The Chinese Deodorant Market - September 2012
“The Chinese deodorant market has seen double-digit growth rates year-on-year from a small volume base over the course of more than a decade, with more and more manufacturers and brands entering the market. However, China’s per capita consumption of deodorants (US$0.07) has remained one of the smallest in the world.”
- Sam Gao - Senior Research Analyst
Some questions answered in the Chinese Deodorant Market Report include:
- What are the differences between Chinese and Western consumers’ understanding of body odour and their perceptions of the need for deodorants?
- Where are the product innovation opportunities in view of how Chinese consumers segment their needs?
- In comparison to other and older forms of eliminating body odour used in China, where and how can deodorant stand out as the most coveted choice?
- As a product not used as regularly as other toiletries, what distributional challenges do deodorants face?
This market covers aerosols, pumps, roll-ons, sticks, creams/gels, and body spray deodorants for men and women. Note that pumps (including squeezes) and creams/gels have little presence in China and are treated as negligible.The term deodorant also includes antiperspirants and body sprays, but excludes fragrances and talcum powder. The market is based on sales through all retail channels including direct-to-consumer and selective outlets.
The Chinese deodorant market has seen double-digit growth rates year-on-year from a small volume base over the course of more than a decade, with more and more manufacturers and brands entering the market. However, China’s per capita consumption of deodorants (US$0.07) has remained one of the smallest in the world.
The problem is twofold with many Chinese consumers split between two views, one being that sweating is good for a person’s health and should not be stopped or hindered, and the other relating to a desire to eliminate sweat-soaked clothes and odour.
On the product supply side, even the leading deodorant manufacturers do not have extensive distribution through either retail channels or geographic locations; also, there is very limited advertising for deodorant products. This is a particular problem in China as historically the Chinese have used floral water (a Chinese invention based on an ancient formula), fragrances, perfumes, or even hospital surgery for serious body odour.
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