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
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. retail sales and fan chart forecast of deodorant and antiperspirant, at current prices, 2007-17
- Market factors
- Total population growth drives usage; demographic shifts might cause impact
- Hispanics and black consumers will be important segments to target
- Puberty happening earlier
- Segment performance
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- Figure 2: Total U.S. retail sales of deodorants and antiperspirants, by segment, at current prices, 2009-15
- Retail channels
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- Figure 3: Share of U.S. retail sales of deodorant and antiperspirant, by channel, at current prices, 2010 and 2012
- Market players
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- Figure 4: Share of MULO sales of deodorants and antiperspirants, by leading companies, 2012
- The consumer
- Near universal penetration and usage across demographic groups
- Stick form of APDO most commonly used format
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- Figure 5: Use of deodorant/antiperspirant and other scented personal care products, November 2012
- Brand and scent key purchase influencers
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- Figure 6: Deodorant/antiperspirant shopping behaviors, November 2012
- Most not frustrated with their current offerings but white marks/residue on clothes most commonly cited frustration
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- Figure 7: Frustrations around deodorant/antiperspirant, November 2012
- Performance and functional claims most influential for consumers
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- Figure 8: Claims that influence purchase of deodorant/antiperspirant products, November 2012
- Consumer interest in potential new formats/attributes resides with those that offer enhanced protection
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- Figure 9: Consumer interest in new product formats and attributes, November 2012
- What we think
Issues in the Market
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- The women’s segment experienced a decline for the first time in several years. How can market players reinvigorate this segment in order for it to resume growth?
- Though a number of options exist, some consumers struggle to find long-lasting protection. How can brands better prove and communicate product efficacy?
- Puberty is starting earlier, but aging Baby Boomers’ usage of these products will decrease in time. What opportunities exist for the market to accommodate these demographic shifts?
Insights and Opportunities
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- Focus on how to enhance APDO product usage
- Place a greater focus on younger teens and tweens
Trend Applications
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- Trend: Extend My Brand
- Trend: Make it Mine
- 2015 Trend: East Meets West
Market Size and Forecast
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- Key points
- Sales are expected to grow steadily in the coming years
- Sales and forecast of deodorant and antiperspirant market
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- Figure 10: Total U.S. retail sales and forecast of deodorant and antiperspirant market, at current prices, 2007-17
- Figure 11: Total U.S. retail sales and forecast of deodorant and antiperspirant market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 12: Total U.S. retail sales and fan chart forecast of deodorant and antiperspirant market, at current prices, 2007-17
Market Drivers
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- Key points
- Total population growth drives usage
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- Figure 13: Population, by age, 2008-18
- Growing ethnic populations may help market in the future
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- Figure 14: Secret advertisement, 2012
- Figure 15: Population, by race and Hispanic origin, 2008-18
- Children are entering puberty at younger ages
Competitive Context
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- Perfume, cologne, and scented body lotion act as competition
- Botox treatments could pose challenge to market
Segment Performance
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- Key points
- Men’s segment leads the deodorant/antiperspirant market
- Sales of deodorants and antiperspirants, by segment
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- Figure 16: Total U.S. retail sales of deodorant and antiperspirant, by segment, at current prices, 2010 and 2012
Segment Performance—Men’s Deodorants and Antiperspirants
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- Key points
- Men’s deodorants and antiperspirants top-selling segment in the market
- Sales and forecast of men’s deodorants and antiperspirants
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- Figure 17: Total U.S. retail sales and forecast of men’s deodorants and antiperspirants, at current prices, 2007-17
Segment Performance—Women’s Deodorants and Antiperspirants
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- Key points
- Women’s segment to see slow growth in the coming years
- Sales and forecast of women’s deodorants and antiperspirants
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- Figure 18: Total U.S. retail sales and forecast of women’s deodorants and antiperspirants, at current prices, 2007-17
Segment Performance—Unisex Deodorants and Antiperspirants
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- Key points
- Unisex segment remains small, but still sees slight growth
- Sales and forecast of unisex deodorants and antiperspirants
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- Figure 19: Total U.S. retail sales and forecast of unisex deodorants and antiperspirants, at current prices, 2007-17
Retail Channels
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- Key points
- Majority of APDO purchases taking place in mass merchandisers, supercenters, warehouse clubs
