Increasing health and wellness concerns among European consumers are compelling them to make more informed decisions while purchasing antiperspirants and deodorants. The rising negative perception of chemicals, especially, the use of aluminium and zirconium compounds in antiperspirants, which are linked to skin-related issues, has created demand for products made using safe and natural ingredients in the region, says GlobalData, a leading data and analytics company.

Naveed Khan, Consumer Analyst at GlobalData, comments: “The wellbeing aspect is playing a prominent role in influencing consumer’s purchasing decisions. Consumers are seeking antiperspirant deodorants produced using naturally sourced ingredients as they perceive them to have low to no side effects on their bodies. Essential oils, aloe vera, and other naturally sourced ingredients are gaining traction among these ingredient-conscious consumers.”

A recent GlobalData consumer survey corroborates the trend, where 77% of European respondents stated that they find natural tags in products as either essential or nice to have*. Moreover, prebiotics in antiperspirants such as xylitol, which supports good bacteria for underarms and helps in odour control, are in demand as consumers seek them to maintain a healthy skin microbiome.

Khan adds: “Given the current scenario, brands are looking to introduce antiperspirants and deodorants formulated using naturally sourced ingredients. For instance, in France, Unilever launched a Dove Bio branded antiperspirant deodorant spray made using an eco-spray formulation of naturally sourced propellant gas and 99% natural origin ingredients.”

Khan concludes: “Manufacturers have an opportunity to capitalize on this consumer shift towards natural ingredients by developing innovative products and replacing chemical compounds with natural ingredients. However, the high costs associated with natural ingredients and compatibility constraints will create a challenge for manufacturers to formulate an effective product while keeping prices competitive.”

* GlobalData 2023 Q4 Consumer Survey – Europe, published December 2023, 9,068 respondents