Deodorant Usage In India: A Godrej – Nielsen Report 2017

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Most of the people uses body odour to get rid of the bad breath of their body. Its also affects badly in personal relationships, professional world like job interviews and social interaction. However, the sales of deodorants and perfumed products have not been increased as per expectation. To further study these things, Godrej – CintholDeoStick collaborated with Nielsen and created one report on “Deodorant Usage In India” to increase the sale. Many peoples from North, West, East and South have participated in this survey and polled their views on the body odour and usage of deodorants in India. 30 percent people who participated in this survey said that they regularly used deodorants where as 70 percent of people polled their use was infrequent and attributed this to price of deodorant products available in the market. Most of the people said that they would use deodorant products regularly its its available in the cheaper price than they are available at present.

Best deodorant for women- Natural deodorant brands
Also, many of the respondents said that there are too many deodorant products available in the market with same price and have made it very difficult for consumers to be loyal to single brand of odour products. Some of the people still thinks that deodorant products causes skin being harsh and allergies which also affects on the sale of these products.The overall consumer sentiment is also that deodorants do not last through the day, and hence do not live up to the promise of reducing body odour through a typical work day. Both men and women across all the surveyed regions of India said that they do use compact packaging and roll-on Cream Formats of deodorant products. This proves that there is significant scope for the deodorant market to expand with the availability of cream based and compact products in the market.
There is a clear preference for an appealing and long-lasting fragrance as the most important factor that influences consumer preferences for deodorant products. Finally, personal awareness of body odour can sometimes be absent. The survey suggests that this is usually dealt with indirectly by friends and family. A change in perception of body odour, and its causes, is perhaps warranted in order to understand the non-usage of deodorant products.

Survey Results:

Regular Usage Of Perfumed Personal Hygiene Products Is Limited

Only 30 percent of the respondents regularly used personal hygiene products such as deodorants
70 percent of the survey respondents used them occasionally


Confidence Is Linked To Personal Hygiene And Smart Presentation

87 percent of respondents believe that their social confidence is linked to their personal presentation. Perfumed hygiene products enhance smart presentation and social presence
78 percent respondents also reported that body odour in other people was a repulsor in social situations. The usage of perfumed hygiene products (deodorants and perfumes) is definitely noticed in social interactions.



Body Odour Is More Offensive Than Bad Breath

Socially, body odour as well as bad breath are considered as negative attributes. A comparison shows that most respondents are tolerant towards bad breath. However, presence of body odour is a serious barrier in interacting with other people. Resolving body odour assumes high priority

Body OdourIn Your Social Milieu Can Be A Significant Problem

53 percent people gift deodorants to friends and family
54 percent said body odour can affect personal relationships
79 percent perceive body odour as a negative trait in professional social settings like job interviews

Price Limits The Purchase Of Personal Hygiene Products

The presence of offensive body odour can pose social difficulties. The perception of body odour is that it is worse than other hygiene issues like bad breath. Though an overwhelming 87 percent of the respondents reported that body odour is noticeable and offensive, regular usage of deodorants and perfumed hygiene products is quite low (30 percent).

A significant 51 percent of people polled were aware of deodorants but did not purchase them because of the high price
Interestingly, 47 percent of people surveyed bought deodorants despite the high cost of purchase
69 percent people expressed readiness to buy deodorants regularly, if the price of these products is reduced further
The Nielsen survey also showed that women were more vocal about the fact that deodorant products are quite expensive

Concern About Damage To The Skin Is A Decisive Factor

A strong barrier to the regular usage of deodorants and other perfumed products is a concern about skin irritation and possible allergies
54 percent of the respondents reported that deodorants can irritate the skin
49 percent of users reported a burning sensation on the skin where the deodorant was applied
55 percent of the people felt that deodorants are harsh on the skin. This perception could possibly be because of the solvent in the deodorant
47 percent of the respondents felt that deodorants can cause skin allergies. This is an unproven, yet prevalent line of thought

Deodorants Do Not Last Through The Day

67 percent of respondents stated that the action of deodorants is temporary, and does not last long enough to be effective through a typical work day
About 83 percent felt that deodorant action does not last beyond three hours.
77 percent said that they needed to reapply the deodorant through the day because of its limited effectiveness

Awareness Of Deodorant Usage

Brand awareness campaigns demonstrate the application of perfumed hygiene products like deodorants directly on skin. This is the best method to prevent body odour.
Only 25 percent of regular users of deodorants spray directly on skin
46 percent of the respondents use deodorants on the skin as well as on clothes
These findings tell us why deodorants are not perceived to last long. Low awareness of the appropriate methods of application of deodorants is a hurdle in the promotion of the effectiveness, and the preference of deodorants for repeated use

Brand Awareness

An overwhelming proportion, 77 percent of respondents, stated that all publicity collateral and advertisements of all the deodorants available in the market is fairly similar, and there was no difference in the messaging
A significant 90 percent of the respondents expressed their frustration about deodorants not living up to the promise depicted in the advertisements. The benefits of the use of deodorant products seem to be overstated in advertisements
However, this highlights the disparity between promise and performance when using deodorants

Preference For Compact Packages

Deodorant products come in handy in many situations, especially given that consciousness about body odour is very high in the present social scenario. An overwhelming number of respondents, especially women, preferred a compact and portable size of a deodorant product.

