Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Market experiencing steady growth lead by APDO products
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- Figure 1: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2010-20
- Product usage widespread, body care lower among men and aging consumers
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- Figure 2: Body care usage and APDO usage within the past 12 months, February 2015
- Market boosted by incidence of skin conditions, usage higher among Black consumers
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- Figure 3: Body care usage and APDO usage within the past 12 months, by race, February 2015
- The opportunities
- Advertising, doctor/dermatologist recommendations reach body care consumers
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- Figure 4: Important factors driving body care purchase - any, February 2015
- Focus on convenient formats, such as sprays
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- Figure 5: Spray benefit formats, February 2015
- Light moisture options, repositioned branding may encourage more frequent body care use
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- Figure 6: Brand attributes, February 2015
- What it means
The Market – What you need to know
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- Body care and deodorant market experiencing growth
- Market competing with body spray, shower products
- Opportunities with increasing population of Black consumers, aging population
Market Size and Forecast
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- Historic and projected sales for body care and deodorant
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- Figure 7: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2010-20
- Figure 8: Total US sales and forecast of body care and deodorant, at current prices, 2010-20
Market Breakdown
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- APDO segment boosts market, foot care struggles
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- Figure 9: Total U.S. retail sales of body care and deodorant products, by segment, at current prices, 2013 and 2015(est.)
- Sales primarily occur beyond supermarket and drug store channels
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- Figure 10: Total US retail sales of body care and deodorant products, by channel, at current prices, 2010-15
Market Perspective
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- Alternatives such as body spray, moisturizing body wash impact market
- Struggles in nail care market impact foot care sales
- Body care and deodorant lose spend to facial skincare, fragrances
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- Figure 11: Personal care budget allocations, 2014 (est.)
Market Factors
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- Aging consumers present challenges
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- Figure 12: US Population by age, 2010-20
- Increasing population, especially of Black consumers, improves market
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- Figure 13: US Population by race and Hispanic origin, 2010-20
- Growing incidence of skin related conditions
- Children continue to enter puberty at a younger age
- Cold weather drives sales for body care, slows 2014 growth
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- Figure 14: Average winter temperatures, contiguous US, Dec-Feb, 2009-15
- Brand perceptions, limited daily use options slowing down the market
Key Players – What You Need to Know
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- Smaller companies compete for market share
- APDO benefits from spray product launches, body care from unique benefits
- Anti-aging body care losing steam, unisex APDO products struggle
- Spray successes in APDO open the door for other innovations
Manufacturer Sales of Body Care and Deodorant
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- Top two companies dominate, increased competition among others
- Manufacturer sales of body care and deodorant
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- Figure 15: Manufacturer sales of body care and deodorant, 2014 and 2015
What’s Working?
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- Therapeutic hand and body care, products for specific skin conditions boost category
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- Figure 16: MULO sales of select therapeutic hand and body care products, rolling 52 weeks ending Feb 22, 2015
- Unique benefits, increased advertising boost hand and body care segment
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- Figure 17: Aveeno print ad, 2015
- Figure 18: MULO sales of select hand and body care products, rolling 52 weeks ending Feb 22, 2015
- Hand and body care products for men
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- Figure 19: MULO sales of select men’s hand and body care products, in $millions, rolling 52 weeks ending Feb 23 2014 and Feb 22, 2015
- Unilever, P&G experience APDO success related to spray formats
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- Figure 20: MULO sales of select deodorant products, rolling 52 weeks ending Feb 22, 2015
- APDO brands focusing on female empowerment boost sales
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- Figure 21: Dove Women’s open letter to the armpit commercial, 2014
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- Figure 22: Degree motionsense “improve everything” commercial, 2014
- Figure 23: MULO sales of select women’s deodorant products, rolling 52 weeks ending Feb 22, 2015
What’s Struggling?
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- Anti-aging hand and body care products losing steam
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- Figure 24: MULO sales of select anti-aging body products, 2012-14
- Foot care sales remain flat in light of struggling nail care market
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- Figure 25: MULO sales of select foot care products, 2012-14
- Unisex APDO products struggle to compete with gender specific products
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- Figure 26: M ULO sales of select unisex deodorants, 2012-14
What’s Next?
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- More variety in moisture claims, including products that are long lasting or light
- Lotions with beauty benefits replace anti-aging lotions
- Unique, convenient formats for hand and body care
- APDO products capitalize on spray deodorants using dry benefits
- Competition from products that deodorize the full body, not just armpits
The Consumer – What You Need to Know
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- Body care opportunities exist with men, aging population
- Consumers influenced by a variety of factors
- New formats, especially sprays, may increase product usage
- Body care brand perceptions not addressing key attributes
Body Care Product Usage
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- Body care use higher with females, decreases by age
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- Figure 27: Body care usage within the past 12 months, by age and gender, February 2015
- Consumers apply body care products fewer than once per day
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- Figure 28: Body care use (Mean), by gender and race/Hispanic origin, November 2013 - December 2014
Deodorant Product Usage
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- APDO use is widespread, decreases with age
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- Figure 29: APDO usage within the past 12 months, by age and gender, February 2015
- Frequency of APDO usage
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- Figure 30: APDO use (Mean), by gender and race/Hispanic origin, November 2013 - December 2014
Teen Body Care and Deodorant Usage
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- Figure 31: APDO usage among teens, by gender, November 2013 – December 2014
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Purchase Influencers
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- Consumers influenced by a variety of body care purchasing factors
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- Figure 32: Important factors driving body care purchase - any, by age, February 2015
- APDO consumers most likely to be concerned about effectiveness and scent
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- Figure 33: Important factors driving deodorant purchase - any, February 2015
Perceptions and Attitudes
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- Spray formats viewed as easy to use, convenient
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- Figure 34: Spray benefit formats, February 2015
- Body care attitudes
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- Figure 35: Body care attitudes, February 2015
Brand Perceptions
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- Improved branding an opportunity in body care market
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- Figure 36: Brand attributes, February 2015
- Advertising pays off, despite consumer perceptions
- Brands struggle to be seen as innovative
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- Figure 37: Vaseline Healing Serum print ad, 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 38: Total US sales and forecast of body care and deodorant, at inflation-adjusted prices, 2010-20
- Figure 39: Total US re tail sales and forecast of body care and deodorant products, by segment, at current prices, 2010-20
- Figure 40: Total US retail sales of body care and deodorant products, by channel, at current prices, 2013 and 2015
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Appendix – Key Players
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- Figure 41: MULO sales of hand and body care, by leading companies and brands, rolling 52 weeks 2013 and 2014
- Figure 42: MULO sales of foot care, by leading companies and brands, rolling 52 weeks 2013 and 2014
- Figure 43: MULO sales of APDO products, by leading companies and brands, rolling 52 weeks 2013 and 2014
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Appendix – Consumer
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- Figure 44: Usage of APDO products, November 2008 - December 2014
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- Figure 45: Usage of APDO products, November 2013- December 2014
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- Figure 46: Usage of body care products, by gender and race, November 2013- December 2014
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- Figure 47: Body care usage among teens, by gender and race, November 2013 – December 2014
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