Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK best and worst case forecast of deodorants and body sprays, 2007-17
- Market factors
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- Figure 2: Trends in attitudes towards fitness, 2008-12
- Companies, brands and innovation
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- Figure 3: Percentage share of new product launches in the UK deodorants market, by claims, 2012
- The consumer
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- Figure 4: Frequency/use of deodorants/body sprays, November 2012
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- Figure 5: Attitudes to deodorants/body sprays, November 2012
- What we think
Issues in the Market
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- What has led market growth in recent years?
- How can the market attract an ageing population?
- What about the younger population?
- What area of product innovation is likely to bring growth to the market?
Trend Application
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- Trend: Extend My Brand
- Trend: Objectify
- 2015 Trend: Old Gold
Market Drivers
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- Key points
- An ageing population
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- Figure 6: Trends in the age structure of the UK population, 2007-17
- More women in work
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- Figure 7: Trends in working status, by gender, 2008-12
- Fewer people taking part in sports
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- Figure 8: Trends in attitudes towards fitness, 2008-12
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- Figure 9: Trends in fitness, 2011-12
- Is there a market for at-home deodorants?
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- Figure 10: Lifestyle statements, November 2012
- Attitudes towards appearance have changed
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- Figure 11: Attitudes towards appearance and personal care, 2008-12
- Aiming products at clothes as well as the body
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- Figure 12: Trends in attitudes towards clothes, 2008-12
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Trends in new launches
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- Figure 13: Number of launches, Jan 2008- Dec 2012
- Figure 14: Fine fragrance deodorants launched in 2012
- New launches by claims
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- Figure 15: Percentage share of new product launches in the UK deodorants market, by claims, Jan 2008-Dec 2012
- Different formats can be used to drive frequency of use
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- Figure 16: New product launches in the UK deodorant market, percentage share, by format, Jan 2008-Dec 2012
- New launches – branded versus private label
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- Figure 17: New product launches in the UK deodorant market, percentage share, by private label vs other, Jan 2008-Dec 2012
- Unilever leads with the majority of launches
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- Figure 18: New product launches in the UK deodorants market, percentage share, by company, Jan 2008-Dec 2012
Market Size and Forecast
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- Key points
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- Figure 19: UK retail value sales of deodorants and body sprays, at current and constant prices, 2007-17
- Future
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- Figure 20: Best- and worst-case forecast of UK retail value sales of deodorants and body sprays, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Deodorants versus body sprays
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- Figure 21: UK retail value sales of deodorants and body sprays, by sector, year to Oct 2011 and Oct 2012
- Women drawn into the body spray category
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- Figure 22: UK retail value sales of deodorants and body sprays, by sector, by gender, year to Oct 2011 and Oct 2012
- Aerosols drive sales in the category
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- Figure 23: UK retail value sales of deodorants, by format, year to Oct 2011 and Oct 2012
Market Share
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- Key points
- Deodorants
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- Figure 24: Brand shares in UK value sales of deodorants, year ending October 2012
- Body sprays
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- Figure 25: Brand shares in UK value sales of body sprays, year ending October 2012
Companies and Products
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- Unilever
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- Figure 26: Key financials for Unilever UK Limited, 2010 and 2011
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- Figure 27: New product launches in the UK deodorants market by Unilever, January-October 2011
- Beiersdorf
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- Figure 28: Key financials for Beiersdorf UK Limited, 2010 and 2011
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- Figure 29: New product launches in the UK deodorants market by Beiersdorf, January-October 2012
- Henkel
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- Figure 30: Key financials for Henkel Limited, 2010 and 2011
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- Figure 31: New product launches in the UK deodorants market by Henkel, January-October 2012
- Colgate-Palmolive
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- Figure 32: Key financials for Colgate-Palmolive (UK) Limited, 2010 and 2011
- Coty
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- Figure 33: Key financials for Coty UK, 2010 and 2011
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- Figure 34: New product launches in the UK deodorants market by Coty, January-October 2012
- Avon
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- Figure 35: Financial performance for Avon, 2010 and 2011 (global figures)
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- Figure 36: New product launches in the UK deodorants market by Avon, January-October 2012
Brand Research
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- Brand map
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- Figure 37: Attitudes towards and usage of brands in the deodorants and body sprays sector, October 2012
- Correspondence analysis
- Brand attitudes
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- Figure 38: Attitudes by deodorants and body sprays brand, October 2012
- Brand personality
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- Figure 39: Deodorants and body sprays brand personality – macro image, October 2012
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- Figure 40: Deodorants and body sprays brand personality – micro image, October 2012
- Brand experience
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- Figure 41: Deodorants and body sprays brand usage, October 2012
