Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Sales of deodorant and body care remain on a slow trajectory
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- Figure 1: Total US sales and fan chart forecast of body care and APDO market, at current prices, 2013-23
- Body care and deodorant are viewed as functional, which poses challenges
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- Figure 2: Role of scent and brand as body care and APDO purchase influencers, May 2018
- Body care is impacted by consumers trading body lotion for kitchen essentials
- The opportunities
- Natural deodorants perform well, despite skepticism
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- Figure 3: MULO sales of select natural deodorants, current 52-week period ending May 20, 2018
- Usage of specialty body care is niche
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- Figure 4: Select body care routines – Ever use (net)*, May 2018
- Emphasizing benefits could help bolster engagement in specialty
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- Figure 5: Select interest in convenient formats, any interest – (Net)*, May 2018
- What it means
The Market – What You Need to Know
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- Growth of body care and deodorant remains slow and steady
- Deodorant sales leading the market
- Health and wellness trends affect both categories
- Free-from claims and multiple benefits blur category lines
Market Size and Forecast
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- Body care and deodorant to maintain steady growth through 2023
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- Figure 6: Total US sales and fan chart forecast of body care and APDO market, at current prices, 2013-23
- Figure 7: Total US sales and forecast of body care and APDO market, at current prices, 2013-23
Market Breakdown
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- APDO experiences a slight sales bump
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- Figure 8: Share of body care and APDO sales, by segment, 2018 (est)
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- Figure 9: Total US retail sales and forecast of body care products and deodorant, by segment, at current prices, 2013-23
Market Perspective
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- Ingredient replacements are still affecting growth in body care
- Actively focusing on health management impacts APDO usage
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- Figure 10: Deodorant usage on a weekly basis, 2016-18
Market Factors
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- Category blurring has potential to affect both markets
- Aluminum-free deodorants on the rise
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- Figure 11: Share of US deodorant launches with an aluminum-free claim, Jan. 1, 2013-Dec. 31, 2017
Key Players – What You Need to Know
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- Larger players are still on top, but growth comes from small players
- Body care gets complicated while deodorant keeps it natural
- Secondary benefits will lead the way in product innovation
Company and Brand Sales of Body Care and Deodorant
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- Unilever remains the top player; highest growth from Sanofi-Aventis
- Sales of body care and deodorant by company
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- Figure 12: Multi-outlet sales of body care and deodorant, by leading companies, rolling 52 weeks 2017 and 2018
What’s Happening?
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- Basic body care loses share to derma brands
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- Figure 13: Multi-outlet sales of select body care brands, rolling 52 weeks 2017 and 2018
- Body care goes bottoms up with booty beauty
- Natural deodorants growing in sales despite doubts
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- Figure 14: MULO sales of select natural deodorants, current 52-week period ending May 20, 2018
What’s Next?
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- Hair-inhibiting personal care is just the tip of the iceberg
- Innovations in self-tanner will save skin and time
- Will anti-pollution body care be affordable to the masses?
The Consumer – What You Need to Know
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- Specialized formats have lower usage compared to basic body care
- Body care benefits sought depend on consumer engagement
- Consumers take functional approach to body care
- APDO are highly functional; innovation comes from format
- Scent is a purchase driver for APDO; Black consumers value brands
- Consumers are concerned over ingredients, yet skeptical of natural
- Travel-friendly formats driving interest in both categories
Body Care Routines
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- Usage is dependent on product type and occasion
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- Figure 15: Select body care routines, May 2018
- Specialty products are typically reserved for engaged users
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- Figure 16: Body care routines – Ever use (net)*, May 2018
- Younger consumers drive usage of new formats
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- Figure 17: Body care routines – Ever use (net)*, by age, May 2018
- Hispanic consumers consider body care supplementary
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- Figure 18: Body care routines – Ever use (net)*, by Hispanic origin, May 2018
Body Care Purchase Influencers
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- Body care consumers are less brand loyal
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- Figure 19: Body care purchase influencers, May 2018
- Scent – or lack of – can widen reach
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- Figure 20: TURF analysis – Body care purchase influencers, May 2018
- Methodology
- Women seek more body care benefits; men value scent
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- Figure 21: Select body care purchase influencers, by gender, May 2018
- Older consumers value hydration claims; younger lose interest in scent
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- Figure 22: Body care purchase influencers, by age, May 2018
- Hispanic consumers drawn to natural body care with a pleasant scent
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- Figure 23: Body care purchase influencers, by Hispanic origin, May 2018
Attitudes toward Body Care
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- Boosting engagement in a functional category poses a challenge
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- Figure 24: Attitudes toward body care, May 2018
- Consumer attitudes are reflective of lifestage
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- Figure 25: Attitudes toward body care, by age, May 2018
- Male attitudes support their low-maintenance routines
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- Figure 26: Attitudes toward body care, by gender, May 2018
- Hispanics have a body care repertoire; Black consumers value hydration
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- Figure 27: Attitudes toward body care, by race and Hispanic origin, May 2018
APDO Routines
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- Deodorants are highly functional, an essential part of routines
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- Figure 28: APDO routines, May 2018
- Men drive usage of spray formats, women stick to sticks
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- Figure 29: APDO usage – Ever use (net)*, by gender, May 2018
APDO Purchase Influencers
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- Scent remains a key purchase influencer
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- Figure 30: APDO purchase influencers, May 2018
- Brand can widen reach over other benefits
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- Figure 31: Dove Invisible Dry – Confidence In Any Color
- Figure 32: TURF analysis – APDO purchase influencers, May 2018
- Methodology
- Men are more brand loyal; women value aesthetics
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- Figure 33: APDO purchase influencers, by gender, May 2018
- Secondary claims are key points of difference for APDO
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- Figure 34: APDO purchase influencers, by age, May 2018
- Black consumers are driven by brand loyalty
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- Figure 35: APDO purchase influencers, by race and Hispanic origin, May 2018
Attitudes toward APDO
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- Consumers are not as engaged in APDO as other categories
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- Figure 36: Attitudes toward APDO, May 2018
- 18-44-year-olds are concerned with ingredient efficacy and safety
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- Figure 37: Attitudes toward APDO, by age, May 2018
- Women skeptical of natural deodorants, but worry about ingredients
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- Figure 38: Attitudes toward APDO, by gender, May 2018
- Black consumers believe in naturals
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- Figure 39: Attitudes toward APDO, by race and Hispanic origin, May 2018
Interest in Formats
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- Convenient formats are a priority in functional categories
- Masking detoxes more than the face
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- Figure 40: Interest in formats, May 2018
- Convenience is valued, but for different reasons
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- Figure 41: Select interest in convenient formats – Any interest (net)*, May 2018
- Hispanics are willing to try new formats
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- Figure 42: Select interest in formats – Any interest (net)*, by race and Hispanic origin, May 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 43: Total US sales and forecast of body care and APDO market, at inflation-adjusted prices, 2013-23
- Figure 44: Total US retail sales of body care products and deodorant, by segment, at current prices, 2016 and 2018
- Figure 45: Total US retail sales and forecast of body care products, at inflation-adjusted prices, 2013-18
- Figure 46: Total US retail sales and forecast of body care products, at current prices, 2013-18
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- Figure 47: Total US retail sales of body care products and deodorant, by channel, at current prices, 2013-18
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Appendix – Key Players
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- Figure 48: Multi-outlet sales of body care, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 49: Multi-outlet sales of deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2017 and 2018
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