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Antiperspirants and Deodorants in the United States 2007
Mintel, Feb 2007
Scopes and Themes
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Highlights
Sales of antiperspirant/deodorant stand at $2.5 billion
Men’s segment is the largest and has seen the most growth while unisex brands suffer
Handful of companies account for nearly 90% of FDM sales
Marketing moves away from efficacy toward gender-specific sex appeal
Mass merchants gain at expense of grocers and department stores
Usage is nearly universal but age and race/ethnicity determine how often and what kind
Brands defined by their scent
Product claims have not met potential
Different brand images for different age groups
Increased competition between fragrance, fashion, and deodorant products
Niches remain to be filled
Forecast
Market Drivers
Fragrance
Figure 1: Selected attitudes toward antiperspirant/deodorant, December 2006
Fragrance makes the brand
Figure 2: Reasons for switching brands, December 2006
The average man’s (teen’s) sex appeal
Figure 3: Selected attitudes toward scent, by gender, December 2006
Figure 4: Purchase or use of perfume/aftershave/cologne in teens, by gender, 2001-06
Gender-specific products are the focus while unisex falters
Figure 5: Selected attitudes toward scent, December 2006
Scented products are hot, but Americans are getting older
Figure 6: Growth of the U.S. population, by age, 2001, 2006 & 2011
Figure 7: Growth of the U.S. population, by race/ethnicity, 2001, 2006 & 2011
Market Size and Trends
Figure 8: U.S. sales of antiperspirants and deodorants, at current and constant prices, 2001-06
Figure 9: Marketing claims of new products released in the U.S., 2001-06
Market Segmentation
Figure 10: U.S. sales of antiperspirant/deodorant, segmented by type, 2004 & 2006
Figure 11: Graph: U.S. sales of antiperspirant/deodorant, segmented by type, 2006
Figure 12: Market share of men’s, women’s, and unisex deodorant, 2001-06
Impact of Degree
Men’s
Figure 13: FDM sales of men’s deodorant, at current and constant prices, 2001-06
Women’s
Figure 14: FDM sales of women’s deodorant, at current and constant prices, 2001-06
Unisex
Figure 15: FDM sales of unisex deodorant, at current and constant prices, 2001-06
Supply Structure
Companies and brands
Figure 16: FDM manufacturer sales* of deodorant in the U.S., 2004 & 2006
FDM sales by manufacturer and brand
Men’s
Figure 17: FDM brand sales of men’s deodorant in the U.S., 2004 & 2006
Women’s
Figure 18: FDM brand sales of women’s deodorant in the U.S., 2004 & 2006
Unisex
Figure 19: FDM brand sales of unisex deodorant in the U.S., 2004 & 2006
Major companies and brands
Procter & Gamble
Unilever
Dial Corporation (Henkel)
Colgate-Palmolive
Revlon
Church & Dwight
Advertising and Promotion
Ad spend
Figure 20: Media expenditures of selected antiperspirant/deodorant products, 2004-05
Trends in advertising
Major brands
Men’s
Axe (Unilever)
Figure 21: Axe Dry – Gamekillers (March 2006)
Old Spice (Procter & Gamble)
Figure 22: Old Spice Red Zone Clear Gel – Only man in the city (July 2006)
Right Guard (Gillette, Henkel)
Figure 23: Right Guard Sport Gel – Golfer with body odor (July 2006)
Figure 24: Right Guard Xtreme Power Stripe – Female rollerbladers (March 2006)
Mitchum (Revlon)
Figure 25: Mitchum for Men – Green bottle (May 2006)
Women’s
Secret (Procter & Gamble)
Figure 26: Secret Limited Edition – Share your secret (July 2006)
Figure 27: Secret Platinum – Models tell their secrets (November 2006)
Dove (Unilever)
Figure 28: Dove Ultimate Clear – Assorted women (January 2006)
Ban (Kao)
Figure 29: Ban deodorant – Rocker girl (March 2006)
Unisex
Degree (Unilever)
Figure 30: Degree for Men – Stinky son-in-law (September 2006)
Figure 31: Degree for Women – Undercover cop (December 2005)
Arrid (Church & Dwight)
Figure 32: Arrid Extra Dry – Wetness protection program (February 2006)
Retail Distribution
Introduction
Figure 33: U.S. sales of antiperspirants and deodorants, by channel, 2004 & 2006
Figure 34: Graph: Shares of sales, by channel, 2001-06
Figure 35: Average price per unit of antiperspirant or deodorant sold, by selected channels, at FDM excluding Wal-Mart 2001-06
Mass merchandisers
