With penetration near universal, and usage frequency steady at a little more than once a day, the market for antiperspirants and deodorants has grown no faster than the pace of growth in the population of teens and adults in recent years. The principle means of growing sales has been to take share away from other brands through line extensions and creative marketing. And in recent years in this highly competitive battle for market share, the advantage has gone to the largest competitors with the most firepower.

In this report, Mintel provides an assessment of recent marketplace activity, highlighting sales results and making projections of where the market is headed. Also included are the results of an exclusive Mintel survey of category users. Of particular interest to marketers large and small looking to enter this market or increase sales, Mintel identifies a range of potential growth opportunities.

In addition to the topics noted above, this report provides in-depth information on the following:

Analysis of category sales by segment, retail channel, key manufacturer, and brand

Brand profiles of major category competitors

Discussion on recent product introductions from major competitors including several new entries positioned as clinical strength; plus Secret’s Scent Expressions and Dove Pro-Age

A look at advertising in the category

In-depth look at category user behaviors and attitudes

Separate analyses of usage data for high-potential demographic groups including teens, Hispanic and black consumers