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
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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
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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
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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
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Appendix
- Consumer survey methodology
- Social data research methodology
- TURF Analysis
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