Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Lack of innovation in hardware prevails in the market
- Greater and clearer segmentation in the deodorants market required
- Encouraging repertoire usage
- New formats needed
- Men tend to be more fragrance-led
- New distribution channels need to be sought
- No-nonsense branding needed
- Possible market for skin-enhancing properties for men
Executive Summary
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- Key market drivers
- Struggle for market growth
- The Lynx effect
- Skincare brands show strength in sensitivity
- What the consumer wants
- Room for new departures
Market Drivers
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- Growing penetration and usage: the quest for self-fulfilment
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- Figure 1: Usage of deodorants, by gender, by age, socio-economic group, working status and region, 2000-04
- High usage levels
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- Figure 2: Deodorant weight of usage, by gender, 2004
- PDI and consumer expenditure
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- Figure 3: PDI and consumer expenditure, at constant prices, 1999-2008
- Signs of a slowdown?
- Shifting demographics
- The importance of older groups
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- Figure 4: Trends and projections in UK male population, by age group, 1999-2009
- Figure 5: Trends and projections in UK female population, by age group, 1999-2009
- Growth in the ABC1s is augmenting the market
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- Figure 6: UK population breakdown, by socio-economic group, 1999 and 2004
- Sports activity/interest
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- Figure 7: Attitudes towards exercise and sports, 1998-2004
- Men and personal grooming trends
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- Figure 8: Men’s grooming products purchased in the last three months, August 2004
- Erosion of masculine values
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- Figure 9: Attitudes towards personal grooming, August 2004
- The 21st Century man
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- Figure 10: Agreement with statements on personal care, 2001-04
- A more natural lifestyle
- Health concerns in a sceptical era
- Shelf space for non-food
Market Size and Trends
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- Sustaining value
- Influence of young men
- Deflationary pressures rise
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- Figure 11: UK retail sales of antiperspirants, deodorants and bodysprays, 1999-2004
- Positive Influences
- Male/female divide
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- Figure 12: UK retail sales of antiperspirants, deodorants and bodysprays, by sector, 2002 and 2004
Market Segmentation
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- Protecting women
- Female values
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- Figure 13: UK retail sales of women's/unisex deodorants and antiperspirants, 1999-2004
- Female bodysprays; combining both old and new
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- Figure 14: UK retail sales of women's bodysprays, 1999-2004
- Male bodysprays the hunt for the scent
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- Figure 15: UK retail sales of men's bodysprays, 1999-2004
- Manscaping driving deodorants market
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- Figure 16: UK retail sales of men's deodorants and antiperspirants, 1999-2004
The Supply Structure
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- Overview
- Female deodorants
- So much skincare
- Big brands get better positioning
- Own-label is getting squeezed out
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- Figure 17: UK brand shares for women's/unisex deodorants and antiperspirants, 2002 and 2004
- Dominance of Impulse stifles innovation
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- Figure 18: UK brand shares for women's bodysprays, 2002 and 2004
- Lynx Dry driving men’s antiperspirant market
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- Figure 19: UK brand shares for men's antiperspirants and deodorants, 2002 and 2004
- Men’s bodysprays: men stick to the tried and tested
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- Figure 20: UK brand shares for men's bodysprays, 2002 and 2004
Leading Companies
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- Beiersdorf
- Coty
- Gillette
- Lever Fabergé
- Colgate-Palmolive
- Revlon
- Sara Lee
New Product Trends
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- Brand extensions driving new product development
- UK deodorants market the most exciting in Europe
- Naturalisation of new product development
- Crystal deodorants are becoming more popular
New Product Developments
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- October 2004
- September 2004
- August 2004
Advertising and Promotion
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- Above the line
- Adspend growth appears to be slowing
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- Figure 21: Main monitored media advertising expenditure on antiperspirants, deodorants and bodysprays, 1999-2004
- Figure 22: Main monitored media advertising expenditure, by leading brands, 2002-04
- Below-the-line promotions
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- Figure 23: Promotional activity in the UK deodornats market, by mechanic (multiple grocers, multiple chemists and multiple drugstores), January-December 2004
- EDLP appeals to the price-conscious
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- Figure 24: Selected below-the-line promotions on deodorants and bodysprays, October 2004
- Retailer promotional profiles
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- Figure 25: Promotional activity, by retailer in the deodorants and bodysprays market (multiple grocers, multiple chemists and multiple drugstores), January-December 2004
