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Antiperspirants and Deodorants - US - February 2011

The antiperspirant/deodorant market is very mature and highly competitive. While many companies have struggled to achieve growth in this environment, some firms have made significant gains with specific types of products and a consumer-centric approach to product development and marketing.

In order to provide data and insight that can be used by product developers and marketers to gain an edge in the marketplace, Mintel is publishing this comprehensive analysis of the antiperspirant/deodorant market. More specifically, the report addresses the following questions:

  • How have sales of antiperspirant/deodorant fluctuated in recent years?
  • How are unisex products performing compared to men’s and women’s products?
  • What brands are performing very well in the current environment and which are struggling?
  • What types of products are performing especially well and what product attributes do a majority of users prefer?
  • How are companies promoting their products?
  • How do users view nationally branded products, compared with private label?

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Table of contents

  1. Scope and Themes

      • Definition
        • Data sources and methodology
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Market growth slowed in recession but now accelerating
                        • Men’s category remains dominant
                          • Women’s sales slow but expected to rebound
                            • Unisex sales spike due to clinical-strength introductions
                              • Nine in 10 adults use antiperspirant and/or deodorant
                                • Teen usage almost as high as young adults
                                  • More purchases less than $5
                                    • Product experimentation fairly common
                                      • Consider more alcohol-free, clinical and natural products to drive growth
                                      • Insights and Opportunities

                                        • Work to differentiate and illustrate value at retail
                                          • Get consumers involved in the product development process
                                            • Life Stinks and the Duggan Sisters
                                            • Inspire Insights

                                                • Trend: “Girly Men”
                                                • Market Size and Forecast

                                                  • Key point
                                                    • Pace of sales growth returns to pre-recession levels
                                                      • Figure 1: Total U.S. sales and forecast of antiperspirants and deodorants at current prices, 2005-15
                                                      • Figure 2: Total U.S. sales and forecast of antiperspirants and deodorants at inflation-adjusted prices, 2005-15
                                                    • Fan chart forecast
                                                        • Figure 3: Fan chart forecast of antiperspirants and deodorants at inflation-adjusted prices, 2005-15
                                                      • Walmart sales
                                                      • Market Drivers

                                                        • Key points
                                                          • Weak economy served to undermine growth in 2008-09
                                                            • Figure 4: Unemployment and underemployment rate in the U.S., January 2007-December 2010
                                                            • Figure 5: University of Michigan Consumer Sentiment Index, March 2007-September 2010
                                                          • Population growth will drive future demand
                                                            • Figure 6: U.S. population, by age, 2006-16
                                                          • Growth of black and Hispanic populations could drive sales growth
                                                            • Figure 7: U.S. population, by race and Hispanic origin, 2005-15
                                                        • Segment Performance

                                                          • Key points
                                                            • Men’s segment key for most manufacturers
                                                              • Figure 8: Total U.S. sales and forecast of antiperspirants and deodorants at current prices, 2005-10
                                                          • Segment Performance—Men’s

                                                            • Key points
                                                              • Men’s products play a key role in driving overall sales growth
                                                                • Figure 9: Total U.S. sales and forecast of men’s antiperspirants and deodorants at current prices, 2005-15
                                                            • Segment Performance—Women’s

                                                              • Key points
                                                                • After sharp decline in 2009, sales grew in 2010
                                                                  • Figure 10: Total U.S. sales and forecast of women’s antiperspirants and deodorants at current prices, 2005-15
                                                              • Segment Performance—Unisex

                                                                • Key points
                                                                  • Unisex sales on the upswing
                                                                    • Figure 11: Total U.S. sales and forecast of unisex antiperspirants and deodorants at current prices, 2005-15
                                                                • Retail Channels

                                                                  • Key point
                                                                    • Sales in “other” channels on the rise
                                                                      • Figure 12: U.S. sales of antiperspirant and deodorant, by retail channel, 2008 and 2010
                                                                  • Retail Channels—Other

                                                                    • Key point
                                                                      • Sales in “other” channels rose during the recession
                                                                        • Figure 13: U.S. sales of antiperspirant and deodorant at Other channels, 2005-10
                                                                    • Retail Channels—Supermarkets

                                                                      • Key point
                                                                        • Supermarket sales declining slowly
                                                                          • Figure 14: U.S. sales of antiperspirant and deodorant at Supermarket channel, 2005-10
                                                                      • Retail Channels—Drug stores

                                                                        • Key point
                                                                          • Drug store sales rebound in 2010 after modest 2009 decline
                                                                            • Figure 15: U.S. sales of antiperspirant and deodorant at Drug stores channel, 2005-10
                                                                        • Retail Channels—Supercenters and Warehouse clubs

