Table of Contents
Scope and Themes
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- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations
- Terms
Executive Summary
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- Market growth slowed in recession but now accelerating
- Men’s category remains dominant
- Women’s sales slow but expected to rebound
- Unisex sales spike due to clinical-strength introductions
- Nine in 10 adults use antiperspirant and/or deodorant
- Teen usage almost as high as young adults
- More purchases less than $5
- Product experimentation fairly common
- Consider more alcohol-free, clinical and natural products to drive growth
Insights and Opportunities
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- Work to differentiate and illustrate value at retail
- Get consumers involved in the product development process
- Life Stinks and the Duggan Sisters
Inspire Insights
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- Trend: “Girly Men”
Market Size and Forecast
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- Key point
- Pace of sales growth returns to pre-recession levels
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- Figure 1: Total U.S. sales and forecast of antiperspirants and deodorants at current prices, 2005-15
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- Figure 2: Total U.S. sales and forecast of antiperspirants and deodorants at inflation-adjusted prices, 2005-15
- Fan chart forecast
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- Figure 3: Fan chart forecast of antiperspirants and deodorants at inflation-adjusted prices, 2005-15
- Walmart sales
Market Drivers
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- Key points
- Weak economy served to undermine growth in 2008-09
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- Figure 4: Unemployment and underemployment rate in the U.S., January 2007-December 2010
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- Figure 5: University of Michigan Consumer Sentiment Index, March 2007-September 2010
- Population growth will drive future demand
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- Figure 6: U.S. population, by age, 2006-16
- Growth of black and Hispanic populations could drive sales growth
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- Figure 7: U.S. population, by race and Hispanic origin, 2005-15
Segment Performance
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- Key points
- Men’s segment key for most manufacturers
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- Figure 8: Total U.S. sales and forecast of antiperspirants and deodorants at current prices, 2005-10
Segment Performance—Men’s
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- Key points
- Men’s products play a key role in driving overall sales growth
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- Figure 9: Total U.S. sales and forecast of men’s antiperspirants and deodorants at current prices, 2005-15
Segment Performance—Women’s
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- Key points
- After sharp decline in 2009, sales grew in 2010
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- Figure 10: Total U.S. sales and forecast of women’s antiperspirants and deodorants at current prices, 2005-15
Segment Performance—Unisex
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- Key points
- Unisex sales on the upswing
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- Figure 11: Total U.S. sales and forecast of unisex antiperspirants and deodorants at current prices, 2005-15
Retail Channels
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- Key point
- Sales in “other” channels on the rise
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- Figure 12: U.S. sales of antiperspirant and deodorant, by retail channel, 2008 and 2010
Retail Channels—Other
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- Key point
- Sales in “other” channels rose during the recession
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- Figure 13: U.S. sales of antiperspirant and deodorant at Other channels, 2005-10
Retail Channels—Supermarkets
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- Key point
- Supermarket sales declining slowly
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- Figure 14: U.S. sales of antiperspirant and deodorant at Supermarket channel, 2005-10
Retail Channels—Drug stores
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- Key point
- Drug store sales rebound in 2010 after modest 2009 decline
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- Figure 15: U.S. sales of antiperspirant and deodorant at Drug stores channel, 2005-10
Retail Channels—Supercenters and Warehouse clubs
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- Key points
- Supercenter and warehouse sales grow at a slow and steady pace
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- Figure 16: U.S. sales of antiperspirant and deodorant at Supercenters and Warehouse channel, 2005-10
Leading Companies
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- Key points
- Procter & Gamble (Old Spice, Gillette, Secret)
- Unilever (Degree, Axe)
- Colgate-Palmolive (Tom’s of Maine, Mennen)
- Henkel Group (Right Guard, Dry Idea)
- Kao Brands (Ban)
- Revlon (Mitchum, Mitchum for Women)
- Church and Dwight (Arrid)
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- Figure 17: Leading FDMx deodorant and antiperspirant manufacturers in the U.S., 2009 and 2010
Brand Share—Men’s Products
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- Key points
- Old Spice, Axe and Right Guard Total Defense drive growth
- Axe wins with “mating” campaign
- Henkel makes in-roads with value-added protection
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- Figure 18: Leading FDMx brands of men’s deodorant and antiperspirant in the U.S., 2009 and 2010
Brand Share—Women’s Products
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- Key points
- Secret remains the dominant brand in the women’s segment
- Suave and clinical formulation brand drives some growth at Unilever
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- Figure 19: Leading FDMx brands of women’s deodorant and antiperspirant in the U.S., 2009 and 2010
Brand Share—Unisex Products
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- Key points
- Long-lasting protection and natural products drive unisex growth
