Market Trends of Europe Deodorants Industry
Inclination Toward Chemical Free Deodorants
- Conventional deodorant products often contain harmful ingredients such as triclosan, phthalates, parabens, diethanolamine, butane and isobutane, and aluminum, which can cause skin allergies. The European Union has imposed restrictions on butane and isobutane due to concerns over contamination with 1,3-butadiene, a chemical linked to cancer and reproductive toxicity. This is expected to increase the sales of deodorants with a natural positioning.
- More consumers believe frequently using deodorants and antiperspirants containing aggressive chemicals, such as aluminum-based compounds and parabens, can be a health risk. Consumers are expected to appreciate formulations free from alcohol, fragrance, and parabens and contain natural ingredients like aloe vera, cucumber, eucalyptus, and tea tree oil. Consumers also prefer skin moisturizing, stain-free properties, and antibacterial properties.
- For instance, Dove offers a 0% aluminum original roll-on deodorant in its product portfolio. It also contains moisturizing cream and 0% alcohol. These products are expected to boost the market during the forecast period. Moreover, TexPro company offers a range of 100% organic, unscented products that prevent sweating and are suitable for people with allergies. The flagship product is a deodorant used on clothing instead of the skin, which seems to be a solution for some consumers.
- Rising skin consciousness has led consumers to look for chemical-free alternatives for deodorants, such as cosmetic fragrances, which often claim to be chemical-free.
- Additionally, artisanal and niche fragrances are one of the fastest-growing categories of products. These products are primarily made from natural and exotic ingredients. Furthermore, they are produced in smaller quantities, not widely distributed, but sold through limited retail formats. All of the above factors are driving the market for chemical-free deodorants.
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Germany is Expected to be the Largest Market
- Increasing demand for personal care products and increasing female labor force participation are key factors driving the market growth. Additionally, the growing demand for novel and innovative fragrances and fragrance products among the crowd, especially millennials, is creating a positive outlook for the market.
- Various product innovations, such as the development of natural deodorants and aluminum-free deodorants, are driving further growth. These variants are made with organic ingredients like activated charcoal, baking soda, coconut oil, essential oils, and flower extracts and use aesthetically pleasing green packaging to attract a wider consumer base. Therefore, aggressive promotional activities by manufacturers via various social media platforms and the prevalence of e-commerce retail channels also contribute to the market's growth.
- Celebrities greatly influence millennials' and Gen Z's purchasing decisions. By promoting a product through celebrities on the Internet and television, manufacturers are trying to hold a prominent position in the market. According to the World Bank, Internet penetration in Germany will be 91.4% in 2021, impacting consumer buying decisions.
- With increased online sales, deodorant businesses increasingly integrate photos and videos to encourage sales. Some online cosmetics merchants also allow customers to personalize their deodorants. As a result, the major market participants are actively investing in advertising and marketing to entice customers to use digital platforms.
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