Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Terms
Executive Summary
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- Mature market shows modest, but positive growth
- Concern with chemicals may shape future demand
- Men’s and women’s segments build share from 2009-11
- Five-year growth concentrated in men’s and women’s segments
- “Other retail channels” commands almost two thirds of sales
- “Other retail channels” builds share over five-year review period
- P&G and Unilever expand hold on market in 2011
- P&G and Unilever dominate men’s segment and build share in 2011
- P&G and Unilever boast 2011’s top-performing women’s brands
- Tom’s of Maine among few strong brands in unisex
- Innovations include all-natural, moisturizing, and fragrance-release products
- Adult penetration remains steady and high
- Teens warrant focus with usage on a par with adults
- Men and 18-24 year olds spend more per unit
- Many women buy their significant others’ deodorants
- Interest in alcohol-free, aluminum-free products is high
- Consumers demand high-performance protection
- Women value stain resistance, but covet hair removal
- Attitudes support central role of scent in marketing and promotion
Insights and Opportunities
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- Outreach to teens and 18-24 year olds
- Mommy bloggers and cross-promotions
Inspire Insights
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- Trend: Factory Fear
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- Figure 1: would like to see more antiperspirants/deodorants without aluminum, november 2011
- Trend: Open Diary
Market Size and Forecast
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- Key points
- Inflation-adjusted growth
- Sales and forecast of antiperspirants and deodorants
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- Figure 2: Total U.S. retail sales and forecast of antiperspirants and deodorants, at current prices, 2006-16
- Figure 3: Total U.S. retail sales and forecast of antiperspirants and deodorants, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 4: Total U.S. retail sales and fan chart forecast of antiperspirants and deodorants, at inflation-adjusted prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Consumer confidence suggests ongoing economizing in 2012
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- Figure 5: University of Michigan’s index of consumer sentiment (ICS)*, 2006-11
- Concerns about allergens and chemicals in antiperspirants and deodorants
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- Figure 6: Would like to see more antiperspirants/deodorants without aluminum, November 2011
- Interest in more eco-friendly products and practices
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- Figure 7: Usually buys all-natural or all-organic antiperspirant/deodorant, November 2011
- Figure 8: Attitudes on antiperspirant/deodorant ingredients, men, November 2011
- Demographic factors shaping demand for antiperspirants and deodorants
- Population growth expands consumer base for antiperspirants/deodorants
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- Figure 9: Population, by age, 2006-16
- As whites age, a growing young multi-ethnic population becomes key consumer base
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- Figure 10: Population, by race and Hispanic origin, 2006-16
Segment Performance
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- Key points
- Focus on gender-specific products leaves unisex segment in decline
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- Figure 11: consider it “important” to smell masculine or feminine, by gender, November 2011
- Sales of antiperspirants and deodorants, by segment
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- Figure 12: Sales of antiperspirants and deodorants, segmented, by type, 2009 and 2011
Segment Performance—Men’s Antiperspirants and Deodorants
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- Key points
- In 2011, men’s segment posts its strongest growth in five-year review period
- Men’s readiness to spend more boosts the segment
- Sales and forecast of men’s antiperspirants and deodorants
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- Figure 13: Sales and forecast of men’s antiperspirants and deodorants, at current prices, 2006-16
Segment Performance—Women’s Antiperspirants and Deodorants
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- Key points
- Women’s segment posts the strongest five-year sales growth
- Sales and forecast of women’s antiperspirants and deodorants
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- Figure 14: Sales and forecast of women’s antiperspirants and deodorants, at current prices, 2006-16
Segment Performance—Unisex Antiperspirants and Deodorants
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- Key points
- Unisex segment shows limited five-year growth and sales decline in 2011
- Sales and forecast of unisex antiperspirants and deodorants
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- Figure 15: Sales and forecast of unisex antiperspirants and deodorants, at current prices, 2006-16
Retail Channels
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- Key points
