved bold strides in the market through careful product positioning - a strategy that Unilever is adopting this year with the launch of its Dove Silk Dry deodorant and improved formulation Dove aerosol anti-perspirant spray. It has also introduced a new fragrance to its Impulse brand, called Thrill, in body spray, aerosol antiperspirant and roll-on antiperspirant deodorant.
Although format features strongly in consumers’ purchase strategies, the market is highly saturated, according to TNS. It says that growth is likely to come from an increase in price or units rather than from new users. Mintel, however, believes there is still much to play for, especially in women’s roll-ons.