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Body Care and Deodorant - US - July 2016

The $6 billion body care and deodorant market has shown fairly stable growth in recent years. Near universal routine usage of deodorant and body care presents both opportunities and challenges for future growth. Spray formats, natural formulations, and the integration of added benefits have propelled consumer interest in the market. High engagement among women and 18-34-year-olds should continue to underpin the market, while focused outreach to aging Boomers and Hispanics may also build sales.

This report examines the following issues:

  • Category engagement decreases with age, especially among men
  • Behaviors and attitudes limit usage, showcase competition with other products

The products covered in this report include deodorants and antiperspirants in all packaging formats, including aerosols, sprays, pumps, roll-ons, solid sticks, and gels, as well as body and foot care products such as lotions, oils, and creams. Hand lotion is included in the market size, but grouped with body lotion in market segmentation, as there are few products that are marketed specifically for hand care.

For the purposes of this report, the body care and deodorant market has been segmented as follows:

  • Hand and body care, which includes hand and body lotions, body oils, anti-aging body creams, and hand creams
  • Foot care
  • APDO (Antiperspirants/deodorants)

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Category growth is positive, but slow
            • Figure 1: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2011-21
          • Category engagement decreases with age, especially among men
            • Figure 2: usage of select body care products, by age, March 2016
          • Behaviors and attitudes limit usage, showcase competition with other products
            • Figure 3: Select attitudes towards body care, March 2016
          • The opportunities
            • Younger adults show strong engagement with new product and formats
              • Figure 4: Any usage or interest in select product formats (net), by age, March 2016
            • Blacks and Hispanics are growing demographics, show strong interest in market
              • Figure 5: Any usage or interest in select product formats (net), by race and Hispanic origin, March 2016
            • Interest in diverse benefits, shows in-roads for developing products
              • Figure 6: Body care benefits, March 2016
            • What it means
            • The Market – What You Need to Know

              • Steady growth from 2011-16, projected to continue through 2021
                • Competition from products in the wider beauty and personal care market
                  • Demographic drivers will shape market through 2021
                    • Interest in natural products to shape market
                    • Market Size and Forecast

                      • Steady demand for deodorants and innovations underpin steady growth
                        • Figure 7: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2011-21
                        • Figure 8: Total US sales and forecast of body care and deodorant, at current prices, 2011-21
                    • Market Breakdown

                      • APDO segment is largest and fastest-growing segment
                        • Figure 9: Total US retail sales of body care and deodorant, by segment, at current prices, 2014 and 2016
                      • Majority of sales come through other retail channels
                        • Figure 10: Total US retail sales of body care and deodorant, by channel, at current prices, 2010-16
                    • Market Perspective

                      • Moisturizing body washes compete with body lotions
                        • Slump in nail care and color market contributing to foot care struggles
                          • Competition from beauty products
                          • Market Factors

                            • Improving economy allows for greater spending on body care, APDO
                              • Figure 11: consumer confidence, January 2007-May 2016
                            • Population growth among women is positive driver for body care
                              • Figure 12: female population by age, 2010-20
                            • Multicultural adults will drive demand
                              • Figure 13: population by race and Hispanic origin, 2010-2020
                            • Natural products and “beauty from within” trends shape market
                            • Key Players – What You Need to Know

                              • Unilever and P&G lead with new formats and dominant APDO brands
                                • In body care, larger players struggle, as smaller brands make in-roads
                                  • Anti-aging lotions, unisex APDO brands, and foot care products struggle
                                    • Natural offerings, on-the-go formats, and ethnic skincare marketing
                                    • Manufacturer Sales of Body Care and Deodorant

                                      • Unilever and P&G lead the market with strong APDO portfolios
                                        • In body care, J&J’s Aveeno leads, but smaller players show growth
                                          • MULO sales of foot care tumble, as only Blistex and O’Keeffe’s post gains
                                            • Manufacturer sales of body care and deodorant
                                              • Figure 14: MULO sales of body care and deodorant, by leading companies, rolling 52-weeks 2015 and 2016
                                          • What’s Working?

                                            • Strong performance for men’s and women’s APDO
                                              • In men’s APDO segment, Unilever bolsters lead position
                                                • Figure 15: MULO sales of select men’s deodorant, Unilever and P&G, rolling 52-weeks 2015 and 2016
                                                • Figure 16: Degree Ad with Stephen Curry, 2016
                                                • Figure 17: Degree’s Dry Spray ad, 2016
                                                • Figure 18: Dove’s “Ordinary Men” ad, 2016
                                              • In Women’s APDO, Secret leads, but Dove and Degree build share
                                                • Figure 19: MULO sales of select women’s deodorant, Unilever and P&G, rolling 52 weeks 2015 and 2016
                                                • Figure 20: Secret’s “Stress Test” ad, 2016
                                                • Figure 21: Dove dry antiperspirant ad, 2016
                                              • Body lotion and hand care offers positive, but modest, growth
                                                • Aveeno wins with brand identification and natural positioning
                                                  • Figure 22: Aveeno TV ad, July 2015
                                                • Beiersdorf’s Nivea offers convenience
                                                  • Figure 23: Nivea In-Shower Body Lotion Ad, 2015
                                                • Therapeutic and ultra-moisturizing formulations propel Gold Bond
                                                • What’s Struggling?

                                                  • Anti-aging products lose share as other products offer similar benefits
                                                    • Foot care sales flag, as segment struggles to retain consumer interest
                                                      • MULO sales fall for unisex deodorant
                                                        • Figure 24: MULO sales of select unisex deodorant, rolling 52 weeks 2015 and 2016
                                                    • What’s Next?

