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Deodorants and Antiperspirants - US - February 2013

“The deodorant/antiperspirant market can expect to see growth in the coming years due to near universal consumer usage of these products along with a lack of competitive alternatives. However, the market faces some challenges: the women’s segment has experienced a decline for the first time in years, consumers continue to demand long lasting products regardless of the many options currently available, and demographic shifts have the potential to impact usage. Companies and brands will need to explore ways to reinvigorate the women’s segment, determine new methods to prove/communicate product efficacy, and address the needs of the segments that may impact overall usage.”

– Gabriela Mendieta, Home & Personal Care Analyst

Some questions answered in this report include:

  • The women’s segment experienced a decline for the first time in several years. How can market players reinvigorate this segment in order for it to resume growth?
  • Though a number of options exist, some consumers struggle to find long-lasting protection. How can brands better prove and communicate product efficacy?
  • Puberty is starting earlier, but aging Baby Boomers’ usage of these products will decrease in time. What opportunities exist for the market to accommodate these demographic shifts?

 

The U.S. deodorant and antiperspirant market remained largely unaffected by the recession and has seen steady growth in the past few years. Mintel expects that this market will continue to grow into 2017. This market benefits from high market penetration and near universal usage of these products, which consumers depend on to protect them from sweat and body odor. Many consumers look to these products as forming an essential part of their daily personal care routine, and use deodorants/antiperspirants to maintain daily hygiene.

A key driver for market growth in the past few years has been the integration of enhanced performance, functional, and cosmetic benefits, and this will continue to be important for driving sales and keeping consumers engaged in the category in the coming years. The men’s and unisex product segments are currently performing well, whereas the women’s product segment has struggled somewhat. New innovation or the inclusion of greater beauty/cosmetic benefits will be keys in reinvigorating this segment. Long lasting performance is the most desired product attribute across demographics and performance and functional attributes have become “foundational” product requirements to capture consumers’ attention and subsequent purchase.

This report analyzes U.S. sales performance of deodorant and antiperspirant product sales in the past five years, the market forecast through 2017, and how different factors, such as a product claims, impact sales and consumer shopping behaviors. Adult category usage, teen category usage, the types of products that consumers regularly use, current product frustrations, and interest in and attitudes toward new and existing product formats and attributes are also explored in this report.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of deodorant and antiperspirant, at current prices, 2007-17
                        • Market factors
                          • Total population growth drives usage; demographic shifts might cause impact
                            • Hispanics and black consumers will be important segments to target
                              • Puberty happening earlier
                                • Segment performance
                                  • Figure 2: Total U.S. retail sales of deodorants and antiperspirants, by segment, at current prices, 2009-15
                                • Retail channels
                                  • Figure 3: Share of U.S. retail sales of deodorant and antiperspirant, by channel, at current prices, 2010 and 2012
                                • Market players
                                  • Figure 4: Share of MULO sales of deodorants and antiperspirants, by leading companies, 2012
                                • The consumer
                                  • Near universal penetration and usage across demographic groups
                                    • Stick form of APDO most commonly used format
                                      • Figure 5: Use of deodorant/antiperspirant and other scented personal care products, November 2012
                                    • Brand and scent key purchase influencers
                                      • Figure 6: Deodorant/antiperspirant shopping behaviors, November 2012
                                    • Most not frustrated with their current offerings but white marks/residue on clothes most commonly cited frustration
                                      • Figure 7: Frustrations around deodorant/antiperspirant, November 2012
                                    • Performance and functional claims most influential for consumers
                                      • Figure 8: Claims that influence purchase of deodorant/antiperspirant products, November 2012
                                    • Consumer interest in potential new formats/attributes resides with those that offer enhanced protection
                                      • Figure 9: Consumer interest in new product formats and attributes, November 2012
                                    • What we think
                                    • Issues in the Market

                                        • The women’s segment experienced a decline for the first time in several years. How can market players reinvigorate this segment in order for it to resume growth?
                                          • Though a number of options exist, some consumers struggle to find long-lasting protection. How can brands better prove and communicate product efficacy?
                                            • Puberty is starting earlier, but aging Baby Boomers’ usage of these products will decrease in time. What opportunities exist for the market to accommodate these demographic shifts?
                                            • Insights and Opportunities

                                              • Focus on how to enhance APDO product usage
                                                • Place a greater focus on younger teens and tweens
                                                • Trend Applications

