Deodorants and Antiperspirants

A deodorant is a personal hygiene product applied to the body to prevent body odour. Antiperspirant prevents
sweating by reducing moisture on the skin where perspiration-causing bacteria thrive. Deodorants and
antiperspirants are available in market in different forms such as aerosols or sprays, roll-on sticks and creams. The
global market for deodorants and antiperspirants was US$15.59 billion in 2012. The market is expected to grow at
a CAGR of 6.2% to US$21.08 billion in 2017. Growth in this market is mainly driven by young population in in
growing economies such as India and China, supported by rising consumer income and modernised daily grooming
routines.
As competition is intensifying, most of the companies are launching products having enhanced qualities. Increasing
consumer preference for the use of natural products is forcing companies to change their R&D strategies. More
than 1,200 patents are filed every year in this segment.

Consistent Patent Filing Activity in the Last Six Years

Patent filing has constantly increased from 2009 to 2014, with the highest number of filings reported in 2012.

Patent filing trend

Geographical distribution of Patents

China

1513
1221

1232

1249

2979

US

1148

2301

Japan

1664
1090

Europe
373

Korea
Mexico

2009

2010

2011

2012

2013

2014

Other countries

693
445
1841

Note: Filing data for 2013 and 2014 are not complete as all patent applications are not yet published

China and the US dominate the research space, with approximately 27% and 21% of overall patents filed,
respectively, over the last six years. The high number of patent filings in China can be attributed to strong domestic
market for personal care owing to the increasing use of hygiene products.

Top Companies Focus on Different Aspects of Deodorants and Antiperspirants

In order to tap the lucrative market, several companies such as LOral, Procter & Gamble, Unilever, Colgate
Palmolive and Firmenich have entered the segment. In terms of patents filed, LOral leads with 184 patents filed
in the last five years, followed by Procter & Gamble.
Company

Number of Patents filed

(2008 onwards)

Key Focus Areas

184

Methods for treating human perspiration, and

cosmetic products for topical application with
antiperspirant properties

173

Personal care products with antiperspirant

compositions

153

Skin care products with antiperspirants, and

methods for applying compositions such as
dispensers for spraying deodorants

124

Personal care compositions with antiperspirant

properties, and apparatus for applying such
compositions

124

Perfume ingredients for use in cosmetic

preparations to enhance their properties

Loreal

Procter & Gamble Co

Unilever

Colgate Palmolive Co

Firmenich
Source: Aranca analysis based on Thomson Innovation Data

Future Research to Focus on Deodorants and Antiperspirants

The global deodorant and antiperspirant market comprises a variety of products such as sprays, stick & solid forms,
roll-ons, creams, wipes and gels. The global sale in the hair care market was US$16.6 billion in 2013, and is
expected to rise with developments in western and BRICS economies. In order to tap this lucrative opportunity of
global expansion, companies are working on advanced research and technologies to launch superior products in
the market.

Our analysis shows that future research in this area would focus on the specificity of compositions for the
preparation of deodorants and antiperspirants. Some of the specific solutions will include the following:

Easily applicable and instantly drying deodorant sprays

Compositions having multiple benifits such as moisturizing, skin whitening, and others.

Compositions originating from natural and organic sources.