                                                      • Success of smaller brands shows potential for niche, natural products
                                                        • Figure 25: Select smaller MULO body care brands, rolling 52-weeks 2015 and 2016
                                                      • SheaMoisture offers ethnic focus and also barrier-breaking approach
                                                        • Figure 26: SheaMoisture: Break the Walls, 2016
                                                      • Portable products offer growth opportunities
                                                      • The Consumer – What You Need to Know

                                                        • Body care usage is high
                                                          • Secondary claims are key for body care differentiation
                                                            • APDO products enjoy high penetration, daily usage
                                                              • Strong interest in trying out a range of product formats
                                                              • Use of Body Care Products

                                                                • Body care products used by more than eight in 10 adults
                                                                  • Figure 27: Body care usage, March 2016
                                                                • Those aged 18-34 use wider range of body care products
                                                                  • Women drive category usage, although product range narrows with age
                                                                    • Figure 28: usage of body care products, by gender and by age, March 2016
                                                                  • Blacks and Hispanics over-index for a range of body care products
                                                                    • Figure 29: usage of body care products, by race and Hispanic origin, March 2016
                                                                • Body Care Benefits

                                                                  • Ultra-moisturizing and treating rough skin are top two benefits
                                                                    • Widespread promotion of natural ingredients justified by high interest
                                                                      • Figure 30: Body care benefits, March 2016
                                                                    • Age and gender shape sought after body care benefits
                                                                      • Figure 31: Body care benefits, by gender and age, March 2016
                                                                    • Blacks seek intensive moisture; Hispanics looks for a range of benefits
                                                                      • Figure 32: body care benefits, by race and Hispanic origin, March 2016
                                                                    • Adding natural product claims and sun protection boosts appeal
                                                                      • Figure 33: TURF Analysis – Body care benefits, March 2016
                                                                      • Figure 34: Table - TURF Analysis – Body care benefits, March 2016
                                                                    • TURF methodology
                                                                    • Attitudes toward Body Care

                                                                      • Body lotion serves multiple uses
                                                                        • Figure 35: Attitudes toward body care, March 2016
                                                                      • Women’s attitudes support higher usage
                                                                        • Figure 36: attitudes towards body care, by gender and age, March 2016
                                                                      • Blacks favor basic, scented products; Hispanics value advertising
                                                                        • Figure 37: attitudes towards body care, by race and Hispanic origin, March 2016
                                                                    • Use of APDO

                                                                      • Use of APDO is nearly universal
                                                                        • Figure 38: APDO usage, March 2016
                                                                      • Those aged 18-34 are core users of body sprays
                                                                        • Figure 39: usage of APDO products, by gender and by age, March 2016
                                                                      • Asians often need – and use – fewer APDO products
                                                                        • Figure 40: usage of APDO products, by race and Hispanic origin, March 2016
                                                                    • Attitudes toward APDO

                                                                      • Opportunities and challenges for adding benefits, natural ingredients
                                                                        • Figure 41: Attitudes toward deodorants and antiperspirants, March 2016
                                                                      • Women are more concerned with ingredients, added benefits
                                                                        • Figure 42: Attitudes toward deodorants and antiperspirants, by gender and age, March 2016
                                                                      • Blacks and Hispanics show higher interest than Whites in added benefits
                                                                        • Figure 43: Attitudes toward deodorants and antiperspirants, by race and Hispanic origin, March 2016
                                                                      • Concerns about spray products warrant attention
                                                                        • Figure 44: Attitudes toward spray deodorants and formats, March 2016
                                                                      • Young men stand out as key target demographic for spray products
                                                                        • Figure 45: Attitudes toward spray products, by age and gender, March 2016
                                                                      • Hispanics post positive attitudes towards spray products
                                                                        • Figure 46: Attitudes toward spray products, by race and Hispanic origin, March 2016
                                                                    • Body Care Routines

                                                                      • APDO products and body lotions imbedded in daily routine
                                                                        • Figure 47: Body care routines, March 2016
                                                                      • Women use body lotion routinely, young men use outside of the home
                                                                        • Figure 48: routine usage of body lotion, by gender and age, March 2016
                                                                      • Blacks and Hispanics more likely to use lotions in daily routines
                                                                        • Figure 49: Routine usage of body lotion, by race/Hispanic origin, March 2016
                                                                    • Interest in Product Formats

                                                                      • Interest in trying out a range of new product formats is high
                                                                        • Figure 50: Interest in product formats, March 2016
                                                                      • Young adults report highest interest in new formats
                                                                        • Figure 51: usage or interest in product formats, by age and gender, March 2016
                                                                      • Hispanics stand out for high usage and interest in diverse formats
                                                                        • Figure 52: usage or interest in product formats, by race and Hispanic origin, March 2016
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Sales data
                                                                          • Fan chart forecast
                                                                            • Consumer survey data
                                                                              • Abbreviations and terms
                                                                                • Abbreviations
                                                                                  • Terms
                                                                                  • Appendix – Market

                                                                                      • Figure 53: Total US sales and forecast of body care and deodorant market, at inflation-adjusted prices, 2011-2021
                                                                                      • Figure 54: Total US retail sales and forecast of body care and deodorant, by segment, at current prices, 2011-21
                                                                                      • Figure 55: Total US retail sales of body care and deodorant, by channel, at current prices, 2014 and 2016
                                                                                  • Appendix – Key Players

                                                                                      • Figure 56: MULO sales of body care, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                      • Figure 57: MULO sales of foot care, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                      • Figure 58: MULO sales of men's deodorant, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                      • Figure 59: MULO sales of women's deodorant, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                      • Figure 60: MULO sales of unisex deodorant, by leading companies and brands, rolling 52 weeks 2015 and 2016

                                                                                  Companies Covered

                                                                                  • Walmart Stores (USA)

                                                                                  Body Care and Deodorant - US - July 2016

                                                                                  £3,174.67 (Excl.Tax)