Consumer research for this report is the most comprehensive syndicated research data available on the antiperspirant/deodorant market. Custom Mintel research, combined with Simmons NCS data, takes a detailed look at why gender-specific products are outperforming unisex. Differences in attitudes between men and women translate into different marketing strategies in their respective segments. The impact of age on product trial, usage, and perception is also examined to determine which types of products have the largest potential consumer base. Usage of scented and unscented products, different types of applications, and different product claims are quantified.

The impact of race/ethnicity on usage habits and product perception is also explored. Blacks and Hispanics show greater usage of deodorants and greater trial of new products, making them natural targets for marketers. Mintel examines the extent to which these differences can be attributed to cultural differences and not just younger median age, with under-45s carrying substantially greater interest in fragrance and protection.

In addition to consumer research, Mintel offers an overview of brands and marketers, which reviews product positioning on leading brands and share performance. The success of specific marketing strategies is explored, while each product segment is analyzed separately. Other observations and analysis cover the following arenas:

The continuing decline in unisex sales

Why fragrance is more important to brand sales than protection

The role of novelty

The entry of non-traditional suppliers into the market

The decline in sales at supermarkets and grocery stores

New product developments

Levels of athletic activity by demographic

Mintel also speculates what the near future might bring with the respect to product repositioning and the introduction of new brands. The antiperspirant/deodorant market may be mature, but Mintel research suggests a variety of marketing claims and product niches remain to be tapped.

The products covered in this report include deodorants and antiperspirants, for both men and women, in all packaging formats, including aerosols, sprays, pumps, roll-ons, solid sticks, gels, and creams. Products marketed as body sprays, which are generally understood to be a hybrid between deodorant and perfume or fragrance, are not included in this report.