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Deodorants - UK - December 2018

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Less news leads to fewer sales
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
Figure 2: UK retail sales value of mass market deodorants and antiperspirants, by brand, year ending September 2018
The complete package
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
Figure 4: Types of deodorants/antiperspirants used, October 2018
First contact
Figure 5: Correspondence analysis – Deodorant/antiperspirant formats, October 2018
Don’t forget the basics
Figure 6: Purchase retailers of deodorants/antiperspirants, October 2018
Purpose driven
Figure 7: Important product benefits of deodorants/antiperspirants, October 2018
A brave new world
Figure 8: Attitudes towards deodorants and antiperspirants, October 2018
What we think
ISSUES AND INSIGHTS
No need for naturals
The facts
The implications
Clear communication
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Less news leads to fewer sales
The ongoing value equation
We the people
An environmental dilemma
MARKET SIZE AND FORECAST
Less news leads to fewer sales
Figure 9: UK retail value sales for mass market deodorants and antiperspirants, at current and constant prices, 2013-23
Market decline anticipated
Figure 10: Best – And worst-case forecast of UK value sales of mass market deodorants and antiperspirants, 2013-23
Forecast methodology
MARKET SEGMENTATION
Body sprays alter the market dynamic
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
Moving with the times
Figure 12: UK value retail sales of deodorants and antiperspirants, by retail channel, 2016-18 (est)
The value equation
MARKET DRIVERS
The hormonal balance
Figure 13: Trends in the age structure of the UK population, by gender, 2013-23
A lack of naturals
Figure 14: Purchase of natural/organic deodorants/body sprays, September 2017
Getting physical
Figure 15: Sports most commonly played in the past 12 months, July 2018
Rain, rain, go away
Packaging problems
Like a fragrance
Figure 16: Behaviours of fragrance users, May 2018
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Shouting the main message
The complete package
Bringing it all together
Standing out from the crowd
MARKET SHARE
No frills
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
Level of innovation falling
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
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
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
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
Out of the screen
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
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
Figure 30: Total above-the line, online display and direct mail advertising expenditure on deodorants, by Top companies, 2017
Figure 31: Sure Men #NeverMoreSure campaign, featuring Eden Hazard, 2017
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 32: Attitudes towards and usage of selected brands, September 2018
Key brand metrics
Figure 33: Key metrics for selected brands, September 2018
Brand attitudes: Mass brands are trusted, portraying value and quality
Figure 34: Attitudes, by brand, September 2018
Brand personality: Few brands have cultivated a distinct image
Figure 35: Brand personality – Macro image, September 2018
Brands are becoming more alike
Figure 36: Brand personality – Micro image, September 2018
Brand analysis
Dove Men+Care is the most recommended brand
Figure 37: User profile of Dove Men+Care, September 2018
Dove sells messages of ethics and diversity
Figure 38: User profile of Dove, September 2018
Perception of Sanex could safeguard its future
Figure 39: User profile of Sanex, September 2018
Sure Men uses traditional ideas to its advantage
Figure 40: User profile of Sure Men, September 2018
Driclor is effective, but few are aware
Figure 41: User profile of Driclor, September 2018
Right Guard goes quiet
Figure 42: User profile of Right Guard, September 2018
PitROK is glamorous and mysterious
Figure 43: User profile of PitROK, September 2018
Mum’s contact formats seen as old-fashioned
Figure 44: User profile of Mum, September 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
Know your audience
First contact
Don’t forget the basics
Purpose driven
A brave new world
DEODORANT FORMAT USAGE
Chosen with confidence
Figure 45: Use of deodorant/antiperspirant, by gender, October 2018
Help with hormones
Figure 46: Non-users of deodorant/antiperspirant by, age and gender, October 2018
New traditions
Figure 47: Types of deodorant/antiperspirant used, October 2018
DEODORANT FORMAT PERCEPTIONS
Busting the negatives
Figure 48: Correspondence analysis – Deodorant/antiperspirant formats, October 2018
Wipes may need to reposition
Figure 49: Perceptions of deodorant/antiperspirant formats, October 2018
PURCHASE OF DEODORANTS
Supermarkets are key
Figure 50: Purchase retailers of deodorants/antiperspirants, October 2018
What a bargain
Specialists have their role
Figure 51: Purchase retailers of deodorants/antiperspirants, by type of deodorant/antiperspirant used, October 2018
Figure 52: Selection of Lush natural deodorants, July 2018
PRODUCT BENEFITS
Taking it to the extreme
Figure 53: Important product benefits of deodorants/antiperspirants, October 2018
Crystal makes its mark
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
A safe bet
Figure 56: Attitudes towards deodorants and antiperspirants, October 2018
Any other business?
Figure 57: Seasonal scents launched in Air Care, 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology
Correspondence methodology

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