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Deodorants and Antiperspirants - US - February 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Terms
EXECUTIVE SUMMARY
Mature market shows modest, but positive growth
Concern with chemicals may shape future demand
Men’s and women’s segments build share from 2009-11
Five-year growth concentrated in men’s and women’s segments
“Other retail channels” commands almost two thirds of sales
“Other retail channels” builds share over five-year review period
P&G and Unilever expand hold on market in 2011
P&G and Unilever dominate men’s segment and build share in 2011
P&G and Unilever boast 2011’s top-performing women’s brands
Tom’s of Maine among few strong brands in unisex
Innovations include all-natural, moisturizing, and fragrance-release products
Adult penetration remains steady and high
Teens warrant focus with usage on a par with adults
Men and 18-24 year olds spend more per unit
Many women buy their significant others’ deodorants
Interest in alcohol-free, aluminum-free products is high
Consumers demand high-performance protection
Women value stain resistance, but covet hair removal
Attitudes support central role of scent in marketing and promotion
INSIGHTS AND OPPORTUNITIES
Outreach to teens and 18-24 year olds
Mommy bloggers and cross-promotions
INSPIRE INSIGHTS
Trend: Factory Fear
Figure 1: would like to see more antiperspirants/deodorants without aluminum, november 2011
Trend: Open Diary
MARKET SIZE AND FORECAST
Key points
Inflation-adjusted growth
Sales and forecast of antiperspirants and deodorants
Figure 2: Total U.S. retail sales and forecast of antiperspirants and deodorants, at current prices, 2006-16
Figure 3: Total U.S. retail sales and forecast of antiperspirants and deodorants, at inflation-adjusted prices, 2006-16
Fan chart forecast
Figure 4: Total U.S. retail sales and fan chart forecast of antiperspirants and deodorants, at inflation-adjusted prices, 2006-16
Walmart sales
MARKET DRIVERS
Key points
Consumer confidence suggests ongoing economizing in 2012
Figure 5: University of Michigan’s index of consumer sentiment (ICS)*, 2006-11
Concerns about allergens and chemicals in antiperspirants and deodorants
Figure 6: Would like to see more antiperspirants/deodorants without aluminum, November 2011
Interest in more eco-friendly products and practices
Figure 7: Usually buys all-natural or all-organic antiperspirant/deodorant, November 2011
Figure 8: Attitudes on antiperspirant/deodorant ingredients, men, November 2011
Demographic factors shaping demand for antiperspirants and deodorants
Population growth expands consumer base for antiperspirants/deodorants
Figure 9: Population, by age, 2006-16
As whites age, a growing young multi-ethnic population becomes key consumer base
Figure 10: Population, by race and Hispanic origin, 2006-16
SEGMENT PERFORMANCE
Key points
Focus on gender-specific products leaves unisex segment in decline
Figure 11: consider it “important” to smell masculine or feminine, by gender, November 2011
Sales of antiperspirants and deodorants, by segment
Figure 12: Sales of antiperspirants and deodorants, segmented, by type, 2009 and 2011
SEGMENT PERFORMANCE—MEN’S ANTIPERSPIRANTS AND DEODORANTS
Key points
In 2011, men’s segment posts its strongest growth in five-year review period
Men’s readiness to spend more boosts the segment
Sales and forecast of men’s antiperspirants and deodorants
Figure 13: Sales and forecast of men’s antiperspirants and deodorants, at current prices, 2006-16
SEGMENT PERFORMANCE—WOMEN’S ANTIPERSPIRANTS AND DEODORANTS
Key points
Women’s segment posts the strongest five-year sales growth
Sales and forecast of women’s antiperspirants and deodorants
Figure 14: Sales and forecast of women’s antiperspirants and deodorants, at current prices, 2006-16
SEGMENT PERFORMANCE—UNISEX ANTIPERSPIRANTS AND DEODORANTS
Key points
Unisex segment shows limited five-year growth and sales decline in 2011
