Increasing urbanization and higher disposable income in developing countries continue to contribute to rising levels of hygiene. This strongly benefits sales of deodorants in developing regions, particularly in Latin America and Asia Pacific, where sprays – the largest deodorant category – grew the fastest between 2010 and 2015.

See the chart in the slideshow above.

In the meantime, innovative products and packaging, such as dry sprays and compressed aerosol formats, attract new consumers in mature markets, too. As a result, overall sales of deodorants are forecast to see a CAGR of 3% over the 2015-2020 period. Accounting for $20 billion globally in 2015, which represents 5.8 billion units in terms of packaging, sales of deodorants are forecast to gain $3.7 billion and 1.5 billion units by 2020.

Deodorant Sprays Continue to Flourish in Brazil

Sprays, which account for almost half of the total unit volumes of deodorants in 2015, is also the best performing deodorant type globally. While it is growing in all regions, Latin America particularly shows an impressive rise thanks to the very dynamic Brazilian market, where the popularity of deodorants stems from Brazilians’ love affair with fragrances, in addition to the country’s cultural habits and tropical weather.

As a result, Brazil on its own is forecast to generate 37% of the global deodorants sprays’ growth over 2015-2020, in terms of unit volume. This represents a rise of 310 million units of metal aerosol cans over that period.

In addition, while traditionally pumps and roll-ons were the most popular formats in Brazil, consumers increasingly continue to switch to sprays for its convenience, as it is quick to apply, as well as for its efficiency. Packaging innovations such as the recently launched compressed aerosol formats also contribute to the growing success of deodorant sprays among Brazilians thanks to its eco-friendly image and its portability.

Originally launched by Unilever for its Dove, Sure and Vaseline brands, the compressed format which offers the same amount of product in a metal aerosol can half the size, has also become a standard for other brand owners, such as Brazilian beauty company Natura Cosméticos. Consequently, from representing 48% of all deodorant formats in 2015, sprays are anticipated to account for 66% in 2020.

Rising Popularity of Deodorant Sprays and Body Mists in the U.S

While deodorant sprays is the most preferred format in most regions, the only exception remains North America, where sticks (in other rigid containers) are more popular. However, since the launch of Unilever’s range of Dry Spray Antiperspirants for its main deodorant brands at the end of 2014, American consumers are moving away from sticks, and sprays are on the rise in the U.S.

Indeed, consumers are increasingly enticed by the Dry Spray Antiperspirants, which claim to offer a ‘deodorant that goes instantly dry’, while producing less visible residue.

Sales of deodorants sprays in the U.S. already benefit from Unilever’s new product launch as well as the good performance of body mists in the country. From representing 27% of total unit volume of deodorants in the U.S. in 2010, sprays account for 31% in 2015 and is forecast to reach 39% in 2020.

The U.S. market therefore offers strong prospects for metal aerosol cans, as it is expected to grow at an 8% CAGR over 2015-2020, in unit volume terms. While sales of body mists are likely to start slowing down as the category is getting increasingly mature, it is expected that Unilever’s competitors in the U.S. will also increase their focus on deodorants sprays in order not to miss out on this growth opportunity.

While the deodorant market usually offers very few innovations, the compressed packaging format and dry spray by Unilever have already changed the shape of the global deodorant packaging market. And it is likely to continue to evolve as other brand owners and packaging manufacturers start adapting their offer to consumers’ new demands.

ABOUT THE AUTHOR

Mylan Nguyen is a packaging analyst at Euromonitor International.