                                                                          • Key points
                                                                            • Supercenter and warehouse sales grow at a slow and steady pace
                                                                              • Figure 16: U.S. sales of antiperspirant and deodorant at Supercenters and Warehouse channel, 2005-10
                                                                          • Leading Companies

                                                                            • Key points
                                                                              • Procter & Gamble (Old Spice, Gillette, Secret)
                                                                                • Unilever (Degree, Axe)
                                                                                  • Colgate-Palmolive (Tom’s of Maine, Mennen)
                                                                                    • Henkel Group (Right Guard, Dry Idea)
                                                                                      • Kao Brands (Ban)
                                                                                        • Revlon (Mitchum, Mitchum for Women)
                                                                                          • Church and Dwight (Arrid)
                                                                                            • Figure 17: Leading FDMx deodorant and antiperspirant manufacturers in the U.S., 2009 and 2010
                                                                                        • Brand Share—Men’s Products

                                                                                          • Key points
                                                                                            • Old Spice, Axe and Right Guard Total Defense drive growth
                                                                                              • Axe wins with “mating” campaign
                                                                                                • Henkel makes in-roads with value-added protection
                                                                                                  • Figure 18: Leading FDMx brands of men’s deodorant and antiperspirant in the U.S., 2009 and 2010
                                                                                              • Brand Share—Women’s Products

                                                                                                • Key points
                                                                                                  • Secret remains the dominant brand in the women’s segment
                                                                                                    • Suave and clinical formulation brand drives some growth at Unilever
                                                                                                      • Figure 19: Leading FDMx brands of women’s deodorant and antiperspirant in the U.S., 2009 and 2010
                                                                                                  • Brand Share—Unisex Products

                                                                                                    • Key points
                                                                                                      • Long-lasting protection and natural products drive unisex growth
                                                                                                        • Source: Mintel’s GNPD
                                                                                                        • Figure 20: Leading FDMx brands of unisex deodorant and antiperspirant in the U.S., 2009 and 2010
                                                                                                    • Innovations and Innovators

                                                                                                      • Crystal deodorants
                                                                                                        • Premium perfumed deodorants
                                                                                                          • Products that protect against wetness and remove underarm hair
                                                                                                          • Marketing Strategies

                                                                                                              • Old Spice (Procter & Gamble)
                                                                                                                • Television advertising
                                                                                                                  • Figure 21: Old Spice ad, 2010
                                                                                                                  • Figure 22: Old Spice Deodorant ad, 2010
                                                                                                                • Website
                                                                                                                  • Figure 23: Quantcast.com estimates for old spice, January 2011
                                                                                                                • Social media
                                                                                                                  • Degree (Unilever)
                                                                                                                    • Television advertising
                                                                                                                      • Figure 24: Degree Clinical Protection ad, 2010
                                                                                                                      • Figure 25: Degree Men ad, 2010
                                                                                                                    • Website
                                                                                                                      • Social media
                                                                                                                        • Right Guard (Henkel Group)
                                                                                                                          • Website
                                                                                                                            • Facebook
                                                                                                                              • Twitter
                                                                                                                                • YouTube
                                                                                                                                  • Secret (Procter & Gamble)
                                                                                                                                    • Website
                                                                                                                                      • Figure 26: Quantcast.com estimates for secret.com, January 2011
                                                                                                                                    • Social media
                                                                                                                                      • Tom’s of Maine (Colgate-Palmolive)
                                                                                                                                        • Figure 27: Quantcast.com estimates for tomsofmaine.com, January 2011
                                                                                                                                    • Adult Use of Antiperspirants/Deodorants

                                                                                                                                      • Key points
                                                                                                                                        • 18-24s and low-income households tend to be heavy users
                                                                                                                                          • Figure 28: Number of times antiperspirants/deodorants used, adults, by age, April 2009-June 2010
                                                                                                                                        • Low-income households tend to use with greater frequency
                                                                                                                                          • Figure 29: Number of times antiperspirants/deodorants used, by adults per week, by household income, April 2009-June 2010
                                                                                                                                        • Women somewhat more likely to use roll-on than men
                                                                                                                                          • Figure 30: Types, forms and kinds of antiperspirants/deodorants used, adults, by gender, April 2009-June 2010
                                                                                                                                        • 18-44s more likely to prefer gel
                                                                                                                                          • Figure 31: Types, forms and kinds of antiperspirants/deodorants used, adults, by age, April 2009-June 2010
                                                                                                                                          • Figure 32: Forms of deodorant used, by age, October/November 2010
                                                                                                                                        • Women are more likely to use combination antiperspirant/deodorants
                                                                                                                                          • Figure 33: Types of products used, by gender, October/November 2010
                                                                                                                                        • Men more likely to use clear gels, body sprays and other forms
                                                                                                                                          • Figure 34: Forms of deodorant used, by gender, October/November 2010
                                                                                                                                        • Brand use varies greatly by gender
                                                                                                                                          • Figure 35: Brands of antiperspirants/deodorants used, adults, by gender, April 2009-June 2010
                                                                                                                                        • Old Spice and Axe used by many young adults
                                                                                                                                          • Figure 36: Brands of antiperspirants/deodorants used, adults, by age, April 2009-June 2010
                                                                                                                                      • Teen Use of Antiperspirants/Deodorants

