Table of Contents
Scopes and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Highlights
- Sales of antiperspirant/deodorant stand at $2.5 billion
- Men’s segment is the largest and has seen the most growth while unisex brands suffer
- Handful of companies account for nearly 90% of FDM sales
- Marketing moves away from efficacy toward gender-specific sex appeal
- Mass merchants gain at expense of grocers and department stores
- Usage is nearly universal but age and race/ethnicity determine how often and what kind
- Brands defined by their scent
- Product claims have not met potential
- Different brand images for different age groups
- Increased competition between fragrance, fashion, and deodorant products
- Niches remain to be filled
- Forecast
Market Drivers
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- Fragrance
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- Figure 1: Selected attitudes toward antiperspirant/deodorant, December 2006
- Fragrance makes the brand
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- Figure 2: Reasons for switching brands, December 2006
- The average man’s (teen’s) sex appeal
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- Figure 3: Selected attitudes toward scent, by gender, December 2006
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- Figure 4: Purchase or use of perfume/aftershave/cologne in teens, by gender, 2001-06
- Gender-specific products are the focus while unisex falters
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- Figure 5: Selected attitudes toward scent, December 2006
- Scented products are hot, but Americans are getting older
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- Figure 6: Growth of the U.S. population, by age, 2001, 2006 & 2011
- Figure 7: Growth of the U.S. population, by race/ethnicity, 2001, 2006 & 2011
Market Size and Trends
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- Figure 8: U.S. sales of antiperspirants and deodorants, at current and constant prices, 2001-06
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- Figure 9: Marketing claims of new products released in the U.S., 2001-06
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Market Segmentation
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- Figure 10: U.S. sales of antiperspirant/deodorant, segmented by type, 2004 & 2006
- Figure 11: Graph: U.S. sales of antiperspirant/deodorant, segmented by type, 2006
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- Figure 12: Market share of men’s, women’s, and unisex deodorant, 2001-06
- Impact of Degree
- Men’s
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- Figure 13: FDM sales of men’s deodorant, at current and constant prices, 2001-06
- Women’s
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- Figure 14: FDM sales of women’s deodorant, at current and constant prices, 2001-06
- Unisex
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- Figure 15: FDM sales of unisex deodorant, at current and constant prices, 2001-06
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Supply Structure
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- Companies and brands
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- Figure 16: FDM manufacturer sales* of deodorant in the U.S., 2004 & 2006
- FDM sales by manufacturer and brand
- Men’s
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- Figure 17: FDM brand sales of men’s deodorant in the U.S., 2004 & 2006
- Women’s
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- Figure 18: FDM brand sales of women’s deodorant in the U.S., 2004 & 2006
- Unisex
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- Figure 19: FDM brand sales of unisex deodorant in the U.S., 2004 & 2006
- Major companies and brands
- Procter & Gamble
- Unilever
- Dial Corporation (Henkel)
- Colgate-Palmolive
- Revlon
- Church & Dwight
Advertising and Promotion
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- Ad spend
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- Figure 20: Media expenditures of selected antiperspirant/deodorant products, 2004-05
- Trends in advertising
- Major brands
- Men’s
- Axe (Unilever)
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- Figure 21: Axe Dry – Gamekillers (March 2006)
- Old Spice (Procter & Gamble)
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- Figure 22: Old Spice Red Zone Clear Gel – Only man in the city (July 2006)
- Right Guard (Gillette, Henkel)
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- Figure 23: Right Guard Sport Gel – Golfer with body odor (July 2006)
- Figure 24: Right Guard Xtreme Power Stripe – Female rollerbladers (March 2006)
- Mitchum (Revlon)
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- Figure 25: Mitchum for Men – Green bottle (May 2006)
- Women’s
- Secret (Procter & Gamble)
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- Figure 26: Secret Limited Edition – Share your secret (July 2006)
- Figure 27: Secret Platinum – Models tell their secrets (November 2006)
- Dove (Unilever)
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- Figure 28: Dove Ultimate Clear – Assorted women (January 2006)
- Ban (Kao)
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- Figure 29: Ban deodorant – Rocker girl (March 2006)
- Unisex
- Degree (Unilever)
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- Figure 30: Degree for Men – Stinky son-in-law (September 2006)
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- Figure 31: Degree for Women – Undercover cop (December 2005)
- Arrid (Church & Dwight)
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- Figure 32: Arrid Extra Dry – Wetness protection program (February 2006)
Retail Distribution
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- Introduction
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- Figure 33: U.S. sales of antiperspirants and deodorants, by channel, 2004 & 2006
- Figure 34: Graph: Shares of sales, by channel, 2001-06
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- Figure 35: Average price per unit of antiperspirant or deodorant sold, by selected channels, at FDM excluding Wal-Mart 2001-06
- Mass merchandisers
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- Figure 36: U.S. mass merchandiser sales of antiperspirant/deodorant, at current and constant prices, 2001-06
