By 2010 Americans will spend $2B to curb body odor.

Riding on the wave of the phenomenal success of Axe’s sex-infused marketing, deodorants and antiperspirants are beginning to show signs of an American comeback that should see overall sales reaching $2 billion by 2010, according to Antiperspirants and Deodorants in the U.S., a new report from market research publisher Packaged Facts.

Following a two year plunge, which took the market from $1.97 billion in 2001 to $1.82 billion in 2003, sales have begun to revive with 2005 seeing 2.3% growth over 2004, reaching nearly $1.9 billion. Men and teen boys in particular have become a prime focus based on the success of Axe, sales of which grew by more than 67% from 2004 to 2005. Indeed, 58% of new products introduced in 2005 were targeted to males.

While the top five brands still dominate, making up 55% of the market, even they are feeling the heat from forward thinking and innovative products. Developers are eating into their profits by re-inventing sprays; introducing 24/7, stain-free, and aluminum-free protection; and completely reinventing the way deodorants and antiperspirants are marketed.

“The trend of positioning products towards need states which appeal to particular conditions or concerns is gaining momentum as it doesn’t limit purchase based on age, ethnicity, or gender, ” notes Don Montuori, the publisher of Packaged Facts. “Audiences are being better served by a wider range of products and they are responding, as can be seen in the upswing in teen usage, particularly the use of sprays by teenage boys.”

For more information at http://www.packagedfacts.com