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- Figure 42: Satisfaction with various deodorants and body sprays brands, October 2012
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- Figure 43: Consideration of deodorants and body sprays brands, October 2012
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- Figure 44: Consumer perceptions of current deodorants and body sprays brand performance, October 2012
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- Figure 45: Deodorants and body sprays brand recommendation – Net Promoter Score, October 2012
- Brand index
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- Figure 46: Deodorants and body sprays brand index, October 2012
- Figure 47: Deodorants and body sprays brand index vs. recommendation, October 2012
- Target group analysis
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- Figure 48: Target groups, October 2012
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- Figure 49: Deodorants and body sprays brand usage, by target groups, October 2012
- 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 50: Main monitored media advertising spend on deodorants, Jan 2008-Oct 2012
- TV dominates spend, but online gets creative
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- Figure 51: Main monitored media advertising spend on deodorants, percentage share, by media type, 2012 (Jan-Oct)
- Unilever uses innovative ways to engage target consumers
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- Figure 52: Main monitored media advertising spend on deodorants, percentage share, by company, 2010-Oct 2012
Channels to Market
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- Key points
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- Figure 53: Retail sales of deodorants and body sprays, by outlet type, 2011 and 2012
The Consumer – Deodorant Usage
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- Key points
- Fewer people using deodorants more regularly
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- Figure 54: Trends in frequency of using deodorants, by gender, 2008-12
- Younger people are more experimental with different formats
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- Figure 55: Trends in use of deodorants, by format, 2008-12
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- Figure 56: Frequency/use of deodorants/body sprays, November 2012
Factors Influencing Purchase
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- Key points
- Long lasting is the most important purchasing influencer
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- Figure 57: Purchase influencers for deodorants/body sprays, November 2012
- Differences in gender preferences
Interest in New Product Innovation
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- Key points
- Interest in deodorants for clothes
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- Figure 58: Interest in new products, November 2012
Consumer Attitudes Towards Deodorants and Body Sprays
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- Key points
- An emotional as well as a functional category
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- Figure 59: Attitudes towards deodorants/body sprays
Consumer Typologies
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- Key points
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- Figure 60: Deodorants/body sprays target groups, November 2012
- Minimalists (accounting for 47% or the equivalent of 14.1 million adults)
- Who are they?
- Home dwellers (accounting for 33% or the equivalent of 9.9 million adults)
- Who are they?
- Experimentals (accounting for 20% or the equivalent of 6.0 million adults)
- Who are they?
Appendix – Market Drivers
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- Trends in fitness
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- Figure 61: Trends in fitness, 2011-12
- Figure 62: Fitness (sports) hours a week, by demographics, 2012
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- Figure 63: Fitness (other exercise) hours a week, by demographics, 2012
- Attitudes towards appearance and personal care
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- Figure 64: Trends in attitudes towards personal care, 2008-12
- Figure 65: Most popular attitudes towards appearance, by demographics, 2012
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- Figure 66: Next most popular attitudes towards appearance and personal care, by demographics, 2012
- Figure 67: Least popular attitudes towards personal care, by demographics, 2012
- Lifestyle
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- Figure 68: Lifestyle statements, November 2012
- Figure 69: Frequency and usage of deodorants/body sprays, by most popular lifestyle statements, November 2012
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- Figure 70: Frequency and usage of deodorants/body sprays, by next most popular lifestyle statements, November 2012
- Figure 71: Most popular lifestyle statements, by demographics, November 2012
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- Figure 72: Next most popular lifestyle statements, by demographics, November 2012
Appendix – Market Share
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- Figure 73: Brand shares in UK value sales of deodorants, Oct 2011-Oct 2012
- Figure 74: Brand shares in UK values of body sprays, Oct 2011-Oct 2012
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Appendix – Brand Research
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- Figure 75: Brand usage, October 2012
- Figure 76: Brand commitment, October 2012
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- Figure 77: Brand momentum, October 2012
- Figure 78: Brand diversity, October 2012
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- Figure 79: Brand satisfaction, October 2012
- Figure 80: Brand recommendation, October 2012
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- Figure 81: Brand attitude, October 2012
- Figure 82: Brand image – macro image, October 2012
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- Figure 83: Brand image – micro image, October 2012
- Figure 84: Profile of target groups, by demographics, October 2012
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- Figure 85: Psychographic segmentation, by target groups, October 2012
- Figure 86: Brand usage, by target groups, October 2012
- Brand index
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- Figure 87: Brand index, October 2012
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Appendix – The Consumer – Deodorant Usage
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- Figure 88: Trends in frequency of using deodorants, 2008-12
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- Figure 89: Trends in use of deodorants, by format, 2008-12
- Frequency of use by product format
- Daily usage
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- Figure 90: Daily usage frequency of deodorants/body sprays, by product format, November 2012
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- Figure 91: Daily usage frequency of deodorant/antiperspirant roll-on sprays, by demographics, November 2012