- Sales of deodorants and antiperspirants, by channel
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- Figure 20: Total U.S. retail sales of deodorant and antiperspirant products, by channel, at current prices, 2010-12
Retail Channels—Supermarkets
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- Key points
- Supermarket sales experience little growth in the past five years
- Supermarket sales of deodorants and antiperspirants
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- Figure 21: U.S. supermarket sales of deodorants and antiperspirants, at current prices, 2007-12
Retail Channels—Drug Stores
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- Key points
- Drug stores experiencing growth and will likely continue to do so
- Drug store sales of deodorants and antiperspirants
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- Figure 22: U.S. drug store sales of deodorants and antiperspirants, at current prices, 2007-12
Retail Channels—Other Retail Channels
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- Key points
- Majority of APDO sales taking place through retailers that make up this segment
- Other retail channels sales of deodorants and antiperspirants
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- Figure 23: U.S sales of deodorants and antiperspirants, through other channels, at current prices, 2007-12
Leading Companies
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- Key points
- APDO market highly saturated and competitive
- MULO manufacturer sales of deodorants and antiperspirants
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- Figure 24: MULO sales of deodorants and antiperspirants, by leading companies, 2011 and 2012
Brand Share—Men’s Deodorants and Antiperspirants
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- Key points
- Unilever top men’s manufacturer due to Degree Men and Axe
- Old Spice offerings see varying performances
- Henkel sees success with Right Guard brand
- MULO sales of men’s deodorants and antiperspirants
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- Figure 25: MULO sales of men’s deodorants and antiperspirants by leading companies, 2011 and 2012
Brand Share—Women’s Deodorants and Antiperspirants
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- Key points
- Overall segment sees decline; P&G commands most sales and market share due to Secret
- Unilever struggles slightly in this segment
- MULO sales of women’s deodorants and antiperspirants
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- Figure 26: MULO sales of women’s deodorants and antiperspirants by leading companies, 2011 and 2012
Brand Share—Unisex Deodorants and Antiperspirants
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- Key points
- MULO unisex segment sees growth similar to that of overall segment
- MULO sales of unisex deodorants and antiperspirants
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- Figure 27: MULO sales of unisex deodorants and antiperspirants by leading companies, 2011 and 2012
Innovations and Innovators
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- Stick format continues to be most popular APDO format
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- Figure 28: Deodorant and antiperspirant launches, by format types, 2007-12
- Functional and demographic claims most common among new product launches
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- Figure 29: Deodorant and antiperspirant launches, by claims category, 2007-12
- Long-lasting, male, and antiperspirant most common claims across products in 2012
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- Figure 30: Deodorant and antiperspirant launches, by claims, 2007-12
- Men’s APDO offerings emphasize long-lasting protection
- Clinical protection offerings common across genders
- Women’s APDO products provide moisture along with new ingredient infusions
- Extension to products for other parts of the body
- Body sprays still male-focused
- Natural offerings still prominent
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Degree Women
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- Figure 31: Brand analysis of Degree Women, 2013
- Online initiatives
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- Figure 32: Degree women website, 2013
- TV presence
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- Figure 33: Degree women television ad, 2012
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- Figure 34: Degree Clinical Protection ad, 2012
- Brand analysis: Dove
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- Figure 35: Brand analysis of Dove, 2013
- Online initiatives
- TV presence
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- Figure 36: Dove Deodorant television ad, 2012
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- Figure 37: Dove GoSleeveless Deodorant ad, 2012
- Brand analysis: Secret
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- Figure 38: Brand analysis of Secret, 2013
- Online initiatives
- TV presence
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- Figure 39: Secret television ad, 2012
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- Figure 40: Secret Clinical Strength ad, 2012
- Brand analysis: Old Spice
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- Figure 41: Brand analysis of Old Spice, 2013
- Online initiatives
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- Figure 42: Old Spice website, 2013
- TV presence
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- Figure 43: Old Spice, Roscoe Sad, 2012
- Brand analysis: Degree for Men
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- Figure 44: Brand analysis of Degree for Men, 2013
- Online initiatives
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- Figure 45: Degree for Men website, 2013
- TV presence
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- Figure 46: Degree, Like Clockwork, 2012
- Brand analysis: Axe
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- Figure 47: Brand analysis Axe, 2013
- Online initiatives
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- Figure 48: Axe website, 2013