Figure 36: U.S. mass merchandiser sales of antiperspirant/deodorant, at current and constant prices, 2001-06
Pharmacy, drug stores, health and personal care stores
Figure 37: U.S. health, drugh, and personal care store sales of antiperspirant/deodorant, at current and constant prices, 2001-06
Supermarkets
Figure 38: U.S. supermarket sales of antiperspirant/deodorant, at current and constant prices, 2001-06
Department stores
Figure 39: U.S. Department store sales of antiperspirant/deodorant, at current and constant prices, 2001-06
The Consumer
Introduction
Summary
Usage of antiperspirants or deodorants
Figure 40: Usage of antiperspirants or deodorants, by age and gender, May 2005-June 2006
Figure 41: Usage of antiperspirants or deodorants, by age, May 2005-June 2006
Forms of deodorant and antiperspirant
Figure 42: Physical forms of deodorant and antiperspirant, by gender, May 2005-June 2006
Figure 43: Physical forms of deodorant and antiperspirant, by age, May 2005-June 2006
Scented or unscented
Figure 44: Scented and unscented deodorant/antiperspirant, by gender, May 2005-June 2006
Methods of odor control
Figure 45: Methods of odor control, by gender, December 2006
Figure 46: Methods of odor control, by age, December 2006
Popularity of brands
Figure 47: Use of antiperspirant/deodorant brands, by gender, May 2005-June 2006
Figure 48: Use of antiperspirant/deodorant brands, by age, May 2005-June 2006
Figure 49: Use of antiperspirant/deodorant brands, by household income, May 2005-June 2006
Attitudes toward antiperspirants/deodorants
Figure 50: Attitudes toward antiperspirant/deodorant, by gender, December 2006
Figure 51: Attitudes toward antiperspirant/deodorant, by age, December 2006
Attitudes toward antiperspirant/deodorant brands and pricing
Figure 52: Attitudes toward brands and pricing, by gender, December 2006
Figure 53: Attitudes toward brands and pricing, by age, December 2006
Figure 54: Attitudes toward brands and pricing, by household income, December 2006
Attitudes toward scent
Figure 55: Attitudes toward scent, by gender, December 2006
Figure 56: Attitudes toward scent, by age, December 2006
Attitudes toward ingredients and staining
Figure 57: Attitudes toward ingredients and staining, by gender, December 2006
Figure 58: Attitudes towards ingredients and staining, December 2006
Trial of products with specific ingredients and claims
Figure 59: Trial of products with specific ingredients and claims, by gender, December 2006
Figure 60: Trial of products with specific ingredients and claims, December 2006
Amount spent on antiperspirant/deodorant
Figure 61: Amount spent on antiperspirant/deodorant, by gender, December 2006
Figure 62: Amount spent on antiperspirant/deodorant, by age, December 2006
Figure 63: Amount spent on antiperspirant/deodorant, by household income, December 2006
Switching products
Figure 64: Product switching, by age, December 2006
Reasons for switching brands
Figure 65: Reasons for switching brands, by gender, December 2006
Figure 66: Reasons for switching brands, by age, December 2006
Figure 67: Reasons for switching brands, by household income, December 2006
Reasons for switching to a new product within the brand
Figure 68: Reasons for switching products within a brand, by gender, December 2006
Figure 69: Reasons for switching products within a brand, by age, December 2006
Figure 70: Reasons for switching products within a brand, by household income, December 2006
Race/ethnicity
Figure 71: Usage of antiperspirants or deodorants, by race/ethnicity, May 2005-June 2006
Figure 72: Physical forms of deodorant and antiperspirant, by race/ethnicity, May 2005-June 2006
Figure 73: Scented and unscented deodorant/antiperspirant, by race/ethnicity, May 2005-June 2006
Figure 74: Use of antiperspirant/deodorant brands, by race/ethnicity, May 2005-June 2006
Figure 75: Attitudes toward antiperspirant/deodorant, by race/ethnicity, December 2006
Figure 76: Attitudes toward brands and pricing, by race/ethnicity, December 2006
Figure 77: Attitudes toward scent, by race/ethnicity, December 2006
Figure 78: Attitudes toward specific ingredients and product claims, by race/ethnicity, December 2006
