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Deodorants and Bodysprays - UK - February 2011

ISSUES IN THE MARKET
 KEY THEMES
Definitions
Abbreviations
FUTURE OPPORTUNITIES
Trend: Empowered Seniors
Trend: Sense of the Intense
MARKET IN BRIEF
A grooming giant
A daily ritual
Deodorants and lifestyle
Future
INTERNAL MARKET ENVIRONMENT
Key points
Allergies
Exercise and fitness
Figure 1: Index of admissions and membership to swimming pools, leisure centres and health and fitness clubs in the UK, 2005-10
Weather
Figure 2: Average temperature and total number of sunshine hours in the UK, 2000-10
Cancer link
BROADER MARKET ENVIRONMENT
Key points
Population
Figure 3: Trends in the age structure of the UK population, by gender, 2005-15
Working influence
Figure 4: Employment and unemployment, by gender, 2005-15
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
 LAUNCH ACTIVITY
Figure 5: Innovation in deodorants, hair care, oral care, skin care and shower products, % share of total, 2010
Figure 6: Deodorant launches, 2007-10
A focus on formats
Figure 7: Deodorant launches, % share by format type, 2007-10
Claim game
Figure 8: Deodorant launches, % share by claim, 2007-10
Figure 9: Deodorant and body spray launches, % share by brands and own-label, 2007-10
Figure 10: Deodorant and body spray launches, % share by company, 2010
 RECENT INNOVATION
Natural magic
Mining minerals
Going the distance
Care and care alike
Key ingredients
While stocks last
COMPETITIVE CONTEXT
 KEY POINTS
Women’s grooming habits
Figure 11: Trends in usage of selected toiletries, top 10 – Women, 2006-10
Men’s grooming habits
Figure 12: Trends in usage of selected toiletries, top 10 – Men, 2006-10
The beauty market
Figure 13: UK retail value sales of selected cosmetics and toiletries, 2005-09
MARKET SIZE AND FORECAST
Key points
Figure 14: UK value sales of deodorants and body sprays, 2005-15
 THE FUTURE OF THE MARKET
 FORECAST
Figure 15: Best- and worst-case forecast value sales of deodorants and body sprays, 2005-15
SEGMENT PERFORMANCE
Key points
Format
Figure 16: UK retail value sales of deodorants and body sprays, by format, 2009 and 2010
Figure 17: UK retail value sales of deodorants and body sprays, by sector, 2009 and 2010
MARKET SHARE
Key points
 MANUFACTURER SHARES
Figure 18: Manufacturers’ shares in UK value sales of deodorants, 2010
 COMPANIES AND PRODUCTS
Major players
Figure 19: Brand map of deodorants and body sprays, UK, 2010
Avon
Beiersdorf
Figure 20: New product development in the UK by Beiersdorf; 2009-10
Boots
Colgate-Palmolive
Figure 21: New product development in the UK by Colgate-Palmolive UK Limited, 2009-10
Coty
Figure 22: New product development in the UK by Adidas, 2009-10
Henkel
Figure 23: New product development in the UK by Henkel, 2009-10
Oriflame
Figure 24: New product development in the UK by Oriflame (UK) Limited, 2009-10
Procter & Gamble
Figure 25: New product development in the UK Procter & Gamble; January 2009-December 2010
Revlon
Unilever
Figure 26: New product development in the UK by Unilever, January-December 2010
Other
BRAND ELEMENTS
Brand map
Figure 27: Attitudes towards and purchase of deodorant and body spray brands, January 2011
Brand attitudes
Figure 28: Attitudes by deodorant and body spray brand, January 2011
Brand personality
Figure 29: Deodorant and body spray brand personality – macro image, January 2011
Figure 30: Deodorant and body spray brand personality – micro image, January 2011
Correspondence analysis
Brand experience
Figure 31: Deodorant and body spray brand usage, January 2011
Figure 32: Satisfaction with various deodorant and body spray brands, January 2011
Figure 33: Consideration of deodorant and body spray brands, December 2010
Figure 34: Consumer perceptions of current deodorant and body spray brand performance, January 2011
Figure 35: Deodorant and body spray brand recommendation – Net Promoter Score, January 2011
Brand index
Figure 36: Deodorant and body spray brand index, January 2011
Figure 37: Deodorant and body spray brand index vs. recommendation, December 2010
Target group analysis
Figure 38: Target groups for deodorant and body spray brands, December 2010
Figure 39: Deodorant and body spray brand usage, by target groups, January 2011
Group One – The Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – The Individualists
BRAND COMMUNICATION AND PROMOTION
Key points
Figure 40: Main monitored media advertising spend on deodorants, 2006-10
Figure 41: Main monitored media advertising spend on deodorants, % share, by media type, 2008-10
Figure 42: Main monitored media advertising spend on deodorants, by advertiser, 2009 and 2010
Marketing themes
CHANNELS TO MARKET
Key points
Figure 43: Retail sales of deodorants and body sprays, by outlet type, 2008 and 2010
CONSUMER – DEODORANTS USAGE
Key points
Frequency of use
Figure 44: Trends in female frequency of using deodorants, 2006-10
Figure 45: Trends in male frequency of using deodorants, 2006-10
The influence of age and personal circumstances
Trends in use by format type
Figure 46: Trends in women’s use of deodorants, by format, 2006-10
Figure 47: Trends in men’s use of deodorants, by type, 2006-10
Innovation and usage
