India Consumer 2024 Redacted Sample Report

10 APRIL 2024 | REPORT
FRAGRANCES & DEODORANTS –
INDIA CONSUMER – 2024
Enhance deodorant usage by emphasising its functionalities. Promote
affordable, skin-friendly perfumes, and build the appeal of aftershaves by
focusing on its long-lasting scent.
Twinkle Behl, Research
Analyst – Beauty and
Personal Care, India
1
Prepared for kmacnamara@mintel.com
© 2024 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Table of Contents
EXECUTIVE SUMMARY........................................................................................................................ 4
Key issues covered in this report ...................................................................................................... 6
Graph 1: fragrance* and deodorant launches, 2019-24....................................................................8
KEY TRENDS AND MARKET FACTORS............................................................................................12
The deodorant category needs a reset ...........................................................................................14
Graph 2: share of deodrant launches, by date published, 2019-24 ................................................14
Graph 3: select functional claims in deodorant launches, 2019-24.................................................15
Indian brands are innovating with affordable perfumes ..................................................................17
Graph 4: fragrance product launches, by price in US dollar group, 2019-24 ..................................19
Indian men are increasingly emphasising grooming .......................................................................21
Graph 5: top five important factors while purchasing men's grooming products, 2022...................22
WHAT CONSUMERS WANT AND WHY .............................................................................................23
Graph 6: any use of fragrance and deodorant products, 2024 .......................................................25
Increase deodorant usage with advanced functional claims...........................................................26
Graph 7: occasional usage of deodorants in the past six months, 2024.........................................27
Graph 8: agreement towards willingness to pay more for deodorants with odour-neutralising
claims, 2024 .................................................................................................................................... 28
Graph 9: deodrant users' association with perfumes and deodrants, 2024 ....................................29
Graph 10: deodorant product launches with odour-neutralising claim, by select countries*,
2019-24 ........................................................................................................................................... 30
Graph 11: agreement towards paying more deodorants designed for certain body parts, 2024 ....33
Graph 12: agreement towards deodorants not reducing or preventing sweating, 2024 .................34
Graph 13: deodorant product launches, by anti-perspirant claim, 2019-24 ....................................35
Graph 14: agreement towards using deodorants in summers, 2024 ..............................................38
Enhance value of the perfume category .........................................................................................40
Graph 15: top attribute associated with perfumes, 2024.................................................................41
Graph 16: fragrance launches by select fragrance groups, 2019-24 ..............................................44
https://clients.mintel.com/content/report/fragrances-deodorants-india-consumer-2024
2

Graph 17: top three purchase drivers for fragrances and deodorants, 2024 ..................................46
Graph 18: behaviour towards fragrance and deodorant products that provide skincare benefits,
2024 ................................................................................................................................................ 50
Graph 19: purchase drivers for fragrance and deodorant products, 2024 ......................................51
Bolster usage of aftershaves by focusing on scent.........................................................................55
Graph 20: top five attributes associated with aftershave, 2024 ......................................................56
Graph 21: long-lasting scents as a purchase drive for fragrance and deodorant products, 2024...57
Graph 22: aftershave* product launches with long-lasting claim, 2019-24 .....................................58
Graph 23: exciting product formats (eg sprays) as a purchase driver for fragrance and deodorant
products, 2024 ................................................................................................................................ 59
Graph 24: awareness of perfume formats, 2024.............................................................................60
APPENDIX ........................................................................................................................................... 61
3

EXECUTIVE SUMMARY
4

Mintel's perspective
Increase deodorant usage by driving its functional benefits
The deodorant category is experiencing a decrease in product launches. Brand messaging has primarily
emphasised long-lasting fragrance and a feeling of freshness. However, users of the category are
seeking improved effectiveness in combating body odour and perspiration.
Brands have the opportunity to prioritise these functional benefits to expand usage beyond occasional or
special occasions.
Make perfumes budget- and skin-friendly
Perfumes are associated with providing a long-lasting fragrance but are often perceived as costly.
Brands can therefore innovate by emphasising long-lasting scent at an affordable price point, which is
crucial given the price sensitivity of Indian consumers.
Additionally, brands can incorporate skincare ingredients and benefits to augment the perceived value of
perfumes.
Increase the usage of aftershave by focusing on fragrance
Indian men are placing greater emphasis on their appearance and are becoming more involved in
beauty. Nearly four in 10 Indian men are aftershave users. Aftershaves are valued for their convenient
and soothing qualities. However, users also seek a long-lasting fragrance.
Brands can delve into the potential of creating aftershaves with a long-lasting fragrance experience.
5

Key issues covered in this report
• Key fragrances and deodorants trends in India
• Usage of fragrance and deodorant products on various occasions
• Attributes associated with different categories under fragrances
• Key purchase drivers for fragrance and deodorants
• Behaviour towards fragrance and deodorant products
• Opportunities to enhance usage of fragrance and deodorant products
Overview
The fragrance and deodorant category is experiencing a decline in new product launches, signaling the
importance of understanding the evolving needs and preferences of Indian consumers to drive innovation.
While they primarily associate deodorants with controlling body odor, they desire greater efficacy in
managing body odour and harbor scepticism regarding how deodorants address perspiration. Emphasising
these functional benefits could boost usage and transition deodorants from occasional to everyday
products.
Perfumes stand as the second choice for fragrance among Indian adults, following talcum powders, largely
due to their ability to offer long-lasting scents. However, affordability remains a significant consideration in
their purchasing decisions. Brands can seize an opportunity to expand the reach of the category by
introducing perfume formats that are more budget-friendly. Additionally, brands have an opportunity to
incorporate skin-friendly ingredients and benefits to bolster appeal.
Indian men are increasingly exploring beauty and grooming products, with almost four out of 10 using
aftershaves. While aftershave users appreciate aftershaves for their ease of use and refreshing qualities,
long-lasting fragrance is not commonly associated with the category. Given that a lasting scent is a crucial
factor for this segment, brands have an opportunity to innovate by introducing aftershaves that offer a
lasting fragrance.
6

