The Adidas Get Ready! deodorant body spray for men launched in Brazil in 2014 with stylized cans that promoted the World Cup international soccer tournament. The fragrance is a tropical fusion of fresh, juicy fruit contrasted with natural aromatics and sensual woods. January 2015 Spray 19 to share around the entire family. This creates a strong preference for spray deodorants, making aerosol cans by far the leading format for deodorants in India. This is in contrast to the deodorant market of the U.S., where deodorant is purchased on an individual basis, leading to a preference for roll-on and stick deodorant. Being a prosperous, developed economy doesn’t necessarily lead to a skew away from spray deodorant however; both Europe and Australia are strongly spray-centric when it comes to deodorant format. The growth in the Brazilian deodorant market is due to a love affair with fragrances and a strong cultural emphasis placed on the importance of “smelling good.” As disposable incomes of Brazilian men rise, they aspire to look and smell better. At the same time, however, Brazil still has a very macho culture that limits the scope of products men are willing to consume in order to match their physical aspirations. Grooming in Brazil is largely limited to two practices: spraying deodorant and shaving, the latter of which also has an aerosol connection due to the growing popularity of shaving cream in an aerosol can. Men’s shaving is another rapidly growing application for aerosol cans across the globe, with a compound annual growth rate of 18% in India and 11% in Brazil. Consumers in these markets are trading-up from their previously preferred, more affordable shaving cream format—squeezing the shaving cream out of a plastic tube, then lathering up with a shaving brush—to having it delivered prelathered by a metal aerosol can. Developing Economies: On the Cusp Trading-up from old fashioned solutions to modern-day solutions is a trend that is driving much of the growth in metal aerosol cans across the developing world. It is the reason for the compound annual growth rate of 13% in aerosol can use for air fresheners in India between 2008 and 2013, as well as the 36% compound annual growth in aerosol can use for insecticides in Indonesia. Consumers in these developing markets currently use a mixture of old-fashioned and traditional methods of keeping their air fresh and their insects dead. In India, for example, they use incense sticks for air freshening and mosquito coils as insecticides, each of which is highly polluting and harmful to the health of consumers. There is no surprise, then, that these consumers eagerly embrace the aerosol format as soon as they can afford it. Developing markets in Asia Pacific and Latin America will continue to drive most of the growth in aerosol can usage in the foreseeable future. These are economies that are perched on the cusp, where consumers can afford to trade up from old fashioned and traditional methods of solving everyday problems, such as incense sticks and mosquito coils, to modern solutions. As they do so, aerosol cans are a highly affordable entry point to adopting modern solutions. Aerosol cans are a “gateway” packaging format. SPRAY Orchid-scented aerosol insecticide from Asia. On the Cusp...
Spray Jan 15
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