Author: Mintel Group Ltd.
Last saved by: HTTP server

Deodorants and Bodysprays - UK - January 2013

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: UK best and worst case forecast of deodorants and body sprays, 2007-17
Market factors
Figure 2: Trends in attitudes towards fitness, 2008-12
Companies, brands and innovation
Figure 3: Percentage share of new product launches in the UK deodorants market, by claims, 2012
The consumer
Figure 4: Frequency/use of deodorants/body sprays, November 2012
Figure 5: Attitudes to deodorants/body sprays, November 2012
What we think
ISSUES IN THE MARKET
What has led market growth in recent years?
How can the market attract an ageing population?
What about the younger population?
What area of product innovation is likely to bring growth to the market?
TREND APPLICATION
Trend: Extend My Brand
Trend: Objectify
2015 Trend: Old Gold
MARKET DRIVERS
Key points
An ageing population
Figure 6: Trends in the age structure of the UK population, 2007-17
More women in work
Figure 7: Trends in working status, by gender, 2008-12
Fewer people taking part in sports
Figure 8: Trends in attitudes towards fitness, 2008-12
Figure 9: Trends in fitness, 2011-12
Is there a market for at-home deodorants?
Figure 10: Lifestyle statements, November 2012
Attitudes towards appearance have changed
Figure 11: Attitudes towards appearance and personal care, 2008-12
Aiming products at clothes as well as the body
Figure 12: Trends in attitudes towards clothes, 2008-12
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Trends in new launches
Figure 13: Number of launches, Jan 2008- Dec 2012
Figure 14: Fine fragrance deodorants launched in 2012
New launches by claims
Figure 15: Percentage share of new product launches in the UK deodorants market, by claims, Jan 2008-Dec 2012
Different formats can be used to drive frequency of use
Figure 16: New product launches in the UK deodorant market, percentage share, by format, Jan 2008-Dec 2012
New launches – branded versus private label
Figure 17: New product launches in the UK deodorant market, percentage share, by private label vs other, Jan 2008-Dec 2012
Unilever leads with the majority of launches
Figure 18: New product launches in the UK deodorants market, percentage share, by company, Jan 2008-Dec 2012
MARKET SIZE AND FORECAST
Key points
Figure 19: UK retail value sales of deodorants and body sprays, at current and constant prices, 2007-17
Future
Figure 20: Best- and worst-case forecast of UK retail value sales of deodorants and body sprays, 2007-17
Forecast methodology
SEGMENT PERFORMANCE
Key points
Deodorants versus body sprays
Figure 21: UK retail value sales of deodorants and body sprays, by sector, year to Oct 2011 and Oct 2012
Women drawn into the body spray category
Figure 22: UK retail value sales of deodorants and body sprays, by sector, by gender, year to Oct 2011 and Oct 2012
Aerosols drive sales in the category
Figure 23: UK retail value sales of deodorants, by format, year to Oct 2011 and Oct 2012
MARKET SHARE
Key points
Deodorants
Figure 24: Brand shares in UK value sales of deodorants, year ending October 2012
Body sprays
Figure 25: Brand shares in UK value sales of body sprays, year ending October 2012
COMPANIES AND PRODUCTS
 UNILEVER
Figure 26: Key financials for Unilever UK Limited, 2010 and 2011
Figure 27: New product launches in the UK deodorants market by Unilever, January-October 2011
Beiersdorf
Figure 28: Key financials for Beiersdorf UK Limited, 2010 and 2011
Figure 29: New product launches in the UK deodorants market by Beiersdorf, January-October 2012
Henkel
Figure 30: Key financials for Henkel Limited, 2010 and 2011
Figure 31: New product launches in the UK deodorants market by Henkel, January-October 2012
Colgate-Palmolive
Figure 32: Key financials for Colgate-Palmolive (UK) Limited, 2010 and 2011
Coty
Figure 33: Key financials for Coty UK, 2010 and 2011
Figure 34: New product launches in the UK deodorants market by Coty, January-October 2012
 AVON
Figure 35: Financial performance for Avon, 2010 and 2011 (global figures)
Figure 36: New product launches in the UK deodorants market by Avon, January-October 2012
BRAND RESEARCH
Brand map
Figure 37: Attitudes towards and usage of brands in the deodorants and body sprays sector, October 2012
Correspondence analysis
Brand attitudes
Figure 38: Attitudes by deodorants and body sprays brand, October 2012
Brand personality
Figure 39: Deodorants and body sprays brand personality – macro image, October 2012
Figure 40: Deodorants and body sprays brand personality – micro image, October 2012
Brand experience
Figure 41: Deodorants and body sprays brand usage, October 2012
Figure 42: Satisfaction with various deodorants and body sprays brands, October 2012
