Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Body Care and Deodorant - US - June 2015

The body care and deodorant market has experienced growth, benefiting from improved spray deodorant formats as well as strong therapeutic skincare sales. This category presents opportunities for brands to focus on beauty benefits in body care products, such as lotion that provides a shimmering effect, to reach young female consumers, who are more involved in the category.

This report looks at the following areas:

  • Market experiencing steady growth lead by APDO products
  • Product usage widespread, body care lower among men and aging consumers
  • Market boosted by incidence of skin conditions, usage higher among Black consumers

Brands can also increase usage among men through male specific products, and among an aging population through a focus on convenient formats. The market will also benefit from higher usage among a growing population of Black consumers. 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, hand and foot care products such as lotions, oils, and creams.

Young women, who report higher body care product usage, can be reached through the inclusion of beauty benefits such as shimmering lotions. They can also be reached through more convenient formats, which can improve use on-the-go for younger consumers as well as appealing to an aging population who may view formats such as sprays as being easier to use. A focus on advertising and doctor/dermatologist recommendations can help to boost the market, especially when it comes to reaching men, the aging population, and Black consumers. Finally, altering brand perceptions can increase the frequency of product application, by emphasizing products that are intended for daily use.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Market experiencing steady growth lead by APDO products
            • Figure 1: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2010-20
          • Product usage widespread, body care lower among men and aging consumers
            • Figure 2: Body care usage and APDO usage within the past 12 months, February 2015
          • Market boosted by incidence of skin conditions, usage higher among Black consumers
            • Figure 3: Body care usage and APDO usage within the past 12 months, by race, February 2015
          • The opportunities
            • Advertising, doctor/dermatologist recommendations reach body care consumers
              • Figure 4: Important factors driving body care purchase - any, February 2015
            • Focus on convenient formats, such as sprays
              • Figure 5: Spray benefit formats, February 2015
            • Light moisture options, repositioned branding may encourage more frequent body care use
              • Figure 6: Brand attributes, February 2015
            • What it means
            • The Market – What you need to know

              • Body care and deodorant market experiencing growth
                • Market competing with body spray, shower products
                  • Opportunities with increasing population of Black consumers, aging population
                  • Market Size and Forecast

                    • Historic and projected sales for body care and deodorant
                      • Figure 7: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2010-20
                      • Figure 8: Total US sales and forecast of body care and deodorant, at current prices, 2010-20
                  • Market Breakdown

                    • APDO segment boosts market, foot care struggles
                      • Figure 9: Total U.S. retail sales of body care and deodorant products, by segment, at current prices, 2013 and 2015(est.)
                    • Sales primarily occur beyond supermarket and drug store channels
                      • Figure 10: Total US retail sales of body care and deodorant products, by channel, at current prices, 2010-15
                  • Market Perspective

                    • Alternatives such as body spray, moisturizing body wash impact market
                      • Struggles in nail care market impact foot care sales
                        • Body care and deodorant lose spend to facial skincare, fragrances
                          • Figure 11: Personal care budget allocations, 2014 (est.)
                      • Market Factors

                        • Aging consumers present challenges
                          • Figure 12: US Population by age, 2010-20
                        • Increasing population, especially of Black consumers, improves market
                          • Figure 13: US Population by race and Hispanic origin, 2010-20
                        • Growing incidence of skin related conditions
                          • Children continue to enter puberty at a younger age
                            • Cold weather drives sales for body care, slows 2014 growth
                              • Figure 14: Average winter temperatures, contiguous US, Dec-Feb, 2009-15
                            • Brand perceptions, limited daily use options slowing down the market
                            • Key Players – What You Need to Know

                              • Smaller companies compete for market share
                                • APDO benefits from spray product launches, body care from unique benefits
                                  • Anti-aging body care losing steam, unisex APDO products struggle
                                    • Spray successes in APDO open the door for other innovations
                                    • Manufacturer Sales of Body Care and Deodorant

                                      • Top two companies dominate, increased competition among others
                                        • Manufacturer sales of body care and deodorant
                                          • Figure 15: Manufacturer sales of body care and deodorant, 2014 and 2015
                                      • What’s Working?

