Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of UK retail value sales of deodorants and bodysprays, 2008-18
- Market factors
- Companies, brands and innovation
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- Figure 2: New product launches in the deodorants category, % share, by branded vs own-label, 2009-13
- Figure 3: New product launches, by top 10 claims and other, 2009-13
- The consumer
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- Figure 4: Product usage and frequency, October 2013
- Figure 5: Product frustrations, October 2013
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- Figure 6: Shopping for bodysprays, October 2013
- What we think
Issues in the Market
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- What has weather got to do with anything?
- What’s the impact of the rise in population of children?
- How does own-label perform in this category?
- What is the biggest product frustration?
Trend Application
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- Trend: Extend my Brand
- Trend: Guiding Choice
- Futures: Generation Next
Market Drivers
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- Key points
- Men’s focus on grooming over fashion
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- Figure 7: Male attitudes towards grooming style, July 2013
- Active lifestyles of men and women
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- Figure 8: How often people exercise, by gender, November 2012
- 2013’s warmer summer has not boosted the market
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- Figure 9: Average temperature and total number of sunshine hours in the UK, 2004-13
- Attitudes towards natural and organic products
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- Figure 10: Purchase of natural or organic toiletries in the last six months, November 2012
- Rise in the population of children
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- Figure 11: Trends in the age structure of the UK population, by gender, 2008-18
- Targeting other demographics
Who’s Innovating?
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- Key points
- Rise of relaunches in 2013
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- Figure 12: New product launches in the deodorants category, % share by launch type, 2009-13
- Figure 13: Products aimed at men, 2013
- Own-label launches have limited appeal
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- Figure 14: New product launches in the deodorants category, % share, by branded vs own-label, 2009-13
- Figure 15: Own-label relaunches, January-October 2013
- Long-lasting remains top of claims
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- Figure 16: New product launches, by top 10 claims and other, 2009-13
- Rise in products aimed at demographics
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- Figure 17: Products aimed at teens, January-October 2013
- Clothes protection sees a rise
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- Figure 18: Interest in particular product benefits and services for improving wash results, May 2013
- Unilever maintains launch activity
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- Figure 19: New product launches in the UK deodorant market, % share by ultimate company (top six and other), 2009-13
Market Size and Forecast
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- Key points
- Decline predicted in 2013
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- Figure 20: UK retail value sales of deodorants and bodysprays, 2008-18
- Slow but steady growth ahead
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- Figure 21: Best- and worst-case forecast of UK retail value sales of deodorants and bodysprays, 2008-18
- Forecast Methodology
Segment Performance
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- Key points
- Decline in value of bodysprays bringing down the whole category
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- Figure 22: UK retail value sales of deodorants and bodysprays, by sector, years to July 2013 and 2014
Market Share
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- Key points
- Unilever tops bestselling deodorant brands
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- Figure 23: Brand shares in UK value sales of deodorants, years to July 2013 and 2014
- Unilever tops bestselling bodyspray brands
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- Figure 24: Brand shares in UK value sales of bodysprays, years to July 2013 and 2014
Companies and Products
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- Unilever
- Background
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- Figure 25: Key financials for Unilever UK Limited, 2011 and 2012
- Strategy and position
- Product range and innovation
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- Figure 26: Examples of product launches in the UK deodorants market by Unilever, 2013
- Marketing and advertising
- Beiersdorf
- Background
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- Figure 27: Key financials for Beiersdorf UK Limited, 2011 and 2012
- Strategy and position
- Product range and innovation
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- Figure 28: Examples of product launches in the UK deodorants market by Beiersdorf, 2013
- Marketing and advertising
- Henkel
- Background
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- Figure 29: Key financials for Henkel Limited, 2011 and 2012
- Product range and innovation
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- Figure 30: Examples of product launches in the UK deodorants market by Henkel, 2013
- Marketing and advertising
- Colgate-Palmolive
- Background
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- Figure 31: Key financials for Colgate-Palmolive (UK) Limited, 2011 and 2012
- Strategy and position
- Product range and innovation
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- Figure 32: Examples of product launches in the UK deodorants market by Colgate-Palmolive, 2013
- Marketing and advertising
- Coty
- Background
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- Figure 33: Key financials for Coty UK, 2011 and 2012
- Product range and innovation
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- Figure 34: Examples of product launches in the UK deodorants market by Coty, 2013
- L’Oréal
- Background
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- Figure 35: Key financials for L’Oréal (UK), 2011 and 2012
- Strategy and position
- Product range and innovation
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- Figure 36: Example of a product launch in the UK deodorants market by L’Oréal, 2013
- Marketing and advertising
- Oriflame
- Background
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- Figure 37: Key financials for Oriflame (UK), 2011 and 2012
- Strategy and position
- Product range and innovation
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- Figure 38: Examples of product launches in the UK deodorants market by Oriflame, 2012-13
Brand Research
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- Increased focus on spring/summer advertising
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- Figure 39: Main monitored media advertising spend on deodorants, by quarter, 2009-13
- Reduced investment in TV advertising
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- Figure 40: Main media advertising expenditure on men’s and women’s deodorants and antiperspirants, by media type, 2009-13
- Brand perceptions
- Key brand metrics
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- Figure 41: Key brand metrics, November 2013
- Brand map
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- Figure 42: Attitudes towards and usage of brands in the deodorant and bodyspray sector, October 2013
- Correspondence analysis
- Brand attitudes
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- Figure 43: Attitudes, by deodorant and bodyspray brand, October 2013
- Brand personality
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- Figure 44: Deodorant and bodyspray brand personality – macro image, October 2013
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- Figure 45: Deodorant and bodyspray brand personality – micro image, October 2013
- Brand experience
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- Figure 46: Deodorant and bodyspray brand usage, October 2013
