The North America Deodorants market is projected to grow at a CAGR of 3.6% over the forecast period, 2020-2025.
- Growing awareness about hygiene along with the availability of varied fragrances in different formats has led to the growth of the deodorants market in the region.
- On the other hand, the rise of male grooming products supplemented by the presence of global vendors along with a growing demand for on-demand antiperspirants has eventually fueled the deodorants market altogether.
Key Market Trends
The Rise of Functional & Performance Driven Deodorants
The U.S. demand for functional and performance-driven products has led manufacturers to create antiperspirants/deodorants that stop perspiration for an extended period of time with claims such as 48 hours of odor and wetness protection. The development comes after understanding how consumers have put forward the importance of workouts/exercises amidst their hectic lifestyle and desires to smell fresh for an entire day.
On the other hand, the emergence of novel products that delivers skin conditioning with the intention of expressing soothing and gentle properties to sensitive areas have garnered a significant share over the past years. Major brands operating in the deodorants segments are cobranding with skincare brands, to launch products that can deliver both the properties together.
Growth in Demand of Alt-body Part Fragrances From Millennials
The North American deodorants market has witnessed a growth of few brands creating antiperspirants intended for alternative body parts such as hands, face, and feet. For instance, Gamer Grip Hand Antiperspirant is a novel, non-slip, antiperspirant formula that is designed for athletes to improve their grip and has a lasting fragrance for 4 to 6 hours. on the other hand, players such as Neat 3B Face Saver is an antiperspirant gel for the face that can be applied before makeup.
As consumer seeks ingredient to be in line with consumer demand, brands such as Fresh Body launched Fresh Breasts, which are a natural deodorant that is free from aluminum, parabens, and talc. The product is specifically designed to keep women's upper body dry and prevent scratching.
The North America Deodorants market is competitive with multinational players occupying a major share of the market. New product innovation focuses on free from harmful ingredients along with new formats are the main strategy adopted by players. Major players include - Procter & Gamble Co., Unilever Plc, Henkel AG & Co KGaA, L`Oreal S.A. L'Occitane International SA, among others.
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