- “Other channels” comprises almost two thirds of sales
- Supermarkets founder, while drug stores build market share
- Sales of antiperspirants and deodorants, by channel
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- Figure 16: Sales of antiperspirants and deodorants, by channel, 2009 and 2011
Retail Channels—Supermarkets
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- Key points
- Supermarkets lose share due to limited promotion of the category
- Supermarket sales of antiperspirants and deodorants
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- Figure 17: Supermarket sales of antiperspirants and deodorants, at current prices, 2006-11
Retail Channels—Drug Stores
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- Key points
- Drug stores comprise small, but competitive, channel
- Drug store sales of antiperspirants and deodorants
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- Figure 18: Drug store sales of antiperspirants and deodorants, at current prices, 2006-11
Retail Channels—Other Channels
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- Key points
- Players in diverse channels find growth opportunities
- Other channel sales of antiperspirants and deodorants
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- Figure 19: Other channel sales of antiperspirants and deodorants, at current prices, 2006-11
Leading Companies
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- Key points
- P&G and Unilever command almost 70% combined market share
- Procter & Gamble (Old Spice, Gillette, Secret)
- Unilever (Degree, Dove, AXE)
- Colgate-Palmolive (Tom’s of Maine, Mennen)
- Henkel Group (Right Guard, Dry Idea)
- Private label and “other” companies
- Manufacturer sales of antiperspirants and deodorants
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- Figure 20: Leading manufacturer sales of antiperspirants and deodorants, 2010 and 2011
Brand Share—Men’s Antiperspirants and Deodorants
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- Key points
- Old Spice still leads with repackaged brands, new scents, and ad campaigns
- Unilever’s Degree Men charges forward as AXE’s growth slows in 2011
- Colgate-Palmolive and Henkel Group decline
- Manufacturer sales of men’s antiperspirants and deodorants
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- Figure 21: Manufacturer sales of men’s antiperspirants and deodorants, 2010 and 2011
Brand Share—Women’s Antiperspirants and Deodorants
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- Key points
- Secret dominates and shows greatest success with brand extensions
- Unilever maintains share although consumers shift brand preferences
- Manufacturer sales of women’s antiperspirants and deodorants
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- Figure 22: Manufacturer sales of women’s antiperspirants and deodorants, 2010 and 2011
Brand Share—Unisex Antiperspirants and Deodorants
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- Key points
- Sales fall for Henkel Group and Church & Dwight in 2011
- Natural products may offer the best growth opportunities
- Manufacturer sales of unisex antiperspirants and deodorants
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- Figure 23: Manufacturer sales of unisex antiperspirants and deodorants, 2010 and 2011
Innovations and Innovators
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- Key points
- “Long lasting” is top claim in 2011
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- Figure 24: Number of variants of deodorants/antiperspirants by claims and date published, 2011-12
- Pure Sport and Powder Fresh were widely introduced scent variants in 2011
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- Figure 25: Number of variants of deodorants/antiperspirants by fragrance and date published, 2008-11
- Unilever’s AXE enters the women’s segment with Anarchy for women
- P&G and Unilever offer more attractive underarms
- Secret Outlast offers top protection with co-branding with Olay
- Dove Ultimate Go Sleeveless promises better-looking underarms
- Secret “Naturals” offers “natural” odor protection
- Unilever introduces products with new fragrance-release technologies
- Degree motionSENSE Antiperspirant Solid
- Degree Adrenaline series
Marketing Strategies
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- Overview of the brand landscape
- Men’s brands: Old Spice, AXE, Degree Men
- Old Spice (Procter & Gamble)
- “Smell is Power” TV campaign targets young men
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- Figure 26: Old Spice “smell is power” ad, 2012
- Old Spice website offers zany, playful images, downloads, and products
- Old Spice and social media
- AXE (Unilever)
- TV ad typical of AXE’s naughty, innuendo-laced marketing efforts
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- Figure 27: AXE ad, 2011
- AXE’s website includes unique interactive cartoon for new Anarchy brand
- AXE and social media
- Degree Men (Unilever)
- Degree makes The Adrenalist integral to marketing and online presence
- Degree Men and social media
- Women’s brands: Degree, Dove, and Secret
- Degree Women and Degree Girl (Unilever)