The outlook for the fragrances and deodorants category
Now: the next 12 months
Next: 18 months to 2 years
Future: 5+ years
Source: Forbes; RBI
7

Fragrance and deodorant launches are experiencing a downturn
% of launches
India: fragrance* and deodorant launches, 2019-24
Feb 2019-Jan 2020 Feb 2020-Jan 2021 Feb 2021-Jan 2022 Feb 2022-Jan 2023
Feb 2023-Jan 2024
Fragrances and deodorants
0% 20% 40% 60% 80% 100%
* includes women's, men's and unisex fragrances
Source: Mintel GNPD, February 2019-January 2024
Increase deodorant usage by reinforcing its essential functional
attributes: controlling body odour and combating perspiration
India: agreement towards willingness to pay more for deodorants with odour-neutralising claims, % of
respondents, 2024
Base: 2,194 Indian adults aged 18+ who have used fragrance and deodorant products in the past six
months (1,202 of whom have used deodorants in the past six months)
Source: Ipsos Observer/Mintel, January 2024
8

Increase deodorant usage by reinforcing its
essential functional attributes: controlling
body odour and combating perspiration
Insight: deodorants are associated with body odour control but
users seek greater efficacy in managing body odour and anti-
perspiration claims
• % of Indian adults have used deodorants in the past six months.
However, usage is predominantly for special occasions.
• % of deodorant users have claimed that they would be encouraged to
purchase deodorants that address body odour, and % are willing to
pay more for odour-neutralising claims.
• % of deodorant users do not believe that deodorants reduce or prevent
sweating.
Implication: increase usage occasions by focusing on functional
claims such as odour-neutralising and anti-perspirant
• Highlight odour-neutralising claims on pack.
• Tackle odour by focusing on the microbiome.
• Combat sweat concerns via anti-perspirant claims to enhance deodorant
usage.
Enhance the value of perfumes by rendering them affordable
and safe on skin
India: top three purchase drivers for fragrances & deodorants, % of respondents, 2024
Base: 1,436 Indian adults aged 18+ who have used perfumes in the past six months
9

Enhance the value of perfumes by rendering
them affordable and safe on skin
Insight: while perfume users appreciate the long-lasting fragrance it
provides, they also seek affordability and skin compatibility in the
category
• % of perfume users are willing to use fragrances that last a long time
even though the scent is strong.
• Affordability ( %) is among the top three factors motivating this group to
purchase fragrance and deodorant products.
• % of perfume users are willing to invest in fragrance and deodorant
products that offer skincare benefits.
Implication: provide affordable alternatives while concurrently
enhancing value through skincare benefits
• Extend the duration of scent.
• Innovate with affordable perfume formats.
• Promote body mists as a blend of perfume that is both budget-friendly
and gentle on the skin.
Boost aftershave usage through long-lasting fragrance
India: willingness to pay more for laundry detergents that offer a colour protection claim, % of respondents,
2023
Base: 1,500 Indian male adults aged 18+ (557 of whom have used aftershaves in the past six months)
10

Boost aftershave usage through long-lasting
fragrance
Insight: aftershave users typically link the category with
convenience and a refreshing sensation, however they desire a
long-lasting fragrance
• % of Indian male adults are using aftershaves.
• Easy to use ( %) and relaxation ( %) are the leading two attributes
associated with aftershaves.
• Long-lasting scent is the least associated attribute with aftershaves.
• % of this consumer group desire fragrance products featuring long-
lasting scents.
Implication: innovate in the aftershave category with long-lasting
scents
• Offer long-lasting scent formulation in aftershaves.
• Innovate with new formats with long-lasting scents.
• Introduce hybrid products offering enduring scents.
11

KEY TRENDS AND MARKET FACTORS
12

What you need to know
The deodorant category needs a reset
Indian brands are innovating with affordable perfumes
Indian men are increasingly emphasising grooming
13

The deodorant category needs a reset
Innovation activity in the deodrant space slows down
Only % of total new products in the last five years were launched in the last five years hinting at a slower
pace of innovation in the category
% of launches
India: share of deodrant launches, by date published, 2019-24
Feb 2023-Jan 2024
Deodorants
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 10…
14

The long-lasting claim in deodrant launches continues to
dominate and grow
In India, the dominant functional claim for deodorants is long-lasting and this claim continues to grow, implying
brands' continued focus on this benefit.
In comparison, other functional benefits such as odour-neutralising and anti-perspirant are still niche though
they are are both growing.
%
of
launches
India: select functional claims in deodorant launches, 2019-24
Long-lasting Anti-perspirant Odour-neutralising
0
20
40
60
80
Feb 2019-Jan 2020 Feb 2020-Jan 2021 Feb 2021-Jan 2022 Feb 2022-Jan 2023 Feb 2023-Jan…
15

