Table of Contents
Executive Summary
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- The issues
- Category growth is positive, but slow
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- Figure 1: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2011-21
- Category engagement decreases with age, especially among men
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- Figure 2: usage of select body care products, by age, March 2016
- Behaviors and attitudes limit usage, showcase competition with other products
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- Figure 3: Select attitudes towards body care, March 2016
- The opportunities
- Younger adults show strong engagement with new product and formats
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- Figure 4: Any usage or interest in select product formats (net), by age, March 2016
- Blacks and Hispanics are growing demographics, show strong interest in market
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- Figure 5: Any usage or interest in select product formats (net), by race and Hispanic origin, March 2016
- Interest in diverse benefits, shows in-roads for developing products
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- Figure 6: Body care benefits, March 2016
- What it means
The Market – What You Need to Know
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- Steady growth from 2011-16, projected to continue through 2021
- Competition from products in the wider beauty and personal care market
- Demographic drivers will shape market through 2021
- Interest in natural products to shape market
Market Size and Forecast
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- Steady demand for deodorants and innovations underpin steady growth
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- Figure 7: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2011-21
- Figure 8: Total US sales and forecast of body care and deodorant, at current prices, 2011-21
Market Breakdown
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- APDO segment is largest and fastest-growing segment
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- Figure 9: Total US retail sales of body care and deodorant, by segment, at current prices, 2014 and 2016
- Majority of sales come through other retail channels
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- Figure 10: Total US retail sales of body care and deodorant, by channel, at current prices, 2010-16
Market Perspective
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- Moisturizing body washes compete with body lotions
- Slump in nail care and color market contributing to foot care struggles
- Competition from beauty products
Market Factors
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- Improving economy allows for greater spending on body care, APDO
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- Figure 11: consumer confidence, January 2007-May 2016
- Population growth among women is positive driver for body care
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- Figure 12: female population by age, 2010-20
- Multicultural adults will drive demand
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- Figure 13: population by race and Hispanic origin, 2010-2020
- Natural products and “beauty from within” trends shape market
Key Players – What You Need to Know
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- Unilever and P&G lead with new formats and dominant APDO brands
- In body care, larger players struggle, as smaller brands make in-roads
- Anti-aging lotions, unisex APDO brands, and foot care products struggle
- Natural offerings, on-the-go formats, and ethnic skincare marketing
Manufacturer Sales of Body Care and Deodorant
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- Unilever and P&G lead the market with strong APDO portfolios
- In body care, J&J’s Aveeno leads, but smaller players show growth
- MULO sales of foot care tumble, as only Blistex and O’Keeffe’s post gains
- Manufacturer sales of body care and deodorant
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- Figure 14: MULO sales of body care and deodorant, by leading companies, rolling 52-weeks 2015 and 2016
What’s Working?
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- Strong performance for men’s and women’s APDO
- In men’s APDO segment, Unilever bolsters lead position
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- Figure 15: MULO sales of select men’s deodorant, Unilever and P&G, rolling 52-weeks 2015 and 2016
- Figure 16: Degree Ad with Stephen Curry, 2016
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- Figure 17: Degree’s Dry Spray ad, 2016
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- Figure 18: Dove’s “Ordinary Men” ad, 2016
- In Women’s APDO, Secret leads, but Dove and Degree build share
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- Figure 19: MULO sales of select women’s deodorant, Unilever and P&G, rolling 52 weeks 2015 and 2016
- Figure 20: Secret’s “Stress Test” ad, 2016
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- Figure 21: Dove dry antiperspirant ad, 2016
- Body lotion and hand care offers positive, but modest, growth
- Aveeno wins with brand identification and natural positioning
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- Figure 22: Aveeno TV ad, July 2015
- Beiersdorf’s Nivea offers convenience
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- Figure 23: Nivea In-Shower Body Lotion Ad, 2015
- Therapeutic and ultra-moisturizing formulations propel Gold Bond
What’s Struggling?
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- Anti-aging products lose share as other products offer similar benefits
- Foot care sales flag, as segment struggles to retain consumer interest
- MULO sales fall for unisex deodorant
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- Figure 24: MULO sales of select unisex deodorant, rolling 52 weeks 2015 and 2016
What’s Next?
