Category
Lifestyle
Assisted Choices
Trend cluster
Category
Vitamin
Hygiene
Deodorants and antiperspirants are infused with vitamins to enhance their benefits.
3.0
Trend score
Trend
What is the Vitamin Hygiene trend?
Vitamin Hygiene: In recent years, a growing segment of consumers have become wary of traditional deodorants and antiperspirants on the market due to their aluminum content. Brands in this space are trying to change consumer perception by adding beneficial ingredients like vitamins into new deodorant and antiperspirant products.
Insight
The consumer insight behind the Vitamin Hygiene trend
Now that people are much more aware of the various ingredients that go into the products they ingest and apply topically, they go about their shopping experiences much more informed and with specific ingredients in mind (to purchase or avoid). Brands that are catering to consumers' heightened sense of caution are more likely to appeal to the informed consumer.
Trend themes
Themes within the Vitamin Hygiene trend
Three behaviours holding the trend together01
Aluminum-Free Deodorants
Consumers are seeking out natural and free-from deodorants that are effective and support better health.
02
Specific Ingredient Awareness
Consumers are purchasing products that contain specific ingredients they have researched to be beneficial or avoiding harmful ingredients.
03
Skin-Conditioning Antiperspirants
Antiperspirant brands are adding ingredients that provide effective skin conditioning to prevent irritation and promote healthier underarm skin.
Industry implications
What the Vitamin Hygiene trend means for industry
Where the trend changes the playbookFor
Personal Care Products
Personal care product companies should consider creating natural deodorant options that cater to the demand for aluminum-free or specific beneficial ingredient deodorants.
For
Health and Wellness Industry
The health and wellness industry can focus on creating education on specific ingredient benefits and the potential harmful ingredients commonly found to increase awareness amongst consumers.
For
Packaging Design
Product packaging companies should focus on designing packaging with soft-touch applicators for a better user experience.
Workshop question
How is your brand catering to the informed consumer?
Trend signals
Trend signals for Vitamin Hygiene
Trend score 3.0 out of 10, from popularity 49%, activity 31%, freshness 9%.
Popularity49%
Activity31%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Vitamin Hygiene trend
4 featured examples from Jul 25, 2018 to Feb 18, 2021CategoryFashion
African Black Soap Deodorants
Nubian Heritage Applies African Black Soap to Deodorant
The shift towards clean, plant-based deodorants and natural ingredients presents an opportunity for disruptive innovation in the personal care industry.
CategoryMarketing
Skin-Conditioning Antiperspirants
Secret Derma+ Antiperspirant Has ProVitamin B5 and Derma-Shield
Innovation opportunities within the beauty and personal care industry to create antiperspirants that not only provide sweat and odor protection, but also promote skin health.
CategoryFashion
Teen-Friendly Deodorants
Native's Teen Deodorant Has an Aluminum-Free Formula for Ages Eight to 18
Personal care companies are innovating in the deodorant market, creating formula options that target specific demographics or cater to consumer preferences for natural ingredients.
CategoryLifestyle
Floral Aluminum-Free Deodorants
Megababe's 'Rosy Pits' Features Coconut, Green Tea & Sandalwood
The personal care industry can explore opportunities in developing and marketing natural deodorant products that prioritize consumer health and well-being.
