Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast, UK retail value sales of deodorants and bodysprays, 2006-16
- Market factors
- Ageing population
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- Figure 2: Trends in the age structure of the UK adult population 15+, 2011 and 2016
- Olympic spirit
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- Figure 3: Attitudes towards sponsorship of products or events, 2011
- Companies, brands and innovation
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- Figure 4: new product launches in the UK deodorants market, by claim, 2008-11
- Figure 5: New product launches in the UK deodorants market, percentage share, by format, 2007-11
- The consumer
- Female usage
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- Figure 6: Female frequency of using deodorants, 2007-11
- Male usage
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- Figure 7: Male frequency of using deodorants, 2007-11
- Consumer attitudes towards deodorant performance
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- Figure 8: Attitudes towards deodorant/antiperspirants, November 2011
- What we think
Issues in the Market
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- How have deodorants and bodysprays fared in the face of the economic slowdown?
- How have consumer usage habits been impacted by the morose economy?
- Do non-traditional deodorant formats have potential within the category?
- What avenues for growth exist for deodorants?
- How can marketers encourage greater deodorant and bodyspray usage?
Future Opportunities
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- Trend: Hyper Parenting
- Trend: Premiumization and Indulgence
Internal Market Environment
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- Key points
- Lifestyle and fitness
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- Figure 9: Attitudes towards appearance, 2007-11
- The Olympics and sponsorship
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- Figure 10: Attitudes towards sponsorship of events or products, 2007-11
Broader Market Environment
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- Key points
- Population
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- Figure 11: Trends in the age structure of the UK population, by gender, 2006-16
- Women
- Men
- Working influence
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- Figure 12: Trends in working status, by gender, 2006-11
- Women
- Men
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- New launches by claims
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- Figure 13: Percentage share of new product launches in the UK deodorants market, by claims, 2008-11
- New launches by format
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- Figure 14: New product launches in the UK deodorants market, percentage share, by format, 2007-11
- New launches – branded versus private label
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- Figure 15: New product launches in the UK deodorants market, percentage share, private label vs other, 2007-11
- New launches by company
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- Figure 16: New product launches in the UK deodorants market, percentage share by company, 2007-11
- Recent innovations
- Private label
- Beauty enhancing
- Funky format
- Natural
- Fragrance focus
- Time Team
- Limited editions
- High-tech
- Stain stoppers
Competitive Context
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- Key points
- Trends in women’s grooming habits
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- Figure 17: Trends in women’s usage of selected toiletries, 2009 and 2010
- Trends in men’s grooming habits
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- Figure 18: Trends in men’s usage of selected toiletries, 2009-11
- The beauty market
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- Figure 19: UK retail value sales of selected beauty and personal care categories, 2006-11
Market Size and Forecast
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- Key points
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- Figure 20: UK retail value sales of deodorants and bodysprays, at current and constant prices, 2006-16
- Future
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- Figure 21: Best- and worst-case forecast of UK retail value sales of deodorants and bodysprays, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Deodorants versus bodysprays
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- Figure 22: UK retail value sales of deodorants and bodysprays, by sector, 2010 and 2011
- Deodorant and bodyspray sales by gender
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- Figure 23: UK retail value sales of deodorants and bodysprays, by sector, by gender, 2010 and 2011
- Deodorants by format
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- Figure 24: UK retail value sales of deodorants, by format, 2010 and 2011
Market Share
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- Key points
- Manufacturers’ shares
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- Figure 25: Manufacturers’ shares in UK value sales of deodorants and bodysprays, 2011
Companies and Products
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- Beiersdorf
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- Figure 26: Key financials for Beiersdorf UK Limited, 2009 and 2010
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- Figure 27: New product launches in the UK deodorants market by Beiersdorf, January-October 2011
- Colgate-Palmolive
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- Figure 28: Key financials for Colgate-Palmolive (U.K.) Limited, 2009 and 2010
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- Figure 29: New product launches in the UK deodorants market by Colgate-Palmolive, January-October 2011
- Coty
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- Figure 30: Key financials for Coty UK, 2009 and 2010
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- Figure 31: New product launches in the UK deodorants market, by Coty, January-October 2011
- Henkel
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- Figure 32: Key financials for Henkel Limited, 2009 and 2010
- Procter & Gamble
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- Figure 33: Key financials for Procter & Gamble, 2010 and 2011
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- Figure 34: new product launches in the UK deodorants market by Procter & Gamble, January-October 2011