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- Success of smaller brands shows potential for niche, natural products
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- Figure 25: Select smaller MULO body care brands, rolling 52-weeks 2015 and 2016
- SheaMoisture offers ethnic focus and also barrier-breaking approach
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- Figure 26: SheaMoisture: Break the Walls, 2016
- Portable products offer growth opportunities
The Consumer – What You Need to Know
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- Body care usage is high
- Secondary claims are key for body care differentiation
- APDO products enjoy high penetration, daily usage
- Strong interest in trying out a range of product formats
Use of Body Care Products
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- Body care products used by more than eight in 10 adults
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- Figure 27: Body care usage, March 2016
- Those aged 18-34 use wider range of body care products
- Women drive category usage, although product range narrows with age
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- Figure 28: usage of body care products, by gender and by age, March 2016
- Blacks and Hispanics over-index for a range of body care products
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- Figure 29: usage of body care products, by race and Hispanic origin, March 2016
Body Care Benefits
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- Ultra-moisturizing and treating rough skin are top two benefits
- Widespread promotion of natural ingredients justified by high interest
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- Figure 30: Body care benefits, March 2016
- Age and gender shape sought after body care benefits
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- Figure 31: Body care benefits, by gender and age, March 2016
- Blacks seek intensive moisture; Hispanics looks for a range of benefits
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- Figure 32: body care benefits, by race and Hispanic origin, March 2016
- Adding natural product claims and sun protection boosts appeal
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- Figure 33: TURF Analysis – Body care benefits, March 2016
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- Figure 34: Table - TURF Analysis – Body care benefits, March 2016
- TURF methodology
Attitudes toward Body Care
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- Body lotion serves multiple uses
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- Figure 35: Attitudes toward body care, March 2016
- Women’s attitudes support higher usage
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- Figure 36: attitudes towards body care, by gender and age, March 2016
- Blacks favor basic, scented products; Hispanics value advertising
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- Figure 37: attitudes towards body care, by race and Hispanic origin, March 2016
Use of APDO
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- Use of APDO is nearly universal
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- Figure 38: APDO usage, March 2016
- Those aged 18-34 are core users of body sprays
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- Figure 39: usage of APDO products, by gender and by age, March 2016
- Asians often need – and use – fewer APDO products
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- Figure 40: usage of APDO products, by race and Hispanic origin, March 2016
Attitudes toward APDO
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- Opportunities and challenges for adding benefits, natural ingredients
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- Figure 41: Attitudes toward deodorants and antiperspirants, March 2016
- Women are more concerned with ingredients, added benefits
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- Figure 42: Attitudes toward deodorants and antiperspirants, by gender and age, March 2016
- Blacks and Hispanics show higher interest than Whites in added benefits
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- Figure 43: Attitudes toward deodorants and antiperspirants, by race and Hispanic origin, March 2016
- Concerns about spray products warrant attention
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- Figure 44: Attitudes toward spray deodorants and formats, March 2016
- Young men stand out as key target demographic for spray products
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- Figure 45: Attitudes toward spray products, by age and gender, March 2016
- Hispanics post positive attitudes towards spray products
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- Figure 46: Attitudes toward spray products, by race and Hispanic origin, March 2016
Body Care Routines
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- APDO products and body lotions imbedded in daily routine
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- Figure 47: Body care routines, March 2016
- Women use body lotion routinely, young men use outside of the home
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- Figure 48: routine usage of body lotion, by gender and age, March 2016
- Blacks and Hispanics more likely to use lotions in daily routines
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- Figure 49: Routine usage of body lotion, by race/Hispanic origin, March 2016
Interest in Product Formats
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- Interest in trying out a range of new product formats is high
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- Figure 50: Interest in product formats, March 2016
- Young adults report highest interest in new formats
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- Figure 51: usage or interest in product formats, by age and gender, March 2016
- Hispanics stand out for high usage and interest in diverse formats
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- Figure 52: usage or interest in product formats, by race and Hispanic origin, March 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 53: Total US sales and forecast of body care and deodorant market, at inflation-adjusted prices, 2011-2021
- Figure 54: Total US retail sales and forecast of body care and deodorant, by segment, at current prices, 2011-21
- Figure 55: Total US retail sales of body care and deodorant, by channel, at current prices, 2014 and 2016
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Appendix – Key Players
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- Figure 56: MULO sales of body care, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 57: MULO sales of foot care, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 58: MULO sales of men's deodorant, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 59: MULO sales of women's deodorant, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 60: MULO sales of unisex deodorant, by leading companies and brands, rolling 52 weeks 2015 and 2016
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