Long-lasting scent and refreshing feeling has been the
cornerstone of communication for Indian deodorant brands
Yardley's deodorant campaign on freshness
Brut's deodorant campaign on long-lastingness
Source: YouTube/Yardley; YouTube/Brut
16

Conversations centre around 'scent', 'freshness' and 'smell'
According to social media
listening, conversations by
brands and consumers are
centering around terms like
'scent', 'smell' and 'fresh'.
However, terms such as
'antiperspirant' and 'odour' are
also used in social
conversations, though at a
lower frequency.
* search terms: 'deodorants' and 'underarm sweat'
Source: Infegy Atlas, February 2023-January 2024
Indian brands are innovating with affordable
perfumes
India is a market of price-conscious consumers
In India, the market is characterised by price-consciousness, with the majority of consumers prioritising
value in products.
BEST PRICE
%
of Indian consumers*
have shopped around to
find the best price
DISCOUNTED
%
waited until it was
discounted to buy a
product
TRIAL SIZE
%
bought a mini/trial-sized
product
* taken from Mintel's Global Consumer
Base: 1,000 internet users aged 18+ who purchase beauty/grooming products
Source: Dynata/Mintel, March 2023
17

Indians, I think, are more
value-conscious than price-
conscious. It shows how
Indians place a premium on
value – the quality you get for
the price.
Tomohiko Sei, India CEO of
Japanese lifewear brand
Uniqlo
“
”
Indian consumers seek good value beyond
just low price
Indians have always been mindful of the price-to-benefit ratio, rather than
simply being budget-minded. In the current uncertain and volatile
environment, consumers are being extra cautious with a positive financial
outlook, but aren't entirely cutting back on their spending.
According to Mintel's 2023 Trend Intentional Spending, consumers are
reevaluating what is most important to them, and what defines 'value' in
products according to their needs.
Mintel's 2024 Trend More Than Money further highlights how, amid
global uncertainty and budgetary pressures, consumers are becoming
more realistic and self-serving in their search for value as they strive to
achieve balance between quality received and cost incurred.
Therefore, deodorant brands can focus on providing beyond functional
benefits, which can help enhance usage of the category.
Source: Forbes India
Premium pricing is a fundamental aspect of perfumes
With regards to perfumes,
luxury, premium, and price are
prominent topics frequently
discussed in social
conversations by brands and
consumers.
search term: 'perfumes'
Source: Infegy Atlas, February 2023-January 2024
18

New perfume innovations focus on affordability
In the Indian market, perfumes have traditionally carried higher price tags, but there has been a decline in
launches in recent years for the premium ranges, indicating a shift towards innovation focused on more
affordable options.
%
of
launches
India: fragrance product launches, by price in US dollar group, 2019-24
Feb 2023-Jan 2024
USD0.36-7.35/INR30-
613
USD7.36-14.35 USD14.36-21.35 USD21.36-28.35 USD28.36-37.00
0
20
40
60
80
19

Indian brands innovate with formats to drive affordability
Indian brands are responding to the demand for affordable perfume options by introducing innovative
formats such as pocket perfumes.
Yardley Gentleman pocket perfume (India)
Engage ON citrus fresh pocket perfume (India)
Source: JioMart; Amazon
20

Indian men are increasingly emphasising grooming
Indian men are experimenting with beauty and grooming
Indian men are getting more evolved in BPC routines and have been experimenting with different
categories.
SKINCARE
%
of Indian men* have
spent more time on their
facial skincare routine
HAIRCARE
%
of Indian men* have
spent more time on their
haircare routine
EXPERIMENTATION
%
of Indian men* have
bought a new beauty and
grooming product they
hadn't tried before
* taken from Mintel's Global Consumer
Base: 1,000 internet users aged 18+
Source: Dynata/Mintel, March 2023
Conversations about men's grooming have become more
prominent on social media
As per Mintel's social listening tool, while conversations around men's grooming took a hit during the
pandemic, they are once again gaining ground in the country.
search term: 'men's grooming'
Source: Infegy Atlas/Mintel, January 2014-December 2023
21

Fragrance plays a crucial role for men
As per Mintel's Men's Grooming - Indian Consumer - 2022 Report, having an appealing scent is a key purchase
driver for men's grooming products right after price. Additionally, 25% of Indian men* are willing to spend more
on fragrances.
Hence, men present themselves as a key target audience for fragrance brands.
%
of
respondents
India: top five important factors while purchasing men's grooming products, 2022
Indian men
0
10
20
30
40
50
60
70
* taken f
Base: 692 Indian males aged 18+ who have purchased men’s grooming products in the past six months
Source: Ipsos Observer/Mintel, October 2022
22

WHAT CONSUMERS WANT AND WHY
23

What do you need to know
Increase deodorant usage with advanced functional claims
Deodorant usage is limited to special occasions. While addressing body odour remains a top priority for
users, there is a growing desire for enhanced efficacy. Moreover, there is scepticism surrounding
deodorant's effectiveness in controlling perspiration.
Brands can enhance focus on functional claims such as odour-neutralising and anti-perspirant to amplify
usage.
Reposition perfumes as budget- and skin-friendly
Long-lasting scent is the leading attribute associated with perfumes. While long-lasting scent is key,
affordability is also a crucial factor. Therefore, making perfumes more affordable is essential for brands.
With consumer demand for perfumes to include skin-caring ingredients, skinifying perfumes can help
enhance its value.
Bolster usage of aftershaves by focusing on scent
Aftershaves are valued for their convenient and soothing qualities, providing a refreshing sensation post-
shave. However, an area they fall short on is in providing a long-lasting fragrance.
Brands can delve into the potential of creating aftershaves with a long-lasting fragrance experience.
24

