Stinky summer? No, thanks!

Summer is here! It’s time to “welcome” beads of sweat over our body with “open arms”, which can be a pleasant experience thanks to the countless deodorants available in the market. In this regard, a recent Godrej-Neilson reveals why Indians use deodorant and theresults are surprising

Body odour can pose significant social challenges to people who suffer from it. Social opinions rate body odour as a greater negative factor compared to bad breath. Body odour alone can be disruptive in personal, professional and social interactions. Despite the climatic factor, sale of deodorants and perfumed hygiene products has not been as expected.

To understand consumer preferences and feedback about personal hygiene products, Cinthol Deo Stick collaborated with AC Neilson and launched a report on ‘Deodorant usage in India’. As per the survey, about 30 per cent of the respondents said they used deodorants regularly. However, a large proportion of the respondents said they would use deodorants regularly if these products were cheaper than they are at present.

Additionally, too many deodorant products, with similar effectiveness and consumer outreach messages, have made it difficult for consumers to be loyal to one brand of deodorant products. Consumer perceptions about deodorants being harsh on skin and causing allergies were also issues that affected sales.

A large number of respondents said that they preferred compact packaging and roll-on or cream formats. There is a clear preference for an appealing and long-lasting fragrance as the most important factor that influences consumer preferences for deodorants.

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.

Indians hate 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. About 81 % of men and 88 % 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 % of men and 86 % of women

It’s about confidence

• 87 % of respondents believe that their social confidence is linked to their personal presentation. Perfumed hygiene products enhance smart presentation and social presence
• 78 % respondents also reported that body odour in other people was a repulsive in social situations.

All deos are same!

• An overwhelming proportion, 77 % of respondents, stated that all publicity collateral and advertisements of deodorants available in the market is fairly similar, and there was no difference in the messaging
• A significant 90 % of the respondents expressed their frustration about deodorants not living up to the promise depicted in the advertisements.

Is it long-lasting?

• 67 % 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 % felt that deodorant action does not last beyond three hours
• 77 % said that they needed to reapply the deodorant through the day because of its limited effectiveness

Damaging to skin?

• A strong barrier to the regular usage of deodorants and other perfumed products is a concern about skin irritation and possible allergies
• 54 % of the respondents reported that deodorants can irritate the skin
• 49 % of users reported a burning sensation on the skin where the deodorant was applied
• 55 % of the people felt that deodorants are harsh on the skin.
• 47 % of the respondents felt that deodorants can cause skin allergies. This is however, unproven.

It should smell good

• The social appeal factor is a key determinant in the choice of deodorant products.
• 73 % men and 72 % of women stated that they choose products based on appealing fragrance
• Awareness about the odour control properties or odour-controlling ingredients in a deodorant product is very low

It’s a family problem

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

It’s expensive!

• A significant 51 % of people polled were aware of deodorants but did not purchase them because of the high price
• Interestingly, 47 % bought deodorants despite the high cost of purchase
• 69 % 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