                                        • Therapeutic hand and body care, products for specific skin conditions boost category
                                          • Figure 16: MULO sales of select therapeutic hand and body care products, rolling 52 weeks ending Feb 22, 2015
                                        • Unique benefits, increased advertising boost hand and body care segment
                                          • Figure 17: Aveeno print ad, 2015
                                          • Figure 18: MULO sales of select hand and body care products, rolling 52 weeks ending Feb 22, 2015
                                        • Hand and body care products for men
                                          • Figure 19: MULO sales of select men’s hand and body care products, in $millions, rolling 52 weeks ending Feb 23 2014 and Feb 22, 2015
                                        • Unilever, P&G experience APDO success related to spray formats
                                            • Figure 20: MULO sales of select deodorant products, rolling 52 weeks ending Feb 22, 2015
                                          • APDO brands focusing on female empowerment boost sales
                                            • Figure 21: Dove Women’s open letter to the armpit commercial, 2014
                                            • Figure 22: Degree motionsense “improve everything” commercial, 2014
                                            • Figure 23: MULO sales of select women’s deodorant products, rolling 52 weeks ending Feb 22, 2015
                                        • What’s Struggling?

                                          • Anti-aging hand and body care products losing steam
                                            • Figure 24: MULO sales of select anti-aging body products, 2012-14
                                          • Foot care sales remain flat in light of struggling nail care market
                                            • Figure 25: MULO sales of select foot care products, 2012-14
                                          • Unisex APDO products struggle to compete with gender specific products
                                            • Figure 26: M ULO sales of select unisex deodorants, 2012-14
                                        • What’s Next?

                                          • More variety in moisture claims, including products that are long lasting or light
                                            • Lotions with beauty benefits replace anti-aging lotions
                                              • Unique, convenient formats for hand and body care
                                                • APDO products capitalize on spray deodorants using dry benefits
                                                  • Competition from products that deodorize the full body, not just armpits
                                                  • The Consumer – What You Need to Know

                                                    • Body care opportunities exist with men, aging population
                                                      • Consumers influenced by a variety of factors
                                                        • New formats, especially sprays, may increase product usage
                                                          • Body care brand perceptions not addressing key attributes
                                                          • Body Care Product Usage

                                                            • Body care use higher with females, decreases by age
                                                              • Figure 27: Body care usage within the past 12 months, by age and gender, February 2015
                                                            • Consumers apply body care products fewer than once per day
                                                              • Figure 28: Body care use (Mean), by gender and race/Hispanic origin, November 2013 - December 2014
                                                          • Deodorant Product Usage

                                                            • APDO use is widespread, decreases with age
                                                              • Figure 29: APDO usage within the past 12 months, by age and gender, February 2015
                                                            • Frequency of APDO usage
                                                              • Figure 30: APDO use (Mean), by gender and race/Hispanic origin, November 2013 - December 2014
                                                          • Teen Body Care and Deodorant Usage

                                                              • Figure 31: APDO usage among teens, by gender, November 2013 – December 2014
                                                          • Purchase Influencers

                                                            • Consumers influenced by a variety of body care purchasing factors
                                                              • Figure 32: Important factors driving body care purchase - any, by age, February 2015
                                                            • APDO consumers most likely to be concerned about effectiveness and scent
                                                              • Figure 33: Important factors driving deodorant purchase - any, February 2015
                                                          • Perceptions and Attitudes

                                                            • Spray formats viewed as easy to use, convenient
                                                              • Figure 34: Spray benefit formats, February 2015
                                                            • Body care attitudes
                                                              • Figure 35: Body care attitudes, February 2015
                                                          • Brand Perceptions

                                                            • Improved branding an opportunity in body care market
                                                              • Figure 36: Brand attributes, February 2015
                                                            • Advertising pays off, despite consumer perceptions
                                                              • Brands struggle to be seen as innovative
                                                                • Figure 37: Vaseline Healing Serum print ad, 2015
                                                            • Appendix – Data Sources and Abbreviations

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

                                                                            • Figure 38: Total US sales and forecast of body care and deodorant, at inflation-adjusted prices, 2010-20
                                                                            • Figure 39: Total US re tail sales and forecast of body care and deodorant products, by segment, at current prices, 2010-20
                                                                            • Figure 40: Total US retail sales of body care and deodorant products, by channel, at current prices, 2013 and 2015
                                                                        • Appendix – Key Players

                                                                            • Figure 41: MULO sales of hand and body care, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                            • Figure 42: MULO sales of foot care, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                            • Figure 43: MULO sales of APDO products, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                        • Appendix – Consumer

                                                                            • Figure 44: Usage of APDO products, November 2008 - December 2014
                                                                            • Figure 45: Usage of APDO products, November 2013- December 2014
                                                                            • Figure 46: Usage of body care products, by gender and race, November 2013- December 2014
                                                                            • Figure 47: Body care usage among teens, by gender and race, November 2013 – December 2014

                                                                        Companies Covered

                                                                        • Walmart Stores (USA)

                                                                        Body Care and Deodorant - US - June 2015

                                                                        £3,199.84 (Excl.Tax)