Market preference drives deodorant variety, despite dominance of aerosols

The statistics indicate that responding to varying market preference remains crucial for the sector, and Dove’s recent stick deodorant launch in the US suggests brands are bearing this in mind.

Market preference​

According to the figures just released by the market researcher, aerosols are consumers’ preferred deodorant dispenser in Latin America, Western Europe and Asia Pacific regions, with the product having seen growth in the period 2007 – 2012 across the board.

North America is the only region in which aerosols are not dominating the sector: in Europe however, where consumer demand is huge, brands are focusing on the product​.

Aerosol growth has been particularly notable in Latin America, where sales have now overtaken roll-ons as consumer favorite, and in Asia, where 3 deodorant sprays are sold to every 1 roll-on in India.

However, apart from the general aerosol prominence, great differentiation is seen in regional preferences within the sector.

“India, the most dynamic market, shows preference for larger sized sprays, as they are often shared by the family,​” the research body said.

Deodorant wipes are another instance of varied market preference, making almost no appearance in any market except Asia Pacific, where they have a strong presence.

Targeting products​

Beauty brand Dove’s new range of stick deodorants, ‘Advanced Care Deodorant’, responds to the atypically large demand for the product seen in the US, suggesting companies are reacting to market preference variety.

Dove’s parent company Unilever, which describes itself as “driven by consumer insights”, voiced its focus on variation in market preference.

“Unilever is a large, global company and the Dove brand’s marketing efforts are tailored to reflect the unique interests and needs of its audience in each market,​” Matthew McCarthy, US Senior Marketing Director, Unilever Anti-perspirants Deodorants told CosmeticsDesign.com USA.