Figure 43: Consideration of deodorants and body sprays brands, October 2012
Figure 44: Consumer perceptions of current deodorants and body sprays brand performance, October 2012
Figure 45: Deodorants and body sprays brand recommendation – Net Promoter Score, October 2012
Brand index
Figure 46: Deodorants and body sprays brand index, October 2012
Figure 47: Deodorants and body sprays brand index vs. recommendation, October 2012
Target group analysis
Figure 48: Target groups, October 2012
Figure 49: Deodorants and body sprays brand usage, by target groups, October 2012
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
BRAND COMMUNICATION AND PROMOTION
Key points
Topline spend
Figure 50: Main monitored media advertising spend on deodorants, Jan 2008-Oct 2012
TV dominates spend, but online gets creative
Figure 51: Main monitored media advertising spend on deodorants, percentage share, by media type, 2012 (Jan-Oct)
Unilever uses innovative ways to engage target consumers
Figure 52: Main monitored media advertising spend on deodorants, percentage share, by company, 2010-Oct 2012
CHANNELS TO MARKET
Key points
Figure 53: Retail sales of deodorants and body sprays, by outlet type, 2011 and 2012
THE CONSUMER – DEODORANT USAGE
Key points
Fewer people using deodorants more regularly
Figure 54: Trends in frequency of using deodorants, by gender, 2008-12
Younger people are more experimental with different formats
Figure 55: Trends in use of deodorants, by format, 2008-12
Figure 56: Frequency/use of deodorants/body sprays, November 2012
FACTORS INFLUENCING PURCHASE
Key points
Long lasting is the most important purchasing influencer
Figure 57: Purchase influencers for deodorants/body sprays, November 2012
Differences in gender preferences
INTEREST IN NEW PRODUCT INNOVATION
Key points
Interest in deodorants for clothes
Figure 58: Interest in new products, November 2012
CONSUMER ATTITUDES TOWARDS DEODORANTS AND BODY SPRAYS
Key points
An emotional as well as a functional category
Figure 59: Attitudes towards deodorants/body sprays
CONSUMER TYPOLOGIES
Key points
Figure 60: Deodorants/body sprays target groups, November 2012
Minimalists (accounting for 47% or the equivalent of 14.1 million adults)
Who are they?
Home dwellers (accounting for 33% or the equivalent of 9.9 million adults)
Who are they?
Experimentals (accounting for 20% or the equivalent of 6.0 million adults)
Who are they?
APPENDIX – MARKET DRIVERS
Trends in fitness
Figure 61: Trends in fitness, 2011-12
Figure 62: Fitness (sports) hours a week, by demographics, 2012
Figure 63: Fitness (other exercise) hours a week, by demographics, 2012
Attitudes towards appearance and personal care
Figure 64: Trends in attitudes towards personal care, 2008-12
Figure 65: Most popular attitudes towards appearance, by demographics, 2012
Figure 66: Next most popular attitudes towards appearance and personal care, by demographics, 2012
Figure 67: Least popular attitudes towards personal care, by demographics, 2012
Lifestyle
Figure 68: Lifestyle statements, November 2012
Figure 69: Frequency and usage of deodorants/body sprays, by most popular lifestyle statements, November 2012
Figure 70: Frequency and usage of deodorants/body sprays, by next most popular lifestyle statements, November 2012
Figure 71: Most popular lifestyle statements, by demographics, November 2012
Figure 72: Next most popular lifestyle statements, by demographics, November 2012
APPENDIX – MARKET SHARE
Figure 73: Brand shares in UK value sales of deodorants, Oct 2011-Oct 2012
Figure 74: Brand shares in UK values of body sprays, Oct 2011-Oct 2012
APPENDIX – BRAND RESEARCH
Figure 75: Brand usage, October 2012
Figure 76: Brand commitment, October 2012
Figure 77: Brand momentum, October 2012
Figure 78: Brand diversity, October 2012
Figure 79: Brand satisfaction, October 2012
Figure 80: Brand recommendation, October 2012
Figure 81: Brand attitude, October 2012
Figure 82: Brand image – macro image, October 2012
Figure 83: Brand image – micro image, October 2012
Figure 84: Profile of target groups, by demographics, October 2012
Figure 85: Psychographic segmentation, by target groups, October 2012
Figure 86: Brand usage, by target groups, October 2012
Brand index
Figure 87: Brand index, October 2012
APPENDIX – THE CONSUMER – DEODORANT USAGE
Figure 88: Trends in frequency of using deodorants, 2008-12
Figure 89: Trends in use of deodorants, by format, 2008-12
Frequency of use by product format
Daily usage
Figure 90: Daily usage frequency of deodorants/body sprays, by product format, November 2012
Figure 91: Daily usage frequency of deodorant/antiperspirant roll-on sprays, by demographics, November 2012
Figure 92: Daily usage frequency of deodorant/antiperspirant aerosol (eg Lynx, Sure) sprays, by demographics, November 2012
