Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Total US sales and fan chart forecast of market, at current prices, 2016-26
- Impact of COVID-19 on bodycare and deodorant
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on bodycare and deodorant, 2021
- Opportunities and challenges
- Support skin health with functional ingredients
- Maintain momentum by elevating bodycare’s association with self-care
- Help consumers adapt to climate change issues
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- Figure 3: Unilever Indonesia’s Pureline Hijab Fresh
- Drive loyalty through personalization
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- Figure 4: Interest in customized bodycare and deodorant, 2021
- Utilize social media and partner with influencers that align with brand values
- Watch out for players from other BPC markets
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- Figure 5: Multi-outlet sales of Harry’s deodorant and Flamingo hand & bodycare, rolling 52 weeks 2020 and 2021
The Market – Key Takeaways
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- Bodycare and deodorant to maintain steady growth through 2026
- COVID-19 causes APDO sales to drop and bodycare sales to rise
- Climate change can impact bodycare and APDO usage
- Capitalize on growing interest in bodycare, and be mindful when choosing influencers
Market Size and Forecast
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- Bodycare and deodorant to maintain steady growth through 2026
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- Figure 6: Total US sales and fan chart forecast of market, at current prices, 2016-26
- Figure 7: Total US retail sales and forecast of bodycare and deodorant, at current prices, 2016-26
Segment Performance
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- COVID-19 causes APDO sales to drop and bodycare sales to rise
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- Figure 8: Total US retail sales and forecast of bodycare and deodorant, by segment, at current prices, 2016-26
Market Factors
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- Climate change can impact bodycare and APDO usage
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- Figure 9: Unilever Indonesia’s Pureline Hijab Fresh
Market Opportunities
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- Capitalize on bodycare's association with self-care
- Evoke emotion through scent
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- Figure 10: Instagram post from No Ordinary Scent
- Elevate bodycare rituals with at-home tools
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- Figure 11: Instagram posts from Esker
- Encourage trade-ups with masstige bodycare offerings
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- Figure 12: Instagram post from Deciem
- Partner with influencers that align with brand values
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- Figure 13: Instagram post from Dove
Companies and Brands – Key Takeaways
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- Unilever and P&G maintain lead; watch out for brand expansions
- Tap into skin-inspired trends; solve unmet needs with inclusive packaging
- Rethink “clean,” and drive loyalty through eco-conscious positioning
Market Share
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- Unilever and P&G maintain lead
- CeraVe helps L'Oréal see significant gains
- Sales of bodycare and deodorant by company
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- Figure 14: Multi-outlet sales of bodycare and deodorant, by leading companies, rolling 52 weeks 2020 and 2021
- Watch out for players from other BPC markets
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- Figure 15: Instagram post from Billie
- Figure 16: Instagram posts from Harry’s and Flamingo
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- Figure 17: Multi-outlet sales of Harry’s deodorant and Flamingo hand & bodycare, rolling 52 weeks 2020 and 2021
Competitive Strategies
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- Be inspired by ingredients making inroads in facial skincare
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- Figure 18: Olay bodycare products
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- Figure 19: Kosås Chemistry AHA Serum Deodorant
- Degree solves unmet needs with inclusive packaging design
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- Figure 20: Instagram post about Degree Inclusive
- Revamp communication strategies to align with shifting perceptions of “clean”
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- Figure 21: Instagram posts from Dr. Shereene Idriss and DECIEM
- Drive loyalty through eco-conscious positioning
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- Figure 22: Eco-ethical claims in new bodycare and deodorant product and packaging launches, 2017-21
- Refillables benefit the planet, consumers and category players
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- Figure 23: Dove’s refillable deodorant
- Figure 24: Secret’s refillable deodorant
The Consumer – Key Takeaways
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- Gain traction by touting skin health benefits
- Bodycare is having a moment
- Don’t underestimate the influence of scent
- Take advantage of growing interest in bodycare
- Traditional APDO products experience a decline in usage
- Fragrance and safety are top of mind for APDO shoppers
- COVID-19 impacts APDO routines
- Innovate to stimulate market growth
Skin Conditions
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- Gain traction by touting skin health benefits
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- Figure 25: Skin conditions, any skin condition (net), 2021
- Support skin health with functional ingredients
- Promote skin health products as “confidence boosters”
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- Figure 26: Blog post from LovelySkin
- Figure 27: Select skin condition, by age, 2021
- Offer products designed for Black and Hispanic adults’ specific skincare needs
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- Figure 28: Select skin conditions, by race and Hispanic origin, 2021
- Black-owned brands address conditions commonly experienced by people of color
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- Figure 29: GenEsscent’s Imperium and Black Girl Sunscreen
Usage of Bodycare Products
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- Bodycare is having a moment