CONSUMER – ATTITUDES TOWARDS USE
Key points
 ATTITUDES TOWARDS DEODORANT USE
Figure 48: Attitudes towards use of deodorants, December 2010
Figure 49: Attitudes towards use of deodorants, December 2010
Move over mascara
Climbing out of the pits
 ATTITUDES TOWARDS BODY SPRAY USE
Figure 50: Attitudes towards use of body sprays, December 2010
Figure 51: Attitudes towards use of body sprays, December 2010
Go-to scents for guys
A scent is just a scent for gals
CONSUMER – ATTITUDES TOWARDS PURCHASING DEODORANTS
 KEY POINTS
 DEODORANTS
Figure 52: Attitudes towards purchase of deodorants, December 2010
Figure 53: Attitudes towards purchase of deodorants, December 2010
 BODY SPRAYS
Figure 54: Attitudes towards purchase of body sprays, December 2010
Figure 55: Attitudes towards purchase of body sprays, December 2010
CONSUMER – ATTITUDES TOWARDS PRODUCT PERFORMANCE
Key points
Figure 56: Consumer perception of product performance, December 2010
Men’s versus women’s
Figure 57: Consumer agreement that men’s deodorants are more effective than women’s, December 2010
Sporty types
Figure 58: Consumer agreement that sports deodorants are more effective than other varieties, December 2010
A sensitive issue
Figure 59: Consumer agreement that ‘gentle’ or ‘sensitive’ formulas are better for the skin, December 2010
Designer deodorants
Figure 60: Consumer agreement that deodorants of fragrances don’t work as well as standard products, December 2010
Benefits culture
Figure 61: Consumer agreement that added benefits don’t work, December 2010
No sweat, some of the time
Figure 62: Consumer agreement that my deodorant sometimes lets me down, December 2010
Own-label
Figure 63: Consumer agreement that own-label deodorants aren’t as effective as well-known brands, December 2010
Double duty
Figure 64: Consumer agreement that they would buy other grooming products with deodorising properties, December 2010
APPENDIX
Consumer research
ACORN
Advertising data
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 65: Trends in attitudes towards personal appearance – Women, 2006-10
Figure 66: Trends in attitudes towards personal appearance – Men, 2006-10
Figure 67: Allergic to deodorants, perfumes, aftershaves, by demographics, 2010
Figure 68: Unscented deodorant launches, 2007-10
Figure 69: Paraben-free deodorant launches, 2008-10
APPENDIX – BROADER MARKET ENVIRONMENT
Figure 70: Trends in the age structure of the UK population, 2005-15
Figure 71: Forecast adult population trends, by lifestage, 2005-15
APPENDIX – WHO’S INNOVATING?
Figure 72: Innovation in deodorants and body sprays, by package material, 2007-10
Figure 73: Innovation in deodorants and body sprays, by launch type, 2007-10
Figure 74: Deodorant launches, % share, by format type, 2007-10
Figure 75: Deodorant launches, % share, by claim, 2007-10
Figure 76: Own-label deodorant and body spray launches, 2007-10
APPENDIX – MARKET SIZE AND FORECAST
Figure 77: Best- and worst-case forecast value sales of deodorants and body sprays, 2005-15
APPENDIX – CONSUMER USAGE
Figure 78: Female frequency of using deodorants, by demographics, 2010
Figure 79: Male frequency of using deodorants, by demographics, 2010
APPENDIX – CONSUMER ATTITUDES TOWARDS USE
Figure 80: Attitudes towards use of deodorants, December 2010
Figure 81: Attitudes towards use of deodorants, December 2010
Figure 82: Thinking about body sprays (for example Lynx, Impulse), which of the following statements, if any, apply to you?
Figure 83: Thinking about body sprays (for example Lynx, Impulse), which of the following statements, if any, apply to you?
Figure 84: Thinking about body sprays (for example Lynx, Impulse), which of the following statements, if any, apply to you?
APPENDIX – CONSUMER ATTITUDES TOWARDS PURCHASE
Figure 85: Consumer attitudes towards deodorant/anti-perspirant purchase, December 2010
Figure 86: Consumer attitudes towards deodorant/anti-perspirant purchase, December 2010
Figure 87: Consumer attitudes towards deodorant/anti-perspirant purchase, December 2010
Figure 88: Consumer attitudes towards body spray purchase, December 2010
Figure 89: Consumer attitudes towards body spray purchase, December 2010
APPENDIX – CONSUMER ATTITUDES TOWARDS PRODUCT PERFORMANCE
Figure 90: Consumer agreement with the statement – men’s deodorants are more effective than women’s, December 2010
Figure 91: Consumer agreement with the statement – Sports deodorants are more effective than other varieties, December 2010
Figure 92: Consumer agreement with the statement – ‘gentle’ or ‘sensitive’ formulas are better for my skin, December 2010
Figure 93: Consumer agreement with the statement – Deodorants of fragrances don’t work as well as standard products, December 2010
Figure 94: Consumer agreement with the statement – Added benefits don’t work, December 2010
Figure 95: Consumer agreement with the statement – My deodorant sometimes lets me down, December 2010
Figure 96: Consumer agreement with the statement – Own-label deodorants aren’t as effective as well-known brands, December 2010
Figure 97: Consumer agreement with the statement – I would buy other grooming products with deodorising properties, December 2010

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