Table of Contents
Executive Summary
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- Impact of COVID-19 on bodycare and deodorant
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- Figure 1: Short-, medium- and longer-term impact of COVID-19 on bodycare and deodorant, May 2020
- Market overview
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- Figure 2: Total US retail sales and forecast of bodycare and deodorant, at current prices, 2015-25
- Key trends
- Bodycare users stick with the essentials
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- Figure 3: Usage of select bodycare products, March 2020
- APDO continues to benefit from the natural movement
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- Figure 4: Select attitudes and behaviors toward natural APDO, March 2020
- Women use products for various reasons; men use when needed
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- Figure 5: Select attitudes and behaviors toward bodycare products, by gender, March 2020
- Don’t underestimate the power of scent
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- Figure 6: Select shopping behaviors related to scent, March 2020
- Insecurity with body skin issues motivates young adults to use bodycare
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- Figure 7: Select attitudes and behaviors toward bodycare products, by age, March 2020
- The need for self-care presents opportunities
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- Figure 8: Trial and interest in select product innovations, any future interest (net), March 2020
- What it means/what’s next
The Impact of COVID-19 on Bodycare and Deodorant
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- What you need to know
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- Figure 9: Short-, medium- and longer-term impact of COVID-19 on bodycare and deodorant, June 2020
- Opportunities and Threats
- Market will see a slight slowdown in 2020 sales but can expect a quick recovery
- Supply chain disruptions could drive need for ingredient innovation
- Hand washing and sanitizing are not the only steps to good hand hygiene
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- Figure 10: Instagram posts from Gloves in a Bottle
- The need for self-care presents opportunities
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- Figure 11: Instagram posts of hand masks
- The crisis will reinforce growing environmental concerns
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- Figure 12: Instagram post about improved air quality, May 2020
- Figure 13: Procter & Gamble’s new packaging for Old Spice and Secret deodorant brands, May 2020
- The adoption of synthetic ingredients will speed up due to COVID-19
- Impact on the bodycare and deodorant market
- APDO will see slightly slower sales in 2020, while bodycare gets a boost
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- Figure 14: Total US retail sales and forecast of bodycare and deodorant, at current prices, 2015-25
- How the crisis will affect bodycare and deodorant’s key consumer segments
- 18-24 year olds will feel the financial ache
- Self-isolation makes it easier for antiperspirant users to switch to natural deodorant
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- Figure 15: Instagram posts about switching to natural deodorant, March, May and June, 2020
- How a COVID-19 recession will reshape the bodycare and deodorant industry
- Economic insecurity leads to higher price sensitivity
- Traditional distribution channels will be challenged
- COVID-19: bodycare and deodorant context
The Market – What You Need to Know
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- Bodycare and deodorant market expects sales to soften due to COVID-19
- APDO continues to dominate market; COVID-19 boosts bodycare sales
- APDO taps into skin-inspired trends
Market Size and Forecast
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- Bodycare and deodorant market expects short-term hit due to COVID-19
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- Figure 16: Total US retail sales and forecast of bodycare and deodorant, at current prices, 2015-25
Market Breakdown
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- APDO continues to dominate market; COVID-19 boosts bodycare sales
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- Figure 17: Share of body care and APDO sales, by segment, 2020 (est)
- Figure 18: Total US retail sales and forecast of bodycare and deodorant, by segment, at current prices, 2015-20 (est)
Market Factors
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- Bans on plastic used in BPC products are on the horizon
- Continued pressure for FDA to pass Personal Care Products Safety Act
Market Perspective
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- APDO taps into skin-inspired trends
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- Figure 19: Instagram posts about Surface Deep’s Anti-Odorant
Key Players – What You Need to Know
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- Unilever and P&G see strong sales growth thanks to recent acquisitions
- Natural deodorant, male brands and hand lotion see gains
- Men dislike overpowering scents
- Expect growing acceptance of synthetics and holistic wellness trends
Company and Brand Sales of Bodycare and Deodorant
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- Unilever and P&G see strong sales growth thanks to recent acquisitions
- Sales of bodycare and deodorant by company
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- Figure 20: Multi-outlet sales of bodycare and deodorant, by leading companies, rolling 52 weeks 2019 and 2020
What’s Working
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- Natural deodorant continues to see strong sales growth
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- Figure 21: Dove and Secret’s aluminum-free deodorants
- Native and Schmidt’s are leading natural deodorant brands
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- Figure 22: Multi-outlet sales of select natural antiperspirant/deodorants, rolling 52 weeks 2019 and 2020
- Male APDO brands continue to see gains
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- Figure 23: Multi-outlet sales of Dove Men+Care and Old Spice’s deodorants/antiperspirants, by brand, rolling 52 weeks 2019 and 2020
- Figure 24: Old Spice’s Body & Face Hydrating Lotion
- Hand lotion is having a moment due to frequent cleansing
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- Figure 25: Instagram post of J.R. Watkins’s Rosewater Cleansing Hand Elixir
- Probiotics and hand care go hand-in-hand
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- Figure 26: Instagram post of Gallinée Hand Cream
What’s Struggling
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- Men dislike overpowering scents
What’s Next
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- Expect growing acceptance of synthetic ingredients
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- Figure 27: Instagram image of Biossance’s Squalane + Bamboo Deodorant
- Functional products tap into holistic wellness trends
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- Figure 28: Instagram posts of Coco & Eve’s Bounce Body Masque and Megababe’s Happy Pits Underarm Mask
- Figure 29: Instagram post of Coconut Matter’s MOOD deodorants
The Consumer – What You Need to Know
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- Bodycare is considered essential to most personal care routines
- An appealing fragrance is expected in bodycare
- Adults use bodycare products to make skin feel, smell and look good
- Usage of APDO is nearly universal; APDO spray might make a comeback
- Adults want fragranced APDO products made with safe ingredients
- Adults are becoming more confident in the efficacy of natural deodorant
- Don’t underestimate the power of fragrance in functional products