Talcum powder reigns as the primary option for fragrance
Talcum powder is a well-established format with Indian consumers. Therefore it is the leading choice of product
used for fragrance among the majority of Indian adults.
India: any use of fragrance and deodorant products, 2024
Base: 3,000 Indian adults aged 18+
Excluding talcum powders, fragrance categories are perceived as
expensive
India: attributes associated with fragrance and
deodorant products, 2024
The leading attribute associated with perfumes,
body mists, and deodorant is being expensive. In
contrast, talcum powder is associated with
convenience and safe-on-skin characteristics.
Additionally, while being affordable might be a key
reason encouraging usage of talcum powders,
users of the fragrance category also associate
talcum powders with being refreshing, which could
also be a key usage driver as India is a tropical
country prone to heat and humidity.
months
25

Increase deodorant usage with advanced
functional claims
Deodorant users' profile
40% of Indian adults have used deodorants in the past six months.
REGION
%
are from the North region
vs % of the total
sample (overindexed by
128)
AGE GROUP
%
are Millennials vs 31% of
the total sample
(overindexed by 116)
SOCIO-ECONOMIC
GROUP
%
belong to SEC A group
vs % of the total
128)
An index of 100 represents an average; an index of more than 110 is above average and lower than
90 is below average
Base: 1,202 Indian adults aged 18+ who have used deodorants in the past six months
26

Deodorant usage on occasions such as work/professional settings ( %) or during activities such as exercise
and physical activities ( 4%) remains comparatively lower than special occasions such as events and parties
( %).
This tells us that users of the category turn to deodorants only when stepping out for a special occasion and in
fact aren't using it for occasions where one would typically expect to use deodorants, such as while stepping out
for work where interactions with others are common and during exercise or workouts where addressing body
odour is essential.
This occasional usage may be attributed to users perceiving deodorants as costly ( %). Hence, elevating
its value by focusing on its functional benefits is vital to encourage daily usage.
%
of
respondents
India: occasional usage of deodorants in the past six months, 2024
Deodorant users
Special occasions (eg events/parties) Work/professional setting Exercise and physical activities
0
10
20
30
40
50
Deodorant usage remains occasion-driven
Base: 1,202 Indian adults aged 18+ who have used deodorants in the past six months
27

The leading attribute users associate with the deodorant category is controlling body odour ( %). However,
this segment shows a heightened need for body odour control, which they expect deodorants to provide. % of
users claimed that they would be encouraged to purchase deodorants that address body odour, which is
notably higher than non-users. Additionally, % of users demonstrate a willingness to invest more in
deodorants with odour-neutralising claims. This indicates a potential gap in the market for more advanced
claims related to addressing body odour.
%
of
respondents
India: agreement towards willingness to pay more for deodorants with odour-neutralising claims, 2024
Deodorant users Deodorant non-users
I would pay more for deodorants with odour-neutralising claims
0
5
10
15
20
25
30
35
Addressing body odour remains paramount for users
28

The lines between deodorants and perfumes are becoming increasingly indistinct. This is evident as
perfumes are being priced more affordably, aligning closer to the cost of deodorants, making them more
accessible to a broader consumer base. % of deodorant users are also using perfumes on various
occasions.
As a result, there is also a consumer perception overlap between the two categories, as illustrated in the
chart.
This convergence necessitates a strategic shift for deodorant brands. To maintain relevance and market
share, it is important for deodorant brands to reinforce the category's core functionality by emphasizing their
odour-neutralizing claims.
This can help deodorants stand out as the essential product for managing body odour in India's hot and
tropical climate.
Blurring boundaries between perfumes and deodorants
necesscitates differentiation
months
Source: Ipsos Observer/Mintel, January 2024 (1, 2)
29

Countries in the APAC region such as Japan and China are innovating with deodorant launches that focus on
odour-neutralising properties. However, in India, this claim remains a niche.
It is crucial for deodorant brands to communicate the benefits of odour control effectively and educate
consumers about the causes of body odour and how deodorants are specifically formulated to address this
concern.
By strengthening the message around their ability to combat body odour, deodorant brands can prevent
consumers from substituting deodorants with more affordable perfumes.
%
of
launches
APAC: deodorant product launches with odour-neutralising claim, by select countries*, 2019-24
Odour-neutralising
0
10
20
30
40
50
Opportunity to strengthen odour-neutralising claims in
deodorants
* includes select APAC countries such as Japan, China, Indonesia, Thailand and India
30

Champion odour-neutralising claims on pack
Helps neutralise odour
Blocks odour-causing bacteria
Contains essential oils to neutralise odour
Earth Rhythm-Odour
absorbent deodorant (India)
Case study: homegrown brand Earth
Rhythm innovates with odour-absorbent
deodorant
Indian DTC brand Earth Rhythm recently launched an odour-neutralising
deodorant which claims that 78% of its users reported that it absorbs
odour quickly, while % agreed that it effectively masks odour while
simultaneously nourishing the skin. It emphasises the use of ingredients
such as hyaluronic acid, aloe leaf juice and Zinc ricinoleic.
Brands can take inspiration and strengthen claims around odour-
neutralising, ensuring transparency in the efficacy of their advanced
functions to neutralise and mask odour.
Source: earth rhythm
31

