Fueled by Axe, American Deodorant Market Growing Again

Posted on June 20, 2006 @ 10:21 am

Riding on the wave of the success of Axe's marketing, deodorants and antiperspirants are beginning to show signs of an American comeback that should see overall sales reaching $2 billion by 2010, according to Antiperspirants and Deodorants in the U.S., a new report from market research publisher Packaged Facts.

Following a two year plunge, which took the market from $1.97 billion in 2001 to $1.82 billion in 2003, sales have begun to revive with 2005 seeing 2.3% growth over 2004, reaching nearly $1.9 billion. Men and teen boys in particular have become a prime focus based on the success of Axe, sales of which grew by more than 67% from 2004 to 2005. Indeed, 58% of new products introduced in 2005 were targeted to males.

While the top five brands still dominate, making up 55% of the market, even they are feeling the heat from forward thinking and innovative products, according to the study. Developers are eating into their profits by re-inventing sprays; introducing 24/7, stain-free, and aluminum-free protection; and completely reinventing the way deodorants and antiperspirants are marketed, reports Packaged Facts.

For more information on Antiperspirants and Deodorants in the U.S., visit: http://www.packagedfacts.com/pub/1209574.html.