                                                                                                                                        • Key points
                                                                                                                                          • Most teens prefer clear, solid stick scented deodorant
                                                                                                                                            • Figure 37: Teen use of antiperspirants/deodorants, by gender and age, April 2009-June 2010
                                                                                                                                          • Teenage boys use male-oriented products while teen girls are more likely to use female brands
                                                                                                                                            • Figure 38: Brands of antiperspirants/deodorants used, teens, by gender and age, April 2009-June 2010
                                                                                                                                          • Older teens of both sexes use antiperspirant/deodorant more frequently
                                                                                                                                            • Figure 39: Number of times antiperspirants/deodorants used, teens, by gender and age, April 2009-June 2010
                                                                                                                                        • Average Spend on Deodorants

                                                                                                                                          • Key points
                                                                                                                                            • Most spend less than $4.50 on deodorant
                                                                                                                                              • Figure 40: Amount spent per package, by gender, October/November 2010
                                                                                                                                            • Young adults more willing than older Americans to pay price premium
                                                                                                                                              • Figure 41: Amount spent per package, by age, October/November 2010
                                                                                                                                            • Affluents more likely to spend on premium-priced deodorants
                                                                                                                                              • Figure 42: Amount spent per package, by household income, October/November 2010
                                                                                                                                          • Incidence of Brand Switching

                                                                                                                                            • Key points
                                                                                                                                              • Most do not report experimenting or switching brands
                                                                                                                                                • Figure 43: Incidence of switching brands, by household income, October/November 2010
                                                                                                                                              • 18-34s most likely to experiment with new products or switch brands
                                                                                                                                                • Figure 44: Incidence of switching brands, by age, October/November 2010
                                                                                                                                            • Who Makes Purchase Decisions

                                                                                                                                              • Key points
                                                                                                                                                • Many women and affluents buy deodorant for their significant other
                                                                                                                                                  • Figure 45: Who chooses products bought, by gender, October/November 2010
                                                                                                                                                  • Figure 46: Who chooses products bought, by household income, October/November 2010
                                                                                                                                                • 25-44s most likely age segment to choose for others
                                                                                                                                                  • Figure 47: Who chooses products bought, by age, October/November 2010
                                                                                                                                              • Use of All-Natural and Organic Products

                                                                                                                                                • Key points
                                                                                                                                                  • Most do not report a preference for natural/organic products
                                                                                                                                                    • Figure 48: Use of all-natural/organic products, by age, October/November 2010
                                                                                                                                                    • Figure 49: Use of all-natural/organic products, by household income, October/November 2010
                                                                                                                                                • Product Concerns and Areas of Opportunity

                                                                                                                                                  • Key points
                                                                                                                                                    • Three in 10 interested in alcohol-free deodorants
                                                                                                                                                      • Figure 50: Product concerns/areas of opportunity, by gender, October/November 2010
                                                                                                                                                    • Young adults more likely to be annoyed by deodorant stains on clothing
                                                                                                                                                      • Figure 51: Product concerns/areas of opportunity, by age, October/November 2010
                                                                                                                                                  • Opinions Regarding Brand Names

                                                                                                                                                    • Key points
                                                                                                                                                      • Many have neutral attitudes about branded products
                                                                                                                                                        • Figure 52: Opinions regarding brand names, by age, October/November 2010
                                                                                                                                                      • Only 38% indicate premium brands smell better than private label
                                                                                                                                                        • Figure 53: Opinions regarding brand names, by household income, October/November 2010
                                                                                                                                                    • Features Wanted/Willing to Pay More For

                                                                                                                                                      • Key points
                                                                                                                                                        • Women more interested in premium products
                                                                                                                                                          • Figure 54: Features wanted/willing to pay more for, by gender, October/November 2010
                                                                                                                                                        • Most affluents willing to pay extra for “improved protection”
                                                                                                                                                          • Figure 55: Features wanted/willing to pay more for, by household income, October/November 2010
                                                                                                                                                      • Opinions Regarding Fragrance

                                                                                                                                                        • Key points
                                                                                                                                                          • Most agree that women should smell feminine and men should smell masculine
                                                                                                                                                            • Figure 56: Opinions regarding fragrance, by gender, October/November 2010
                                                                                                                                                          • Younger adults more accepting of deodorant as perfume replacement
                                                                                                                                                            • Figure 57: Opinions regarding fragrance, by age, October/November 2010
                                                                                                                                                        • Factors Influencing Product Choice