                                                    • Trend: Extend My Brand
                                                      • Trend: Make it Mine
                                                        • 2015 Trend: East Meets West
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales are expected to grow steadily in the coming years
                                                              • Sales and forecast of deodorant and antiperspirant market
                                                                • Figure 10: Total U.S. retail sales and forecast of deodorant and antiperspirant market, at current prices, 2007-17
                                                                • Figure 11: Total U.S. retail sales and forecast of deodorant and antiperspirant market, at inflation-adjusted prices, 2007-17
                                                              • Fan chart forecast
                                                                  • Figure 12: Total U.S. retail sales and fan chart forecast of deodorant and antiperspirant market, at current prices, 2007-17
                                                              • Market Drivers

                                                                • Key points
                                                                  • Total population growth drives usage
                                                                    • Figure 13: Population, by age, 2008-18
                                                                  • Growing ethnic populations may help market in the future
                                                                    • Figure 14: Secret advertisement, 2012
                                                                    • Figure 15: Population, by race and Hispanic origin, 2008-18
                                                                  • Children are entering puberty at younger ages
                                                                  • Competitive Context

                                                                    • Perfume, cologne, and scented body lotion act as competition
                                                                      • Botox treatments could pose challenge to market
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Men’s segment leads the deodorant/antiperspirant market
                                                                            • Sales of deodorants and antiperspirants, by segment
                                                                              • Figure 16: Total U.S. retail sales of deodorant and antiperspirant, by segment, at current prices, 2010 and 2012
                                                                          • Segment Performance—Men’s Deodorants and Antiperspirants

                                                                            • Key points
                                                                              • Men’s deodorants and antiperspirants top-selling segment in the market
                                                                                • Sales and forecast of men’s deodorants and antiperspirants
                                                                                  • Figure 17: Total U.S. retail sales and forecast of men’s deodorants and antiperspirants, at current prices, 2007-17
                                                                              • Segment Performance—Women’s Deodorants and Antiperspirants

                                                                                • Key points
                                                                                  • Women’s segment to see slow growth in the coming years
                                                                                    • Sales and forecast of women’s deodorants and antiperspirants
                                                                                      • Figure 18: Total U.S. retail sales and forecast of women’s deodorants and antiperspirants, at current prices, 2007-17
                                                                                  • Segment Performance—Unisex Deodorants and Antiperspirants

                                                                                    • Key points
                                                                                      • Unisex segment remains small, but still sees slight growth
                                                                                        • Sales and forecast of unisex deodorants and antiperspirants
                                                                                          • Figure 19: Total U.S. retail sales and forecast of unisex deodorants and antiperspirants, at current prices, 2007-17
                                                                                      • Retail Channels

                                                                                        • Key points
                                                                                          • Majority of APDO purchases taking place in mass merchandisers, supercenters, warehouse clubs
                                                                                            • Sales of deodorants and antiperspirants, by channel
                                                                                              • Figure 20: Total U.S. retail sales of deodorant and antiperspirant products, by channel, at current prices, 2010-12
                                                                                          • Retail Channels—Supermarkets

                                                                                            • Key points
                                                                                              • Supermarket sales experience little growth in the past five years
                                                                                                • Supermarket sales of deodorants and antiperspirants
                                                                                                  • Figure 21: U.S. supermarket sales of deodorants and antiperspirants, at current prices, 2007-12
                                                                                              • Retail Channels—Drug Stores

                                                                                                • Key points
                                                                                                  • Drug stores experiencing growth and will likely continue to do so
                                                                                                    • Drug store sales of deodorants and antiperspirants
                                                                                                      • Figure 22: U.S. drug store sales of deodorants and antiperspirants, at current prices, 2007-12
                                                                                                  • Retail Channels—Other Retail Channels

                                                                                                    • Key points
                                                                                                      • Majority of APDO sales taking place through retailers that make up this segment
                                                                                                        • Other retail channels sales of deodorants and antiperspirants
                                                                                                          • Figure 23: U.S sales of deodorants and antiperspirants, through other channels, at current prices, 2007-12
                                                                                                      • Leading Companies

                                                                                                        • Key points
                                                                                                          • APDO market highly saturated and competitive
                                                                                                            • MULO manufacturer sales of deodorants and antiperspirants
                                                                                                              • Figure 24: MULO sales of deodorants and antiperspirants, by leading companies, 2011 and 2012
                                                                                                          • Brand Share—Men’s Deodorants and Antiperspirants

