2024
10
The Future of Shaving and Deodorant 2024
2024-09-19T13:01:54+01:00
REPCBABF82E_4179_4034_80CA_EB85BADFDC4E
2195
176054
[{"name":"Deodorants","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/deodorants"},{"name":"Shaving and Hair Removal","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/shaving-hair-removal"}]
Report
en_GB
Strive to make hair removal and APDO routines more accessible and efficient while emphasizing skin health and barrier support claims in a warming climate. Anna Keller, Global Senior Beauty Analyst…
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  2. All Industries
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  4. Beauty and Personal Care
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  6. Deodorants
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  8. The Future of Shaving and Deodorant 2024

The Future of Shaving and Deodorant 2024

Future Of - What's Included
  • Multiple Report Formats
  • Custom Presentation Tool

Discover the future trends in the global shaving and deodorant markets with Mintel’s Future Of report. The report identifies the key consumer and industry trends that will impact these markets over the next five years.

The most important upcoming trends in the shaving and hair removal market are analysed and succinctly presented alongside relevant insights from Mintel’s consumer data. So you can understand how consumer demands will change and identify future innovation and growth opportunities.

This report also presents Mintel’s analysts’ pick of the most innovative and inspirational launches in the global deodorant market. Understanding the future of the industry has never been so simple.

Purchase the full report for more insights into the trends and innovations shaping the future of the global shaving and deodorants markets. To discover more about the global deodorants and shaving market, read Mintel’s A Year of Innovation in Shaving and Deodorant or take a look at Mintel’s extensive BPC market research.

Meet the Expert Behind the Analysis

This report is written by Anna Keller, Global Senior Beauty Analyst at Mintel. Anna joined Mintel with a strong background in the skincare industry translating trends and technologies into new products. Prior to Mintel, Anna gained extensive experience at a contract manufacturer working across departments to drive product development. Anna has a background in digital marketing and a BA degree from Carnegie Mellon University.

Strive to make hair removal and APDO routines more accessible and efficient while emphasizing skin health and barrier support claims in a warming climate.

Anna Keller
Global Senior Beauty Analyst

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  1. What you need to know

    • Where we are now
    • Mintel recommends: in the next two years
    • Mintel recommends: in five years and beyond
  2. in the next two years

    • Drive consumer adoption with emerging technology to support safety, skin health and performance claims
    • Harness the power of AI to reinvigorate APDO and shave offerings
    • Safety concerns propel innovation in APDO NPD
    • Address polarized antiperspirant social media discussions
    • Emphasize efficacy claims to win over wary shoppers
    • Counteract APDO avoidance by addressing sensitive skin concerns
    • Broaden the scope of sensitive skin claims in both hair removal and APDO categories
    • Advocate for accuracy in apps to help consumers understand and navigate product safety claims
    • Position safety claims and high-performing tech in formulations as premium offerings
    • Elevate performance claims and connect with active beauty shoppers of every skill level
    • Empower athletes to combat “self-doubt and stink” and perform at their highest level
    • Embrace microbiome health claims for active sweaters
    • Highlight a beauty-first approach to high-performing APDO
    • Offer esport athletes functional sweat support to rise to the top of the leaderboard
    • Leverage convenience claims to encourage new product trial
    • Regional perspective
    • Increase value with personalized products that address hormonal and lifestage needs
    • Diversify APDO offerings to align with evolving consumer needs
    • Incorporate hormonal and physical wellness for every lifestage and skintone
    • Speak to Gen Alpha (and their parents)
    • Redefine beauty standards and hair management practices
    • Address distinct hormonal issues for specific target demographics
    • Advance “skinification” claims with products to address underserved needs
    • Feature additional claims in APDO to appeal to target demographics
    • Regional perspective
    • Future-proof against the rising tide of professional hair- and sweat-management treatments
    • Hybrid hair management methods have evolved out of elongated routines and the “skinification” of the category
    • Educate consumers as they push their own boundaries with hair removal products and services
    • Graph 1: behaviors of shoppers who have purchased shaving or hair removal products in the last 12 months, 2024
    • Support at-home IPL treatments with ancillary products for skin health
    • Position ancillary depilatory products to support post-procedure healing
    • Hyper-targeted treatments give hope to hyperhydrosis patients
    • Promote self-confidence and underarm freedom with cosmetic claims
    • Emphasize the importance of incorporating intimate health benefits into whole-body deodorants
    • Enhance multifunctional claims in shaving and deodorizing cleansers
    • Promote convenience claims across the hair removal category
    • Connect micro-trends with the convenience of mini razors
    • Challenge the grooming status quo by showing atypical hair removal needs
    • Regional perspective
  3. in five years and beyond

    • Innovate with cutting-edge NPD to meet the demands of a growing population battling adverse weather conditions
    • Extreme temperatures will become the new normal – formulate accordingly
    • Promote and prove the thermoregulatory benefits of APDO products
    • Leverage bacteriophage therapy to eliminate body odor from the source
    • Encourage consumers to seek alternatives for managing sweat gland activity
    • Explore advanced sheet mask technology for masking sweat
    • Health, safety and sustainability are non-negotiable for the most conscious consumers
    • Prepare primary packaging for a post-plastic economy
    • Bring a flexible approach to post-plastic packaging innovations
    • Pioneer the next generation of active ingredients with lab-grown biotech ingredients
    • Regional perspective
  4. Key takeaways

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