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Body Care and Deodorant - US - July 2017

"Total sales of body care and deodorant continue on their slow and steady upward trajectory, with sales projected to increase slightly more than 2% for 2017. The tepid sales performance of this industry is a function of continued consumption of deodorant as a hygiene staple, and high existing penetration in a mature industry."

- Jana Vyleta, Health & Personal Care Analyst

This report will cover the following areas:

  • Some consumers replace body care for single ingredients
  • Consumers show limited engagement in body care
  • Deodorant brands perceived similarly to consumers

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Sales of body care and deodorant continue on slow, steady upward trajectory
            • Figure 1: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2012-22
          • The issues
            • Some consumers replace body care for single ingredients
              • Figure 2: Use of common ingredients instead of body care products, April 2017
            • Consumers show limited engagement in body care
              • Figure 3: Select body care purchase influencers, April 2017
            • Deodorant brands perceived similarly to consumers
              • Figure 4: Works well and long-lasting perceptions of select APDO brands, April 2017
            • The opportunities
              • Target experientially-driven body care users
                • Figure 5: Select body care purchasing behaviors, April 2017
              • Secondary purchase influencers may differentiate body care
                • Figure 6: Select body care descriptors, any rank (net), April 2017
              • Emphasize scent and functionality in APDO
                • Figure 7: Select APDO purchase influencers, April 2017
              • What it means
              • The Market – What You Need to Know

                • Sales projected to continue growing modestly
                  • Body care lags behind APDO in sales growth
                    • Single ingredients, waterless cleansers could impact industry
                      • Body care sales weathered higher temps, population trends could impact category growth
                      • Market Size and Forecast

                        • 2017 sees modest growth, future outlook similar
                          • Figure 8: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2012-22
                          • Figure 9: Total US sales and forecast of body care and deodorant, at current prices, 2012-22
                      • Market Breakdown

                        • Limited engagement, ingredient swaps limit body care
                          • No sweat as APDO sales grow for fifth straight year
                            • Figure 10: Share of body care, deodorant, and foot care retail sales, by segment, 2017 (est)
                          • Foot care feels amplified effects of body care
                            • Figure 11: Total US retail sales and forecast of body/foot care products and deodorant, by segment, at current prices, 2012-22
                        • Market Perspective

                          • Ingredient replacements could impede growth
                            • Fewer showers, waterless cleansers will produce mixed results
                            • Market Factors

                              • Growth in exercise supports APDO
                                • Figure 12: Percentage who exercise regularly, 2004-16
                              • Body care sales may be more independent from temperatures
                                • Figure 13: Average winter temperatures contiguous US, Jun-Aug 2012-17 and total sales of body care 2012-17
                              • A more diverse population could impact category sales
                                • Figure 14: Population, by race and Hispanic origin, percent change, 2017-22
                            • Key Players – What You Need to Know

                              • Unilever strengthens position as industry leader
                                • Smaller brands, natural brands, and gender-specific deodorants grow
                                  • Value brands and unisex deodorant struggle
                                    • Future potential for in-shower moisturizers, pollution claims
                                    • Company and Brand Sales of Body Care and Deodorant

                                      • Unilever strengthens its lead as top category player
                                          • Figure 15: Advertisement for Degree UltraClear Black + White, January 20, 2017
                                        • Old Spice sales smell good for P&G
                                          • Smaller brands steal the spotlight from larger competitors
                                            • Figure 16: Sales of body care and deodorant, by leading companies, rolling 52 weeks 2016 and 2017
                                        • What’s Working?

                                          • Smaller, speciality body care brands outpace larger players
                                            • Natural brands deliver perceptions of safety and quality
                                              • Gender-specific deodorant brands outpacing unisex
                                                • Figure 17: Total US retail sales and forecast of deodorant and antiperspirants, by category, at current prices, 2012-17
                                            • What’s Struggling?

                                              • Value brands struggling to grow
                                                • Figure 18: MULO sales of select deodorant and body care brands, rolling 52 weeks 2016 and 2017
                                            • What’s Next?

