Read the full story in Drug Store News.
Getting consumers to buy deodorant solely on claims about wetness protection and odor control is, well, the pits. The deodorant category has not been spared from the trend that has roiled other segments, namely consumers gravitating toward products that contain natural and organic ingredients, as well as a variety of scents that are naturally sourced and considered therapeutic. If that’s not enough, many consumers also are insisting that manufacturers take steps to protect the environment with environmentally friendly packaging.
Companies looking to tap into this market — which market research firm IRI said totaled $3 billion for the year ended Aug. 12 —are focusing their efforts on addressing consumer desires around ingredients, scents and delivery methods, as well as an environmental focus.