Enhance deodorant usage by emphasising its functionalities. Promote affordable, skin-friendly perfumes, and build the appeal of aftershaves by focusing on its long-lasting scent.
Twinkle Behl, Research Analyst – Beauty and Personal Care, India
Collapse All
-
executive summary
- Mintel’s perspective
- Key issues covered in this report
- Overview
- The outlook for the fragrances and deodorants category
- Fragrance and deodorant launches are experiencing a downturn
- Graph 1: fragrance* and deodorant launches, 2019-24
- Increase deodorant usage by reinforcing its essential functional attributes: controlling body odour and combating perspiration
- Enhance the value of perfumes by rendering them affordable and safe on skin
- Boost aftershave usage through long-lasting fragrance
-
Key trends and market factors
- What you need to know
- The deodorant category needs a reset
- Innovation activity in the deodrant space slows down
- Graph 2: share of deodrant launches, by date published, 2019-24
- The long-lasting claim in deodrant launches continues to dominate and grow
- Graph 3: select functional claims in deodorant launches, 2019-24
- Long-lasting scent and refreshing feeling has been the cornerstone of communication for Indian deodorant brands
- Conversations centre around ‘scent’, ‘freshness’ and ‘smell’
- Indian brands are innovating with affordable perfumes
- India is a market of price-conscious consumers
- Indian consumers seek good value beyond just low price
- Premium pricing is a fundamental aspect of perfumes
- New perfume innovations focus on affordability
- Graph 4: fragrance product launches, by price in US dollar group, 2019-24
- Indian brands innovate with formats to drive affordability
- Indian men are increasingly emphasising grooming
- Indian men are experimenting with beauty and grooming
- Conversations about men’s grooming have become more prominent on social media
- Fragrance plays a crucial role for men
- Graph 5: top five important factors while purchasing men’s grooming products, 2022
-
what consumers want and why
- What do you need to know
- Talcum powder reigns as the primary option for fragrance
- Graph 6: any use of fragrance and deodorant products, 2024
- Excluding talcum powders, fragrance categories are perceived as expensive
- Increase deodorant usage with advanced functional claims
- Deodorant users’ profile
- Deodorant usage remains occasion-driven
- Graph 7: occasional usage of deodorants in the past six months, 2024
- Addressing body odour remains paramount for users
- Graph 8: agreement towards willingness to pay more for deodorants with odour-neutralising claims, 2024
- Blurring boundaries between perfumes and deodorants necesscitates differentiation
- Graph 9: deodrant users’ association with perfumes and deodrants, 2024
- Opportunity to strengthen odour-neutralising claims in deodorants
- Graph 10: deodorant product launches with odour-neutralising claim, by select countries*, 2019-24
- Champion odour-neutralising claims on pack
- Case study: homegrown brand Earth Rhythm innovates with odour-absorbent deodorant
- Tackle odour by focusing on the microbiome
- Address the need for controlling body odour on other body parts
- Graph 11: agreement towards paying more deodorants designed for certain body parts, 2024
- Go beyond the realm of underarm perspiration and odour
- Deodorant users are sceptical about its efficacy in managing perspiration
- Graph 12: agreement towards deodorants not reducing or preventing sweating, 2024
- Anti-perspirant claims are niche in India
- Graph 13: deodorant product launches, by anti-perspirant claim, 2019-24
- Dial up anti-perspirant claims to enhance deodorant usage
- Leverage anti-sweat technology to enhance usage
- Boost efficacy through the incorporation of tech
- Combine anti-odour and perspirant claims to gain traction
- Dispel the perception that deodorants are exclusively for summer use
- Graph 14: agreement towards using deodorants in summers, 2024
- Explain how deodorants with anti-perspirant claims are better for all seasons
- Enhance value of the perfume category
- Who are Perfume Users?
- The primary motivation for using perfumes is their long-lasting scent
- Graph 15: top attribute associated with perfumes, 2024
- Extend the duration of scent
- Include long-lasting middle notes in perfumes
- Leverage emotive scents of nostalgia, seasonality and mood to create long-lasting scent options
- Tap into the potential of emotive scents
- Graph 16: fragrance launches by select fragrance groups, 2019-24
- Play up on long-lasting wellness scents
- Evoke memories of users’ favourite dessert
- While longevity is paramount, affordability also plays a significant role
- Graph 17: top three purchase drivers for fragrances and deodorants, 2024
- Reach more users by making perfumes affordable
- TURF Analysis – features that can encourage purchase of fragrance and deodorant products
- Innovate with affordable perfume formats
- Rethink formats to include budget-friendly fragrances
- Raise the skin health profile of perfume
- Graph 18: behaviour towards fragrance and deodorant products that provide skincare benefits, 2024
- Address the need for skin-caring ingredients in perfumes
- Graph 19: purchase drivers for fragrance and deodorant products, 2024
- Promote body mists as a blend of perfume that is both budget-friendly and gentle on the skin
- Blur with skincare
- Call out on added skincare benefits in perfumes
- What’s next: serum fragrances in Asia capitalising on hydrating merits
- Bolster usage of aftershaves by focusing on scent
- Who are aftershave users?
- Convenience and relaxation stand out as the foremost traits associated with aftershaves
- Graph 20: top five attributes associated with aftershave, 2024
- Long-lasting fragrance is preferred but lacking in aftershaves
- Graph 21: long-lasting scents as a purchase drive for fragrance and deodorant products, 2024
- Delve into the potential of aftershaves with long-lasting scents
- Graph 22: aftershave* product launches with long-lasting claim, 2019-24
- Innovate with new formats in aftershaves with long-lasting scents
- Graph 23: exciting product formats (eg sprays) as a purchase driver for fragrance and deodorant products, 2024
- Offer stronger fragrances by pairing with eau de cologne
- Graph 24: awareness of perfume formats, 2024
- Introduce hybrid of aftershave and EDC for men
-
Appendix
- Consumer survey methodology
- Social data research methodology
- TURF Analysis
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook available on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact usTrusted by global industry leaders
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact us
