Table of Contents
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, 2009-19
- Market drivers
- Increase in product launches in 2014
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- Figure 2: Product launches within UK deodorants market, by launch type, 2011-14
- Roll-ons the most popular deodorant format
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- Figure 3: Usage and frequency of usage of deodorants, October 2014
- Attitudes towards deodorant format types
- Brand loyalty high
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- Figure 4: Influences when buying deodorants, October 2014
- Over one in five prepared to pay more for deodorants that will reduce underarm hair growth
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- Figure 5: Interest in future product developments, October 2014
- Opportunity for more seasonal variations
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- Figure 6: Attitudes towards deodorants, October 2014
- What we think
Issues and Insights
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- Opportunity to target older consumers
- The facts
- The implications
- Challenging brand loyalty in the deodorants market
- The facts
- The implications
Trend Application
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- Trend: Sense of the Intense
- Trend: Factory Fear
- Futures Trend: Old Gold
Market Drivers
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- Key points
- Increase in 25-34s could be a boon to deodorants market
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- Figure 7: Trends in the age structure of the UK population, by gender, 2009-19
- Targeting men
- Increase in number of children could provide further opportunities
- Fitness club usage highest amongst younger adults
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- Figure 8: Health and fitness club usage, by age, April 2014
- Warmer winters provide new marketing angle
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- Figure 9: Average temperature and total number of sunshine hours in the UK, 2004-14
Who’s Innovating?
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- Key points
- Increase in product launches in 2014
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- Figure 10: Product launches within UK deodorants market, by launch type, 2011-14
- Sprays continue to account for largest proportion of new launches
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- Figure 11: Product launches within UK deodorants market, by format type, 2011-14
- Brands dominate new launch activity
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- Figure 12: Product launches within UK deodorants market, own-label vs branded, 2011-14
- Figure 13: Own-label deodorant launches, by company, January-November 2014
- Unilever leads launch activity
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- Figure 14: Product launch activity in the UK deodorants market, by top 12 ultimate companies in 2013, 2011-14
- Figure 15: Examples of Unilever compressed deodorant launches for men, Jan-Nov 2014
- Long-lasting top claims
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- Figure 16: Product launches within the UK deodorants market, by top 15 claims (based on 2013), 2013 and Jan-Nov 2014
- Figure 17: Examples of deodorant launches carrying ‘sensitive skin’ positioning, 2014
Market Size and Forecast
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- Key points
- Growth remains flat
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- Figure 18: UK retail value sales of deodorants, 2009-19
- Minimal growth projected for deodorants market
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- Figure 19: Best- and worst-case forecast of UK retail value sales of deodorants, 2009-19
- Forecast methodology
Market Share
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- Key points
- Sure leads deodorants market
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- Figure 20: Brand shares in UK value sales of deodorants, years to October 2013-14
Companies and Products
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- Unilever
- Background and structure
- Strategy and financial performance
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- Figure 21: Key financials for Unilever UK Limited, 2012 and 2013
- Product range and innovation
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- Figure 22: Examples of selected launches by Unilever in the deodorants market, Q4 2013-Q4 2014
- Marketing and advertising
- Beiersdorf
- Background and structure
- Strategy and financial performance
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- Figure 23: Beiersdorf UK Limited financial performance, 2012 and 2013
- Product range and innovation
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- Figure 24: Examples of new product launches under the NIVEA brand in the deodorants market, Q4 2013-Q4 2014
- Marketing and advertising
- Henkel
- Background and structure
- Strategy and financial performance
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- Figure 25: Henkel Limited financial performance, 2012 and 2013
- Product range and innovation
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- Figure 26: Examples of new product launches under the Right Guard brand in the deodorants market, Q4 2013-Q4 2014
- Marketing and advertising
Brand Communication and Promotion
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- Key points
- Adspend mirrors sale activity
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- Figure 27: Main monitored media advertising spend on deodorants, 2011-14
- Unilever dominates advertising
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- Figure 28: Main monitored media advertising spend on deodorants, percentage share, by company (based on top 10 for 2013), 2011-14
- Television the most popular media channel
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- Figure 29: Main monitored media advertising spend on deodorants, percentage share, by media type, 2011-14
Channels to Market
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- Key points
- Grocers remain dominant channel
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- Figure 30: UK retail value sales of deodorants, by outlet type, 2013 and 2014
- Discounters prove an advantage to shoppers, but damage value sales
The Consumer – Usage of Deodorants
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- Key points
- Roll-ons the most popular deodorant format
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- Figure 31: Usage and frequency of usage of deodorants, October 2014
- Gender differences in deodorant preferences
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- Figure 32: Usage of deodorants, by gender, October 2014
- Usage of deodorants highest amongst younger people
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- Figure 33: Usage of deodorants, by age, October 2014
- Opportunity to further target older consumers
The Consumer – Attitudes towards Format Types
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- Key points
- Correspondence analysis
- Attitudes towards deodorant format types
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- Figure 34: Attitudes towards deodorant format types, October 2014
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- Figure 35: Words/phrases associated with deodorants/antiperspirant types, October 2014
- Deodorant/antiperspirant roll-on
- Aerosols boast convenient and refreshing image
- Convenience registers highly with men
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- Figure 36: Examples of Unilever compressed aerosols launches, 2013-14
- Touch-free approach of aerosols deemed more hygienic
- Other less popular formats viewed as less convenient
The Consumer – Factors Influencing Purchase
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- Key points
- Brand loyalty high
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- Figure 37: Influences when buying deodorants, October 2014
- Do men really have a weaker sense of smell?
- Younger adults more influenced by on-pack claims
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- Figure 38: Agreement with selected factors, by age, October 2014
The Consumer – Interest in Products
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- Key points
- Over one in five prepared to pay more for deodorants that will reduce underarm hair growth
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- Figure 39: Interest in future product developments, October 2014
- Demand for fine fragrance deodorants
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- Figure 40: Interest in future product developments, by age, October 2014
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- Figure 41: Examples of prestige deodorant launches, 2014
The Consumer – Attitudes towards Deodorants
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- Key points
- Opportunity for more seasonal variations
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- Figure 42: Attitudes towards deodorants, October 2014
- Deodorants deemed unnecessary for children by 36%
- 17% worry about the chemicals found in deodorants
Appendix – Who’s Innovating?
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- Figure 43: Positioning claims for deodorant launches, 2011-14
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Appendix – Market Drivers
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- Figure 44: Trends in the age structure of the UK population, 2009-19
- Figure 45: Health and fitness club usage, April 2014
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Appendix – Market Share
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- Figure 46: Manufacturer shares in UK value sales of deodorants, years to October 2013 and 2014
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Appendix – The Consumer – Usage of Deodorants
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- Figure 47: Deodorant launches for men, by format type, 2012-14
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