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- Figure 92: Daily usage frequency of deodorant/antiperspirant aerosol (eg Lynx, Sure) sprays, by demographics, November 2012
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- Figure 93: Daily usage frequency of deodorant/antiperspirant stick sprays, by demographics, November 2012
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- Figure 94: Daily usage frequency of deodorant/antiperspirant wipes, by demographics, November 2012
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- Figure 95: Daily usage frequency of deodorant/antiperspirant gel/cream sprays, by demographics, November 2012
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- Figure 96: Daily usage frequency of deodorant/antiperspirant crystal, by demographics, November 2012
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- Figure 97: Daily usage frequency of other deodorant/antiperspirant, by demographics, November 2012
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- Figure 98: Daily usage frequency of fragranced body spray (eg Impulse, Charlie, Ted Baker, Lynx body spray) sprays, by demographics, November 2012
- Weekly usage
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- Figure 99: Weekly/no use of deodorants/body sprays, November 2012
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- Figure 100: Weekly/no use of deodorant/antiperspirant aerosol (eg Lynx, Sure) sprays, by demographics, November 2012
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- Figure 101: Weekly/no use of deodorant/antiperspirant stick sprays, by demographics, November 2012
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- Figure 102: Weekly/no use of deodorant/antiperspirant roll-on sprays, by demographics, November 2012
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- Figure 103: Weekly/no use of deodorant/antiperspirant wipes sprays, by demographics, November 2012
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- Figure 104: Weekly/no use of deodorant/antiperspirant crystal sprays, by demographics, November 2012
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- Figure 105: Weekly/no use of deodorant/antiperspirant gel/cream, by demographics, November 2012
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- Figure 106: Weekly/no use of other deodorant/antiperspirant, by demographics, November 2012
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- Figure 107: Weekly/no use of fragranced body spray (eg Impulse, Charlie, Ted Baker, Lynx body spray) sprays, by demographics, November 2012
- Number of products used on a daily or weekly basis
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- Figure 108: Number of deodorants/antiperspirants/body sprays used on a daily basis, by demographics, November 2012
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- Figure 109: Number of deodorants/antiperspirants/body sprays used on a weekly basis, by demographics, November 2012
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Appendix – Factors Influencing Purchase
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- Figure 110: Purchase influencers for deodorants/body sprays, November 2012
- Figure 111: Most popular purchase influencers for deodorants/antiperspirants/body sprays, by demographics, November 2012
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- Figure 112: Next most popular purchase influencers for deodorants/antiperspirants, by demographics, November 2012
- Figure 113: Most popular purchase influencers for fragranced body sprays, by demographics, November 2012
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- Figure 114: Purchase influencers for deodorants/body sprays, by most popular lifestyle statements, November 2012
- Figure 115: Purchase influencers for deodorants/body sprays, by next most popular lifestyle statements, November 2012
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Appendix – Interest in New Product Innovation
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- Figure 116: Interest in new products, November 2012
- Figure 117: Interested in keeps my clothes dry from sweat, by demographics, November 2012
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- Figure 118: Interested in 48hr protection, by demographics, November 2012
- Figure 119: Interested in smells of my favourite fragrance (eg Paco Rabanne, Hugo Boss), by demographics, November 2012
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- Figure 120: Interested in free from chemicals (eg aluminium, parabens), by demographics, November 2012
- Figure 121: Interested in 72hr protection, by demographics, November 2012
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- Figure 122: Interested in hypoallergenic, by demographics, November 2012
- Figure 123: Interested in alcohol free, by demographics, November 2012
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- Figure 124: Interested in ingredients that minimise underarm hair, by demographics, November 2012
- Figure 125: Interested in smells like my shower gel, by demographics, November 2012
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- Figure 126: Interested in underarm lightening/whitening, by demographics, November 2012
- Figure 127: Interested in specifically designed for different parts of the body (eg back), by demographics, November 2012
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- Figure 128: Interested in available as wipes, by demographics, November 2012
- Figure 129: Interested in ingredients that lighten/whiten my underarm, by demographics, November 2012
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Appendix – Consumer Attitudes Towards Deodorants and Body Sprays
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- Figure 130: Attitudes towards deodorants/ body sprays, November 2012
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- Figure 131: Most popular attitudes towards deodorants/antiperspirants/body sprays, by demographics, November 2012
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- Figure 132: Next most popular attitudes towards deodorants/antiperspirants/body sprays, by demographics, November 2012
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- Figure 133: Other attitudes towards deodorants/antiperspirants/body sprays, by demographics, November 2012
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Appendix – Consumer Typologies
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- Figure 134: Target groups, by demographics, November 2012
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- Figure 135: Lifestyle statements, by target groups, November 2012
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- Figure 136: Frequency and usage of deodorants/body sprays, by target groups, November 2012
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- Figure 137: Purchase influencers for deodorants/ body sprays, by target groups, November 2012
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- Figure 138: Interest in new products, by target groups, November 2012
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