Table of Contents
Introduction
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- Definition
Executive Summary
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- The market
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- Figure 1: Deodorants and antiperspirants market, by segment, 2007-11
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- Figure 2: Sales of deodorants and antiperspirants, by distribution channel, 2007-11
- Forecast
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- Figure 3: Sales forecast, by value, 2007-17
- Leading companies
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- Figure 4: Share* of leading companies in revenue, 2011
- Issues
- A market constantly seeking higher-value-added products
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- Figure 5: Percentage of launches, by format, January 2009-June 2012
- Dominance of major brands is hard to break
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- Figure 6: Percentage of deodorant use, by age, June 2012
- Direct sales loses ground to traditional retail channels
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- Figure 7: Share of direct sales in volume and value of the deodorant market, 2008-11
- Consumers’ concern with protection generates growth opportunities
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- Figure 8: Women who use deodorants and agree with the statement, by age, June 2012
- A market in search of good scents
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- Figure 9: Percentage of deodorant users, who try hard to ensure they never smell sweaty, by gender and age, 2012
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- Figure 10: Percentage of users who are willing to pay extra for deodorants with fragrances that they like, by social class, June 2012
- Natural deodorants can fuel the category’s future growth
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- Figure 11: Percentage of users who have sensitive skin that is easily irritated by antiperspirant/deodorant, by gender and age, June 2012
A Market Constantly Seeking Higher-value-added Products
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- Key points
- A grooming essential with higher value added
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- Figure 12: Percentage of deodorant usage, by social class, June 2012
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- Figure 13: Percentage of deodorant and antiperspirant usage, by format, June 2012
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- Figure 14: Share of deodorant/antiperspirant segments in volume sales of the category, 2007-11
- Figure 15: Share of deodorant/antiperspirant segments in value sales of the category, 2007-11
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- Figure 16: Unit prices of Nivea deodorants, by format in drug stores, 2012
- Figure 17: Percentage of launches by format, January 2009-June 2012
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- Figure 18: Launches of aerosol/pumps by packaging material, January 2009-June 2012
- Growing dependency on aerosol imports can affect segment’s future performance
- Opportunities to increase the popularity of niche formats
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- Figure 19: Launches with stick format as percentage of total launches, in selected countries, January 2009-June 2012
- Additional benefits drive innovations
- What it means
Dominance of Major Brands is Hard to Break
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- Key points
- While competition intensifies, brand trust is still key to consumers
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- Figure 20: Share* of leading companies in revenue, 2011
- Companies are targeting the young generation
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- Figure 21: Percentage of deodorant use, by age, June 2012
- Figure 22: Brand loyalty, by age group, June 2012
- Opportunities to increase use in mature audience
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- Figure 23: Usage in consumers aged 55+, by format, June 2012
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- Figure 24: Percentage of users who believe that if the deodorant has a nice fragrance, there is no need to wear perfume, by age, June 2012
- Opportunities for brand associations, cross-marketing, and gift packaging
- What it means
Direct Sales Lose Ground to Traditional Retail Channels
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- Key points
- Direct sales face turbulent moments
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- Figure 25: Share of direct sales in volume and value of the deodorant market, 2008-11
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- Figure 26: Share of deodorants and antiperspirants sales by distribution channel, 2007-11
- Figure 27: Sales of deodorants and antiperspirants by distribution channel, 2007-11
- New entrants intensify competition
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- Figure 28: Share of launches in direct sales channel by company, January 2009-June 2012
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- Figure 29: Percentage of users who purchased fragrances in direct sales channel in the last 12 months by region, June 2012
- Figure 30: Percentage of users who purchased fragrance through direct sales channel in the past 12 months, by social class, June 2012
- Meanwhile, traditional retail stands out
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- Figure 31: Share of the traditional retail channel in the volume and value sales of deodorants, 2008-11
- What it means
Consumers’ Concern with Wetness Protection Generates Growth Opportunities
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- Key points
- High reapplication rate, especially in the North and Northeast regions, signals further opportunities
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- Figure 32: Frequency of using deodorant and antiperspirant, June 2012
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- Figure 33: Average annual temperature
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- Figure 34: Percentage of users willing to pay extra for protection or scent, by region, June 2012
- Young women use deodorant to fight wetness, feel confident
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- Figure 35: Women who use deodorants and agree with the statement, by age, June 2012
- Long-lasting formulas actually mean “more efficiency”
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- Figure 36: Percentage of launches with long-lasting claims, January2009-June 2012
- Opportunities for new protection technologies
- What it means
A Market in Search of Good Scents
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- Key points