Sales and forecast of unisex antiperspirants and deodorants
Figure 15: Sales and forecast of unisex antiperspirants and deodorants, at current prices, 2006-16
RETAIL CHANNELS
Key points
“Other channels” comprises almost two thirds of sales
Supermarkets founder, while drug stores build market share
Sales of antiperspirants and deodorants, by channel
Figure 16: Sales of antiperspirants and deodorants, by channel, 2009 and 2011
RETAIL CHANNELS—SUPERMARKETS
Key points
Supermarkets lose share due to limited promotion of the category
Supermarket sales of antiperspirants and deodorants
Figure 17: Supermarket sales of antiperspirants and deodorants, at current prices, 2006-11
RETAIL CHANNELS—DRUG STORES
Key points
Drug stores comprise small, but competitive, channel
Drug store sales of antiperspirants and deodorants
Figure 18: Drug store sales of antiperspirants and deodorants, at current prices, 2006-11
RETAIL CHANNELS—OTHER CHANNELS
Key points
Players in diverse channels find growth opportunities
Other channel sales of antiperspirants and deodorants
Figure 19: Other channel sales of antiperspirants and deodorants, at current prices, 2006-11
LEADING COMPANIES
Key points
 P&G AND UNILEVER COMMAND ALMOST 70% COMBINED MARKET SHARE
Procter & Gamble (Old Spice, Gillette, Secret)
Unilever (Degree, Dove, AXE)
Colgate-Palmolive (Tom’s of Maine, Mennen)
Henkel Group (Right Guard, Dry Idea)
Private label and “other” companies
Manufacturer sales of antiperspirants and deodorants
Figure 20: Leading manufacturer sales of antiperspirants and deodorants, 2010 and 2011
BRAND SHARE—MEN’S ANTIPERSPIRANTS AND DEODORANTS
Key points
Old Spice still leads with repackaged brands, new scents, and ad campaigns
Unilever’s Degree Men charges forward as AXE’s growth slows in 2011
Colgate-Palmolive and Henkel Group decline
Manufacturer sales of men’s antiperspirants and deodorants
Figure 21: Manufacturer sales of men’s antiperspirants and deodorants, 2010 and 2011
BRAND SHARE—WOMEN’S ANTIPERSPIRANTS AND DEODORANTS
Key points
Secret dominates and shows greatest success with brand extensions
Unilever maintains share although consumers shift brand preferences
Manufacturer sales of women’s antiperspirants and deodorants
Figure 22: Manufacturer sales of women’s antiperspirants and deodorants, 2010 and 2011
BRAND SHARE—UNISEX ANTIPERSPIRANTS AND DEODORANTS
Key points
Sales fall for Henkel Group and Church & Dwight in 2011
Natural products may offer the best growth opportunities
Manufacturer sales of unisex antiperspirants and deodorants
Figure 23: Manufacturer sales of unisex antiperspirants and deodorants, 2010 and 2011
INNOVATIONS AND INNOVATORS
Key points
“Long lasting” is top claim in 2011
Figure 24: Number of variants of deodorants/antiperspirants by claims and date published, 2011-12
Pure Sport and Powder Fresh were widely introduced scent variants in 2011
Figure 25: Number of variants of deodorants/antiperspirants by fragrance and date published, 2008-11
Unilever’s AXE enters the women’s segment with Anarchy for women
P&G and Unilever offer more attractive underarms
Secret Outlast offers top protection with co-branding with Olay
Dove Ultimate Go Sleeveless promises better-looking underarms
Secret “Naturals” offers “natural” odor protection
Unilever introduces products with new fragrance-release technologies
Degree motionSENSE Antiperspirant Solid
Degree Adrenaline series
MARKETING STRATEGIES
Overview of the brand landscape
Men’s brands: Old Spice, AXE, Degree Men
Old Spice (Procter & Gamble)
“Smell is Power” TV campaign targets young men
Figure 26: Old Spice “smell is power” ad, 2012
Old Spice website offers zany, playful images, downloads, and products
Old Spice and social media
AXE (Unilever)
TV ad typical of AXE’s naughty, innuendo-laced marketing efforts
Figure 27: AXE ad, 2011
AXE’s website includes unique interactive cartoon for new Anarchy brand
AXE and social media
Degree Men (Unilever)
Degree makes The Adrenalist integral to marketing and online presence