                                                                                                                                                          • Key points
                                                                                                                                                            • Most want strongest possible protection
                                                                                                                                                              • About a third of men prefer formulations that appeal to women
                                                                                                                                                                • Figure 58: Factors influencing product choice, by gender, October/November 2010
                                                                                                                                                              • Young adults more interested 48-hour protection and extra use when exercising
                                                                                                                                                                • Figure 59: Factors influencing product choice, by age, October/November 2010
                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                              • Key points
                                                                                                                                                                • Blacks and Hispanics use deodorant more frequently
                                                                                                                                                                  • Figure 60: Number of times antiperspirants/deodorants used, adults, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                • Blacks and Hispanics more willing to splurge on personal care
                                                                                                                                                                  • Figure 61: Features wanted/willing to pay more for, by race/Hispanic origin, October/November 2010
                                                                                                                                                                • Most blacks and Hispanics want strongest and 48-hour protection
                                                                                                                                                                  • Figure 62: Factors influencing product choice, by race/Hispanic origin, October/November 2010
                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                  • Moderates
                                                                                                                                                                    • Demographics
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Explorers
                                                                                                                                                                            • Demographics
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Equators
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                            • Figure 63: Deodorant clusters, October/November 2010
                                                                                                                                                                                            • Figure 64: Features wanted/willing to pay more, by deodorant clusters, October/November 2010
                                                                                                                                                                                            • Figure 65: Opinions regarding fragrance, by age, October/November 2010
                                                                                                                                                                                            • Figure 66: Factors influencing product choice, by gender, October/November 2010
                                                                                                                                                                                            • Figure 67: Types of products used, by deodorant clusters, October/November 2010
                                                                                                                                                                                            • Figure 68: Type or form of deodorant used, by deodorant clusters, October/November 2010
                                                                                                                                                                                            • Figure 69: Incidence of switching brands, by deodorant clusters, October/November 2010
                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                            • Figure 70: Deodorant clusters, by gender, October/November 2010
                                                                                                                                                                                            • Figure 71: Deodorant clusters, by age group, October/November 2010
                                                                                                                                                                                            • Figure 72: Deodorant clusters, by household income, October/November 2010
                                                                                                                                                                                            • Figure 73: Deodorant clusters, by race, October/November 2010
                                                                                                                                                                                            • Figure 74: Deodorant clusters, by Hispanic origin, October/November 2010
                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                              • Women aged 55+ most likely to seek alcohol-free products
                                                                                                                                                                                                  • Figure 75: Product concerns/areas of opportunity, by gender and age, October/November 2010
                                                                                                                                                                                                • Both young men and women feel fragrance tells a lot about a person
                                                                                                                                                                                                    • Figure 76: Opinions regarding fragrance, by gender and age, October/November 2010
                                                                                                                                                                                                  • Target young women with premium products
                                                                                                                                                                                                      • Figure 77: Features wanted/willing to pay more for, by gender and age, October/November 2010
                                                                                                                                                                                                    • Young blacks more likely than others to experiment
                                                                                                                                                                                                      • Figure 78: Incidence of switching brands, by race/Hispanic origin and age, October/November 2010
                                                                                                                                                                                                  • IRI/Builders—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, 2010*
                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                            • Figure 80: Key purchase measures for the top brands of deodorant, by household penetration, 2010*
                                                                                                                                                                                                        • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                            • Figure 81: Factors influencing product choice, by household income, October/November 2010
                                                                                                                                                                                                            • Figure 82: Opinions regarding fragrance, by household income, October/November 2010
                                                                                                                                                                                                        • Appendix—Trade Associations

                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                          • American Cancer Society (ACS)
                                                                                                                                                                                                          • Chanel USA
                                                                                                                                                                                                          • Church & Dwight Co. Inc
                                                                                                                                                                                                          • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                          • Coty Inc
                                                                                                                                                                                                          • Elizabeth Arden, Inc.
                                                                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                                                                          • Food Products Association
                                                                                                                                                                                                          • Fragrance Foundation, The
                                                                                                                                                                                                          • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                          • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                          • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                                                                                          • Innovative Brands, Llc
                                                                                                                                                                                                          • Kao Brands Company
                                                                                                                                                                                                          • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                          • National Basketball Association
                                                                                                                                                                                                          • National Football League Inc.
                                                                                                                                                                                                          • Procter & Gamble Company (The)
                                                                                                                                                                                                          • Procter & Gamble USA
                                                                                                                                                                                                          • Revlon USA
                                                                                                                                                                                                          • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                          • Unilever USA
                                                                                                                                                                                                          • Walgreen Co
                                                                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                                                                          Antiperspirants and Deodorants - US - February 2011

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