Table of Contents
Issues in the Market
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- Key themes
- Definitions
Future Opportunities
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- Daily dose of doing good
- Deodorants could offer a daily feelgood factor
- Insights
- Adding value through customisation
- Making the connection between control and confidence
- Insights
Market in Brief
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- Market expected to weather the recession
- Teens should be the top target
- Allergies and ingredient avoidance
- Innovation driving growth
- Future
Internal Market Environment
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- Key points
- The A-Z of safety
- Exercise and fitness
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- Figure 1: Index of admissions and membership to swimming pools, leisure centres and health and fitness clubs in the UK, 2003-08
- Allergies
- Weather
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- Figure 3: Average temperature and total number of sunshine hours in the UK, 2002-07
Broader Market Environment
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- Key points
- Teenage angst drives volume use
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- Figure 4: Structure of the UK population, by age and gender, 2003-13
- Working influence
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- Figure 5: Percentage of working age population in employment in the UK, 2003-13
- REACH
Competitive Context
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- Key points
- Fragrance
- Scented and deodorising toiletries
- Deodorant avoiders
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Manufacturers and brands
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- Figure 6: Leading innovators of deodorants, 2008
- Putting a new twist on traditional formats
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- Figure 7: Innovation in deodorants, by format type, 2003-08
- Thinking small for volume growth
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- Figure 8: Innovation in deodorants and bodysprays, by volume (ml), 2006-08
- Positioning of deodorant launches
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- Figure 9: New deodorant launches, by product positioning, top five, 2006-08
- Macho men
- Softly softly approach for women
- Long-lasting
- Free from
Market Size and Forecast
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- Key points
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- Figure 10: Forecast of UK value sales of deodorants and bodysprays, 2003-13
- Innovation drives volume sales
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- Figure 11: UK volume sales of deodorants and bodysprays, 2003-08
- The future of the market
- Factors used in the forecast
Segment Performance
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- Key points
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- Figure 12: UK retail value sales of deodorants and bodysprays, by sector, 2006-08
- Format
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- Figure 13: UK retail value sales of deodorants and bodysprays, by format, 2006-08
- Targeting by age
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- Figure 14: UK estimated spend on deodorants and bodysprays, by age, 2008
Market Share
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- Key points
- Manufacturer shares
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- Figure 15: Manufacturers’ shares in deodorants and bodysprays, 2006-08
- Brand shares
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- Figure 16: Brands’ value shares of deodorants and bodysprays, 2006-08
- Unilever sets the pace
- Innovation and advertising support drive growth
- Colgate and Coty suffer
Companies and Products
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- Figure 17: Brand map of dedoorants and bodysprays, UK, 2009
- Unilever
- Henkel
- Colgate-Palmolive
- Coty
- Beiersdorf
- Sara Lee
- Own-label
- Other
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Brand Communication and Promotion
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- Key points
- Adspend shifts to dynamic beauty sectors
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- Figure 18: Main monitored media advertising spend on deodorants, 2004-08
- Seasonal spend
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- Figure 19: Average monthly NPD and average monthly adspend calculated from 2004-08
- Adspend by advertiser
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- Figure 20: Main monitored media advertising spend on deodorant, by advertiser, 2004-08
- Marketing themes
- Efficacy and confidence
- Attractiveness to the opposite sex
- Gender
- Skin-caring – spray a little softness
- Added benefits
Channels to Market
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- Key points
- Supermarket special
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- Figure 21: Retail distribution of deodorants and bodysprays, 2006-08
- Variety = value sales for drugstores
- Footfall drops in department stores
Consumer European Comparison
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- Key points
- Innovation
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- Figure 22: New product launches in deodorants, by country, 2006-08
- Usage
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- Figure 23: Deodorant usage, frequency by country, by gender, 2008
- Format preference
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- Figure 24: Deodorant usage, type by country, 2008
Consumer Usage
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- Key points
- Frequency of use
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- Figure 25: Trends in frequency of using deodorants, by gender, 2003-08
- Frequency of use falling
- Trends in use by format type
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- Figure 26: Trends in use of deodorants, by type, by gender, 2003-08
- People use a variety of formats
- Innovation influences usage
Consumer Attitudes Towards Use and Purchase
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- Key points
- Attitudes towards use
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- Figure 27: Attitudes towards use of deodorants and bodysprays, November 2008