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- Source: Mintel’s GNPD
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- Figure 20: Leading FDMx brands of unisex deodorant and antiperspirant in the U.S., 2009 and 2010
Innovations and Innovators
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- Crystal deodorants
- Premium perfumed deodorants
- Products that protect against wetness and remove underarm hair
Marketing Strategies
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- Old Spice (Procter & Gamble)
- Television advertising
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- Figure 21: Old Spice ad, 2010
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- Figure 22: Old Spice Deodorant ad, 2010
- Website
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- Figure 23: Quantcast.com estimates for old spice, January 2011
- Social media
- Degree (Unilever)
- Television advertising
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- Figure 24: Degree Clinical Protection ad, 2010
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- Figure 25: Degree Men ad, 2010
- Website
- Social media
- Right Guard (Henkel Group)
- Website
- YouTube
- Secret (Procter & Gamble)
- Website
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- Figure 26: Quantcast.com estimates for secret.com, January 2011
- Social media
- Tom’s of Maine (Colgate-Palmolive)
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- Figure 27: Quantcast.com estimates for tomsofmaine.com, January 2011
Adult Use of Antiperspirants/Deodorants
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- Key points
- 18-24s and low-income households tend to be heavy users
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- Figure 28: Number of times antiperspirants/deodorants used, adults, by age, April 2009-June 2010
- Low-income households tend to use with greater frequency
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- Figure 29: Number of times antiperspirants/deodorants used, by adults per week, by household income, April 2009-June 2010
- Women somewhat more likely to use roll-on than men
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- Figure 30: Types, forms and kinds of antiperspirants/deodorants used, adults, by gender, April 2009-June 2010
- 18-44s more likely to prefer gel
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- Figure 31: Types, forms and kinds of antiperspirants/deodorants used, adults, by age, April 2009-June 2010
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- Figure 32: Forms of deodorant used, by age, October/November 2010
- Women are more likely to use combination antiperspirant/deodorants
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- Figure 33: Types of products used, by gender, October/November 2010
- Men more likely to use clear gels, body sprays and other forms
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- Figure 34: Forms of deodorant used, by gender, October/November 2010
- Brand use varies greatly by gender
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- Figure 35: Brands of antiperspirants/deodorants used, adults, by gender, April 2009-June 2010
- Old Spice and Axe used by many young adults
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- Figure 36: Brands of antiperspirants/deodorants used, adults, by age, April 2009-June 2010
Teen Use of Antiperspirants/Deodorants
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- Key points
- Most teens prefer clear, solid stick scented deodorant
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- Figure 37: Teen use of antiperspirants/deodorants, by gender and age, April 2009-June 2010
- Teenage boys use male-oriented products while teen girls are more likely to use female brands
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- Figure 38: Brands of antiperspirants/deodorants used, teens, by gender and age, April 2009-June 2010
- Older teens of both sexes use antiperspirant/deodorant more frequently
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- Figure 39: Number of times antiperspirants/deodorants used, teens, by gender and age, April 2009-June 2010
Average Spend on Deodorants
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- Key points
- Most spend less than $4.50 on deodorant
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- Figure 40: Amount spent per package, by gender, October/November 2010
- Young adults more willing than older Americans to pay price premium
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- Figure 41: Amount spent per package, by age, October/November 2010
- Affluents more likely to spend on premium-priced deodorants
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- Figure 42: Amount spent per package, by household income, October/November 2010
Incidence of Brand Switching
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- Key points
- Most do not report experimenting or switching brands
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- Figure 43: Incidence of switching brands, by household income, October/November 2010
- 18-34s most likely to experiment with new products or switch brands
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- Figure 44: Incidence of switching brands, by age, October/November 2010
Who Makes Purchase Decisions
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- Key points
- Many women and affluents buy deodorant for their significant other
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- Figure 45: Who chooses products bought, by gender, October/November 2010
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- Figure 46: Who chooses products bought, by household income, October/November 2010
- 25-44s most likely age segment to choose for others
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- Figure 47: Who chooses products bought, by age, October/November 2010
Use of All-Natural and Organic Products
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- Key points
- Most do not report a preference for natural/organic products
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- Figure 48: Use of all-natural/organic products, by age, October/November 2010
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- Figure 49: Use of all-natural/organic products, by household income, October/November 2010
Product Concerns and Areas of Opportunity
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- Key points
