Aluminium-free deodorant spells big opportunities

By Simon Pitman

- Last updated on GMT

Aluminium-free deodorant spells big opportunities
As consumers become more aware of the potential effects of aluminum-based deodorants, growth in natural deodorants that avoid the compound is booming.

According to market research provider Future Market Insights, the market for aluminum-free deodorant is currently estimated at $1.2 billion and is forecast to grow at a CAGR of 10% over the period of 2019 to 2029.

The findings spell big opportunities for brands providing the right kind of alternatives, with the big caveat that the products are also just as equally effective.

Trend driven by interest in naturals

The report, titled Aluminum-free Deodorant Market, focuses on the fact that the trend for these kind of products is also being driven by the huge interest in natural and organic products, worldwide.

Whereas hygiene remains an absolute paramount for the vast majority of consumers, what is also becoming increasingly apparent in health and wellbeing, and with an increasing body of evidence questioning aluminum-based deodorants, consumers are now searching for alternatives.

Also, some deodorants on the markets use synthetic ingredients, which an increasing body of consumers are said to be linking with skin rashes and complaints, caused by these ingredients.

New technologies advance launches

According to the research team behind the report, new technologies and advances in formulation is convincing a lot of consumers to make the switch to more natural solutions, which include roll-ons, sprays and deodorants.

Also, an increasingly number of brands targeting the aluminum-free niche, means that competition is high, which is also helping to drive more innovative and stand out product launches.

This is leading to interesting developments in the area, with the arrival of new concepts such as deodorant creams, wipes and gels, all designed to invigorate the market and give consumers something with an edge and a bit different.

Women drive the increase in demand

The report also finds that, worldwide, the addition of many women to the workforce, particularly in new and developing markets, is also serving to drive the growth in aluminum-free deodorants.

Women aged 25 and above have an increasing spending power worldwide, which is driving a demand in more higher quality products that contain more natural ingredients.

However, the one thing that does limit the potential of this trends is efficacy, simply because aluminum based products last longer, and few natural based products have been able to match the efficacy.

On the other hand, continued product development and advanced formulation technology are expected to drive further growth in the future, with particular opportunities being found in the South Asian markets and in launches targeted at women.

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