- Pharmacy, drug stores, health and personal care stores
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- Figure 37: U.S. health, drugh, and personal care store sales of antiperspirant/deodorant, at current and constant prices, 2001-06
- Supermarkets
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- Figure 38: U.S. supermarket sales of antiperspirant/deodorant, at current and constant prices, 2001-06
- Department stores
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- Figure 39: U.S. Department store sales of antiperspirant/deodorant, at current and constant prices, 2001-06
The Consumer
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- Introduction
- Summary
- Usage of antiperspirants or deodorants
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- Figure 40: Usage of antiperspirants or deodorants, by age and gender, May 2005-June 2006
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- Figure 41: Usage of antiperspirants or deodorants, by age, May 2005-June 2006
- Forms of deodorant and antiperspirant
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- Figure 42: Physical forms of deodorant and antiperspirant, by gender, May 2005-June 2006
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- Figure 43: Physical forms of deodorant and antiperspirant, by age, May 2005-June 2006
- Scented or unscented
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- Figure 44: Scented and unscented deodorant/antiperspirant, by gender, May 2005-June 2006
- Methods of odor control
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- Figure 45: Methods of odor control, by gender, December 2006
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- Figure 46: Methods of odor control, by age, December 2006
- Popularity of brands
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- Figure 47: Use of antiperspirant/deodorant brands, by gender, May 2005-June 2006
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- Figure 48: Use of antiperspirant/deodorant brands, by age, May 2005-June 2006
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- Figure 49: Use of antiperspirant/deodorant brands, by household income, May 2005-June 2006
- Attitudes toward antiperspirants/deodorants
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- Figure 50: Attitudes toward antiperspirant/deodorant, by gender, December 2006
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- Figure 51: Attitudes toward antiperspirant/deodorant, by age, December 2006
- Attitudes toward antiperspirant/deodorant brands and pricing
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- Figure 52: Attitudes toward brands and pricing, by gender, December 2006
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- Figure 53: Attitudes toward brands and pricing, by age, December 2006
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- Figure 54: Attitudes toward brands and pricing, by household income, December 2006
- Attitudes toward scent
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- Figure 55: Attitudes toward scent, by gender, December 2006
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- Figure 56: Attitudes toward scent, by age, December 2006
- Attitudes toward ingredients and staining
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- Figure 57: Attitudes toward ingredients and staining, by gender, December 2006
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- Figure 58: Attitudes towards ingredients and staining, December 2006
- Trial of products with specific ingredients and claims
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- Figure 59: Trial of products with specific ingredients and claims, by gender, December 2006
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- Figure 60: Trial of products with specific ingredients and claims, December 2006
- Amount spent on antiperspirant/deodorant
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- Figure 61: Amount spent on antiperspirant/deodorant, by gender, December 2006
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- Figure 62: Amount spent on antiperspirant/deodorant, by age, December 2006
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- Figure 63: Amount spent on antiperspirant/deodorant, by household income, December 2006
- Switching products
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- Figure 64: Product switching, by age, December 2006
- Reasons for switching brands
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- Figure 65: Reasons for switching brands, by gender, December 2006
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- Figure 66: Reasons for switching brands, by age, December 2006
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- Figure 67: Reasons for switching brands, by household income, December 2006
- Reasons for switching to a new product within the brand
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- Figure 68: Reasons for switching products within a brand, by gender, December 2006
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- Figure 69: Reasons for switching products within a brand, by age, December 2006
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- Figure 70: Reasons for switching products within a brand, by household income, December 2006
- Race/ethnicity
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- Figure 71: Usage of antiperspirants or deodorants, by race/ethnicity, May 2005-June 2006
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- Figure 72: Physical forms of deodorant and antiperspirant, by race/ethnicity, May 2005-June 2006
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- Figure 73: Scented and unscented deodorant/antiperspirant, by race/ethnicity, May 2005-June 2006
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- Figure 74: Use of antiperspirant/deodorant brands, by race/ethnicity, May 2005-June 2006
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- Figure 75: Attitudes toward antiperspirant/deodorant, by race/ethnicity, December 2006
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- Figure 76: Attitudes toward brands and pricing, by race/ethnicity, December 2006
