Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- Brand new innovation?
- Fine opportunity
- Teen appeal
- Old spice?
- Portability to move the market?
Fast Forward Trends
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- Trend 1: Sense of the Intense
- Definition
- What it is – general observations
- Market touchpoints/implications
- Trend 2: Mood and Food
- Definition
- What it is – general observations
- Market touchpoints/implications
Market in Brief
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- Brand value
- Segmentation drives growth
- Extension not innovation
- Assured lead for Unilever
- Consumer trends
- Future
Internal Market Environment
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- Body consciousness
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- Figure 1: Attitudes by gender, 2006
- Quality and branding
- Sex sells
- Active performance
- Exercise and lifestyle
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- Figure 2: Attitudes towards sport and exercise, 2002-06
Broader Market Environment
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- Trends in the wider toiletries market
- Bath, soap and shower
- Skincare
- Fragrances
- Demographics
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- Figure 3: Trends and projections in UK population (‘000s), by age and gender, 2001-11
- Age
- Gender
- The role of affluence
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- Figure 4: UK PDI and consumer expenditure and savings ratio, 2000-10
Competitive Context
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- Getting a sniff at the competition
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- Figure 5: New product launches in competitive markets, 2006
- Perfumes and perspiration
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- Figure 6: Penetration and frequency of using perfume/eau de toilette or aftershave/male fragrance, 2006
- No sweat
- Cosmetic surgery
- Clothing and textile innovation
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Innovation in context with global markets
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- Figure 7: New product launches in context with global markets, 2006
- Manufacturers and Brands
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- Figure 8: UK launches by company, 2006
- Nothing much new
- Product claim trends
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- Figure 9: Number of UK launches by top 10 product claims, 2002-06
- Man management
- New launches, new users
- Sporting chance
- Package appeal
- Heightened interest in women
- Leaving a mark on the market
- No-fuzz
- Natural division
- Fresh new fragrances
- Added benefits
- Aerosols pumping up product development
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- Figure 10: Number of UK launches by packaging type, 2002-06
- Concentrating on smaller pack size
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- Figure 11: Number of UK launches by pack size, 2002-06
Market Size and Forecast
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- Market size
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- Figure 12: UK value sales of deodorants and bodysprays, 2001-11
- Forecast
Segment Performance
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- Figure 13: UK retail value sales of deodorants and bodysprays, by sector, 2004-06
- Deodorants
- Bodysprays
- What they say and what they spray
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- Figure 14: UK retail value sales of deodorants and bodysprays, by format, 2004-06
- Aerosols dominate
- Roll-ups on a roll
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Market Share
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- Unilever sure of its top spot
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- Figure 15: Manufacturers’ shares in deodorants and bodysprays, 2004-06
- Figure 16: Unilever’s dominance by brand and target consumer group
- Natrel growth for Henkel
- Branded market
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- Figure 17: Brands’ value shares of deodorants and bodysprays, 2004-06
- Trust issues for own label
- Skin care enjoys greatest stretch
Companies and Products
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- Unilever plc
- Henkel
- Colgate-Palmolive
- Coty Inc
- Revlon
- Beiersdorf
- Sara Lee
- Procter & Gamble
Brand Elements
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- Lynx
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- Figure 18: Words associated with Lynx
- Brand qualities
- Getting ahead
- The green teen
- Impulse
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- Figure 19: Words associated with Impulse
- Brand qualities
- Recommendations
- Right Guard – or should it be Formula One?