Freshly Cosmetics Caring
Microbiome Smart
Deodorant (UK)
Tackle odour by focusing on the microbiome
Skin microbiome is a trending concept and is expected to get more
popular as consumers increasingly seek products that support their skin's
natural microbiome and promote healthy skin. Deodorant brands might
explore the potential of microbiome balancing to tackle bad odour. For
instance, L'Oréal S.A. has a pending patent for a novel fucose
derivative for use as an active ingredient in deodorants. The fucose
derivative claims to reduce body odour by inhibiting the growth of odour-
causing bacteria.
Additionally, brands such as Freshly Cosmetics launched a smart
deodorant that calls out microbiome benefits on pack. The brand claims
that the natural deodorant cream balances out the skin's microbiome so
users can sweat without unpleasant smells.
32

Deodorants are originally positioned to be used only on the underarms; however, brands can look beyond
underarms and take advantage of the emerging need for whole body deodorants.
% of deodorant users are willing to invest more in deodorants that are designed for certain body parts, eg
feet. This could be an untapped area for deodorant brands in India, which could attract users to the category.
%
of
respondents
India: agreement towards paying more deodorants designed for certain body parts, 2024
I would pay more for a deodorant designed for certain body parts (eg feet)
0
5
10
15
20
25
30
35
Address the need for controlling body odour on other body
parts
Lumé Lavender Sage
Invisible Cream Whole Body
Deodorant (US)
Go beyond the realm of underarm
perspiration and odour
Deodorant brands can align with the emerging consumer need for
deodorants for other body parts by developing multipurpose formulas
that address sweat and odour concerns beyond the underarms.
For instance, Lumé Whole Body Deodorant claims to not include
aluminium and baking soda, is powered by mandelic acid, and is gentle
enough to be used anywhere on the body including 'pits, underboobs,
belly buttons, tummy folds, thigh creases, and feet'.
33

Deodorant users concur that deodorants are ineffective in reducing or preventing sweat ( 8%). This
scepticism towards deodorants' efficacy in managing perspiration levels underscores a significant
challenge in the market as % of users claimed that they would be encouraged to purchase deodorants if it
helped prevent or reduce sweating.
Therefore, highlighting anti-perspirant claims can potentially help drive usage across more occasions such as
work and exercise where one is more prone to heat and sweat.
%
of
respondents
India: agreement towards deodorants not reducing or preventing sweating, 2024
I do not believe that deodorants reduce or prevent sweating
0
5
10
15
20
25
30
Deodorant users are sceptical about its efficacy in managing
perspiration
34

Anti-perspirant claims are niche in India
Anti-perspirant claims encompass claims related to their effectiveness in reducing or preventing sweat. While
this claim is already established in APAC markets such as Japan, it is still niche in India.
Thus, brands can respond to the emerging needs of deodorant users to prevent or reduce sweat by innovating
with respect to anti-perspirant claims.
%
of
launches
Select* APAC markets: deodorant product launches, by anti-perspirant claim, 2019-24
Anti-perspirant
Japan Thailand Vietnam China India
0
20
40
60
80
* select APAC countries include India, Japan, Thailand, China and Vietnam
35

Dial up anti-perspirant claims to enhance deodorant usage
Deodorant brands can highlight sweat control/reduction claims on the pack to drive usage during
occasions such as work/professional settings or exercise/physical activities.
Protect against sweat for up to 48 hours
72-hour sweat protection
Protection against perspiration
Dove 72h Anti-Perspirant
Spray (Germany)
Leverage anti-sweat technology to enhance
usage
In order to strengthen anti-perspiration claims, deodorant brands can
take inspiration from global brands who are innovating with long-lasting
anti-perspirant claims.
For instance, in April 2023, Unilever brought its pioneering patented
anti-sweat technology to Dove, marking year two of Unilever's three-
year deodorant strategy. Unilever claims to drive value in the deodorant
category via "a series of new ground-breaking, technology-driven
products".
36

i.D.O Next Generation
Deodorant (UK)
Boost efficacy through the incorporation of
tech
Deodorant brands can take inspiration from global brands and leveraging
technologies that can boost product efficacy.
For instance, Unlimited by Degree claims to use a patented anti-
perspirant technology, SmartAdapt Tech, which responds to stress
sweat, heat and movement for unlimited sweat and odour protection
for up to 96 hours. The technology creates a flexible microbarrier that,
together with its dual-activated fragrance release system, adapts to the
user's body.
.
Vichy 96H Anti-Perspirant
Anti-Odour Roll-On (Italy)
Combine anti-odour and perspirant claims
to gain traction
Brands can combine the two important claims that can help consumers
attain both features in one.
For instance, Vichy launched its 96H Anti-Perspirant Anti-Odour Roll-On
in 2023, which claims to provide anti-odour benefits for 96 hours. It
contains antibacterial actives and is positioned as hypoallergenic and
safe for sensitive skin.
37

Dispel the perception that deodorants are exclusively for
summer use
Three in ten deodorant users associate deodorants primarily with summer use. However, 39% of users are
encouraged to buy fragrances and deodorant products that can be applied in all seasons, which is significantly
higher than non-users. Therefore, to encourage usage across all occasions and seasons, it is crucial for brands
to highlight the benefits of deodorants for year-round use.
%
of
respondents
India: agreement towards using deodorants in summers, 2024
I would only use deodorants in summers
0
5
10
15
20
25
30
35
38