- Television ad presents new motionSENSE antiperspirant/deodorant for women
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- Figure 28: Degree motionSENSE” ad, 2012
- Print and online support for motionSENSE
- Degree Women website keeps emphasis on product performance and value
- Degree Girl: a unique brand that reaches out to girls
- Dove (Unilever)
- Dove TV campaign promotes Go Fresh line
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- Figure 29: Dove Go Fresh Rebalance ad, 2012
- Deodorant promoted as part of multifaceted, interactive website
- Dove partners with MTV and brings DJs in to promote deodorant
- Secret (Procter & Gamble)
- Secret’s website promotes “Sweat Help 101” center and “Mean Stinks” program
- Other television ads
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- Figure 30: Arrid – mariano’s secret ad, 2011
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- Figure 31: Gillette ‘Sweat, it raised mountains’ ad, 2012
Adult Use of Antiperspirants and Deodorants
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- Key points
- Trended data show stability in consumer usage from 2007-11
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- Figure 32: Types of antiperspirant and deodorant used, adults, trended, April 2007-June 2011
- Clear/invisible, scented, and stick products are most widely used
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- Figure 33: Types, forms, and kinds of antiperspirant and deodorant use, by gender, April 2010-June 2011
- Age is key driver for variations in type, form, and kind of product used
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- Figure 34: Types, forms, and kinds of antiperspirant and deodorant use, by age, April 2010-June 2011
- Women more likely to use combination products
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- Figure 35: Female usage of deodorant, antiperspirants, and perfume/cologne, by age, November 2011
- Figure 36: Male usage of deodorant, antiperspirants, and perfume/cologne, by age, November 2011
- Gender key determinant of antiperspirant/deodorant brand
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- Figure 37: Brands used, by gender, April 2010-June 2011
- Degree, Old Spice, and AXE appeal to users aged 18-34
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- Figure 38: Brands used, by age, April 2010-June 2011
Frequency of Deodorant Usage
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- Key points
- Those aged 18-24 apply products most frequently, warrant focus
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- Figure 39: Frequency of antiperspirant/deodorant use, by age, April 2010-June 2011
- Least-affluent consumers use more deodorant/antiperspirant
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- Figure 40: Frequency of deodorant use, by household income, April 2010-June 2011
- Women aged 18-24 apply antiperspirants/deodorants on more occasions
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- Figure 41: Times when antiperspirant/deodorant is applied, women, by age, November 2011
- Figure 42: Times when antiperspirant/deodorant is applied, men, by age, November 2011
Teen Use of Antiperspirants and Deodorants
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- Key points
- Teens warrant focus given that usage is on a par with adults
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- Figure 43: Types of antiperspirant and deodorant used, teens, April 2007-June 2011
- Most teens prefer clear, solid stick scented deodorant
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- Figure 44: Types, forms and kinds of teens’ antiperspirant and deodorant use, by gender and age, April 2010-June 2011
- Teen girls apply antiperspirant/deodorant more frequently than teen boys
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- Figure 45: Frequency of antiperspirant or deodorant use, teens, by gender and age, April 2010-June 2011
- Teen brand choices fall along gender-based lines
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- Figure 46: Brands used, teens, by gender and age, April 2010-June 2011
Average Spend on Antiperspirants and Deodorants
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- Key points
- Premium products more likely to appeal to men and 18-24 year olds
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- Figure 47: Amount spent by male users, by age, November 2011
- Figure 48: Amount spent by female users, by age, November 2011
Incidence of Brand Switching
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- Key points
- Users 18-34 far more open to brand switching
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- Figure 49: Switching behavior in last 12 months, men, by age, November 2011
- Figure 50: Switching behavior in last 12 months, women, by age, November 2011
- Those aged 18-34 most likely to consider switching in the 12 months ahead
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- Figure 51: Likelihood of switching in next 12 months, men, by age, November 2011
- Figure 52: Likelihood of switching in next 12 months, women, by age, November 2011
Who Makes Purchasing Decision
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- Key points
- Some 40% of women also shop for their significant other