- Revlon
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- Figure 35: Key financials for Revlon Inc., 2009 and 2010
- Unilever
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- Figure 36: Financial performance for Unilever, 2009 and 2010
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- Figure 37: Selected innovative new product launches in the UK deodorants market by Unilever, January-October 2011
- Others
Brand Research
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- Brand map
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- Figure 38: Attitudes towards and usage of brands in the deodorant and bodyspray sector, November 2011
- Correspondence analysis
- Brand attitudes
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- Figure 39: Attitudes, by deodorant and bodyspray brand, November 2011
- Brand personality
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- Figure 40: Deodorant and bodyspray brand personality – macro image, November 2011
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- Figure 41: Deodorant and bodyspray brand personality – micro image, November 2011
- Brand experience
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- Figure 42: Deodorant and bodyspray brand usage, November 2011
- Figure 43: Satisfaction with various deodorant and bodyspray brands, November 2011
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- Figure 44: Consideration of deodorant and bodyspray brands, November 2011
- Figure 45: Consumer perceptions of current deodorant and bodyspray brand performance, November 2011
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- Figure 46: Deodorant and brand recommendation – Net Promoter Score, November 2011
- Brand index
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- Figure 47: Deodorant and bodyspray brand index, November 2011
- Figure 48: Deodorant and bodyspray brand index vs. recommendation, November 2011
- Target group analysis
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- Figure 49: Target groups, November 2011
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- Figure 50: Deodorant and bodyspray brand usage, by target groups, November 2011
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Topline spend
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- Figure 51: Main monitored media advertising spend on deodorants, 2007-11
- Advertising spend by channel
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- Figure 52: Main monitored media advertising spend on deodorants, percentage share, by media type, 2009-11
- Figure 53: Main monitored media advertising spend on deodorants, percentage share, by company, 2009-11
Channels to Market
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- Key points
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- Figure 54: Retail sales of deodorants and bodysprays, by outlet type, 2010 and 2011
The Consumer – Deodorant Usage
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- Key points
- Female deodorant usage
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- Figure 55: Female frequency of using deodorants, 2007-11
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- Figure 56: Female usage of deodorants, by age, socio-economic group, marital status and working status, 2011
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- Figure 57: Women’s use of deodorants, by format, 2007-11
- Male deodorant usage
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- Figure 58: Male frequency of using deodorants, 2007-11
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- Figure 59: Male usage of deodorants, by age, socio-economic group, marital status and working status, 2011
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- Figure 60: Men’s use of deodorants, by format, 2007-11
The Consumer – Attitudes Towards Deodorants and Bodysprays
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- Key points
- Attitudes towards deodorant usage
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- Figure 61: Attitudes towards deodorants/antiperspirants, November 2011
- Attitudes towards bodysprays
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- Figure 62: Attitudes towards bodysprays, November 2011
The Consumer – Shopping Habits
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- Key points
- Prices paid for deodorants and bodysprays
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- Figure 63: Prices paid for deodorants and bodysprays, November 2011
- Where consumers shop for deodorants
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- Figure 64: Deodorant/antiperspirant purchasing habits, November 2011
- Where consumers shop for bodysprays
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- Figure 65: Bodyspray purchasing habits, November 2011
The Consumer – Attitudes Towards Product Performance
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- Key points
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- Figure 66: Attitudes towards deodorant/antiperspirants, November 2011
- High end vs. entry level
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- Figure 67: Attitudes towards fragrance brand and own-label deodorants/antiperspirants, November 2011
- Men’s vs. sports formulations
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- Figure 68: Attitudes towards men’s and sports deodorants/antiperspirants, November 2011
- Gentle vs. natural
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- Figure 69: Attitudes towards gentle/sensitive and natural deodorants/antiperspirants, November 2011
- Benefits culture
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- Figure 70: Attitudes towards hair-minimising and anti-white marks deodorants/antiperspirants, November 2011
- Power players
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- Figure 71: Attitudes towards 48-hour and motion/body-responsive deodorants/antiperspirants, November 2011
Appendix – Internal Market Environment
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- Figure 72: Agreement with lifestyle statements on appearance, by demographics, 2011
- Figure 73: Agreement with lifestyle statements on appearance, by demographics, 2011
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- Figure 74: Agreement with lifestyle statements on appearance, by demographics, 2011
- Figure 75: Agreement with lifestyle statements on the environment, by demographics, 2011