Explain how deodorants with anti-perspirant claims are better
for all seasons
Axe US explains how deodorants with anti-perspirant claims can be
used in all seasons – from winter to summer
Deodorant brands can
emphasise the functions related
to deodorants with anti-
perspirant properties and their
suitability for different seasons.
For instance, Axe US explains
to consumers the functionality
of deodorants and importance
of antiperspirants in winters or
during any workout/physical
activity.
Source: Axe US
39

Enhance value of the perfume category
• by amplifying its enduring scent
• by positioning it as affordable
• by blurring it with skincare
Who are Perfume Users?
47% of Indian adults have used perfumes in the past six months.
AGE
%
are aged 18-24 vs 20%
of the total sample
(overindexed by 120)
REGION
%
are from the East region
vs % of the total
128)
SOCIO-ECONOMIC
GROUP
%
belong to SEC A group
vs 36% of the total
128)
An index of 100 represents an average; an index of more than 110 is above average and lower than
90 is below average
Base: 1,436 adults aged 18+ who have used perfume products in the past six months
40

Unlike deodorants, perfumes typically contain higher concentrations of fragrance oils. This concentration
difference allows perfumes to offer scents that linger for extended periods.
That is probably why the leading attribute associated with perfumes is long-lasting scent. In fact, the long-lasting
scent attribute is likely a significant motivator for usage, as % of this consumer group (compared to % of
non-users) are also open to using fragrances that linger for an extended period, despite having a strong scent.
Additionally, % have also attested to be encouraged to purchase fragrances if it features a long-lasting scent.
%
of
respondents
India: top attribute associated with perfumes, 2024
Perfume users Perfume non-users
Long-lasting scents
0
10
20
30
40
50
The primary motivation for using perfumes is their long-lasting
scent
months (1,436 of whom have used perfumes in the past six months)
41

Extend the duration of scent
Extended scent duration claims can appeal to perfume users seeking long-lasting scent benefits.
Highly concentrated
Above-average longevity
The power of oils
i
42

Include long-lasting middle notes in perfumes
Patchouli, amber, and sandalwood are strong scents as they contain complex molecules that evaporate
slowly, contributing to their intensity and longevity in perfumery. Brands can innovate with such scents to
denote long-lasting benefits.
Patchouli
less than 1% of fragrance launches in India with
this ingredient.
Amber
Sandalwood
43

Leverage emotive scents of nostalgia, seasonality and mood to
create long-lasting scent options
NOSTALGIA
%
of perfume users enjoy
buying fragrance
products (including
perfumes and deodrants)
that remind of a specific
place or time (vs % of
perfume non-users)
SEASONAL
%
of perfume users prefer
using different fragrances
in different seasons (vs
% of perfume non-
users)
MOOD
%
of perfume users use
products with different
fragrances according to
their mood (vs % of
perfume non-users)
Tap into the potential of emotive scents
In India, emotive scents such as mood-boosting, locational and seasonal have either been stagnating or
declining in the past five years. Thus, brands can look at innovating with these scents.
%
of
launches
India: fragrance launches by select fragrance groups, 2019-24
Aromatherapy/mood enhancement Locational Holiday/seasonal
0
5
10
15
20
Feb 2019-Jan 2020 Feb 2020-Jan 2021 Feb 2021-Jan 2022 Feb 2022-Jan 2023 Feb 2023-J…
44

Penhaligon's Potions &
Remedies Eau de Parfum
(South Korea)
Play up on long-lasting wellness scents
Perfume brands can elevate their positioning by tapping into the growing
demand for long-lasting wellness-inspired scents. This is in accordance
with Mintel's Mood to Order Trend: people are looking for ways to
manage their emotional wellbeing, so brands have the opportunity to
develop products that bring positive sensations.
For instance, Penhaligon's Potions & Remedies brand claims to use a
formula that is designed to offer a long-lasting sense of calmness, instant
serenity and includes bergamot, geranium, iris, sandalwood, lavender
and jasmine. Such innovations can pique users' interest.
Plum's new launch-
Caramello Eau De Parfum
(India)
Evoke memories of users' favourite dessert
Perfume brands can elevate their positioning by incorporating nostalgic
fragrances to evoke memories of the past, holidays or seasons.
For instance, Indian DTC brand Plum recently introduced a dessert-
scented perfume. The perfume aims to evoke memories of the user's
favourite ice creams or desserts and boasts a lasting duration of over 10
hours.
Source: Plum
45

While the longevity of fragrance products remains crucial for perfume users, it's noteworthy that % of them
(vs % of non-users) also perceive perfumes as expensive. This is likely why affordability %) is among the
top three factors motivating this group to purchase fragrance and deodorant products.
It raises the significance of offering perfumes that strike a balance between longevity of fragrance concentration
and affordability.
% of respondents
India: top three purchase drivers for fragrances and deodorants, 2024
Perfume users
Long-lasting sce
Address body odo
Afforda
0 5 10 15 20 25 30 35 40 45 50 55
While longevity is paramount, affordability also plays a
significant role
46