- Three in 10 interested in alcohol-free deodorants
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- Figure 50: Product concerns/areas of opportunity, by gender, October/November 2010
- Young adults more likely to be annoyed by deodorant stains on clothing
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- Figure 51: Product concerns/areas of opportunity, by age, October/November 2010
Opinions Regarding Brand Names
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- Key points
- Many have neutral attitudes about branded products
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- Figure 52: Opinions regarding brand names, by age, October/November 2010
- Only 38% indicate premium brands smell better than private label
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- Figure 53: Opinions regarding brand names, by household income, October/November 2010
Features Wanted/Willing to Pay More For
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- Key points
- Women more interested in premium products
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- Figure 54: Features wanted/willing to pay more for, by gender, October/November 2010
- Most affluents willing to pay extra for “improved protection”
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- Figure 55: Features wanted/willing to pay more for, by household income, October/November 2010
Opinions Regarding Fragrance
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- Key points
- Most agree that women should smell feminine and men should smell masculine
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- Figure 56: Opinions regarding fragrance, by gender, October/November 2010
- Younger adults more accepting of deodorant as perfume replacement
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- Figure 57: Opinions regarding fragrance, by age, October/November 2010
Factors Influencing Product Choice
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- Key points
- Most want strongest possible protection
- About a third of men prefer formulations that appeal to women
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- Figure 58: Factors influencing product choice, by gender, October/November 2010
- Young adults more interested 48-hour protection and extra use when exercising
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- Figure 59: Factors influencing product choice, by age, October/November 2010
Race and Hispanic Origin
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- Key points
- Blacks and Hispanics use deodorant more frequently
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- Figure 60: Number of times antiperspirants/deodorants used, adults, by race/Hispanic origin, April 2009-June 2010
- Blacks and Hispanics more willing to splurge on personal care
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- Figure 61: Features wanted/willing to pay more for, by race/Hispanic origin, October/November 2010
- Most blacks and Hispanics want strongest and 48-hour protection
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- Figure 62: Factors influencing product choice, by race/Hispanic origin, October/November 2010
Cluster Analysis
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- Moderates
- Demographics
- Characteristics
- Opportunity
- Explorers
- Demographics
- Characteristics
- Opportunity
- Equators
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 63: Deodorant clusters, October/November 2010
- Figure 64: Features wanted/willing to pay more, by deodorant clusters, October/November 2010
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- Figure 65: Opinions regarding fragrance, by age, October/November 2010
- Figure 66: Factors influencing product choice, by gender, October/November 2010
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- Figure 67: Types of products used, by deodorant clusters, October/November 2010
- Figure 68: Type or form of deodorant used, by deodorant clusters, October/November 2010
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- Figure 69: Incidence of switching brands, by deodorant clusters, October/November 2010
- Cluster demographics
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- Figure 70: Deodorant clusters, by gender, October/November 2010
- Figure 71: Deodorant clusters, by age group, October/November 2010
- Figure 72: Deodorant clusters, by household income, October/November 2010
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- Figure 73: Deodorant clusters, by race, October/November 2010
- Figure 74: Deodorant clusters, by Hispanic origin, October/November 2010
- Cluster methodology
Custom Consumer Groups
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- Women aged 55+ most likely to seek alcohol-free products
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- Figure 75: Product concerns/areas of opportunity, by gender and age, October/November 2010
- Both young men and women feel fragrance tells a lot about a person
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- Figure 76: Opinions regarding fragrance, by gender and age, October/November 2010
- Target young women with premium products
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- Figure 77: Features wanted/willing to pay more for, by gender and age, October/November 2010
- Young blacks more likely than others to experiment
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- Figure 78: Incidence of switching brands, by race/Hispanic origin and age, October/November 2010
IRI/Builders—Key Household Purchase Measures
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- Deodorant
- Consumer insights on key purchase measures
- Brand map
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- Figure 79: Brand map, selected brands of deodorant buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 80: Key purchase measures for the top brands of deodorant, by household penetration, 2010*
Appendix—Other Useful Consumer Tables
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- Figure 81: Factors influencing product choice, by household income, October/November 2010
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- Figure 82: Opinions regarding fragrance, by household income, October/November 2010
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Appendix—Trade Associations
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