- TV presence
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- Figure 49: Axe Anarchy, 2012
- Other initiatives
Social Media
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- Key points
- Social media metrics
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- Figure 50: Key performance indicators, January 2013
- Market overview
- Brand usage and awareness
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- Figure 51: Brand usage and awareness of women’s deodorant and antiperspirant brands, November 2012
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- Figure 52: Brand usage and awareness of men’s deodorant and antiperspirant brands, November 2012
- Interaction with deodorant and antiperspirant brands
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- Figure 53: Interaction with women’s deodorant and antiperspirant brands, November 2012
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- Figure 54: Interaction with men’s deodorant and antiperspirant brands, November 2012
- Online conversations
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- Figure 55: Select deodorant and antiperspirant brands’ share of conversations, Oct. 7, 2012-Jan. 7, 2013
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- Figure 56: Conversations by brand by day, Oct. 7, 2012-Jan. 7, 2013
- Where people talk about deodorants and antiperspirants
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- Figure 57: Selected deodorant and antiperspirant brands’ share of brand conversations, by page type, Oct. 7, 2012-Jan. 7, 2013
- What people are talking about
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- Figure 58: Types of conversations concerning selected deodorant and antiperspirant brands Oct. 7, 2012-Jan. 7, 2013
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- Figure 59: Types of conversation regarding selected deodorant and antiperspirant brands, by day, Oct. 7, 2012-Jan. 7, 2013
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- Figure 60: Types of conversation regarding selected deodorant and antiperspirant brands, by type of website, Oct. 7, 2012-Jan. 7, 2013
- Analysis by brand
- Secret
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- Figure 61: Secret—key social media indicators, Jan. 10, 2013
- Key online campaigns
- What we think
- Dove
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- Figure 62: Dove—key social media indicators, Jan. 10, 2013
- Key online campaigns
- What we think
- Degree Women
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- Figure 63: Degree Women—key social media indicators, Jan. 10, 2013
- Key online campaigns
- What we think
- Axe
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- Figure 64: Axe—key social media indicators, Jan. 10, 2013
- Key online campaigns
- What we think
- Old Spice
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- Figure 65: Old Spice—key social media indicators, Jan. 10, 2013
- Key online campaigns
- What we think
- Degree Men
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- Figure 66: Degree Men—key social media indicators, Jan. 10, 2013
- Key online campaigns
- What we think
Adult Usage of Deodorant/Antiperspirant
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- Key points
- Market benefits from near universal penetration across demographic groups
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- Figure 67: Use of deodorants and antiperspirants, by gender, April 2011-June 2012
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- Figure 68: Use of deodorants and antiperspirants, by age, April 2011-June 2012
- Scented offerings command highest usage
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- Figure 69: Kinds of deodorants and antiperspirants used, by gender, April 2011-June 2012
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- Figure 70: Kinds of deodorants and antiperspirants used, by age, April 2011-June 2012
- On average, consumers are applying APDO at least once a day
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- Figure 71: Frequency of deodorant and antiperspirant use in the last seven days, by gender, April 2011-June 2012
- Figure 72: Frequency of deodorant and antiperspirant use in the last seven days, by age, April 2011-June 2012
Format Usage
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- Key points
- Stick form APDO most commonly used format across demographics
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- Figure 73: Use of deodorant/antiperspirant and other scented personal care products, November 2012
- Women more likely to use scented products in conjunction with APDO products
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- Figure 74: Regular usage of deodorant/antiperspirant and other scented personal care products, by gender and age, November 2012
- Body spray users most likely to use other types of APDO products
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- Figure 75: Regular usage of deodorant/antiperspirant products, by regular usage of scented personal care products, November 2012
Teen Usage of Deodorant/Antiperspirant
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- Key points
- Teen usage on par with that of adults; usage slightly higher among older teens
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- Figure 76: Use of deodorants and antiperspirants, among teens by gender and age, April 2011-June 2012
- Teen more likely to use products that are clear/invisible and deliver scent
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- Figure 77: Types of deodorants and antiperspirants used, among teens by gender and age, April 2011-June 2012
- Figure 78: Kinds of deodorants and antiperspirants used, among teens by gender and age, April 2011-June 2012
- Frequency of APDO use higher among teens than adults
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- Figure 79: Frequency of deodorant and antiperspirant use in the last seven days, among teens by gender and age, April 2011-June 2012
- Degree, Axe, Dove, and Secret resonate the most strongly with teens