Reach more users by making perfumes affordable
While long-lasting scent is a
fundamental feature for
perfume users, if brands add
features of addressing body
odour and at affordable price
points they can reach 79% of
users with an incremental reach
of 29%.
Hence, perfume brands can
look at innovating with these
features if they intend to
increase their user base.
Base: 1,436 Indian adults aged 18+ who have used perfume products in the past six months
TURF Analysis – features that can encourage purchase of
fragrance and deodorant products
India: features encouraging consumers to buy fragrance and deodorant products, 2024
47

Innovate with affordable perfume formats
Indian brands are responding to the demand for affordable perfume options by introducing innovative
formats such as perfume pens and mini sets for trial.
Plum's value-sized discovery perfume set (India)
Engage L'amante Click & Brush Perfume Pen (India)
Source: Amazon
48

Rethink formats to include budget-friendly fragrances
RetaW solid fragrance (UK)
allows one to choose a scent
to fit a mood or season
RetaW's (UK) portable single-
dose fragrance resembles a
medicine tablet
Perfume users are
encouraged to try new
exciting product formats (eg
sprays) ( % vs % of the
total sample). Brands can
incorporate unique and
creative ways to allow
consumers to experiment
with fragrance without
committing to a full-size bottle.
Creating innovative formats
and packaging to trial and
experience difference
fragrances will appeal to
consumers both in terms of
budget and experience.
49

Perfume users face skin issues such as irritation/itchiness on their skin ( % vs % of perfume non-users) and
eczema ( % of perfume non-users). There are studies suggesting that certain perfume ingredients
could potentially trigger skin irritation, which is probably why % of this segment are willing to invest in
fragrance and deodorant products that offer skincare benefits as they may perceive that fragrances with
skincare benefits offer added skin protection, reducing the likelihood of skin irritation.
Perfume brands can blur with skincare amid a bigger focus on skin health. In blurring with skincare, brands
can provide more reasons for applying fragrance beyond its scent.
%
of
respondents
India: behaviour towards fragrance and deodorant products that provide skincare benefits, 2024
I am willing to pay more for fragrance and deodorant products that provide skincare benefits (eg hydration)
Raise the skin health profile of perfume
50

Perfume users are also encouraged to purchase formats that hydrate the skin ( % of perfume non-
users) and include skincare ingredients % of perfume non-users).
Therefore, perfume brands have an opportunity to expand the "skinification" trend in perfumes. The trend
refers to the blending of skincare benefits and ingredients with fragrances, offering consumers products that not
only smell good but also provide skincare advantages like moisturisation and soothing effects.
%
of
respondents
India: purchase drivers for fragrance and deodorant products, 2024
Perfume users
0
5
10
15
20
25
30
35
Address the need for skin-caring ingredients in perfumes
Base:
51

SAFE ON SKIN
%
of perfume users
associate body mists/
sprays with safe on
skin
Promote body mists as a blend of perfume
that is both budget-friendly and gentle on
the skin
While the "safe on skin" attribute ranks among the top five factors for
body mists/sprays among users of the fragrance category, it ranks lower
for perfumes.
Body mists are known to have a lighter formulation with lower
concentration of fragrance oils, and usually include skin-friendly
ingredients. Thus, perfume brands have an opportunity to promote body
mists as an alternative to perfumes as they are safer on the skin and also
more affordable.
Blur with skincare
RAS Fragrance Mist (India) Information on skincare
ingredients and benefits
Perfume brands can expand
the category by introducing
perfume mists, akin to body
mists, and communicate the
benefits of added skincare
ingredients and its functions,
further explaining how it is
safe.
For instance, RAS has
recently introduced a
fragrance mist for the body,
which claims to include
hyaluronic acid for hydration
and moisturisation.
52

Call out on added skincare benefits in perfumes
Brands can take format inspiration from body mists/sprays category to promote skin-caring benefits.
Moisturisation
UV-absorbent
Anti-bacterial and protection against pollutants
53

What's next: serum fragrances in Asia capitalising on hydrating
merits
While serum fragrances are niche, they are focusing on skin hydration benefits and can therefore serve as
a new hybrid innovation.
AR 3 in 1 Body & Hair Serum Perfume with hyaluronic acid and collagen
(Thailand)
Lavons Holic Perfume Balm Perfume Balm series uses 96% serum
ingredients to hydrate (Japan)
54

Bolster usage of aftershaves by focusing on scent
Who are aftershave users?
37% of male respondents claim to have used aftershave products in the past six months.
MILLENNIAL MEN
%
are Millennial men vs
% of aftershave non-
users
REGION
%
are from the North region
vs % of aftershave
non-users
WORKING PARENTS
%
are working fathers vs
% of aftershave non-
users
Base: 557 of Indian males aged 18+ have used aftershaves in the past six months
55

Aftershaves are products designed to soothe and repair the skin after the shaving process. Hence, one
would assume that users of the category would associate it with being safe on the skin and anti-bacterial.
However, easy to use ( %) and relaxation ( %) are the leading two attributes associated with aftershaves,
followed by being safe on skin, antibacterial and refreshing.
Therefore, aftershave users may view it as a convenient and easy post-shave skincare solution. Additionally,
their perception is often influenced by the relaxing and refreshing qualities of its scent and its feel on the skin.
% of respondents
India: top five attributes associated with aftershave, 2024
Aftershave users
Easy to use
Relaxing
Safe on skin
Antibacterial
Refreshing
Convenience and relaxation stand out as the foremost traits
associated with aftershaves
Base: 557 male adults aged 18+ who have used aftershaves in the past six months
56

