Table of Contents
Issues in the Market
-
- Key themes
- Definitions
- Abbreviations
Future Opportunities
-
- Trend: Empowered Seniors
- Trend: Sense of the Intense
Market in Brief
-
- A grooming giant
- A daily ritual
- Deodorants and lifestyle
- Future
Internal Market Environment
-
- Key points
- Allergies
- Exercise and fitness
-
- Figure 1: Index of admissions and membership to swimming pools, leisure centres and health and fitness clubs in the UK, 2005-10
- Weather
-
- Figure 2: Average temperature and total number of sunshine hours in the UK, 2000-10
- Cancer link
Broader Market Environment
-
- Key points
- Population
-
- Figure 3: Trends in the age structure of the UK population, by gender, 2005-15
- Working influence
-
- Figure 4: Employment and unemployment, by gender, 2005-15
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Launch activity
-
- Figure 5: Innovation in deodorants, hair care, oral care, skin care and shower products, % share of total, 2010
- Figure 6: Deodorant launches, 2007-10
- A focus on formats
-
- Figure 7: Deodorant launches, % share by format type, 2007-10
- Claim game
-
- Figure 8: Deodorant launches, % share by claim, 2007-10
-
- Figure 9: Deodorant and body spray launches, % share by brands and own-label, 2007-10
- Figure 10: Deodorant and body spray launches, % share by company, 2010
- Recent innovation
- Natural magic
- Mining minerals
- Going the distance
- Care and care alike
- Key ingredients
- While stocks last
Competitive Context
-
- Key points
- Women’s grooming habits
-
- Figure 11: Trends in usage of selected toiletries, top 10 – Women, 2006-10
- Men’s grooming habits
-
- Figure 12: Trends in usage of selected toiletries, top 10 – Men, 2006-10
- The beauty market
-
- Figure 13: UK retail value sales of selected cosmetics and toiletries, 2005-09
Market Size and Forecast
-
- Key points
-
- Figure 14: UK value sales of deodorants and body sprays, 2005-15
- The future of the market
- Forecast
-
- Figure 15: Best- and worst-case forecast value sales of deodorants and body sprays, 2005-15
Segment Performance
-
- Key points
- Format
-
- Figure 16: UK retail value sales of deodorants and body sprays, by format, 2009 and 2010
- Figure 17: UK retail value sales of deodorants and body sprays, by sector, 2009 and 2010
Market Share
-
- Key points
- Manufacturer shares
-
- Figure 18: Manufacturers’ shares in UK value sales of deodorants, 2010
- Companies and products
- Major players
-
- Figure 19: Brand map of deodorants and body sprays, UK, 2010
- Avon
- Beiersdorf
-
- Figure 20: New product development in the UK by Beiersdorf; 2009-10
- Boots
- Colgate-Palmolive
-
- Figure 21: New product development in the UK by Colgate-Palmolive UK Limited, 2009-10
- Coty
-
- Figure 22: New product development in the UK by Adidas, 2009-10
- Henkel
-
- Figure 23: New product development in the UK by Henkel, 2009-10
- Oriflame
-
- Figure 24: New product development in the UK by Oriflame (UK) Limited, 2009-10
- Procter & Gamble
-
- Figure 25: New product development in the UK Procter & Gamble; January 2009-December 2010
- Revlon
- Unilever
-
- Figure 26: New product development in the UK by Unilever, January-December 2010
- Other
Brand Elements
-
- Brand map
-
- Figure 27: Attitudes towards and purchase of deodorant and body spray brands, January 2011
- Brand attitudes
-
- Figure 28: Attitudes by deodorant and body spray brand, January 2011
- Brand personality
-
- Figure 29: Deodorant and body spray brand personality – macro image, January 2011
-
- Figure 30: Deodorant and body spray brand personality – micro image, January 2011
- Correspondence analysis
- Brand experience
-
- Figure 31: Deodorant and body spray brand usage, January 2011
-
- Figure 32: Satisfaction with various deodorant and body spray brands, January 2011
-
- Figure 33: Consideration of deodorant and body spray brands, December 2010
-
- Figure 34: Consumer perceptions of current deodorant and body spray brand performance, January 2011
-
- Figure 35: Deodorant and body spray brand recommendation – Net Promoter Score, January 2011
- Brand index
-
- Figure 36: Deodorant and body spray brand index, January 2011
- Figure 37: Deodorant and body spray brand index vs. recommendation, December 2010
- Target group analysis
-
- Figure 38: Target groups for deodorant and body spray brands, December 2010
-
- Figure 39: Deodorant and body spray brand usage, by target groups, January 2011
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Brand Communication and Promotion
-
- Key points
-
- Figure 40: Main monitored media advertising spend on deodorants, 2006-10
-
- Figure 41: Main monitored media advertising spend on deodorants, % share, by media type, 2008-10
- Figure 42: Main monitored media advertising spend on deodorants, by advertiser, 2009 and 2010
- Marketing themes
Channels to Market
-
- Key points
-
- Figure 43: Retail sales of deodorants and body sprays, by outlet type, 2008 and 2010
Consumer – Deodorants Usage
-
- Key points
- Frequency of use
-
- Figure 44: Trends in female frequency of using deodorants, 2006-10
-
- Figure 45: Trends in male frequency of using deodorants, 2006-10
- The influence of age and personal circumstances
- Trends in use by format type
-
- Figure 46: Trends in women’s use of deodorants, by format, 2006-10
-
- Figure 47: Trends in men’s use of deodorants, by type, 2006-10
- Innovation and usage
Consumer – Attitudes Towards Use