                                                                                                            • Key points
                                                                                                              • Unilever top men’s manufacturer due to Degree Men and Axe
                                                                                                                • Old Spice offerings see varying performances
                                                                                                                  • Henkel sees success with Right Guard brand
                                                                                                                    • MULO sales of men’s deodorants and antiperspirants
                                                                                                                      • Figure 25: MULO sales of men’s deodorants and antiperspirants by leading companies, 2011 and 2012
                                                                                                                  • Brand Share—Women’s Deodorants and Antiperspirants

                                                                                                                    • Key points
                                                                                                                      • Overall segment sees decline; P&G commands most sales and market share due to Secret
                                                                                                                        • Unilever struggles slightly in this segment
                                                                                                                          • MULO sales of women’s deodorants and antiperspirants
                                                                                                                            • Figure 26: MULO sales of women’s deodorants and antiperspirants by leading companies, 2011 and 2012
                                                                                                                        • Brand Share—Unisex Deodorants and Antiperspirants

                                                                                                                          • Key points
                                                                                                                            • MULO unisex segment sees growth similar to that of overall segment
                                                                                                                              • MULO sales of unisex deodorants and antiperspirants
                                                                                                                                • Figure 27: MULO sales of unisex deodorants and antiperspirants by leading companies, 2011 and 2012
                                                                                                                            • Innovations and Innovators

                                                                                                                              • Stick format continues to be most popular APDO format
                                                                                                                                • Figure 28: Deodorant and antiperspirant launches, by format types, 2007-12
                                                                                                                              • Functional and demographic claims most common among new product launches
                                                                                                                                • Figure 29: Deodorant and antiperspirant launches, by claims category, 2007-12
                                                                                                                              • Long-lasting, male, and antiperspirant most common claims across products in 2012
                                                                                                                                • Figure 30: Deodorant and antiperspirant launches, by claims, 2007-12
                                                                                                                              • Men’s APDO offerings emphasize long-lasting protection
                                                                                                                                • Clinical protection offerings common across genders
                                                                                                                                  • Women’s APDO products provide moisture along with new ingredient infusions
                                                                                                                                    • Extension to products for other parts of the body
                                                                                                                                      • Body sprays still male-focused
                                                                                                                                        • Natural offerings still prominent
                                                                                                                                        • Marketing Strategies

                                                                                                                                          • Overview of the brand landscape
                                                                                                                                            • Brand analysis: Degree Women
                                                                                                                                              • Figure 31: Brand analysis of Degree Women, 2013
                                                                                                                                            • Online initiatives
                                                                                                                                              • Figure 32: Degree women website, 2013
                                                                                                                                            • TV presence
                                                                                                                                              • Figure 33: Degree women television ad, 2012
                                                                                                                                            • Print
                                                                                                                                              • Figure 34: Degree Clinical Protection ad, 2012
                                                                                                                                            • Brand analysis: Dove
                                                                                                                                              • Figure 35: Brand analysis of Dove, 2013
                                                                                                                                            • Online initiatives
                                                                                                                                              • TV presence
                                                                                                                                                • Figure 36: Dove Deodorant television ad, 2012
                                                                                                                                              • Print
                                                                                                                                                • Figure 37: Dove GoSleeveless Deodorant ad, 2012
                                                                                                                                              • Brand analysis: Secret
                                                                                                                                                • Figure 38: Brand analysis of Secret, 2013
                                                                                                                                              • Online initiatives
                                                                                                                                                • TV presence
                                                                                                                                                  • Figure 39: Secret television ad, 2012
                                                                                                                                                • Print
                                                                                                                                                  • Figure 40: Secret Clinical Strength ad, 2012
                                                                                                                                                • Brand analysis: Old Spice
                                                                                                                                                  • Figure 41: Brand analysis of Old Spice, 2013
                                                                                                                                                • Online initiatives
                                                                                                                                                  • Figure 42: Old Spice website, 2013
                                                                                                                                                • TV presence
                                                                                                                                                  • Figure 43: Old Spice, Roscoe Sad, 2012
                                                                                                                                                • Brand analysis: Degree for Men
                                                                                                                                                  • Figure 44: Brand analysis of Degree for Men, 2013
                                                                                                                                                • Online initiatives
                                                                                                                                                  • Figure 45: Degree for Men website, 2013
                                                                                                                                                • TV presence
                                                                                                                                                  • Figure 46: Degree, Like Clockwork, 2012
                                                                                                                                                • Brand analysis: Axe
                                                                                                                                                  • Figure 47: Brand analysis Axe, 2013
                                                                                                                                                • Online initiatives
                                                                                                                                                  • Figure 48: Axe website, 2013
                                                                                                                                                • TV presence
                                                                                                                                                  • Figure 49: Axe Anarchy, 2012
                                                                                                                                                • Other initiatives
                                                                                                                                                • Social Media