Figure 93: Daily usage frequency of deodorant/antiperspirant stick sprays, by demographics, November 2012
Figure 94: Daily usage frequency of deodorant/antiperspirant wipes, by demographics, November 2012
Figure 95: Daily usage frequency of deodorant/antiperspirant gel/cream sprays, by demographics, November 2012
Figure 96: Daily usage frequency of deodorant/antiperspirant crystal, by demographics, November 2012
Figure 97: Daily usage frequency of other deodorant/antiperspirant, by demographics, November 2012
Figure 98: Daily usage frequency of fragranced body spray (eg Impulse, Charlie, Ted Baker, Lynx body spray) sprays, by demographics, November 2012
Weekly usage
Figure 99: Weekly/no use of deodorants/body sprays, November 2012
Figure 100: Weekly/no use of deodorant/antiperspirant aerosol (eg Lynx, Sure) sprays, by demographics, November 2012
Figure 101: Weekly/no use of deodorant/antiperspirant stick sprays, by demographics, November 2012
Figure 102: Weekly/no use of deodorant/antiperspirant roll-on sprays, by demographics, November 2012
Figure 103: Weekly/no use of deodorant/antiperspirant wipes sprays, by demographics, November 2012
Figure 104: Weekly/no use of deodorant/antiperspirant crystal sprays, by demographics, November 2012
Figure 105: Weekly/no use of deodorant/antiperspirant gel/cream, by demographics, November 2012
Figure 106: Weekly/no use of other deodorant/antiperspirant, by demographics, November 2012
Figure 107: Weekly/no use of fragranced body spray (eg Impulse, Charlie, Ted Baker, Lynx body spray) sprays, by demographics, November 2012
Number of products used on a daily or weekly basis
Figure 108: Number of deodorants/antiperspirants/body sprays used on a daily basis, by demographics, November 2012
Figure 109: Number of deodorants/antiperspirants/body sprays used on a weekly basis, by demographics, November 2012
APPENDIX – FACTORS INFLUENCING PURCHASE
Figure 110: Purchase influencers for deodorants/body sprays, November 2012
Figure 111: Most popular purchase influencers for deodorants/antiperspirants/body sprays, by demographics, November 2012
Figure 112: Next most popular purchase influencers for deodorants/antiperspirants, by demographics, November 2012
Figure 113: Most popular purchase influencers for fragranced body sprays, by demographics, November 2012
Figure 114: Purchase influencers for deodorants/body sprays, by most popular lifestyle statements, November 2012
Figure 115: Purchase influencers for deodorants/body sprays, by next most popular lifestyle statements, November 2012
APPENDIX – INTEREST IN NEW PRODUCT INNOVATION
Figure 116: Interest in new products, November 2012
Figure 117: Interested in keeps my clothes dry from sweat, by demographics, November 2012
Figure 118: Interested in 48hr protection, by demographics, November 2012
Figure 119: Interested in smells of my favourite fragrance (eg Paco Rabanne, Hugo Boss), by demographics, November 2012
Figure 120: Interested in free from chemicals (eg aluminium, parabens), by demographics, November 2012
Figure 121: Interested in 72hr protection, by demographics, November 2012
Figure 122: Interested in hypoallergenic, by demographics, November 2012
Figure 123: Interested in alcohol free, by demographics, November 2012
Figure 124: Interested in ingredients that minimise underarm hair, by demographics, November 2012
Figure 125: Interested in smells like my shower gel, by demographics, November 2012
Figure 126: Interested in underarm lightening/whitening, by demographics, November 2012
Figure 127: Interested in specifically designed for different parts of the body (eg back), by demographics, November 2012
Figure 128: Interested in available as wipes, by demographics, November 2012
Figure 129: Interested in ingredients that lighten/whiten my underarm, by demographics, November 2012
APPENDIX – CONSUMER ATTITUDES TOWARDS DEODORANTS AND BODY SPRAYS
Figure 130: Attitudes towards deodorants/ body sprays, November 2012
Figure 131: Most popular attitudes towards deodorants/antiperspirants/body sprays, by demographics, November 2012
Figure 132: Next most popular attitudes towards deodorants/antiperspirants/body sprays, by demographics, November 2012
Figure 133: Other attitudes towards deodorants/antiperspirants/body sprays, by demographics, November 2012
APPENDIX – CONSUMER TYPOLOGIES
Figure 134: Target groups, by demographics, November 2012
Figure 135: Lifestyle statements, by target groups, November 2012
Figure 136: Frequency and usage of deodorants/body sprays, by target groups, November 2012
Figure 137: Purchase influencers for deodorants/ body sprays, by target groups, November 2012
Figure 138: Interest in new products, by target groups, November 2012

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.