Table of Contents
Overview
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- What you need to know
- Products covered in this report
- Excluded
Executive Summary
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- Deodorants on downward decline
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- Figure 1: Best- and worst-case forecast for UK retail value sales of deodorants and antiperspirants, 2011-21
- Bodycare fares well
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- Figure 2: Best- and worst-case forecast for UK retail value sales of hand, body and footcare, 2011-21
- Rise in employment presents innovation opportunities
- Deodorants see a decline in launch activity
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- Figure 3: New product development in the deodorants category, by launch type, January 2013-April 2016
- Footcare shows increase in NPD
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- Figure 4: New product development in the hand, body and footcare category, by sub-category, January 2013-April 2016
- Deodorant and bodycare usage is lower in men
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- Figure 5: Usage of deodorants and bodycare, by youngest and oldest age groups and gender, April 2016
- Deodorant usage has declined
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- Figure 6: Changes in usage of deodorants/antiperspirants in the last 12 months, April 2016
- Bodycare usage has increased
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- Figure 7: Changes in usage of bodycare products in the last 12 months, April 2016
- Convenience drives choice of retailer
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- Figure 8: Places of purchase of deodorants/antiperspirants and bodycare products, April 2016
- Dryness and fragrance are the most important factors for deodorants
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- Figure 9: Factors influencing the purchase of deodorants/antiperspirants, April 2016
- Free-from is a low priority in bodycare
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- Figure 10: Factors influencing the purchase of bodycare products, April 2016
- Bodycare is perceived as unnecessary to non-users
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- Figure 11: Barriers to using bodycare products, March 2016
- What we think
Issues and Insights
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- Usage of deodorant is declining in men
- The facts
- The implications
- Prestige outperforms mass-market in bodycare
- The facts
- The implications
- Consumers are tiring of ‘free-from’
- The facts
- The implications
The Market – What You Need to Know
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- Discount retailers impact the value of deodorants
- Prestige sales boosts bodycare
- Body and footcare have risen in value whilst hand care has declined
- Rise in employment could present innovation opportunities
- Focusing on natural rather than free-from
- Intensive in-shower bodycare presents opportunities
Market Size and Forecast
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- Deodorants
- Discounters impact deodorants sector
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- Figure 12: UK retail value sales of deodorants and antiperspirants, at current and constant prices, 2011-21
- Steady decline predicted
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- Figure 13: Best- and worst-case forecast for UK retail value sales of deodorants and antiperspirants, 2011-21
- Hand, Body and Footcare
- Prestige sales boost bodycare category
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- Figure 14: UK retail value sales of hand, body and footcare, at current and constant prices, 2011-21
- Bodycare predicted to see strong growth
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- Figure 15: Best- and worst-case forecast for UK retail value sales of hand, body and footcare, 2011-21
- Forecast methodology
Segment Performance
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- Bodycare and footcare show growth whilst hand care declines
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- Figure 16: UK retail value sales of hand, body and footcare, years ending March, 2015 and 2016
- Basic skincare and dry skin treatments fare well
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- Figure 17: UK retail value sales of bodycare, years ending March, 2015 and 2016
- Prestige outperforming mass
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- Figure 18: UK retail value sales of hand, body and footcare, mass vs prestige, years ending March, 2015 and 2016
Channels to Market
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- Deodorants
- Discounters fare well in the deodorants sector
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- Figure 19: UK retail value sales of deodorants, by outlet type, 2014-15
- Hand, Body and Footcare
- Prestige drives department store sales in hand and bodycare
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- Figure 20: UK retail value sales of hand, body and footcare by outlet type, 2014-15
Market Drivers
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- Rise in employment may increase need for speed
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- Figure 21: Employment and unemployment, by age and gender, 2010-20
- Natural vs free-from
- Shower stage offers more opportunities
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- Figure 22: Activities performed whilst bathing or showering, by gender, October 2015
- App opportunities
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- Figure 23: Attitudes towards beauty apps, October 2015
- Global warming could impact beauty sectors
- Optimising packaging for older consumers
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- Figure 24: Trends in the age structure of the UK population, 2010-20