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- Figure 20: Words associated with Right Guard
- Brand qualities
- Opportunities
- Sanex
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- Figure 21: Words associated with Sanex
- Brand qualities
- Opportunities
- Sure
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- Figure 22: Words associated with Sure
- Brand qualities
- Recommendations
- Usage of deodorant brands
- Sure is used by most, but Lynx most often
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- Figure 23: Consumer usage of deodorants
- Attitudes towards deodorant brands
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- Figure 24: Attitudes towards deodorant brands
- Brand satisfaction and performance
- Lynx leads the way…
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- Figure 25: Consumer rating of experience of deodorants
- Brand commitment
- Lynx leads the way
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- Figure 26: Degree of customer commitment to deodorants
Brand Communication and Promotion
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- High adspend in brand-led market
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- Figure 27: Main monitored media advertising spend on deodorants and bodysprays, 2002-06
- Working up a sweat for maximum gains
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- Figure 28: Main monitored media advertising spend on deodorants and bodysprays, by advertiser, 2002-06
- Marketing strategy key to appeal
- High performance
- Natural and beauty
- Uncommon scents
Channels to Market
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- Grocers dominate distribution
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- Figure 29: Retail distribution of deodorants and bodysprays, 2004-06
- Chemists and drugstores
- Department stores
- Direct sales
Consumer – Usage and Frequency
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- Usage
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- Figure 30: Penetration and frequency of deodorants, by gender and by country, 2006
- Brits say bye bye to BO
- Product format
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- Figure 31: Penetration of deodorants, by type, by country, 2006
- Sticking point for some formats
- Young driving frequency of use
- Frequency
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- Figure 32: Trends in mean summer temperature and high usage of deodorants, by gender, 2002-06
- Summer temperatures warm up usage
Consumer Purchase Behaviour and Motivation
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- Women buying for men
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- Figure 33: Do you ever buy any of these products for men these days? by women, 2002-06
- Women key purchasers
- Reasons for purchase
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- Figure 34: Topline response to reasons for purchase and use of deodorants and bodysprays, November 2006
- Quick purchasing decisions based on brand
- Perfume over price
- The importance of performance
- Format not propelling purchase
Consumer Attitudes
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- Figure 35: Topline attitudes to deodorants and bodysprays, November 2006
- Brand loyalty
- No sweat…
- Mean analysis
- Brand
- Brand
- Efficacy
- Repertoire
- Embarrassment
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Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Internal Market Environment
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- Figure 36: Trends in usage of deodorant by teenagers, 2004-06
- Consumer usage and frequency
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- Figure 37: Trends in mean summer temperature and frequency of deodorants usage, by gender, 2002-06
- Definition of VII
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- Figure 38: Usage of deodorants by age, income, working status, region, presence of children, household size, 2006
- Women
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- Figure 39: Penetration and frequency of using deodorants amongst women, by age, income, working status, region, presence of children, household size, 2006
- Men
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- Figure 40: Penetration and frequency of using deodorants amongst men, by age, income, working status, region, presence of children, household size, 2006
- Figure 41: GB usage of deodorants, by age, income, working status, region, presence of children, household size, 2006
- Consumer purchase behaviour and motivation
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- Figure 42: Women who buy deodorants for men, by age, income, working status, region, presence of children, household size, 2006
- Figure 43: Most popular preferences for deodorants and bodysprays by gender, age, social grade, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage, and age finished full-time education, November 2006
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- Figure 44: Popular preferences for deodorants and bodysprays by gender, age, social grade, marital status, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage, and age finished full-time education, November 2006
- Figure 45: Repertoire of features, November 2006
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- Figure 46: Repertoire of features by gender, age, social grade, marital status, lifestage, age of own children, working status, tenure, ITV region, ACORN group, daily newspapers, commercial TV viewing and supermarket used, November 2006
- Consumer attitudes
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- Figure 47: Most popular attitudes to deodorants and bodysprays by gender, age, social grade, marital status, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage, and age finished full-time education, November 2006
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- Figure 48: Popular attitudes to deodorants and bodysprays by gender, age, social grade, marital status, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage, and age finished full-time education, November 2006
- Figure 49: Cross tabulation of most common reasons for purchase/use by attitudes towards deodorants and bodysprays, November 2006
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- Figure 50: Cross tabulation of reasons for purchase/use by attitudes towards deodorants and bodysprays, November 2006
- Mean analysis
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- Figure 51: Consumer means based on agreement with groupeo statements in terms of concerns of brand, efficacy, repertoire and embarrassment, by gender, age, social grade, marital status, lifestage, working status, November 2006
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