Figure 79: Trial of product with specific ingredients and claims, by race/ethnicity, December 2006
Figure 80: Amount spent on antiperspirant/deodorant, by race/ethnicity, December 2006
Figure 81: Product switching, by race/ethnicity, December 2006
Teens
Usage of antiperspirants or deodorants
Figure 82: Teen usage of antiperspirant or deodorant, by age and gender, May 2005-June 2006
Figure 83: Teen usage of antiperspirant or deodorant, by race/ethnicity, May 2005-June 2006
Physical forms of deodorant and antiperspirant
Figure 84: Teen usage of physical forms of deodorants and antiperspirants, by age and gender, May 2005-June 2006
Figure 85: Teen usage of physical forms of deodorants and antiperspirants, by race/ethnicity,
Scented or unscented
Figure 86: Teen usage of scented or unscented antiperspirant/deodorant, by age and gender, May 2005-June 2006
Figure 87: Teen usage of scented or unscented antiperspirant/deodorant, by race/ethnicity, May 2005-June 2006
Popularity of brands
Figure 88: Use of antiperspirant/deodorant brands among teens, by gender, May 2005-June 2006
Figure 89: Use of antiperspirant/deodorant brands among teens, by race/ethnicity, May 2005-June 2006
Future and Forecast
Future trends
Sex-marketed products to continue gaining share
Invasion of fashion and fragrance brands
Deodorants to occupy space in fragrance market
Niches remain to be filled
Market forecast
Antiperspirants and deodorants
Figure 90: Forecast of total U.S. sales of antiperspirants and deodorants, at current and constant prices, 2006-11
Men’s antiperspirants and deodorants
Figure 91: Forecast of U.S. sales of men’s antiperspirants and deodorants,
Women’s antiperspirants and deodorants
Figure 92: Forecast of U.S. sales of women’s antiperspirants and deodorants, at current and constant prices, 2006-11
Unisex antiperspirants and deodorants
Figure 93: Forecast of U.S. sales of unisex antiperspirants and deodorants, at current and constant prices, 2006-11
Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
Unilever, Axe Deodorant Body Spray
Avon Products Pro Sport Daily Performance Deodorant Wipes
Proctor & Gamble, Old Spice High Endurance Long Lasting Deodorant Stick
Gillette, Right Guard Sport Cool Deodorant
Giver Profumi, Versace Man Eau Fraiche Deodorant Stick
Coty, David Beckham Instinct Deodorant Stick
Gemini Cosmetics, KISS Him All Nite Deodorant Stick
Tom’s of Maine, Natural Long Lasting Deodorant
Coty, Adidas Action 3 Tech Ice Dive Deodorant
Lucky Brand Cosmetics, Lucky Number 6 Deodorant for Men
Jason Natural Products, Fragrance Free Deodorant Stick
Unilever, Degree Women Ultra Clear Deodorant
Kenzo Parfums, Amour Deodorant Stick
Pure & Basic Deodorants
Menscience Androceuticals, Advanced Deodorant
Appendix: Exercise Enthusiasts
Vigorous exercise
Figure 94: Frequency of vigorous exercise, by gender, November 2006
Figure 95: Frequency of vigorous exercise, by age, November 2006
Figure 96: Frequency of vigorous exercise, by household income, November 2006
Figure 97: Frequency of vigorous exercise, by race/ethnicity, November 2006
Figure 98: Frequency of vigorous exercise, by region, November 2006
Appendix: Global New Product Developments
Introduction
Executive Summary
Introduction
Figure 99: Regional comparison, Sept. 2005-Sept. 2006
Latest Trends
Deodorants targeted towards specific genders
Male
Figure 100: Number of new deodorants targeted at men, 2004-06
Female
Figure 101: Number of new deodorants targeted at women
Hypo-allergenic
Figure 102: Number of new hypoallergenic products, 2004-06
pH neutral
Figure 103: Number of new pH neutral products. 2004-06
Figure 104: Number of new products without additives or preservatives, 2004-06
Vitamin and mineral fortification
Figure 105: Number of new products with vitamin & mineral fortification, 2004-06
Deodorants for teenagers
Figure 106: Number of new products for teenagers (13-17 years old), 2004-06
Heat activated/body responsive
No white marks
Whitening deodorants remain popular in Asia
Whitening products
Figure 107: Number of new whitening products, 2004-06
Fragrance / Ingredient Trends
Botanical/herbal ingredients
Figure 108: Number of new botanical/herbal products, 2004-06
Green tea
Forecast
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