Two-thirds use deodorant daily – with significantly more women than men

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As a survey by the industry platform “Kosmetik transparent” shows, around one-third of all people in Austria use a deodorant or antiperspirant daily. At 71.5 percent, the proportion of women is significantly higher than that of men at 57.7 percent.

Sweating is a natural phenomenon to maintain body temperature. The best way to deal with the body odour that can arise is to shower or wash regularly, and many people also use deodorants and similar products from the cosmetics industry. According to GfK market research data, buyer reach for deodorants increased by 1.2 percentage points in 2022 compared with the previous year. During the corona pandemic, there have been declines in many personal care products.

Deodorant sprays most popular in Austria
According to the type of application, sprays are the most popular with 60.4 percent, followed by rollers (42.3 percent), sticks (17.4 percent) and creams (nine percent), Marketagent found in its survey of 1,000 people aged 14 to 75. The smell of the product (65 percent) and the reliable effect (57.7 percent) are considered particularly important. According to the survey, a favourable price (26.1 percent) and product design (4.7 percent) play subordinate roles.

Around 58 percent of respondents use deodorants exclusively. In comparison, about 6.3 percent use antiperspirants only: deodorants should have a bacteriostatic effect, antiperspirants should also inhibit sweat production through aluminum salts, and both should curb odour development. A further 15.5 percent use both product types, 13 percent neither, and the rest were unsure during the survey.

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