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- Figure 77: Attitudes toward scent, by race/ethnicity, December 2006
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- Figure 78: Attitudes toward specific ingredients and product claims, by race/ethnicity, December 2006
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- Figure 79: Trial of product with specific ingredients and claims, by race/ethnicity, December 2006
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- Figure 80: Amount spent on antiperspirant/deodorant, by race/ethnicity, December 2006
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- Figure 81: Product switching, by race/ethnicity, December 2006
- Teens
- Usage of antiperspirants or deodorants
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- Figure 82: Teen usage of antiperspirant or deodorant, by age and gender, May 2005-June 2006
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- Figure 83: Teen usage of antiperspirant or deodorant, by race/ethnicity, May 2005-June 2006
- Physical forms of deodorant and antiperspirant
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- Figure 84: Teen usage of physical forms of deodorants and antiperspirants, by age and gender, May 2005-June 2006
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- Figure 85: Teen usage of physical forms of deodorants and antiperspirants, by race/ethnicity,
- Scented or unscented
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- Figure 86: Teen usage of scented or unscented antiperspirant/deodorant, by age and gender, May 2005-June 2006
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- Figure 87: Teen usage of scented or unscented antiperspirant/deodorant, by race/ethnicity, May 2005-June 2006
- Popularity of brands
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- Figure 88: Use of antiperspirant/deodorant brands among teens, by gender, May 2005-June 2006
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- Figure 89: Use of antiperspirant/deodorant brands among teens, by race/ethnicity, May 2005-June 2006
Future and Forecast
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- Future trends
- Sex-marketed products to continue gaining share
- Invasion of fashion and fragrance brands
- Deodorants to occupy space in fragrance market
- Niches remain to be filled
- Market forecast
- Antiperspirants and deodorants
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- Figure 90: Forecast of total U.S. sales of antiperspirants and deodorants, at current and constant prices, 2006-11
- Men’s antiperspirants and deodorants
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- Figure 91: Forecast of U.S. sales of men’s antiperspirants and deodorants,
- Women’s antiperspirants and deodorants
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- Figure 92: Forecast of U.S. sales of women’s antiperspirants and deodorants, at current and constant prices, 2006-11
- Unisex antiperspirants and deodorants
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- Figure 93: Forecast of U.S. sales of unisex antiperspirants and deodorants, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Unilever, Axe Deodorant Body Spray
- Avon Products Pro Sport Daily Performance Deodorant Wipes
- Proctor & Gamble, Old Spice High Endurance Long Lasting Deodorant Stick
- Gillette, Right Guard Sport Cool Deodorant
- Giver Profumi, Versace Man Eau Fraiche Deodorant Stick
- Coty, David Beckham Instinct Deodorant Stick
- Gemini Cosmetics, KISS Him All Nite Deodorant Stick
- Tom’s of Maine, Natural Long Lasting Deodorant
- Coty, Adidas Action 3 Tech Ice Dive Deodorant
- Lucky Brand Cosmetics, Lucky Number 6 Deodorant for Men
- Jason Natural Products, Fragrance Free Deodorant Stick
- Unilever, Degree Women Ultra Clear Deodorant
- Kenzo Parfums, Amour Deodorant Stick
- Pure & Basic Deodorants
- Menscience Androceuticals, Advanced Deodorant
Appendix: Exercise Enthusiasts
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- Vigorous exercise
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- Figure 94: Frequency of vigorous exercise, by gender, November 2006
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- Figure 95: Frequency of vigorous exercise, by age, November 2006
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- Figure 96: Frequency of vigorous exercise, by household income, November 2006
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- Figure 97: Frequency of vigorous exercise, by race/ethnicity, November 2006
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- Figure 98: Frequency of vigorous exercise, by region, November 2006
Appendix: Global New Product Developments
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- Introduction
- Executive Summary
- Introduction
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- Figure 99: Regional comparison, Sept. 2005-Sept. 2006
- Latest Trends
- Deodorants targeted towards specific genders
- Male
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- Figure 100: Number of new deodorants targeted at men, 2004-06
- Female
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- Figure 101: Number of new deodorants targeted at women
- Hypo-allergenic
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- Figure 102: Number of new hypoallergenic products, 2004-06
- pH neutral
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- Figure 103: Number of new pH neutral products. 2004-06
- Figure 104: Number of new products without additives or preservatives, 2004-06
- Vitamin and mineral fortification
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- Figure 105: Number of new products with vitamin & mineral fortification, 2004-06
- Deodorants for teenagers
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- Figure 106: Number of new products for teenagers (13-17 years old), 2004-06
- Heat activated/body responsive
- No white marks
- Whitening deodorants remain popular in Asia
- Whitening products
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- Figure 107: Number of new whitening products, 2004-06
- Fragrance / Ingredient Trends
- Botanical/herbal ingredients
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- Figure 108: Number of new botanical/herbal products, 2004-06
- Green tea
- Forecast
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