Degree Men and social media
Women’s brands: Degree, Dove, and Secret
Degree Women and Degree Girl (Unilever)
Television ad presents new motionSENSE antiperspirant/deodorant for women
Figure 28: Degree motionSENSE” ad, 2012
Print and online support for motionSENSE
Degree Women website keeps emphasis on product performance and value
Degree Girl: a unique brand that reaches out to girls
Dove (Unilever)
Dove TV campaign promotes Go Fresh line
Figure 29: Dove Go Fresh Rebalance ad, 2012
Deodorant promoted as part of multifaceted, interactive website
Dove partners with MTV and brings DJs in to promote deodorant
Secret (Procter & Gamble)
Secret’s website promotes “Sweat Help 101” center and “Mean Stinks” program
Other television ads
Figure 30: Arrid – mariano’s secret ad, 2011
Figure 31: Gillette ‘Sweat, it raised mountains’ ad, 2012
ADULT USE OF ANTIPERSPIRANTS AND DEODORANTS
Key points
Trended data show stability in consumer usage from 2007-11
Figure 32: Types of antiperspirant and deodorant used, adults, trended, April 2007-June 2011
Clear/invisible, scented, and stick products are most widely used
Figure 33: Types, forms, and kinds of antiperspirant and deodorant use, by gender, April 2010-June 2011
Age is key driver for variations in type, form, and kind of product used
Figure 34: Types, forms, and kinds of antiperspirant and deodorant use, by age, April 2010-June 2011
Women more likely to use combination products
Figure 35: Female usage of deodorant, antiperspirants, and perfume/cologne, by age, November 2011
Figure 36: Male usage of deodorant, antiperspirants, and perfume/cologne, by age, November 2011
Gender key determinant of antiperspirant/deodorant brand
Figure 37: Brands used, by gender, April 2010-June 2011
Degree, Old Spice, and AXE appeal to users aged 18-34
Figure 38: Brands used, by age, April 2010-June 2011
FREQUENCY OF DEODORANT USAGE
Key points
Those aged 18-24 apply products most frequently, warrant focus
Figure 39: Frequency of antiperspirant/deodorant use, by age, April 2010-June 2011
Least-affluent consumers use more deodorant/antiperspirant
Figure 40: Frequency of deodorant use, by household income, April 2010-June 2011
Women aged 18-24 apply antiperspirants/deodorants on more occasions
Figure 41: Times when antiperspirant/deodorant is applied, women, by age, November 2011
Figure 42: Times when antiperspirant/deodorant is applied, men, by age, November 2011
TEEN USE OF ANTIPERSPIRANTS AND DEODORANTS
Key points
Teens warrant focus given that usage is on a par with adults
Figure 43: Types of antiperspirant and deodorant used, teens, April 2007-June 2011
Most teens prefer clear, solid stick scented deodorant
Figure 44: Types, forms and kinds of teens’ antiperspirant and deodorant use, by gender and age, April 2010-June 2011
Teen girls apply antiperspirant/deodorant more frequently than teen boys
Figure 45: Frequency of antiperspirant or deodorant use, teens, by gender and age, April 2010-June 2011
Teen brand choices fall along gender-based lines
Figure 46: Brands used, teens, by gender and age, April 2010-June 2011
AVERAGE SPEND ON ANTIPERSPIRANTS AND DEODORANTS
Key points
Premium products more likely to appeal to men and 18-24 year olds
Figure 47: Amount spent by male users, by age, November 2011
Figure 48: Amount spent by female users, by age, November 2011
INCIDENCE OF BRAND SWITCHING
Key points
Users 18-34 far more open to brand switching
Figure 49: Switching behavior in last 12 months, men, by age, November 2011
Figure 50: Switching behavior in last 12 months, women, by age, November 2011
Those aged 18-34 most likely to consider switching in the 12 months ahead
Figure 51: Likelihood of switching in next 12 months, men, by age, November 2011
Figure 52: Likelihood of switching in next 12 months, women, by age, November 2011
WHO MAKES PURCHASING DECISION
Key points
Some 40% of women also shop for their significant other
