Category
Lifestyle
Creatine Formats
5.2
Trend score
Trend
What is the Cream Hygiene trend?
Cream Hygiene: As more consumers look for hygiene products that are "natural" but still effective, cream-based deodorant formulas have been gaining more traction. These products are also often packaged and formulated more sustainably.
Insight
The consumer insight behind the Cream Hygiene trend
When it comes to personal care products, consumers are no longer prioritizing convenience the same way they once did. Now that personal care routines are increasingly viewed as "self-care rituals" by consumers, they're more willing to experiment with products that prioritize ingredients and distinct formulas over convenience and/or ease-of-use.
Trend themes
Themes within the Cream Hygiene trend
Three behaviours holding the trend together01
Natural Cream-Based Deodorants
With consumers prioritizing ingredient quality and sustainability, there is a rise in natural cream-based deodorants that are effective and eco-friendly.
02
Antibacterial Natural Deodorants
Natural deodorant brands are creating antibacterial formulas infused with essential oils and plant-based extracts for long-lasting odor protection.
03
Sustainable Packaging for Personal Care Products
Companies are exploring innovative packaging solutions, like biodegradable materials and compostable jars, in an effort to make personal care product packaging more sustainable.
Industry implications
What the Cream Hygiene trend means for industry
Where the trend changes the playbookFor
Natural Personal Care Products
Companies in the natural personal care industry can experiment with cream-based deodorants that prioritize ingredient quality and innovative, sustainable packaging solutions.
For
Sustainable Packaging Industry
As the demand for sustainable packaging in the personal care industry increases, companies in the sustainable packaging industry can provide innovative solutions like compostable jars and biodegradable materials.
For
Vegan and Cruelty-Free Skincare Industry
With consumers increasingly prioritizing ethical and environmentally-friendly products, companies in the vegan and cruelty-free skincare industry can create effective natural deodorants with eco-friendly, plant-based ingredients.
Workshop question
How could your brand better prioritize product experience?
Trend signals
Trend signals for Cream Hygiene
Trend score 5.2 out of 10, from popularity 74%, activity 66%, freshness 15%.
Popularity74%
Activity66%
Freshness15%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Cream Hygiene trend
8 featured examples from Mar 24, 2021 to Mar 1, 2023CategoryEco
Vegan Anti-Odorants
Nuud is a Sustainable and Clean Alternative to Traditional Deodorants
The natural and sustainable personal care market presents opportunities for brands to capitalize on the trend towards eco-conscious and natural products like Nuud.
CategoryFashion
Full-Body Deodorant Creams
The Sweet Citrus Cream Deodorant Rubs in Like a Lotion
Industry opportunity to sell free-from and ingredient-focused personal care products, including deodorants, lotions, and other skincare items.
CategoryFashion
Odor-Blocking Deodorant Creams
The Cream Deo by Megababe is Infused with 5% AHAs
The personal care industry has an opportunity to develop natural and skin-caring deodorant products that effectively combat body odor, like Megababe's Cream Deo.
CategoryFashion
Scentless Deodorant Creams
Piper Wai Boasts a Safe, Aluminum-free Vegan Deodorant
Skincare companies can innovate and disrupt the deodorant industry by offering natural, vegan, and scentless deodorants.
CategoryFashion
Cream-to-Powder Deodorants
Aurelia's Natural Cream Deodorant is Full of Antibacterial Ingredients
The trend towards natural and organic personal care products.
CategoryFashion
Free-From Body Deodorants
Lume Invisible Cream Deodorant is Aluminum and Fragrance-Free
The personal care industry can benefit from creating more free-from and long-lasting deodorants that cater to consumers with different needs.
CategoryFashion
Antibacterial Natural Deodorants
Wildcraft Launched Two New Cream Formula Deodorants
In the fast-growing personal care industry, consumers are becoming increasingly aware of the need for more sustainable and non-toxic solutions, presenting an opportunity for brand…
CategoryFashion
Sustainable Deodorant Creams
i+m Partners with Quadpack to Launch a New Product for WE REDUCE!
Skincare companies have the opportunity to develop sustainable and eco-friendly products that align with the growing demand for green beauty alternatives