- Exercise opportunities
Key Players – What You Need to Know
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- Unilever deo brands may be impacted by lower priced alternatives
- Aveeno enjoys growth in hand and body sectors
- Free-from claims rise in deodorants sector
- Footcare innovation shows significant rise in 2015
- Deodorants see decline in advertising spend whilst bodycare rises
- Usage translates to trust and differentiation
Market Share
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- Deodorants
- Unilever brands decline in value
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- Figure 25: UK retail value sales of mass-market deodorants, by brand, years ending March, 2015 and 2016
- Hand, body and footcare
- Aveeno shows strong performance in bodycare
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- Figure 26: UK retail value sales of mass-market bodycare, by brand, years ending March, 2015 and 2016
- Neutrogena remains best-seller in hand care
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- Figure 27: UK retail value sales of mass-market hand care, by brand, years ending March, 2015 and 2016
- Scholl shows decline despite new launch activity
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- Figure 28: UK retail value sales of mass-market footcare, by brand, years ending March, 2015 and 2016
Launch Activity and Innovation
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- Deodorants
- Decline in launch activity in deodorants sector
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- Figure 29: New product development in the deodorants category, by launch type, January 2013-April 2016
- Unilever innovation matched by Tesco
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- Figure 30: New product development in the deodorants category, by top ultimate companies, 2015
- Decline in sprays in 2015
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- Figure 31: New product development in the deodorants category, by format type, January 2013-April 2016
- Figure 32: Alternative format launches in the deodorants sector, January-April 2016
- Free-from claims continue to rise
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- Figure 33: Fastest growing claims in the deodorants sector, 2014-15
- Hand, Body and Footcare
- Footcare innovation out-performs hand and body
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- Figure 34: New product development in the hand, body and footcare category, by sub-category, January 2013-April 2016
- Footcare becomes pampering
- Bringing the bling back to bodycare
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- Figure 35: Shimmer launches in bodycare, 2015
- Hema and L’Oréal lead launches
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- Figure 36: New product development in the hand, body and footcare category, by top ultimate companies, 2015
- Dermatologically tested claims see a rise
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- Figure 37: Fastest growing claims in the hand, body and footcare category, 2014-15
- Need for convenience drives long-lasting and time/speed claims
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- Figure 38: Examples of products with time/speed claims in the body and foot sectors, 2015
- Diabetes focus in footcare
- Appealing to men
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- Figure 39: Examples of hand and body launches designed for men, 2015
Brand Communication and Promotion
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- Deodorants
- Decline in advertising investment in deodorants
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- Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure in deodorants, by media type, January 2013-April 2016
- Unilever drives advertising spend
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- Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure in the deodorants sector, by top advertisers for 2015
- Lynx changes positioning
- Hand, body and footcare
- Steady rise in advertising in the hand, body and footcare category
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- Figure 42: Recorded above-the-line, online display and direct mail total advertising expenditure in the bodycare sector, by media type, January 2013-April 2016
- Reckitt Benckiser drives advertising spend
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- Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure in the hand, body and footcare sector, by top advertisers for 2015
- Coverage/methodology clarification
Brand Research
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- Deodorants
- Brand map
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- Figure 44: Attitudes towards and usage of selected brands, April 2016
- Key brand metrics
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- Figure 45: Key metrics for selected brands, April 2016
- Brand attitudes: Soft & Gentle is caring
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- Figure 46: Attitudes, by brand, April 2016
- Brand personality: Lynx is associated with being fun
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- Figure 47: Brand personality – macro image, April 2016
- Soft & Gentle and Mitchum are both basic
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- Figure 48: Brand personality – micro image, April 2016
- Brand analysis
- Lynx has broad user base
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- Figure 49: User profile of Lynx, April 2016
- Sure is popular with women
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- Figure 50: User profile of Sure, April 2016
- Soft & Gentle brand equity resonates with consumers
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- Figure 51: User profile of Soft & Gentle, April 2016
- Mitchum has strong brand equity
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- Figure 52: User profile of Mitchum, April 2016