- Odor-fighting concern is even greater among young women
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- Figure 37: Percentage of deodorant users who try hard to ensure they never smell sweaty, by gender and age, 2012
- Gender-specific formulations are on the rise
- The importance of women when marketing deodorants for men
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- Figure 38: Importance of having a masculine or feminine smell, by gender, June 2012
- Figure 39: Percentage of perfume users who wear a fragrance that they know their partners like, June 2012
- Consumers are willing to pay more for a good fragrance
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- Figure 40: Percentage of users who are willing to pay extra for deodorants with fragrances that they like, by social class, June 2012
- What it means
Natural Deodorants Can Fuel the Category’s Future Growth
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- Key points
- Concerns with irritation drive changes in deodorants’ formulations
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- Figure 41: Percentage of users who have sensitive skin that is easily irritated by antiperspirant/deodorant, by gender and age, June 2012
- Alcohol-free formulations gain evidence
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- Figure 42: Percentage of alcohol-free deodorant launches, January 2009-June 2012
- Aluminum is a concern that has not been met by the industry
- Consumers want natural ingredients, but innovations are not meeting this demand
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- Figure 43: Percentage of launches with natural claim in personal care categories, January 2009-June 2012
- Figure 44: Percentage of users who would like to see more deodorants with natural ingredients, by gender and age, June 2012
- Antioxidants are especially attractive to women aged 35+
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- Figure 45: Percentage of users who like the idea of having antioxidants in their deodorants, by gender and age, June 2012
- Figure 46: Percentage of launches with at least one antioxidant ingredient*, January 2009-June 2012
- What it means
Appendix – The Market
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- Figure 47: The deodorants and antiperspirants market by segment, in value and volume, 2007-11
- Figure 48: Sales of deodorants and antiperspirants by channel, 2007-11
- Figure 49: Share* of leading companies in revenue, 2011
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- Figure 50: Sales forecast in value, 2012-17
- Figure 51: Sales forecast in volume, 2012-17
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Appendix – The Consumer
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- Frequency of using deodorant and antiperspirant
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- Figure 52: Frequency of using deodorant and antiperspirant, June 2012
- General attitudes toward deodorants and antiperspirants
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- Figure 53: General attitudes toward deodorants and antiperspirants, June 2012
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- Figure 54: General attitudes toward deodorants and antiperspirants, by most popular general attitudes toward deodorants and antiperspirants, June 2012
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- Figure 55: General attitudes toward deodorants and antiperspirants, by next most popular general attitudes toward deodorants and antiperspirants, June 2012
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- Figure 56: General attitudes toward deodorants and antiperspirants, by frequency of using deodorant and antiperspirant, June 2012
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- Figure 57: General attitudes toward deodorants and antiperspirants, by frequency of using deodorant/antiperspirant roll-on, June 2012
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- Figure 58: General attitudes toward deodorants and antiperspirants, by frequency of using deodorant/ antiperspirant aerosol (eg, Rexona, AXE), June 2012
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- Figure 59: General attitudes toward deodorants and antiperspirants, by frequency of using deodorant/ antiperspirant gel/cream, June 2012
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- Figure 60: General attitudes toward deodorants and antiperspirants, by frequency of using deodorant spray, June 2012
- Attitudes toward features of deodorants and antiperspirants
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- Figure 61: Attitudes toward features of deodorants and antiperspirants, June 2012
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- Figure 62: Attitudes toward features of deodorants and antiperspirants (any agree), by frequency of using deodorant and antiperspirant, June 2012
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- Figure 63: Attitudes toward features of deodorants and antiperspirants (any agree), by frequency of using deodorant/antiperspirant roll-on, June 2012
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- Figure 64: Attitudes toward features of deodorants and antiperspirants (any agree), by frequency of using deodorant/antiperspirant aerosol, June 2012
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- Figure 65: Attitudes toward features of deodorants and antiperspirants (any agree), by frequency of using deodorant/antiperspirant gel/cream, June 2012
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- Figure 66: Attitudes toward features of deodorants and antiperspirants (any agree), by frequency of using deodorant Spray, June 2012
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- Figure 67: Attitudes toward features of deodorants and antiperspirants (any agree), by most popular general attitudes toward deodorants and antiperspirants, June 2012
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- Figure 68: Attitudes toward features of deodorants and antiperspirants (any agree), by next most popular general attitudes toward deodorants and antiperspirants, June 2012
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- Figure 69: General attitudes toward deodorants and antiperspirants, by most popular attitudes toward features of deodorants and antiperspirants (any agree), June 2012
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- Figure 70: General attitudes toward deodorants and antiperspirants, by next most popular attitudes toward features of deodorants and antiperspirants (any agree), June 2012
- Attitudes toward purchasing deodorants and antiperspirants
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- Figure 71: Attitudes toward purchasing deodorants and antiperspirants, June 2012