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- Figure 80: Top brands of deodorant and antiperspirant used in the last seven days, among teens by gender and age, April 2011-June 2012
Shopping Behaviors
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- Key points
- Brand and scent influence deodorant/antiperspirant purchase
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- Figure 81: Deodorant/antiperspirant shopping behaviors, by gender and age, November 2012
- Stick and roll-on users most brand loyal; body spray/aerosol users more apt to try out new scents
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- Figure 82: Deodorant/antiperspirant shopping behaviors, by regular usage of deodorant/antiperspirant types, November 2012
- Figure 83: Deodorant/antiperspirant shopping behaviors, by regular usage of scented personal care products, November 2012
Consumer Frustrations
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- Key points
- White residue/stains most common frustration, however, most satisfied
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- Figure 84: Frustrations around deodorant/antiperspirant, by gender and age, November 2012
- Stick users more likely than any other format user to struggle with white residue/stains
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- Figure 85: Frustrations around deodorant/antiperspirant, by regular usage of deodorant/antiperspirant products, November 2012
Product Claims
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- Key points
- Long lasting top claim among consumers
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- Figure 86: Claims that influence purchase of deodorant/antiperspirant products, by gender and age, November 2012
- Less affluent consumers more likely to be influenced by skin softening
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- Figure 87: Claims that influence purchase of deodorant/antiperspirant products, by household income, November 2012
- Roll-on and gel users most likely to be influenced by non-staining claim
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- Figure 88: Claims that influence purchase of deodorant/antiperspirant products, by regular usage of deodorant/antiperspirant, November 2012
- Consumers influenced by clinical strength most likely to be frustrated by stains and product longevity
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- Figure 89: Frustrations around deodorant/antiperspirant, by claims that influence purchase of deodorant/antiperspirant products, November 2012
Interest in New Product Formats and Attributes
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- Key points
- Consumers still want long-lasting and enhanced performance formulas
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- Figure 90: Consumer interest in new product formats and attributes, November 2012
- Younger consumers report interest in cosmetic benefits
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- Figure 91: Consumer interest in new product formats and attributes, by gender and age, November 2012
Attitudes Toward Deodorant and Antiperspirant
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- Key points
- Consumer attitudes reflect consumer desire for enhanced performance
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- Figure 92: Agreement with consumer attitudes toward deodorant/antiperspirant products, by gender and age, November 2012
- Affluent consumers express willingness to pay more for products
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- Figure 93: Agreement with consumer attitudes toward deodorant/antiperspirant products, by household income, November 2012
Race and Hispanic Origin
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- Key points
- Hispanics and blacks demonstrate high usage of this product category
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- Figure 94: Use of deodorants and antiperspirants, by race/Hispanic origin, April 2011-June 2012
- Racial and ethnic segments prefer scented offerings
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- Figure 95: Kinds of deodorants and antiperspirants used, by race/Hispanic origin, April 2011-June 2012
- Frequency of use highest among black consumers and Hispanics
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- Figure 96: Frequency of deodorant and antiperspirant use in the last seven days, by race/Hispanic origin, April 2011-June 2012
- Hispanics and blacks most likely to use roll-on form and other scented products
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- Figure 97: Regular usage of deodorant/antiperspirant and other scented personal care products, by race/Hispanic origin, November 2012
- Smelling products before purchase common shopping behavior
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- Figure 98: Deodorant/antiperspirant shopping behaviors, by race/Hispanic origin, November 2012
- Performance claims appeal across segments
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- Figure 99: Claims that influence purchase of deodorant/antiperspirant products, by race/Hispanic origin, November 2012
- Hispanics, blacks, and Asians interested in offerings that deliver cosmetic benefits
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- Figure 100: Consumer interest in new product formats and attributes, by race/Hispanic origin, November 2012
- Natural brands should consider strongly targeting Asian consumers
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- Figure 101: Agreement with consumer attitudes toward deodorant/antiperspirant products, by race/Hispanic origin, November 2012
Cluster Analysis
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- Figure 102: Target clusters, November 2012
- Cluster 1: Unengaged
- Opportunities
- Cluster 2: Sophisticated
- Opportunities
- Cluster 3: Basic
- Opportunities
- Cluster 4: Practical
- Opportunities
- Cluster characteristic tables
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- Figure 103: Regular usage of deodorant/antiperspirant and other scented personal care products, by target clusters, November 2012