                                                                                                                                                  • Key points
                                                                                                                                                    • Social media metrics
                                                                                                                                                      • Figure 50: Key performance indicators, January 2013
                                                                                                                                                    • Market overview
                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                        • Figure 51: Brand usage and awareness of women’s deodorant and antiperspirant brands, November 2012
                                                                                                                                                        • Figure 52: Brand usage and awareness of men’s deodorant and antiperspirant brands, November 2012
                                                                                                                                                      • Interaction with deodorant and antiperspirant brands
                                                                                                                                                        • Figure 53: Interaction with women’s deodorant and antiperspirant brands, November 2012
                                                                                                                                                        • Figure 54: Interaction with men’s deodorant and antiperspirant brands, November 2012
                                                                                                                                                      • Online conversations
                                                                                                                                                        • Figure 55: Select deodorant and antiperspirant brands’ share of conversations, Oct. 7, 2012-Jan. 7, 2013
                                                                                                                                                        • Figure 56: Conversations by brand by day, Oct. 7, 2012-Jan. 7, 2013
                                                                                                                                                      • Where people talk about deodorants and antiperspirants
                                                                                                                                                        • Figure 57: Selected deodorant and antiperspirant brands’ share of brand conversations, by page type, Oct. 7, 2012-Jan. 7, 2013
                                                                                                                                                      • What people are talking about
                                                                                                                                                          • Figure 58: Types of conversations concerning selected deodorant and antiperspirant brands Oct. 7, 2012-Jan. 7, 2013
                                                                                                                                                          • Figure 59: Types of conversation regarding selected deodorant and antiperspirant brands, by day, Oct. 7, 2012-Jan. 7, 2013
                                                                                                                                                          • Figure 60: Types of conversation regarding selected deodorant and antiperspirant brands, by type of website, Oct. 7, 2012-Jan. 7, 2013
                                                                                                                                                        • Analysis by brand
                                                                                                                                                          • Secret
                                                                                                                                                            • Figure 61: Secret—key social media indicators, Jan. 10, 2013
                                                                                                                                                          • Key online campaigns
                                                                                                                                                            • What we think
                                                                                                                                                              • Dove
                                                                                                                                                                • Figure 62: Dove—key social media indicators, Jan. 10, 2013
                                                                                                                                                              • Key online campaigns
                                                                                                                                                                • What we think
                                                                                                                                                                  • Degree Women
                                                                                                                                                                    • Figure 63: Degree Women—key social media indicators, Jan. 10, 2013
                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                    • What we think
                                                                                                                                                                      • Axe
                                                                                                                                                                        • Figure 64: Axe—key social media indicators, Jan. 10, 2013
                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                        • What we think
                                                                                                                                                                          • Old Spice
                                                                                                                                                                            • Figure 65: Old Spice—key social media indicators, Jan. 10, 2013
                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                            • What we think
                                                                                                                                                                              • Degree Men
                                                                                                                                                                                • Figure 66: Degree Men—key social media indicators, Jan. 10, 2013
                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                • What we think
                                                                                                                                                                                • Adult Usage of Deodorant/Antiperspirant

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Market benefits from near universal penetration across demographic groups
                                                                                                                                                                                      • Figure 67: Use of deodorants and antiperspirants, by gender, April 2011-June 2012
                                                                                                                                                                                      • Figure 68: Use of deodorants and antiperspirants, by age, April 2011-June 2012
                                                                                                                                                                                    • Scented offerings command highest usage
                                                                                                                                                                                      • Figure 69: Kinds of deodorants and antiperspirants used, by gender, April 2011-June 2012
                                                                                                                                                                                      • Figure 70: Kinds of deodorants and antiperspirants used, by age, April 2011-June 2012
                                                                                                                                                                                    • On average, consumers are applying APDO at least once a day
                                                                                                                                                                                      • Figure 71: Frequency of deodorant and antiperspirant use in the last seven days, by gender, April 2011-June 2012
                                                                                                                                                                                      • Figure 72: Frequency of deodorant and antiperspirant use in the last seven days, by age, April 2011-June 2012
                                                                                                                                                                                  • Format Usage

