It is difficult to predict the future. There is still a need to provide better aesthetics and odor protection. As the world gets smaller there is an ever-increasing demand for better personal hygiene.
The FDA has established new regulations on Drug Facts labeling that could restrict the use of the back panel to speak to the product's benefits. That could leave only the front panel to do all the shelf-talking.
With the consolidation of companies and retailers, there will be fewer players and more control and influence of the shelf real estate. New delivery applicators, new brands, and new players will find it harder to obtain store space to offer their products. Existing successful brands might have more clout in setting the norms for this category.
Solid sticks have been around for more than 25 years. Aerosols and roll-ons have been around since the late 1950s. Extrudables are very young and still evolving. So what is next?
How will the consumer take to towelette and compact sprays for convenience and ease of use? Is there a growing social requirement to abolish offensive body wetness and odors in Asian and emerging countries? Is there a sustainable trend toward more natural methods to treat odor and wetness problems?
Anyone's guess is as good as mine, but one can assuredly predict that nothing stays the same.
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