What you need to know

1. Although APDO is considered essential to most daily hygiene routines, only 69% of adults aged 18-24 use antiperspirant/deodorant. Incorporating benefits related to skin health into APDO can help boost usage, as this group tends to take a holistic approach to skin wellness.

2. As predicted in last year’s Report, social-distancing measures reduced consumers’ need for/interest in odor/sweat protection, leading to less frequent usage of APDO. Meanwhile, bodycare products became high-demand items as a direct result of the COVID-19 outbreak, as excessive cleansing and sanitizing causes skin dryness, driving the demand for products to alleviate skin distress.

3. Some niche and DTC brands from other BPC categories have recently expanded their product portfolios to include other personal care essentials, including bodycare and deodorant products. Having a larger personal care portfolio makes it more convenient for consumers to bundle and shop with a brand. As more niche and DTC players enter the APDO and bodycare space, existing players will need to work harder to retain loyalty.

4. Bodycare is having a moment, as demonstrated by consumers’ more frequent usage of products and willingness to pay more for certain features. Heightened interest in bodycare presents opportunities to influence mass bodycare shoppers to trade up to more premium options.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and the bodycare and deodorant market.

  • How usage trends impact the bodycare and deodorant market.

  • How brands in the space are renovating offerings to stand out from the competition.

  • How brands can influence consumers to look beyond the functional nature of the category.


This Report includes deodorants and antiperspirants in all packaging formats, including aerosols, sprays, pumps, roll-ons, solid sticks and gels, as well as bodycare products such as lotions, oils and creams. Hand lotion is included in the market size, but grouped with body lotion in market segmentation, as there are few products that are marketed specifically for handcare.

For the purposes of this Report, the bodycare and deodorant market has been segmented as follows:

  • Hand and bodycare, which includes hand and body lotions, body oils, anti-aging body creams and hand creams

  • APDO (Antiperspirants/deodorants)

Excluded are: foot care, body cleansing products (ie body wash), products designed for use on facial skin, foot care devices or medicated foot care products, such as athlete’s foot medication.

Market context

Economic and other assumptions

Mintel’s economic assumptions are based on CBO estimates released on February 1, 2021. The CBO’s previous forecast for US GDP to fall by 5.8% in 2020 was revised after a stronger second half of the year, and the updated estimate indicates a 3.5% decline in GDP for the year. The CBO forecast for GDP to grow by 4.6% in 2021 and unemployment to continue to fall to average 5.7% for the year do not take into consideration the impact of the $1.9 trillion economic relief package, which is expected to further boost growth.

COVID-19: US context

The first COVID-19 case was confirmed in the US in January 2020. It was declared a global health pandemic and national emergency in early March 2020. Across the US, various stay-at-home orders were put in place in Spring 2020, and nonessential businesses and school districts closed or shifted to remote operations. The remainder of 2020 saw rolling orders, as states and local governments relaxed and reinforced guidelines according to the spread of the virus in each region.

Vaccine rollout began in December 2020. Mintel anticipates business operations in the US will remain in a state of flux through 2021 as vaccines are widely administered and social distancing restrictions and capacity limitations gradually relaxed.

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