- Asda
- Boots
- Morrisons/Safeway
- Sainsbury’s
- Superdrug
- Tesco
- Independents
- Multiple convenience stores
Distribution
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- Supermarkets are good for the big brands
- Own-label needs a boost
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- Figure 26: UK retail sales of antiperspirants, deodorants and bodysprays, by outlet type, 2002 and 2004
The Consumer – Usage
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- Figure 27: Deodorants/antiperspirants used in the last six months, by delivery system, 1999-2004
- Aerosols have a more powerful influence
- Deodorant use within families
- Retired routines
- Women are happier to roll on
- Exposure to advertising stimulates usage
- Detailed demographics
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- Figure 28: Types of deodorants/antiperspirants used in the last six months, by gender, age, socio-economic group, region and ACORN category, December 2004
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- Figure 29: Types of deodorants/antiperspirants used in the last six months, by marital status and household size, December 2004
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- Figure 30: Types of deodorants/antiperspirants used in the last six months, by presence of children, lifestage and Mintel’s Special Groups, December 2004
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- Figure 31: Types of deodorants/antiperspirants used in the last six months, by media use, commercial TV viewing and supermarket use, December 2004
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The Consumer – Attitudes and Behaviours
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- Figure 32: Attitudes towards deodorants, December 2004
- Efficacy is the consumer’s number one concern
- TV advertising has little resonance with deodorant consumers
- Consumers shop the category by promotional activity or loyalty
- Over-65s and retired eschew multibuy offers
- Deodorants: an exciting category for some
- The perception of deodorants is highest amongst younger consumers
- On-the-go usage occasions is an important growing area
- Family loyalty
- Gift packs appeal to lower earners
- Switching to roll-ons
- Detailed demographics
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- Figure 33: Attitudes towards deodorants, by gender, age, socio-economic group, region and ACORN category, December 2004
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- Figure 34: Attitudes towards deodorants, by marital status, working status, tenure and household size, December 2004
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- Figure 35: Attitudes towards deodorants, by presence of children, lifestage and Mintel’s Special Groups, December 2004
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- Figure 36: Attitudes towards deodorants, by media use, commercial TV viewing and supermarket use, December 2004
- Will consumers stick with sticks?
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- Figure 37: Cross-analysis of delivery format bought and attitude, December 2004
- Stick deodorant users are the most loyal
- Aerosol users are more serious
- Aerosol users buy supplementary portable formats
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- Figure 38: Cross-analysis of delivery format bought and attitude, December 2004
- Assessing key target markets – consumer typologies
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- Figure 39: Deodorant and bodyspray typologies, December 2004
- Loyalists (28% of sample)
- ANTI-perspirants (26% of sample)
- Fragrance First (27% of sample)
- Rollers (19% of sample)
- More products for the prosperous?
- A shift in male loyalty?
- Detailed Demographics
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- Figure 40: Breakdown of consumer typologies, by gender, age, socio-economic group, ACORN category, lifestage, region, presence of children, Mintel’s Special Groups, media usage, supermarket used and commercial TV viewing, December 2004
- Establishing enthusiasm – repertoire usage
- Women have a larger repertoire
- Retired do not have a repertoire
- TV advertising – the most effective means of communication
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- Figure 41: Number of types of deodorant/antiperspirant delivery formats bought, by gender, age, socio-economic group, ACORN category, lifestage, region, presence of children, Mintel’s Special Groups, media usage, supermarket used and commercial TV viewing, December 2004
- Deodorant wipes and pump action are ancillary delivery formats
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- Figure 42: Number of types of deodorant/antiperspirant bought in the last six months, by delivery format, December 2004
- Directions for retailers
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- Figure 43: Similarities between the shopper profiles of multiple grocers and deodorant delivery formats, December 2004
- Sainsbury’s shoppers prefer roll-ons
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The Future
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- A maturing market
- Procter & Gamble’s entrance set to dynamise the market
- The value of staying dry
- Bodysprays: a change in the air?
- Natural growth?
- Better times ahead
- What the supermarkets want
- Fragrance still powerful
Forecast
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- Inflation to return to the market
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- Figure 44: Forecast of the total market for antiperspirants, deodorants and bodysprays, 2004-09
- Women need to be encouraged to trade up
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- Figure 45: Forecast of female antiperspirants, deodorants and bodysprays, 2004-09
- Greater scope for growth among men’s deodorants
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- Figure 46: Forecast of male antiperspirants, deodorants and bodysprays, 2004-09
- Input factors
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