- Bodycare
- Brand map
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- Figure 53: Attitudes towards and usage of selected brands, April 2016
- Key brand metrics
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- Figure 54: Key metrics for selected brands, April 2016
- Brand attitudes: NIVEA makes consumers feel confident
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- Figure 55: Attitudes, by brand, April 2016
- Brand personality: Oilatum risks being boring
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- Figure 56: Brand personality – macro image, April 2016
- Johnson’s is still caring
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- Figure 57: Brand personality – micro image, April 2016
- Brand analysis
- NIVEA enjoys a vibrant image
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- Figure 58: User profile of NIVEA, April 2016
- Bio-Oil has high differentiation
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- Figure 59: User profile of Bio-Oil, April 2016
- Johnson’s maintains trust
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- Figure 60: User profile of Johnson’s, April 2016
- Oilatum is a caring brand
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- Figure 61: User profile of Oilatum, April 2016
The Consumer – What You Need to Know
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- Deodorant and bodycare usage declines with age
- Deodorant usage is down whilst bodycare usage is on the up
- Convenience is driving supermarkets
- Long-lasting dryness and fragrance are most important for deodorants
- Natural/organic is higher priority than free-from in bodycare
- Bodycare is perceived as unnecessary
Usage of Deodorants and Bodycare
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- Decline in deodorant and bodycare usage in older men
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- Figure 62: Usage of deodorants and bodycare, by youngest and oldest age groups and gender, April 2016
- Aerosol is the most popular deodorant format
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- Figure 63: Usage of deodorants, by oldest and youngest demographics, April 2016
- Lotions are the most popular bodycare format
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- Figure 64: Usage of bodycare products, by youngest and oldest demographics, April 2016
Changes in Usage of Deodorants and Bodycare
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- Deodorants
- Experimentation in deodorants is high
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- Figure 65: Changes in usage of deodorants/antiperspirants in the last 12 months, April 2016
- Brand-switching is high
- Younger people are using less deodorant
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- Figure 66: Decline in usage of deodorants in the last 12 months, by age and gender, April 2016
- Bodycare
- Usage of bodycare is up
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- Figure 67: Changes in usage of bodycare products in the last 12 months, April 2016
- Usage of highest and lowest priced products has increased
- Young men are using premium bodycare products
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- Figure 68: Usage of premium and own-label bodycare products in the last 12 months, by age and gender, April 2016
Places of Purchase of Deodorants and Bodycare
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- Convenience drives purchase of deodorants and bodycare
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- Figure 69: Places of purchase of deodorants/antiperspirants and bodycare products, April 2016
- High street retailers drive bodycare prestige sector
- Using expertise to drive sales
Factors Influencing Purchase of Deodorants and Bodycare
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- Deodorants
- Men and women have different priorities
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- Figure 70: Top two factors influencing the purchase of deodorants, April 2016
- Free-from is a low priority
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- Figure 71: Factors influencing the purchase of deodorants, April 2016
- Bodycare
- Intense hydration is more important with age
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- Figure 72: Factors influencing the purchase of bodycare products, April 2016
- Natural/organic is more important than free-from
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- Figure 73: Influence of bodycare claims relating to containing natural/organic ingredients and free-from, by age, April 2016
Barriers to Using Bodycare Products
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- Greasy residue and taking too long to dry are biggest issues
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- Figure 74: Usage issues relating to bodycare products, April 2016
- Bodycare is perceived as unnecessary to non-users
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- Figure 75: Barriers to using bodycare products, March 2016
- Moisturising shower gels are impacting bodycare usage
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Consumer research methodology
- Fan chart forecast
- Brand research
- Brand map
- Correspondence analysis
Appendix – Key Players
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- Figure 76: Percentage of new product development in the deodorants category, by top ultimate companies in 2015, January 2013-April 2016
- Figure 77: Percentage of new product development in the footcare sub-category, by launch type, January 2013-April 2016
- Figure 78: Fastest growing claims in the hand/nail care sub-category, 2014-15
- Figure 79: Fastest growing claims in the bodycare sub-category, 2014-15
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- Figure 80: Fastest growing claims in the footcare sub-category, 2014-15
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