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- Figure 53: Who chooses products bought, women, by age, November 2011
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- Figure 54: Who chooses products bought, men, by age, November 2011
- Married women especially likely to purchase products for their husband
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- Figure 55: Purchase and usage habits, for women, by marital/relationship status, November 2011
Sensitive Skin, All-Natural/Organic Products, and Added Ingredients
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- Key points
- Younger men and older women more likely to have “sensitive” skin
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- Figure 56: Sensitive skin irritated by products, women, by age, November 2011
- Figure 57: Sensitive skin irritated by products, men, by age, November 2011
- All-natural/organic products used by fairly slim minority
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- Figure 58: Use of all-natural/organic products, men, by age, November 2011
- Figure 59: Use of all-natural/organic products, women, by age, November 2011
- High interest in alcohol-free, aluminum-free products and antioxidants
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- Figure 60: Attitudes on ingredients, men, by age, November 2011
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- Figure 61: Attitudes on ingredients, women, by age, November 2011
Attitudes Toward Protection
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- Key points
- The majority of both men and more women place a primacy on protection
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- Figure 62: Attitudes toward protection, men, by age, November 2011
- Figure 63: Attitudes toward protection, women, by age, November 2011
Attitudes Toward Stains and Hair-removal Products
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- Key points
- Women aged 18-34 most likely to value hair removal and stain resistance
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- Figure 64: Attitudes on stains and hair removal, men, by age, November 2011
- Figure 65: Attitudes on stains and hair removal, women, by age, November 2011
Attitudes Toward Splurging, Price, and Brands
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- Key points
- Favorable attitudes toward brands and splurging
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- Figure 66: Attitudes related to price, brand, and splurging, women, by age, November 2011
- Figure 67: Attitudes related to price, brand, and splurging, men, by age, November 2011
- Less-affluent respondents value branded products and enjoy splurging
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- Figure 68: Attitudes related to price, brand, and splurging, men, by household income, November 2011
- Figure 69: Attitudes related to price, brand, and splurging, women, by household income, November 2011
Attitudes Toward Scents and Fragrances
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- Key points
- Women aged 55+ seek scentless products that don’t conflict with perfumes
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- Figure 70: Use of scent-free products to avoid conflict with perfume/cologne, women, by age, November 2011
- Figure 71: Use of scent-free products to avoid conflict with perfume/cologne, men, by age, November 2011
- Attitudinal findings support the crucial role of scent, especially for 18-34s
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- Figure 72: Attitudes toward scents/fragrances, men, by age, November 2011
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- Figure 73: Attitudes toward scents/fragrances, women, by age, November 2011
Race and Hispanic Origin
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- Key points
- High usage among multiethnic consumers
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- Figure 74: Antiperspirant and deodorant use, by race/Hispanic origin, April 2010-June 2011
- Race/Hispanic origin shapes preference of form
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- Figure 75: Types of antiperspirant and deodorant used, by race/Hispanic origin, April 2010-June 2011
- Blacks and Hispanics favor scented formulations
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- Figure 76: Use of scented or unscented products, by race/Hispanic origin, April 2010-June 2011
- Hispanic women most likely to report switching brands
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- Figure 77: Switching behavior in last 12 months women, by race/Hispanic origin, November 2011
- Hispanic men often try new products, but switch less often than women
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- Figure 78: Switching behavior in last 12 months men, by race/Hispanic origin, November 2011
SymphonyIRI Group Builders Panel Data—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, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 80: Key purchase measures for the top brands of deodorant, by household penetration, 2011*
Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix: Trade Associations
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