- Usage of innovations is low but interest is strong
Usage of Bodycare Products
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- Bodycare is considered essential to most personal care routines
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- Figure 30: Usage of bodycare products, March 2020
- Usage of bodycare products is driven by women
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- Figure 31: Usage of bodycare products, by gender, March 2020
- Link bodycare with exercise to better reach younger men
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- Figure 32: Instagram posts of AMP Human’s PR Lotion
- Young adults use bodycare products to promote skin health
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- Figure 33: Usage of bodycare products, by age, March 2020
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- Figure 34: Dr. Barbara Sturm’s Anti-Aging Body Cream
- Usage of body lotion and oil is driven by Black adults
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- Figure 35: Usage of bodycare products, by race and Hispanic origin, March 2020
Bodycare Benefits
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- An appealing fragrance is expected in bodycare
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- Figure 36: Jergens Rose Body Butter
- Adults seek natural ingredients but may eventually seek lab-grown alternatives
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- Figure 37: Benefits sought in bodycare products, March 2020
- Women want it all; men look for convenience . . . and natural ingredients
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- Figure 38: Select benefits sought in bodycare products, by gender, March 2020
- Adults aged 18-24 seek natural but have concerns about sustainability
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- Figure 39: Select benefits sought in bodycare products, by age, March 2020
- Brand and natural are key drivers for Black and Hispanic adults
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- Figure 40: Select benefits sought in bodycare products, by race and Hispanic origin, March 2020
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- Figure 41: Instagram post from BLK + GRN
Attitudes and Behaviors toward Bodycare Products
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- Adults use bodycare products to make skin feel, smell and look good
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- Figure 42: Attitudes and behaviors toward bodycare products, March 2020
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- Figure 43: Olay body masks
- Women use products for various reasons; men use when needed
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- Figure 44: Select attitudes and behaviors toward bodycare products, by gender, March 2020
- Insecurity with body skin issues motivates young adults to use bodycare
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- Figure 45: Select attitudes and behaviors toward bodycare products, by age, March 2020
- Black adults use products regularly, but nearly half use other products
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- Figure 46: Select attitudes and behaviors toward bodycare products, by race and Hispanic origin, March 2020
Usage of APDO
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- Usage of APDO is nearly universal; APDO spray might make a comeback
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- Figure 47: Usage of APDO, March 2020
- Everyone uses APDO sticks, but young adults also use sprays
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- Figure 48: Usage of APDO, by age, March 2020
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- Figure 49: Instagram posts of RECESS wipes
- Asian adults’ below-average usage of APDO is linked to lack of need
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- Figure 50: Usage of APDO, by race and Hispanic origin, March 2020
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- Figure 51: Dove Clinical Protection Antiperspirant
APDO Benefits
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- Adults want fragranced APDO products made with safe ingredients
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- Figure 52: Instagram posts about Secret with Essential Oils
- Figure 53: Benefits sought in APDO products, March 2020
- Unlike bodycare, men have an opinion about APDO
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- Figure 54: Select benefits sought in APDO, by gender, March 2020
Attitudes and Behaviors toward APDO
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- Adults are becoming more confident in the efficacy of natural deodorant
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- Figure 55: Attitudes and behaviors toward APDO, March 2020
- Natural deodorants are highly valued by younger adults
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- Figure 56: Select attitudes and behaviors toward APDO, by age, March 2020
- Younger adults are moving away from gendered products
- Black and Hispanic adults have elevated concerns around aluminum
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- Figure 57: Select attitudes and behaviors toward APDO, by race and Hispanic origin, March 2020
Shopping Behaviors
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- Don’t underestimate the power of fragrance in functional products
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- Figure 58: Shopping behaviors, March 2020
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- Figure 59: Instagram post NEST Fragrances
- Women expect products to have scent-related benefits
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- Figure 60: Select shopping behaviors, by gender, March 2020
- APDO with functional fragrances will stand out from the competition
- Young adults seek products that help them streamline their routines
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- Figure 61: Select shopping behaviors, by age, March 2020
Usage and Interest in Product Innovations
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- Usage of innovations is low but interest is strong
- Adults want solutions to plastic pollution
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- Figure 62: Procter & Gamble’s new packaging for Old Spice and Secret deodorant brands
- Figure 63: Trial and interest in product innovations, March 2020
- Young adults express strong interest in all product innovations
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- Figure 64: Schmidt’s Here + Now Natural Deodorant
- Figure 65: Trial and interest in product innovations, any future interest (net), by age, March 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Forecast
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 66: Total US sales and forecast of bodycare and deodorant, at inflation-adjusted prices, 2015-25
- Figure 67: Total US retail sales and forecast of bodycare and deodorant, by segment, at current prices, 2018 and 2020
- Figure 68: Total US retail sales and forecast of bodycare, at current prices, 2015-25
- Figure 69: Total US retail sales and forecast of antiperspirant/deodorant, at current prices, 2015-25
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Appendix – Retail Channels
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- Figure 70: Total US retail sales of bodycare and deodorant, by channel, at current prices, 2018 and 2020
- Figure 71: Total US retail sales of bodycare and deodorant, by channel, at current prices, 2015-20
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Appendix – Key Players
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- Figure 72: Multi-outlet sales of deodorant, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 73: Multi-outlet sales of bodycare, by leading companies and brands, rolling 52 weeks 2019 and 2020
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