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- Figure 76: Agreement with lifestyle statements on the environment, by demographics, 2011
- Figure 77: Agreement with lifestyle statements on sponsorship, by demographics, 2011
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Appendix – Broader Market Environment
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- Figure 78: Trends in the age structure of the UK population, by gender, 2006-16
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Appendix – Brand Research
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- Figure 79: Brand usage, November 2011
- Figure 80: Brand commitment, November 2011
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- Figure 81: Brand momentum, November 2011
- Figure 82: Brand diversity, November 2011
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- Figure 83: Brand satisfaction, November 2011
- Figure 84: Brand recommendation, November 2011
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- Figure 85: Brand attitude, November 2011
- Figure 86: Brand image – macro image, November 2011
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- Figure 87: Brand image – micro image, November 2011
- Figure 88: Profile of target groups, by demographics, November 2011
- Figure 89: Psychographic segmentation, by target group, November 2011
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- Figure 90: Brand usage, by target group, November 2011
- Brand index
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- Figure 91: Brand index, November 2011
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Appendix – The Consumer – Deodorants Usage
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- Figure 92: Female frequency of using deodorants, by demographics, 2011
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- Figure 93: Male frequency of using deodorants, by demographics, 2011
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Appendix – The Consumer – Product Usage and Preferred Formats
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- Figure 94: Deodorant/antiperspirant (roll-on) usage, by demographics, November 2011
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- Figure 95: Deodorant/antiperspirant (aerosol) usage, by demographics, November 2011
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- Figure 96: Deodorant/antiperspirant (stick) usage, by demographics, November 2011
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- Figure 97: Deodorant/antiperspirant (gel/cream) usage, by demographics, November 2011
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- Figure 98: Deodorant/antiperspirant (eg crystals, wipes) usage, by demographics, November 2011
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- Figure 99: Deodorant/antiperspirant (eg Impulse, Charlie, Ted Baker, Lynx bodyspray) usage, by demographics, November 2011
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- Figure 100: Most popular attitudes towards deodorants/antiperspirants, by demographics, November 2011
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- Figure 101: Next most popular attitudes towards deodorants/antiperspirants, by demographics, November 2011
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- Figure 102: Attitudes towards bodysprays, by demographics, November 2011
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Appendix – The Consumer – Attitudes towards Product Performance
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- Figure 103: Most popular attitudes towards deodorants/antiperspirants, by demographics, November 2011
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- Figure 104: Next most popular attitudes towards deodorants/antiperspirants, by demographics, November 2011
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- Figure 105: Attitudes towards men’s formulations, by demographics, November 2011
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- Figure 106: Attitudes towards sports formulations, by demographics, November 2011
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- Figure 107: Attitudes towards gentle or sensitive formulation, by demographics, November 2011
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- Figure 108: Attitudes towards deodorants of fragrances, by demographics, November 2011
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- Figure 109: Attitudes towards hair-minimising formulations, by demographics, November 2011
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- Figure 110: Attitudes towards anti-white marks formulations, by demographics, November 2011
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- Figure 111: Attitudes towards own-label deodorants/antiperspirants, by demographics, November 2011
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- Figure 112: Attitudes towards natural deodorants, by demographics, November 2011
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- Figure 113: Attitudes towards 48-hour formulations, by demographics, November 2011
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- Figure 114: Attitudes towards motion/body-responsive formulations, by demographics, November 2011
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- Figure 115: Attitudes to bodysprays, by most popular attitudes to deodorants/anti-perspirants, November 2011
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- Figure 116: Attitudes to bodysprays, by next most popular attitudes to deodorants/anti-perspirants, November 2011
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Appendix – The Consumer – Shopping Habits
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- Figure 117: Prices paid for antiperspirants/deodorants, by demographics, November 2011
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- Figure 118: Prices paid for bodysprays, by demographics, November 2011
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- Figure 119: Most popular deodorant/antiperspirant purchasing habits, by demographics, November 2011
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- Figure 120: Next most popular deodorant/antiperspirant purchasing habits, by demographics, November 2011
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- Figure 121: Most popular bodyspray purchasing habits, by demographics, November 2011
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- Figure 122: Next most popular bodyspray/deodorant/antiperspirant purchasing habits, by demographics, November 2011
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