-
- Key points
- Attitudes towards deodorant use
-
- Figure 48: Attitudes towards use of deodorants, December 2010
-
- Figure 49: Attitudes towards use of deodorants, December 2010
- Move over mascara
- Climbing out of the pits
- Attitudes towards body spray use
-
- Figure 50: Attitudes towards use of body sprays, December 2010
-
- Figure 51: Attitudes towards use of body sprays, December 2010
- Go-to scents for guys
- A scent is just a scent for gals
Consumer – Attitudes Towards Purchasing Deodorants
-
- Key points
- Deodorants
-
- Figure 52: Attitudes towards purchase of deodorants, December 2010
-
- Figure 53: Attitudes towards purchase of deodorants, December 2010
- Body sprays
-
- Figure 54: Attitudes towards purchase of body sprays, December 2010
-
- Figure 55: Attitudes towards purchase of body sprays, December 2010
Consumer – Attitudes Towards Product Performance
-
- Key points
-
- Figure 56: Consumer perception of product performance, December 2010
- Men’s versus women’s
-
- Figure 57: Consumer agreement that men’s deodorants are more effective than women’s, December 2010
- Sporty types
-
- Figure 58: Consumer agreement that sports deodorants are more effective than other varieties, December 2010
- A sensitive issue
-
- Figure 59: Consumer agreement that ‘gentle’ or ‘sensitive’ formulas are better for the skin, December 2010
- Designer deodorants
-
- Figure 60: Consumer agreement that deodorants of fragrances don’t work as well as standard products, December 2010
- Benefits culture
-
- Figure 61: Consumer agreement that added benefits don’t work, December 2010
- No sweat, some of the time
-
- Figure 62: Consumer agreement that my deodorant sometimes lets me down, December 2010
- Own-label
-
- Figure 63: Consumer agreement that own-label deodorants aren’t as effective as well-known brands, December 2010
- Double duty
-
- Figure 64: Consumer agreement that they would buy other grooming products with deodorising properties, December 2010
Appendix
-
- Consumer research
- ACORN
- Advertising data
Appendix – Internal Market Environment
-
-
- Figure 65: Trends in attitudes towards personal appearance – Women, 2006-10
- Figure 66: Trends in attitudes towards personal appearance – Men, 2006-10
-
- Figure 67: Allergic to deodorants, perfumes, aftershaves, by demographics, 2010
- Figure 68: Unscented deodorant launches, 2007-10
-
- Figure 69: Paraben-free deodorant launches, 2008-10
-
Appendix – Broader Market Environment
-
-
- Figure 70: Trends in the age structure of the UK population, 2005-15
- Figure 71: Forecast adult population trends, by lifestage, 2005-15
-
Appendix – Who’s Innovating?
-
-
- Figure 72: Innovation in deodorants and body sprays, by package material, 2007-10
- Figure 73: Innovation in deodorants and body sprays, by launch type, 2007-10
-
- Figure 74: Deodorant launches, % share, by format type, 2007-10
- Figure 75: Deodorant launches, % share, by claim, 2007-10
- Figure 76: Own-label deodorant and body spray launches, 2007-10
-
Appendix – Market Size and Forecast
-
-
- Figure 77: Best- and worst-case forecast value sales of deodorants and body sprays, 2005-15
-
Appendix – Consumer Usage
-
-
- Figure 78: Female frequency of using deodorants, by demographics, 2010
-
- Figure 79: Male frequency of using deodorants, by demographics, 2010
-
Appendix – Consumer Attitudes Towards Use
-
-
- Figure 80: Attitudes towards use of deodorants, December 2010
-
- Figure 81: Attitudes towards use of deodorants, December 2010
-
- Figure 82: Thinking about body sprays (for example Lynx, Impulse), which of the following statements, if any, apply to you?
-
- Figure 83: Thinking about body sprays (for example Lynx, Impulse), which of the following statements, if any, apply to you?
-
- Figure 84: Thinking about body sprays (for example Lynx, Impulse), which of the following statements, if any, apply to you?
-
Appendix – Consumer Attitudes Towards Purchase
-
-
- Figure 85: Consumer attitudes towards deodorant/anti-perspirant purchase, December 2010
-
- Figure 86: Consumer attitudes towards deodorant/anti-perspirant purchase, December 2010
-
- Figure 87: Consumer attitudes towards deodorant/anti-perspirant purchase, December 2010
-
- Figure 88: Consumer attitudes towards body spray purchase, December 2010
-
- Figure 89: Consumer attitudes towards body spray purchase, December 2010
-
Appendix – Consumer Attitudes Towards Product Performance
-
-
- Figure 90: Consumer agreement with the statement – men’s deodorants are more effective than women’s, December 2010
-
- Figure 91: Consumer agreement with the statement – Sports deodorants are more effective than other varieties, December 2010
-
- Figure 92: Consumer agreement with the statement – ‘gentle’ or ‘sensitive’ formulas are better for my skin, December 2010
-
- Figure 93: Consumer agreement with the statement – Deodorants of fragrances don’t work as well as standard products, December 2010
-
- Figure 94: Consumer agreement with the statement – Added benefits don’t work, December 2010
-
- Figure 95: Consumer agreement with the statement – My deodorant sometimes lets me down, December 2010
-
- Figure 96: Consumer agreement with the statement – Own-label deodorants aren’t as effective as well-known brands, December 2010
-
- Figure 97: Consumer agreement with the statement – I would buy other grooming products with deodorising properties, December 2010
-
Back to top