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Bodycare and Deodorant - US - August 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Sales of deodorant and body care remain on a slow trajectory
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
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
Figure 3: MULO sales of select natural deodorants, current 52-week period ending May 20, 2018
Usage of specialty body care is niche
Figure 4: Select body care routines – Ever use (net)*, May 2018
Emphasizing benefits could help bolster engagement in specialty
Figure 5: Select interest in convenient formats, any interest – (Net)*, May 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
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
Body care and deodorant to maintain steady growth through 2023
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
APDO experiences a slight sales bump
Figure 8: Share of body care and APDO sales, by segment, 2018 (est)
Figure 9: Total US retail sales and forecast of body care products and deodorant, by segment, at current prices, 2013-23
MARKET PERSPECTIVE
Ingredient replacements are still affecting growth in body care
Actively focusing on health management impacts APDO usage
Figure 10: Deodorant usage on a weekly basis, 2016-18
MARKET FACTORS 
Category blurring has potential to affect both markets
Aluminum-free deodorants on the rise
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 
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
Unilever remains the top player; highest growth from Sanofi-Aventis
Sales of body care and deodorant by company
Figure 12: Multi-outlet sales of body care and deodorant, by leading companies, rolling 52 weeks 2017 and 2018
WHAT’S HAPPENING?
Basic body care loses share to derma brands
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
Figure 14: MULO sales of select natural deodorants, current 52-week period ending May 20, 2018
WHAT’S NEXT?
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 
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
Usage is dependent on product type and occasion
Figure 15: Select body care routines, May 2018
Specialty products are typically reserved for engaged users
Figure 16: Body care routines – Ever use (net)*, May 2018
Younger consumers drive usage of new formats
Figure 17: Body care routines – Ever use (net)*, by age, May 2018
Hispanic consumers consider body care supplementary
Figure 18: Body care routines – Ever use (net)*, by Hispanic origin, May 2018
BODY CARE PURCHASE INFLUENCERS
Body care consumers are less brand loyal
Figure 19: Body care purchase influencers, May 2018
Scent – or lack of – can widen reach
Figure 20: TURF analysis – Body care purchase influencers, May 2018
Methodology
Women seek more body care benefits; men value scent
Figure 21: Select body care purchase influencers, by gender, May 2018
Older consumers value hydration claims; younger lose interest in scent
Figure 22: Body care purchase influencers, by age, May 2018
Hispanic consumers drawn to natural body care with a pleasant scent
Figure 23: Body care purchase influencers, by Hispanic origin, May 2018
ATTITUDES TOWARD BODY CARE
Boosting engagement in a functional category poses a challenge
Figure 24: Attitudes toward body care, May 2018
Consumer attitudes are reflective of lifestage
Figure 25: Attitudes toward body care, by age, May 2018
Male attitudes support their low-maintenance routines
Figure 26: Attitudes toward body care, by gender, May 2018
Hispanics have a body care repertoire; Black consumers value hydration
Figure 27: Attitudes toward body care, by race and Hispanic origin, May 2018
APDO ROUTINES
Deodorants are highly functional, an essential part of routines
Figure 28: APDO routines, May 2018
Men drive usage of spray formats, women stick to sticks
Figure 29: APDO usage – Ever use (net)*, by gender, May 2018
APDO PURCHASE INFLUENCERS
Scent remains a key purchase influencer
Figure 30: APDO purchase influencers, May 2018
Brand can widen reach over other benefits
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
Figure 33: APDO purchase influencers, by gender, May 2018
Secondary claims are key points of difference for APDO
Figure 34: APDO purchase influencers, by age, May 2018
Black consumers are driven by brand loyalty
Figure 35: APDO purchase influencers, by race and Hispanic origin, May 2018
ATTITUDES TOWARD APDO
Consumers are not as engaged in APDO as other categories
Figure 36: Attitudes toward APDO, May 2018
18-44-year-olds are concerned with ingredient efficacy and safety
Figure 37: Attitudes toward APDO, by age, May 2018
Women skeptical of natural deodorants, but worry about ingredients
Figure 38: Attitudes toward APDO, by gender, May 2018
Black consumers believe in naturals
Figure 39: Attitudes toward APDO, by race and Hispanic origin, May 2018
INTEREST IN FORMATS
Convenient formats are a priority in functional categories
Masking detoxes more than the face
Figure 40: Interest in formats, May 2018
Convenience is valued, but for different reasons
Figure 41: Select interest in convenient formats – Any interest (net)*, May 2018
Hispanics are willing to try new formats
Figure 42: Select interest in formats – Any interest (net)*, by race and Hispanic origin, May 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
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
Figure 47: Total US retail sales of body care products and deodorant, by channel, at current prices, 2013-18
APPENDIX – KEY PLAYERS 
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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