Deodorants and Antiperspirants - US - February 2012
The $2.9 billon antiperspirant/deodorant market posted a 5.9% increase from 2006-11. Despite a questionable economy, penetration has changed little as consumers may have traded down, but rarely out, of this personal care essential. Indeed, the majority of respondents surveyed consider deodorants and antiperspirants to be a core-grooming product and they are ready to invest more for improved protection, or to select a preferred scent. This report analyzes the best opportunities for suppliers and retailers to promote the category, build market share, and draw key consumer groups. Mintel’s exclusive consumer data is analyzed by key demographics and examines the following market factors:
- The types, forms and brands of antiperspirant/deodorant that respondents favor
- The frequency and occasion for deodorant use
- Average amount of money spent on deodorants and attitudes toward higher-priced products
- Levels of protection used and preferred fragrances/scents
- Importance of natural ingredients and interest in “free-from” choices
- The prevalence of gender-specific deodorants and the space for unisex products
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.