                                              • The future of in-shower moisturizers is… unknown
                                                • Figure 19: Select in-shower moisturizer MULO sales, rolling 52-weeks 2016-17
                                              • What’s good for the face is good for the body… or is it?
                                              • The Consumer – What You Need to Know

                                                • Traditional body lotion holds highest penetration
                                                  • Body care category engagement is moderate
                                                    • Body care purchases straddle experiential, practical needs
                                                      • Natural ingredients, relaxation appeal to body care users
                                                        • APDO penetration remains flat
                                                          • Few differences perceived across APDO brands
                                                            • Scent influences APDO purchases
                                                            • Body Care Usage

                                                              • Traditional lotion formulation most widely used
                                                                • Body lotion spray holds limited appeal
                                                                  • Figure 20: Body care product usage, April 2017
                                                                • Younger women are heavier users of body care
                                                                  • Figure 21: Body care product usage, by age and gender, April 2017
                                                                  • Figure 22: Advertisement for O’Keeffe’s Working Hands
                                                                • Blacks and Hispanics are above-average users
                                                                    • Figure 23: Body care product usage, by race and Hispanic origin, April 2017
                                                                • Body Care Purchase Influencers

                                                                  • Influence of price and brand reflect moderate engagement
                                                                    • General moisturizing higher priority than treating conditions
                                                                      • Online reviews slightly more influential than a doctor
                                                                        • Figure 24: Body care purchase influencers, April 2017
                                                                      • Secondary influencers can expand product reach
                                                                          • Figure 25: TURF Analysis – Body care purchase influencers, April 2017
                                                                        • Methodology
                                                                          • Men, older consumers less particular with body care
                                                                            • Figure 26: Body care purchase influencers, by age and gender, April 2017
                                                                          • Black consumers influenced more by brand, price, ingredients
                                                                            • Figure 27: Body care purchase influencers, by race and Hispanic origin, April 2017
                                                                        • Body Care Purchasing Behaviors

                                                                          • Body care purchases straddle experiential needs…
                                                                            • Figure 28: Body care purchasing behaviors, April 2017
                                                                          • …and practicality
                                                                            • Figure 29: Body care purchasing behaviors, by number of products used, April 2017
                                                                          • Some forego body care for common ingredients
                                                                            • Experiential aspects still important to practical adults
                                                                              • Figure 30: Select body care purchasing behaviors, by age and gender, April 2017
                                                                            • Hispanics, Blacks prioritize scent
                                                                              • Figure 31: Select body care purchasing behaviors, by race and Hispanic origin, April 2017
                                                                          • Body Care Descriptors

                                                                            • Long-lasting, fast-absorbing are gateway to purchase
                                                                              • Consumers prefer body care to relax rather than energize
                                                                                • Desire for natural ingredients consistent with NOPC growth
                                                                                  • Figure 32: Body care descriptions, any rank (net), April 2017
                                                                                • Younger adults seek experiential descriptors, older want practical
                                                                                  • Figure 33: Body care descriptions, any rank (net), by age, April 2017
                                                                                • Black consumers hold different expectations
                                                                                  • Figure 34: Select body care descriptions, any rank (net), by race and Hispanic origin, April 2017
                                                                              • APDO Usage

                                                                                • APDO usage universal, consumption remains flat
                                                                                  • Figure 35: APDO product usage, April 2017
                                                                                  • Figure 36: Mean deodorant usage (#) during 7 day period, 2004, 2006, 2008, 2010, 2012, 2014, and 2016
                                                                                  • Figure 37: Deodorant usage on a weekly basis, 2012 and 2017
                                                                                • Stick format grows at expense of roll-on
                                                                                    • Figure 38: Forms of deodorant used most often, 2008, 2011, 2014, and 2017
                                                                                  • Sprays decline with age, sticks stay consistent
                                                                                    • Figure 39: APDO product usage, by age and gender, April 2017
                                                                                  • Asian consumers sweat less, lower users of APDO
                                                                                    • Figure 40: APDO product usage, by race and Hispanic origin, April 2017
                                                                                • APDO Brand Perceptions