Aftershave users do not equate aftershave scent with long-lastingness. It is, in fact, the least associated
attribute with aftershaves %). Aftershaves contain a very low percentage of essential oil, with around
% alcohol, and are therefore lightly scented. While the lightly scented formula refreshes the skin
momentarily, the scent fades fast without a lasting impression.
However, with % of this consumer group desiring fragrance products featuring long-lasting scents, there is
scope for the category to focus on providing long-lasting scents along with its functional benefits of soothing and
repairing the skin post-shave.
%
of
respondents
India: long-lasting scents as a purchase drive for fragrance and deodorant products, 2024
Aftershave users Aftershave non-users
Long-lasting scents
0
10
20
30
40
50
Long-lasting fragrance is preferred but lacking in aftershaves
57

Delve into the potential of aftershaves with long-lasting scents
As the demand for long-lasting claims in aftershaves rises, the current market launches in this category are at
odds with consumers' need for such claims.
Therefore, there is significant potential for brands to innovate and draw inspiration from global markets like
France, the UK, and Germany that are capitalising on this claim.
%
of
launches
Global: aftershave* product launches with long-lasting claim, 2019-24
Long-lasting
UK France Germany India
0
5
10
15
20
25
Aftershave product launches with a long-lasting claim
* includes search term "shave"
58

Innovate with new formats in aftershaves with long-lasting
scents
Significantly higher than the non-users, aftershave users are encouraged to buy fragrances and
deodorants in exciting new product formats. Brands can leverage this by introducing new formats that
incorporate long-lasting scents.
%
of
respondents
India: exciting product formats (eg sprays) as a purchase driver for fragrance and deodorant
products, 2024
Exciting product formats (eg sprays)
0
5
10
15
20
25
30
Arga Nove Urban Man After Shave Water (Poland)
59

Aftershave users desire a long-lasting scent. While aftershaves might not have a notable reputation around
providing this, eau de colognes are known to provide stronger fragrances. Therefore, brands can offer
aftershave hybrids or look at pairing aftershaves with colognes.
While this segment is aware of eau de colognes, notably higher than non-users, this applies to only a niche
number of users ( %). Therefore, building awareness around this format and associating it with a strong
fragrance will be key.
%
of
respondents
India: awareness of perfume formats, 2024
Eau de colognes
0
2
4
6
8
10
12
14
Offer stronger fragrances by pairing with eau de cologne
Base: 1,500 Indian males aged 18+ (557 of whom have used aftershaves in the past six months)
Arko Men After Shave
Cologne (Turkey)
Introduce hybrid of aftershave and EDC for
men
Mintel Trend Extend My Brand highlights how brands can consider
expanding into new product categories to attract new customers and
keep existing ones intrigued and engaged. Global brands are launching
hybrids of aftershaves and expanding to the cologne category.
For instance, Arko Men recently launched an aftershave cologne that
claims to provide a long-lasting fragrance. It has an intense woody
fragrance, which denotes a moody and mysterious scent.
60

APPENDIX
61

Consumer survey methodology
This is marketing intelligence published by Mintel. The exclusively commissioned consumer research was
conducted by Ipsos Observer among 3,000 Indian adults aged 18+. Mintel was responsible for the survey
design, data analysis and reporting.
Fieldwork was conducted in January 2024 in a selection of metro cities of each of the four regions of India,
as well as Tier 1, 2 and 3 cities within each region. Quotas were in place to ensure a balance across
gender, age, region and metro/city tiers.
Respondents to Mintel's survey were interviewed in person and could choose one of seven languages:
Bengali, English, Gujarati, Hindi, Tamil, Marathi or Oriya.
Social data research methodology
To complement its exclusive consumer research, Mintel tracks social media data for inclusion in select
Reports. Using Infegy's Atlas software, Mintel analyses online conversations across a range of social
platforms including Twitter, consumer forums and the wider web. Atlas provides rich consumer insight via
the analysis of commentary posted publicly on the internet. The system performs a comprehensive and
broad collection of data from millions of internet sources, working to ensure a faithful and extensive
sampling of feedback from the widest range of individuals. The dataset contains commentary posted in real
time, as well as a substantial archive dating back to 2007.
TURF Analysis
TURF (Total Unduplicated Reach & Frequency) analysis identifies the mix of features, attributes, or
messages that will attract the largest number of unique respondents. It is typically used when the number
of features or attributes must be or should be limited, but the goal is still to reach the widest possible
audience. By identifying the Total Unduplicated Reach, it is possible to maximise the number of people
who find one or more of their preferred features or attributes in the product line.
The resulting output from TURF is additive, with each additional feature increasing total reach. The chart is
read from left to right, with each arrow indicating the incremental change in total reach when adding a new
feature. The final bar represents the maximum reach of the total population when all shown features are
offered.
62

Meet the expert
Twinkle Behl
Research Analyst – Beauty and Personal Care, India
Twinkle is a beauty and personal care analyst based in Mumbai, who is
always keen on learning new innovations and category trends. Prior to
Mintel, she was working as a senior research associate in the consumer
goods domain, and contributed in writing customized client projects and
syndicate titles.
Read more by this expert | Get in touch
63

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by an Indian licensed
market survey agent (see Research Methodology
Asia-Pacific for more information).
Terms and Conditions of use
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to Mintel‘s standard terms and conditions, which are
available at http://www.mintel.com/terms
If you have any questions regarding usage of this
document please contact your account manager or
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Published by Mintel Group Ltd
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