Figure 53: Who chooses products bought, women, by age, November 2011
Figure 54: Who chooses products bought, men, by age, November 2011
Married women especially likely to purchase products for their husband
Figure 55: Purchase and usage habits, for women, by marital/relationship status, November 2011
SENSITIVE SKIN, ALL-NATURAL/ORGANIC PRODUCTS, AND ADDED INGREDIENTS
Key points
Younger men and older women more likely to have “sensitive” skin
Figure 56: Sensitive skin irritated by products, women, by age, November 2011
Figure 57: Sensitive skin irritated by products, men, by age, November 2011
All-natural/organic products used by fairly slim minority
Figure 58: Use of all-natural/organic products, men, by age, November 2011
Figure 59: Use of all-natural/organic products, women, by age, November 2011
High interest in alcohol-free, aluminum-free products and antioxidants
Figure 60: Attitudes on ingredients, men, by age, November 2011
Figure 61: Attitudes on ingredients, women, by age, November 2011
ATTITUDES TOWARD PROTECTION
Key points
The majority of both men and more women place a primacy on protection
Figure 62: Attitudes toward protection, men, by age, November 2011
Figure 63: Attitudes toward protection, women, by age, November 2011
ATTITUDES TOWARD STAINS AND HAIR-REMOVAL PRODUCTS
Key points
Women aged 18-34 most likely to value hair removal and stain resistance
Figure 64: Attitudes on stains and hair removal, men, by age, November 2011
Figure 65: Attitudes on stains and hair removal, women, by age, November 2011
ATTITUDES TOWARD SPLURGING, PRICE, AND BRANDS
Key points
Favorable attitudes toward brands and splurging
Figure 66: Attitudes related to price, brand, and splurging, women, by age, November 2011
Figure 67: Attitudes related to price, brand, and splurging, men, by age, November 2011
Less-affluent respondents value branded products and enjoy splurging
Figure 68: Attitudes related to price, brand, and splurging, men, by household income, November 2011
Figure 69: Attitudes related to price, brand, and splurging, women, by household income, November 2011
ATTITUDES TOWARD SCENTS AND FRAGRANCES
Key points
Women aged 55+ seek scentless products that don’t conflict with perfumes
Figure 70: Use of scent-free products to avoid conflict with perfume/cologne, women, by age, November 2011
Figure 71: Use of scent-free products to avoid conflict with perfume/cologne, men, by age, November 2011
Attitudinal findings support the crucial role of scent, especially for 18-34s
Figure 72: Attitudes toward scents/fragrances, men, by age, November 2011
Figure 73: Attitudes toward scents/fragrances, women, by age, November 2011
RACE AND HISPANIC ORIGIN
Key points
High usage among multiethnic consumers
Figure 74: Antiperspirant and deodorant use, by race/Hispanic origin, April 2010-June 2011
Race/Hispanic origin shapes preference of form
Figure 75: Types of antiperspirant and deodorant used, by race/Hispanic origin, April 2010-June 2011
Blacks and Hispanics favor scented formulations
Figure 76: Use of scented or unscented products, by race/Hispanic origin, April 2010-June 2011
Hispanic women most likely to report switching brands
Figure 77: Switching behavior in last 12 months women, by race/Hispanic origin, November 2011
Hispanic men often try new products, but switch less often than women
Figure 78: Switching behavior in last 12 months men, by race/Hispanic origin, November 2011
SYMPHONYIRI GROUP BUILDERS PANEL DATA—KEY HOUSEHOLD PURCHASE MEASURES
Deodorant
Consumer insights on key purchase measures
Brand map
Figure 79: Brand map, selected brands of deodorant buying rate, by household penetration, 2011*
Brand leader characteristics
Key purchase measures
Figure 80: Key purchase measures for the top brands of deodorant, by household penetration, 2011*
APPENDIX—SYMPHONYIRI BUILDERS PANEL DATA DEFINITIONS
SymphonyIRI Consumer Network Metrics
APPENDIX: TRADE ASSOCIATIONS

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