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- Figure 30: Bodycare usage, any bodycare product (net), 2021
- Showcasing the value of discretionary items will help expand product repertoires
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- Figure 31: TikTok post about Jergen’s Natural Glow
- Focusing on skin health is key for reaching young adults
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- Figure 32: Usage of select bodycare products, by age, 2021
- Break down the gender barrier around gradual/self-tanning body lotions
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- Figure 33: Usage of select bodycare products, by gender, 2021
- Boost engagement among Blacks and Hispanics by promoting skin health
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- Figure 34: Instagram post from Naturally Tribal Skincare
- Figure 35: Usage of select bodycare products, any bodycare product (net), by race and Hispanic origin, 2021
Bodycare Benefits
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- Don’t underestimate the influence of scent
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- Figure 36: Bodycare benefits, 2021
- Capture young adults’ attention with eco-friendly, health-focused bodycare
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- Figure 37: Select benefits sought in bodycare, by age, 2021
Attitudes and Behaviors toward Bodycare
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- Take advantage of growing interest in bodycare
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- Figure 38: Select attitudes and behaviors toward bodycare, 2021
- Boost efficacy perceptions of mainstream bodycare
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- Figure 39: Select attitudes and behaviors toward bodycare, 2021
- Expand product ranges to better reach young, invested consumers
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- Figure 40: Select attitudes and behaviors toward bodycare, by age, 2021
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- Figure 41: Simplicity Restorative Gel
- Figure 42: Dr Dennis Gross’s DRX Spectralite BodyWave Pro
- Expanding into handcare would bode well for established male brands
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- Figure 43: I’m using body/handcare products more often compared to a year ago, by gender, 2021
Usage of APDO
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- Traditional APDO products experience a decline in usage
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- Figure 44: Hiki Body Powder
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- Figure 45: Usage of any APDO (net), 2020-21
- Focus on skin health to boost APDO usage among Gen Z
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- Figure 46: Usage of APDO, any APDO (net), by age, 2021
- Watch out for APDO alternatives
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- Figure 47: TikTok post about #glycolicacidasdeodorant
APDO Benefits
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- Fragrance and safety are top of mind for APDO shoppers
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- Figure 48: APDO benefits, 2021
- Encourage APDO trade-ups by tapping into self-care themes
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- Figure 49: mindalt Deodorants
- Prove ingredient safety in APDO to win women’s trust
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- Figure 50: Instagram post from Native
- Figure 51: Select benefits sought in APDO, by gender, 2021
Attitudes and Behaviors toward APDO
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- COVID-19 impacts APDO routines
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- Figure 52: Attitudes and behaviors toward APDO, 2021
- Focus on specific skincare needs of Black and Hispanic adults
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- Figure 53: Select attitudes and behaviors toward APDO, by race and Hispanic origin, 2021
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- Figure 54: APDO products that address hyperpigmentation and irritation
Interest in Innovations
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- Innovate to stimulate market growth
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- Figure 55: Interest in select product innovations, 2021
- Drive loyalty through personalization
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- Figure 56: Instagram post about Function of Beauty’s customized bodycare
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- Figure 57: Interest in customized bodycare and deodorant, 2021
- Capture young adults’ attention with earth-friendly innovations
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- Figure 58: Interest in products with refillable/reusable packaging, any interest (net), by age, 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 59: Total US retail sales and forecast of bodycare and deodorant, at inflation-adjusted prices, 2016-26
- Figure 60: Total US retail sales and forecast of bodycare and deodorant, by segment, at current prices, 2016-26
- Figure 61: Average household spending on bodycare and deodorant, 2016-21
- Figure 62: Total US retail sales of bodycare and deodorant, by segment, at current prices, 2019 and 2021
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- Figure 63: Total US retail sales and forecast of bodycare, at current prices, 2016-26
- Figure 64: Total US retail sales and forecast of antiperspirant/deodorant, at current prices, 2016-26
- Figure 65: Total US retail sales of bodycare and deodorant, by channel, at current prices, 2016-21
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- Figure 66: Total US retail sales of bodycare and deodorant, by channel, at current prices, 2019 and 2021
- Figure 67: US supermarket sales of bodycare and deodorant, at current prices, 2016-21
- Figure 68: US drugstore sales of bodycare and deodorant, at current prices, 2016-21
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- Figure 69: US sales of bodycare and deodorant through other retail channels, at current prices, 2016-21
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Appendix – The Key Players
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- Figure 70: Multi-outlet sales of bodycare products, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Figure 71: Multi-outlet sales of deodorant/antiperspirants, by leading companies and brands, rolling 52 weeks 2020 and 2021
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