                                                                                  • Many deodorant brands perceived similarly
                                                                                    • Natural deodorants struggle with efficacy perceptions
                                                                                      • Figure 41: Female APDO brand perceptions, April 2017
                                                                                      • Figure 42: Male APDO brand perceptions, April 2017
                                                                                    • Brand perceptions decline as consumers age
                                                                                      • Figure 43: Female APDO brand perceptions, by age, April 2017
                                                                                      • Figure 44: Male APDO brand perceptions, by age, April 2017
                                                                                    • Black consumers view major APDO brands more favorably
                                                                                      • Figure 45: Female APDO brand perceptions, by race and Hispanic origin, April 2017
                                                                                      • Figure 46: Male APDO brand perceptions, by race and Hispanic origin, April 2017
                                                                                  • APDO Purchase Influencers

                                                                                    • Scent dictates most purchases…
                                                                                      • …with function and form right behind
                                                                                        • Figure 47: APDO form usage, 2008, 2011, 2014, and 2017
                                                                                        • Figure 48: Advertisement for Dove invisible dry spray, March 13, 2017
                                                                                      • Aluminum-free is the way to be (for some)
                                                                                        • Figure 49: APDO purchase influencers, April 2017
                                                                                      • Scent is more important to men than women
                                                                                        • Figure 50: APDO purchase influencers, by age and gender, April 2017
                                                                                      • Performance, moisturizing properties matter more to Black consumers
                                                                                        • Figure 51: Select APDO purchase influencers, by race and Hispanic origin, April 2017
                                                                                    • Appendix – Data Sources and Abbreviations

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

                                                                                                    • Figure 52: Total US retail sales and forecast of body/foot care products and deodorant, at inflation-adjusted prices, 2012-22
                                                                                                    • Figure 53: Total US retail sales of body care and deodorant, by segment, at current prices, 2015 and 2017
                                                                                                    • Figure 54: Total US retail sales and forecast of body care products, at current prices, 2012-22
                                                                                                    • Figure 55: Total US retail sales and forecast of foot care products, at current prices, 2012-22
                                                                                                    • Figure 56: Total US retail sales and forecast of antiperspirant/deodorant, at current prices, 2012-22
                                                                                                    • Figure 57: Total U.S. retail sales and forecast of deodorant and antiperspirants, by category, at current prices, 2012-17
                                                                                                    • Figure 58: Total US retail sales of body/foot care products and deodorant, by channel, at current prices, 2012-2017
                                                                                                    • Figure 59: Total US retail sales of body care and deodorant, by channel, at current prices, 2015 and 2017
                                                                                                    • Figure 60: Share of skincare market, by segment, 2017 (est)
                                                                                                    • Figure 61: Base table for percentage of adults who exercise (figure 12)
                                                                                                    • Figure 62: Base table for percentage of adults who exercise (figure 12) (continued)
                                                                                                • Appendix – Key Players

                                                                                                    • Figure 63: MULO sales of body care, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                                    • Figure 64: MULO sales of foot care, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                                    • Figure 65: MULO sales of deodorant, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                                    • Figure 66: MULO sales of men's deodorant, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                                    • Figure 67: MULO sales of women's deodorant, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                                    • Figure 68: MULO sales of unisex deodorant, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                                    • Figure 69: Consumer sentiment index, January 2007-April 2017
                                                                                                • Appendix – The Consumer

                                                                                                    • Figure 70: Household income distribution by race and Hispanic origin of householder, 2015
                                                                                                    • Figure 71: TURF Analysis – Purchase influencers, April 2017
                                                                                                  • Methodology

                                                                                                  Companies Covered

                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                  Body Care and Deodorant - US - July 2017

                                                                                                  US $3,995.00 (Excl.Tax)