The global market for deodorants and antiperspirants is expected to grow at a CAGR of 6.2% to US$21.08 billion in 2017. More than 1,200 patents are filed every year in this segment where China and the US dominate the research space.

1. 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
US
Japan
Europe
Korea
Mexico
Other countries
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.
1221 1232 1249
1513
1148
373
2009 2010 2011 2012 2013 2014
1841
445
693
1090
1664
2301
2979

2. Top Companies Focus on Different Aspects of Deodorants and Antiperspirants
In order to tap the lucrative market, several companies such as L’Oréal, Procter & Gamble, Unilever, Colgate
Palmolive and Firmenich have entered the segment. In terms of patents filed, L’Oréal leads with 184 patents filed
in the last five years, followed by Procter & Gamble.
Company
Number of Patents filed
(2008 onwards)
Key Focus Areas
Loreal
184
Methods for treating human perspiration, and
cosmetic products for topical application with
antiperspirant properties
Procter & Gamble Co
173
Personal care products with antiperspirant
compositions
Unilever
153
Skin care products with antiperspirants, and
methods for applying compositions such as
dispensers for spraying deodorants
Colgate Palmolive Co
124
Personal care compositions with antiperspirant
properties, and apparatus for applying such
compositions
Firmenich
124
Perfume ingredients for use in cosmetic
preparations to enhance their properties
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.

3. 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.