The deodorant market in India is showing an upward trend as major players tap this segment. The growing income and increased expenditure capacity of average Indian consumers have changed their lifestyle habits. Deodorant market in India is estimated to be of Rs 10,543.3 million in 2011 and is expected to reach Rs 13, 340.7 million by the year 2012. The deodorant market is projected to grow at 25 per cent CAGR over next 5 years.
The deodorant market is divided into categories such as Deodorant Rollo-ons and Deodorants Sprays. However, the market is mainly dominated by the Body Spray categories. As per market research firm, Euro monitor, the market size of Deodorant Sprays is estimated to be Rs 10, 421.7 million as compared to Roll-ons that has the market value of Rs 121.6 million in the year 2011.
Top players in the category
The top five brands in deodorant category in India include Axe, Set Wet, Wild Stone, Spinz and Fa, the Euro monitor report reveals. About 70 per cent of this market is made up by men’s deodorants and rest by women’s deodorants. Nowadays, brands are giving special emphasis on female deodorant category as it has been noticed that a lot of Indian women are using male deodorants simply due to the lack of good choice.
New players bring in new categories
From the Euro monitor report, we can conclude that deodorant market is solely dominated by the spray deodorants and roll-ons. “Consumer knowledge of this product is still low. Large consumer base still uses it as ‘fragrances’ on their clothes rather than on their skin. However, as consumers mature, they are expected to increasingly look for products that provide secondary benefits, for example, for specific skin types or anti-perspirants, alcohol free deodorants, etc have been introduced in the market, however, they are still small,” says Pragya Singh, Principal Consultant, Retail, Technopak.
Science of product assortment
The most frequently purchased...