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- Figure 47: Deodorant and bodyspray brand experience, October 2013
- Social Media and Online Buzz
- Social media metrics
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- Figure 48: Social media metrics, January-November 2013
- Online conversation
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- Figure 49: Online mentions of selected deodorant and bodyspray brands, January-November 2013
- Lynx and NIVEA’s lead in mentions is consistent, while competitions provide spikes for others
- Difference in approach of Lynx and NIVEA guides where discussions happen
- Topics of discussion
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- Figure 50: Topics of discussion around deodorants and bodysprays, January-November 2013
- Fragrance can differentiate and forge emotional response
- Compressed cans gain lowest number of mentions
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- Figure 51: Topic cloud around compressed deodorant and bodyspray cans, January-November 2013
- Discussions are often positive reviews
- Consumers question the purpose and veracity of long-lasting deodorant
- Analysis by brand
- Lynx
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- Figure 52: Lynx mentions about Space Academy campaign, January-November 2013
- NIVEA
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- Figure 53: Topic cloud around NIVEA mentions, January-November 2013
- Right Guard
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- Figure 54: Conversation around Right Guard and @OffGuardGigs, by gender, January-November 2013
- Sure
- Impulse
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- Figure 55: Advertising spend of Impulse, 2008-13
- Sanex
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- Figure 56: Topic cloud around mentions of Sanex, January-November 2013
Channels to Market
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- Key points
- Rise of discount retailers
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- Figure 57: UK retail value sales of deodorants and bodysprays, by outlet type, 2012 and 2013
The Consumer – Usage and Frequency of Deodorants and Bodysprays
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- Key points
- Roll-ons and aerosols are the most popular formats
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- Figure 58: Product usage and frequency, October 2013
- Are bodysprays a top-up to fragrances?
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- Figure 59: Frequency of use of fragrances, July 2013
- Younger people are highest users of deodorants and bodysprays
The Consumer – Deodorant Usage Frustrations
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- Key points
- Long-lasting claims are the biggest frustration
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- Figure 60: Product frustrations, October 2013
- Staining is still an issue
- Own-label has low appeal
The Consumer – Importance of Product Attributes
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- Key points
- Long-lasting formulae and fragrance remain most important attributes
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- Figure 61: Importance of product attributes, October 2013
- Men show interest in products for the body
- Differences in age
The Consumer – Attitudes towards Deodorant Usage
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- Key points
- Deodorant usage drives confidence
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- Figure 62: Attitudes towards usage, October 2013
- Young people are more experimental
The Consumer – Shopping for Bodysprays
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- Key points
- Fragrance is a key driver
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- Figure 63: Shopping for bodysprays, October 2013
- Price or fragrance
Appendix – Market Share
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- Figure 64: Brand shares in UK volume sales of deodorants, years to July 2013 and 2014
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Appendix – Brand Research
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- Figure 65: Brand usage, October 2013
- Figure 66: Brand commitment, October 2013
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- Figure 67: Brand diversity, October 2013
- Figure 68: Brand satisfaction, October 2013
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- Figure 69: Brand recommendation, October 2013
- Figure 70: Brand attitude, October 2013
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- Figure 71: Brand image – macro image, October 2013
- Figure 72: Brand image – micro image, October 2013
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- Figure 73: Online mentions, selected deodorant and bodyspray brands, 30th December 2012-24th November 2013
- Figure 74: Topics of discussion around deodorants and bodyspray, January-November 2013
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Appendix – The Consumer – Usage and Frequency of Deodorants and Bodysprays
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- Figure 75: Product usage and frequency, October 2013
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- Figure 76: Product usage and frequency – Deodorant/antiperspirant roll-on, by demographics, October 2013
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- Figure 77: Product usage and frequency – Deodorant/antiperspirant aerosol, by demographics, October 2013
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- Figure 78: Product usage and frequency – Fragranced bodyspray, by demographics, October 2013
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Appendix – The Consumer – Deodorant Usage Frustrations
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- Figure 79: Product frustrations, October 2013
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- Figure 80: Most popular product frustrations, by demographics, October 2013
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- Figure 81: Next most popular product frustrations, by demographics, October 2013
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Appendix – The Consumer – Importance of Product Attributes
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- Figure 82: Importance of product attributes, October 2013
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- Figure 83: Importance of product attributes – Rank, October 2013
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- Figure 84: Most popular importance of product attributes, by demographics, October 2013
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- Figure 85: Next most popular importance of product attributes, by demographics, October 2013
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- Figure 86: Other importance of product attributes, by demographics, October 2013
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- Figure 87: Importance of product attributes, by most popular product frustrations, October 2013
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- Figure 88: Importance of product attributes, by next most popular product frustrations, October 2013
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Appendix – The Consumer – Attitudes towards Deodorant Usage
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- Figure 89: Attitudes towards usage, October 2013
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- Figure 90: Most popular attitudes towards usage, by demographics, October 2013
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- Figure 91: Next most popular attitudes towards usage, by demographics, October 2013
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- Figure 92: Attitudes towards usage, by product usage and frequency – Deodorant/antiperspirant roll-on, October 2013
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Appendix – The Consumer – Shopping for Bodysprays
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- Figure 93: Shopping for bodysprays, October 2013
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- Figure 94: Most popular shopping for bodysprays, by demographics, October 2013
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- Figure 95: Next most popular shopping for bodysprays, by demographics, October 2013
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- Figure 96: Product usage and frequency, by most popular shopping for bodysprays, October 2013
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