Preference region-wise

Women, in all three regions of India, showed a greater preference for compact deodorant products, like deo sticks, than men
The overall percentage of men who would like to carry personalised and portable formats of deodorants is also quite high

Fragrance Is A Strong Determinant For Purchase

The social appeal factor is a key determinant in the choice of deodorant products.
73 percent men and 72 percent of women stated that they choose deodorant products based on appealing fragrance
Fragrance can be a key differentiator between multiple brands of deodorant products
Awareness about the odour control properties or odour-controlling ingredients in a deodorant product is very low
Approximately 75 percent of men and women stated that the choice of fragrance was a key determinant in the purchase of deodorant products
In Western India, women tend to show lesser dependence on fragrance alone as the sole reason for purchase of deodorants
Other factors like price, availability and competitive advantage offered by other brands (discounts) also determine the purchase in Western India

Roll-On/Cream Deodorants Last Longer Than Sprays

Consumer dissatisfaction with spray deodorants is evident from the fact that most respondents have stated that they need to use spray deodorants several times during the day
A roll-on/cream deodorant is preferred by a large number of respondents. 81percent of men and 88 percent of women showed an overwhelming preference for the roll-on and cream-based deodorants
Women from all regions of India stated that the cream-based deodorants in roll-on formats have long lasting effect
The lack of a gas-based application method – inherent to roll-ons and creams – is also considered to be environmentally safer by 82 percent of men, and 86 percent of women who were interviewed for this survey

Deodorant brands in India

1. Fogg
2. Park Avenue
3. Axe
4. Wild stone
5. Nivea

Fogg Men (Marco, Napoleon, Royal, Emperor) Body Spray
Popular all natural Deodorant Brands without Aluminum

AC Nature Natural Deodorant
Annemarie Borlind
All Good Deodorants
Aubrey Organics: E Plus High C Roll-On Deodorant, Men’s Stock Natural Dry Herbal Pine Deodorant
Bali Secrets Natural Deodorant – Organic & Vegan
Best Deodorant Ever from Hygieia LLC: all deodorants
Bubble & bee organic deodorants
Burt’s Bee’s Herbal Deodorant and Natural Skin Care for Men Deodorant
Caitlin’s Super Natural Deodorants: Sandalwood & Olive Leaf, Bergamot & Cypress, Lavender & Currant
Close To Me – Uplifting Deodorant Spray
Coconut Snow All Natural Deodorant
CocoPits Deodorants
Dr. Hauschka Fresh Roll-on, Floral Roll-On (For Sensitive Skin)
DeodoMom Deodorants
EO Organic Deodorant: Citrus, Lavender, Vetiver
Every Man Jack Deodorants: Cedarwood, Citrus, Signature mint, Sandalwood
Fresh Kidz (Natural Deodorants for Kids)
Freedom Stick Deodorants
Greenbody Natural Deodorants
Green People Natural Deodorants
Green Tidings All Natural Deodorant
Good For Girls
Jungleman All-Natural Deodorant
Junior Varsity Naturals (Natural Deodorants for Kids)
Just 4 Kids (Natural Deodorants for Kids) UK
Human Heart Nature (Philippines)
Herban Cowboys Deodorants
Hippy Paste by Earth Conscious
Kaia Naturals: The Takesumi detox made from bamboo charcoal
Lavera Deodorants
Lavilin Deodorants
Lavanila The Healthy Deodorant-Pure Vanilla
Living Libations Classic Poetic Pits Tree Majesty
L’Occitane Deodorants
Logona Deodorants
Louis Widmer Deodorant Aluminumsalts-free
Lush Deodorants: Aromaco, T’eo, The Greeench, Guv’ner
Madara Bio Active Deodorant
Malin+Goetz Eucalyptus Deodorant
Natio – Natural Australian Beauty: Aluminium Free Roll-On Deodorant (Australia, UK)
nasanta Magnesium Deodorant Men (made in Australia)
Nature’s Gate (Sticks and Roll-ons) all deodorants
Noosa Basics Alley Oop Deodorants (Australia)
Nubian Heritage Deodorants: Coconut & Papaya, Honey & Black Seed, Indian Hemp & Haitian Vetiver
Nutrexin Alum-Free Deodorant
Organic Fields of Heather: Organic & Natural Deodorants
Ozone Layer Deodorants

Primal Life Organics Stick Up
Primal Pit Paste Natural Deodorant
Primavera Life Ingwer Limette
Purely Lisa Pure Pitz Natural Deodorant
Real Purity Deoroller
Sam’s Natural Bay Deo
SANTE Deodorants
Schmidt’s Natural Deodorant
Speick Deodorants
Solfood VEGAN Sol Free Natural Deodorant
Stinkbug Naturals Deodorants:
Tom’s of main deodorants
Tropical Traditions Coconut Oil Deodorants
Truly’s Natural Deodorant, Truly’s for Kids
Three Mamas Natural Deodorant Paste (AUS)
Weleda Deodorants
Yves Rocher Deodorants

The Best Antiperspirants for Men 2017

Old Spice Classic.
Clinique For Men
Clinical Strength Certain DRI


So guys do you agree with this survey, do let us know your thoughts on this. 🙂

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