- Figure 104: Deodorant/antiperspirant shopping behaviors, by target clusters, November 2012
- Figure 105: Frustrations around deodorant/antiperspirant, by target clusters, November 2012
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- Figure 106: Claims that influence purchase of deodorant/antiperspirant products, by target clusters, November 2012
- Figure 107: Consumer interest in new product formats and attributes, by target clusters, November 2012
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- Figure 108: Agreement with consumer attitudes toward deodorant/antiperspirant products, by target clusters, November 2012
- Cluster demographics
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- Figure 109: Target clusters, by demographic, November 2012
- Cluster methodology
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IRI/Builders—Key Household Purchase Measures
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- Consumer insights on key purchase measures
- Brand map
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- Figure 110: Brand map, selected brands of APDO buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 111: Key purchase measures for the top brands of APDO, by household penetration, 52 weeks ending June 24, 2012
Appendix—Other Useful Consumer Tables
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- Adult usage
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- Figure 112: Types of deodorants and antiperspirants used, by gender, April 2011-June 2012
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- Figure 113: Types of deodorants and antiperspirants used, by age, April 2011-June 2012
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- Figure 114: Types of deodorants and antiperspirants used, by race/Hispanic origin, April 2011-June 2012
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- Figure 115: Brands of deodorant and antiperspirant used in the last seven days, by gender, April 2011-June 2012
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- Figure 116: Usage of deodorant/antiperspirant and other scented personal care products once a day, by gender and age, November 2012
- Teen usage
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- Figure 117: Teen use of deodorants and antiperspirants, by gender, April 2011-June 2012
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- Figure 118: Brands of deodorant and antiperspirant used in the last seven days, among teens by gender, April 2011-June 2012
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- Figure 119: Brands of deodorant and antiperspirant used in the last 7 days, among teens by gender and age, April 2011-June 2012
- Format usage
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- Figure 120: Regular usage of deodorant/antiperspirant and other scented personal care products, by household income, November 2012
- Shopping behaviors
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- Figure 121: Deodorant/antiperspirant shopping behaviors, by household income, November 2012
- Consumer frustrations
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- Figure 122: Frustrations around deodorant/antiperspirant, by regular usage of scented personal care products, November 2012
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- Figure 123: Frustrations around deodorant/antiperspirant, by race/Hispanic origin, November 2012
- Product claims
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- Figure 124: Claims that influence purchase of deodorant/antiperspirant products, by regular usage of other scented personal care products, November 2012
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- Figure 125: Frustrations around deodorant/antiperspirant, by claims that influence purchase of deodorant/antiperspirant products (anti-bacterial, organic/natural ingredients, dermatologist recommended, ethical, has cooling properties, fortified with vitamins or minerals), November 2012
- Interest in new product formats and attributes
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- Figure 126: Consumer interest in new product formats and attributes, by claims that influence purchase of deodorant/antiperspirant products (long lasting, non-staining, detects and prevents sweat, moisturizes and softens skin, clinical strength, free from certain ingredients), November 2012
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- Figure 127: Consumer interest in new product formats and attributes, by claims that influence purchase of deodorant/antiperspirant products (anti-bacterial, organic/natural ingredients, dermatologist recommended, ethical, has cooling properties, fortified with vitamins or minerals), November 2012
- Attitudes toward deodorant and antiperspirant
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- Figure 128: Consumer attitudes toward deodorant/antiperspirant products, November 2012
Appendix—Social Media
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- Online conversations
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- Figure 129: Select deodorant and antiperspirant brands’ share of conversations, Oct. 7, 2012-Jan. 7, 2013
- Figure 130: Conversations by brand by day, Oct. 7, 2012-Jan. 7, 2013
- Where people are talking about deodorants and antiperspirant brands?
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- Figure 131: Selected deodorant and antiperspirant brands’ share of brand conversations, by page type, Oct. 7, 2012-Jan. 7, 2013
- What are people talking about?
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- Figure 132: Types of conversations concerning selected deodorant and antiperspirant brands Oct. 7, 2012-Jan. 7, 2013
- Figure 133: Types of conversation regarding selected deodorant and antiperspirant brands, by day, Oct. 7, 2012-Jan. 7, 2013
- Figure 134: Types of conversation regarding selected deodorant and antiperspirant brands, by type of website, Oct. 7, 2012-Jan. 7, 2013
Appendix—Trade Associations
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