- Deodorants are an integral part of the female beauty routine
- Enhancing body confidence
- Home deodorants
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- Figure 28: Age profile of those who use household fresheners (2007) and those who have used deodorants or bodysprays as an air freshener in the last 12 months, November 2008
- Young prefer the pick and mix approach
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- Figure 29: Selected attitudes towards using deodorant, by those who generally use whatever is in the bathroom, November 2008
Consumer Attitudes towards Purchase
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- Key points
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- Figure 30: Attitudes towards purchase of deodorants and bodysprays, November 2008
- Added benefits
- Brand trust = brand loyalty
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- Figure 31: Comparison of attitudes towards purchase of deodorants and bodysprays, by total population and those who always buy the same brand, November 2008
- Price promotions encourage experimentation
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- Figure 32: Comparison of selected attitudes towards purchase, use and performance of deodorants and bodysprays, by total population and those who tend to buy whatever is on special offer, November 2008
- Health and wellness
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- Figure 33: Venn diagram showing attitudes of those who buy eco-friendly deodorants, have bought crystal deodorants and are trying to avoid deodorants containing aluminium/parabens, November 2008
Consumer Attitudes Towards Product Performance
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- Key points
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- Figure 34: Attitudes towards the performance of deodorants and bodysprays, November 2008
- Confidence comes with age
- Marketing magic influences perception of performance
- Designer confidence
- Motivations when buying deodorant
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- Figure 35: Motivations when buying deodorant, November 2008
- Confidence (83%)
- What are their attitudes?
- Who are they?
- Added benefits (47%)
- What are their attitudes?
- Who are they?
- Performance (62%)
- What are their attitudes?
- Who are they?
- Fragrance (46%)
- What are their attitudes?
- Who are they?
- Repertoire of purchase motivations
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- Figure 36: Number of motivations when buying deodorant, November 2008
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
Appendix – Who’s Innovating?
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- Figure 37: Innovation in deodorants, by format type, 2003-08
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Appendix – Consumer Use and Purchase
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- Figure 38: Penetration and frequency of using deodorants – women, by demographic sub-group, 2008
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- Figure 39: Penetration and frequency of using deodorants – men, by demographic sub-group, 2008
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Appendix – Consumer Attitudes Towards Use and Purchase
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- Attitudes towards use of deodorants and bodysprays
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- Figure 40: Attitudes towards use of deodorants and bodysprays, by demographic sub-group, November 2008
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- Figure 41: Attitudes towards use of deodorants and bodysprays, by demographic sub-group, November 2008
Appendix – Attitudes towards Purchase
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- Figure 42: Attitudes towards purchase of deodorants and bodysprays, by demographic sub-group, November 2008
- Figure 43: Attitudes towards purchase of deodorants and bodysprays, by demographic sub-group, November 2008
- Attitudes towards deodorants use, purchase and performance by people who always buy the same brand
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- Figure 44: Comparison of attitudes towards usage of deodorants and bodysprays, by the total sample and those who ‘always buy the same brand’, November 2008
- Figure 45: Comparison of attitudes towards purchase of deodorants and bodysprays, by the total sample and those who ‘always buy the same brand’, November 2008
- Figure 46: Comparison of attitudes towards performance of deodorants and bodysprays, by the total sample and those who ‘always buy the same brand’, November 2008
- Filters on selected statements
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- Figure 47: Comparison of selected attitudes toward eco-friendly and crystal deodorants as well as those containing aluminium/parabens, November 2008
- Figure 48: Consumer net, by demographic sub-group, November 2008
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Appendix – Consumer Attitudes Towards Product Performance
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- Figure 49: Attitudes towards the performance of deodorants and bodysprays, by demographic sub-group, November 2008
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- Figure 50: Attitudes towards the performance of deodorants and bodysprays, by demographic sub-group, November 2008
- Consumer nets of purchase motivators
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- Figure 51: Motivations when buying deodorant, November 2008
- Figure 52: Motivations when buying deodorant, by agreement with attitudinal statements, November 2008
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- Figure 53: Motivations when buying deodorant, by agreement with attitudinal statements, November 2008
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- Figure 54: Motivations when buying deodorant, by demographic sub-group, November 2008
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- Figure 55: Number of motivations when buying deodorant, by demographic sub-group, November 2008
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- Figure 56: Number of motivations when buying deodorant, by motivations, November 2008
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