Table of Contents
Executive Summary
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- The market
- Less news leads to fewer sales
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- Figure 1: Best- and worst-case forecast of UK value sales of deodorants and antiperspirants, 2013-23
- The ongoing value equation
- We the people
- An environmental dilemma
- Companies and brands
- Shouting the main message
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- Figure 2: UK retail sales value of mass market deodorants and antiperspirants, by brand, year ending September 2018
- The complete package
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- Figure 3: New product development in the deodorants category, by launch type, January 2015-October 2018
- Bringing it all together
- The consumer
- Know your audience
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- Figure 4: Types of deodorants/antiperspirants used, October 2018
- First contact
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- Figure 5: Correspondence analysis – Deodorant/antiperspirant formats, October 2018
- Don’t forget the basics
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- Figure 6: Purchase retailers of deodorants/antiperspirants, October 2018
- Purpose driven
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- Figure 7: Important product benefits of deodorants/antiperspirants, October 2018
- A brave new world
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- Figure 8: Attitudes towards deodorants and antiperspirants, October 2018
- What we think
Issues and Insights
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- No need for naturals
- The facts
- The implications
- Clear communication
- The facts
- The implications
The Market – What You Need to Know
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- Less news leads to fewer sales
- The ongoing value equation
- We the people
- An environmental dilemma
Market Size and Forecast
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- Less news leads to fewer sales
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- Figure 9: UK retail value sales for mass market deodorants and antiperspirants, at current and constant prices, 2013-23
- Market decline anticipated
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- Figure 10: Best – And worst-case forecast of UK value sales of mass market deodorants and antiperspirants, 2013-23
- Forecast methodology
Market Segmentation
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- Body sprays alter the market dynamic
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- Figure 11: UK retail value sales of mass market deodorants and antiperspirants, by segment, years ending September, 2016-18
- Changing price perceptions
- Men count their pennies
Channels to Market
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- Moving with the times
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- Figure 12: UK value retail sales of deodorants and antiperspirants, by retail channel, 2016-18 (est)
- The value equation
Market Drivers
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- The hormonal balance
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- Figure 13: Trends in the age structure of the UK population, by gender, 2013-23
- A lack of naturals
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- Figure 14: Purchase of natural/organic deodorants/body sprays, September 2017
- Getting physical
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- Figure 15: Sports most commonly played in the past 12 months, July 2018
- Rain, rain, go away
- Packaging problems
- Like a fragrance
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- Figure 16: Behaviours of fragrance users, May 2018
Companies and Brands – What You Need to Know
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- Shouting the main message
- The complete package
- Bringing it all together
- Standing out from the crowd
Market Share
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- No frills
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- Figure 17: UK retail sales value of mass market deodorants and antiperspirants, by brand, years ending September, 2016-18
- Communication still necessary
Launch Activity and Innovation
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- Level of innovation falling
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- Figure 18: New product development in the deodorants category, by launch type, January 2015-October 2018
- Figure 19: Relaunches in the UK deodorants market, 2018
- Brands try to shake things up
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- Figure 20: New product development in the deodorants category, by branded vs own-label, January 2015-October 2018
- Figure 21: Proportion of NPD in the deodorants category, by top ultimate companies and other, 2017
- Natural inspiration, not action
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- Figure 22: New product development in the deodorants category, by format, January 2015-October 2018
- Figure 23: UK deodorant launches in stick/wipes/other formats, 2017
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- Figure 24: Top fastest-growing and declining claims in the deodorants category, % change 2016-17
- Figure 25: UK deodorants launches with environmentally friendly packaging claims, 2017-18
Advertising and Marketing Activity
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- Out of the screen
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- Figure 26: Total above-the line, online display and direct mail advertising expenditure on deodorants, by media type, January 2015-October 2018
- Figure 27: Lynx partners with Ditch the Label charity, Unlabelled pop-up shop, October 2018
- Altogether now
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- Figure 28: Total above-the line, online display and direct mail advertising expenditure on deodorants, by sector, January 2015-October 2018
- Figure 29: Sanex Dermo 3 advert, 2017
- Tale as old as time
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- Figure 30: Total above-the line, online display and direct mail advertising expenditure on deodorants, by Top companies, 2017
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- Figure 31: Sure Men #NeverMoreSure campaign, featuring Eden Hazard, 2017
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 32: Attitudes towards and usage of selected brands, September 2018
- Key brand metrics
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- Figure 33: Key metrics for selected brands, September 2018
- Brand attitudes: Mass brands are trusted, portraying value and quality
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- Figure 34: Attitudes, by brand, September 2018
- Brand personality: Few brands have cultivated a distinct image
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- Figure 35: Brand personality – Macro image, September 2018
- Brands are becoming more alike
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- Figure 36: Brand personality – Micro image, September 2018
- Brand analysis
- Dove Men+Care is the most recommended brand
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- Figure 37: User profile of Dove Men+Care, September 2018
- Dove sells messages of ethics and diversity
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- Figure 38: User profile of Dove, September 2018
- Perception of Sanex could safeguard its future
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- Figure 39: User profile of Sanex, September 2018
- Sure Men uses traditional ideas to its advantage
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- Figure 40: User profile of Sure Men, September 2018
- Driclor is effective, but few are aware
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- Figure 41: User profile of Driclor, September 2018
- Right Guard goes quiet
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- Figure 42: User profile of Right Guard, September 2018
- PitROK is glamorous and mysterious
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- Figure 43: User profile of PitROK, September 2018
- Mum’s contact formats seen as old-fashioned
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- Figure 44: User profile of Mum, September 2018
The Consumer – What You Need to Know
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- Know your audience
- First contact
- Don’t forget the basics
- Purpose driven
- A brave new world
Deodorant Format Usage
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- Chosen with confidence
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- Figure 45: Use of deodorant/antiperspirant, by gender, October 2018
- Help with hormones
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- Figure 46: Non-users of deodorant/antiperspirant by, age and gender, October 2018
- New traditions
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- Figure 47: Types of deodorant/antiperspirant used, October 2018
Deodorant Format Perceptions
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- Busting the negatives
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- Figure 48: Correspondence analysis – Deodorant/antiperspirant formats, October 2018
- Wipes may need to reposition
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- Figure 49: Perceptions of deodorant/antiperspirant formats, October 2018
Purchase of Deodorants
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- Supermarkets are key
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- Figure 50: Purchase retailers of deodorants/antiperspirants, October 2018
- What a bargain
- Specialists have their role
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- Figure 51: Purchase retailers of deodorants/antiperspirants, by type of deodorant/antiperspirant used, October 2018
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- Figure 52: Selection of Lush natural deodorants, July 2018
Product Benefits
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- Taking it to the extreme
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- Figure 53: Important product benefits of deodorants/antiperspirants, October 2018
- Crystal makes its mark
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- Figure 54: Product benefits (any rank), by gender, October 2018
- Figure 55: Deodorants launches from fragrance brands, 2016-17
- Whatever it takes
Attitudes towards Deodorants
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- A safe bet
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- Figure 56: Attitudes towards deodorants and antiperspirants, October 2018
- Any other business?
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- Figure 57: Seasonal scents launched in Air Care, 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
- Correspondence methodology
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