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- Figure 72: Attitudes toward purchasing deodorants and antiperspirants, by frequency of using deodorant and antiperspirant, June 2012
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- Figure 73: Attitudes toward purchasing deodorants and antiperspirants, by frequency of using deodorant/antiperspirant roll-on, June 2012
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- Figure 74: Attitudes toward purchasing deodorants and antiperspirants, by frequency of using deodorant/antiperspirant aerosol, June 2012
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- Figure 75: Attitudes toward purchasing deodorants and antiperspirants, by frequency of using deodorant/antiperspirant gel/cream, June 2012
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- Figure 76: Attitudes toward purchasing deodorants and antiperspirants, by frequency of using deodorant spray, June 2012
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- Figure 77: Attitudes toward purchasing deodorants and antiperspirants, by most popular general attitudes toward deodorants and antiperspirants, June 2012
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- Figure 78: Attitudes toward purchasing deodorants and antiperspirants, by next most popular general attitudes toward deodorants and antiperspirants, June 2012
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- Figure 79: General attitudes toward deodorants and antiperspirants, by most popular attitudes toward purchasing deodorants and antiperspirants, June 2012
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- Figure 80: General attitudes toward deodorants and antiperspirants, by next most popular attitudes toward purchasing deodorants and antiperspirants, June 2012
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- Figure 81: Attitudes toward purchasing deodorants and antiperspirants, by most popular attitudes toward features of deodorants and antiperspirants (any agree), June 2012
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- Figure 82: Attitudes toward purchasing deodorants and antiperspirants, by next most popular attitudes toward features of deodorants and antiperspirants (any agree), June 2012
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- Figure 83: Attitudes toward purchasing deodorants and antiperspirants, by most popular attitudes toward purchasing deodorants and antiperspirants, June 2012
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- Figure 84: Attitudes toward purchasing deodorants and antiperspirants, by next most popular attitudes toward purchasing deodorants and antiperspirants, June 2012
- Frequency of using deodorant and antiperspirant
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- Figure 85: Frequency of using any deodorant, by demographics, June 2012
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- Figure 86: Frequency of using deodorant/antiperspirant roll-on, by demographics, June 2012
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- Figure 87: Frequency of using deodorant/antiperspirant aerosol, by demographics, June 2012
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- Figure 88: Frequency of using deodorant/antiperspirant gel/cream, by demographics, June 2012
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- Figure 89: Frequency of using deodorant spray, by demographics, June 2012
- General attitudes toward deodorants and antiperspirants
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- Figure 90: Most popular general attitudes toward deodorants and antiperspirants, by demographics, June 2012
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- Figure 91: Next most popular general attitudes toward deodorants and antiperspirants, by demographics, June 2012
- Attitudes toward features of deodorants and antiperspirants
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- Figure 92: Most popular attitudes toward features of deodorants and antiperspirants, by demographics, June 2012
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- Figure 93: Next most popular attitudes toward features of deodorants and antiperspirants, by demographics, June 2012
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- Figure 94: Agreement with the statements “It is worth paying extra for antiperspirant/deodorant that doesn’t irritate the skin” and “I would be interested in a deodorant that also eliminates underarm hair,” by demographics, June 2012
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- Figure 95: Agreement with the statements “I like the idea of alcohol-free antiperspirant/deodorant” and “I like the idea of having antioxidants in my antiperspirant/deodorant,” by demographics, June 2012
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- Figure 96: Agreement with the statements “I would like to see more deodorants/antiperspirants made without aluminum” and “I would like to see more deodorants/antiperspirants made from all-natural ingredients,” by demographics, June 2012
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- Figure 97: Agreement with the statements “I like to try products that use new technology, such as motion-activated formulations” and “I only use deodorants/antiperspirants that don’t leave white marks,” by demographics, June 2012
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- Figure 98: Agreement with the statements “It is important to me to have the strongest possible protection when it comes to deodorant” and “I like the idea of 48-hour protection from my antiperspirant/deodorant,” by demographics, June 2012
- Attitudes toward purchasing deodorants and antiperspirants
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- Figure 99: Most popular attitudes toward purchasing deodorants and antiperspirants, by demographics, June 2012
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- Figure 100: Next most popular attitudes toward purchasing deodorants and antiperspirants, by demographics, June 2012
Appendix – GNPD Data
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- Figure 101: Percentage of deodorant launches, per year, January 2009-June 2012
- Figure 102: Percentage of launches per format type, January 2009-June 2012
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- Figure 103: Share of company in deodorant launches, per year, January 2009-June 2012
- Figure 104: Share of private labels in annual launches, January 2009-June 2012
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- Figure 105: Main claims in deodorant launches, per year, January 2009-June 2012
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Appendix – Relevant Contacts
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- Figure 106: Contacts of companies and associations
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