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Stick form APDO most commonly used format across demographics
                                                                                                                                                                                        • Figure 73: Use of deodorant/antiperspirant and other scented personal care products, November 2012
                                                                                                                                                                                      • Women more likely to use scented products in conjunction with APDO products
                                                                                                                                                                                        • Figure 74: Regular usage of deodorant/antiperspirant and other scented personal care products, by gender and age, November 2012
                                                                                                                                                                                      • Body spray users most likely to use other types of APDO products
                                                                                                                                                                                        • Figure 75: Regular usage of deodorant/antiperspirant products, by regular usage of scented personal care products, November 2012
                                                                                                                                                                                    • Teen Usage of Deodorant/Antiperspirant

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Teen usage on par with that of adults; usage slightly higher among older teens
                                                                                                                                                                                          • Figure 76: Use of deodorants and antiperspirants, among teens by gender and age, April 2011-June 2012
                                                                                                                                                                                        • Teen more likely to use products that are clear/invisible and deliver scent
                                                                                                                                                                                          • Figure 77: Types of deodorants and antiperspirants used, among teens by gender and age, April 2011-June 2012
                                                                                                                                                                                          • Figure 78: Kinds of deodorants and antiperspirants used, among teens by gender and age, April 2011-June 2012
                                                                                                                                                                                        • Frequency of APDO use higher among teens than adults
                                                                                                                                                                                          • Figure 79: Frequency of deodorant and antiperspirant use in the last seven days, among teens by gender and age, April 2011-June 2012
                                                                                                                                                                                        • Degree, Axe, Dove, and Secret resonate the most strongly with teens
                                                                                                                                                                                          • Figure 80: Top brands of deodorant and antiperspirant used in the last seven days, among teens by gender and age, April 2011-June 2012
                                                                                                                                                                                      • Shopping Behaviors

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Brand and scent influence deodorant/antiperspirant purchase
                                                                                                                                                                                            • Figure 81: Deodorant/antiperspirant shopping behaviors, by gender and age, November 2012
                                                                                                                                                                                          • Stick and roll-on users most brand loyal; body spray/aerosol users more apt to try out new scents
                                                                                                                                                                                            • Figure 82: Deodorant/antiperspirant shopping behaviors, by regular usage of deodorant/antiperspirant types, November 2012
                                                                                                                                                                                            • Figure 83: Deodorant/antiperspirant shopping behaviors, by regular usage of scented personal care products, November 2012
                                                                                                                                                                                        • Consumer Frustrations

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • White residue/stains most common frustration, however, most satisfied
                                                                                                                                                                                                • Figure 84: Frustrations around deodorant/antiperspirant, by gender and age, November 2012
                                                                                                                                                                                              • Stick users more likely than any other format user to struggle with white residue/stains
                                                                                                                                                                                                • Figure 85: Frustrations around deodorant/antiperspirant, by regular usage of deodorant/antiperspirant products, November 2012
                                                                                                                                                                                            • Product Claims

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Long lasting top claim among consumers
                                                                                                                                                                                                  • Figure 86: Claims that influence purchase of deodorant/antiperspirant products, by gender and age, November 2012
                                                                                                                                                                                                • Less affluent consumers more likely to be influenced by skin softening
                                                                                                                                                                                                  • Figure 87: Claims that influence purchase of deodorant/antiperspirant products, by household income, November 2012
                                                                                                                                                                                                • Roll-on and gel users most likely to be influenced by non-staining claim
                                                                                                                                                                                                  • Figure 88: Claims that influence purchase of deodorant/antiperspirant products, by regular usage of deodorant/antiperspirant, November 2012
                                                                                                                                                                                                • Consumers influenced by clinical strength most likely to be frustrated by stains and product longevity
                                                                                                                                                                                                  • Figure 89: Frustrations around deodorant/antiperspirant, by claims that influence purchase of deodorant/antiperspirant products, November 2012
                                                                                                                                                                                              • Interest in New Product Formats and Attributes

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Consumers still want long-lasting and enhanced performance formulas
                                                                                                                                                                                                    • Figure 90: Consumer interest in new product formats and attributes, November 2012
                                                                                                                                                                                                  • Younger consumers report interest in cosmetic benefits
                                                                                                                                                                                                    • Figure 91: Consumer interest in new product formats and attributes, by gender and age, November 2012
                                                                                                                                                                                                • Attitudes Toward Deodorant and Antiperspirant

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Consumer attitudes reflect consumer desire for enhanced performance
                                                                                                                                                                                                      • Figure 92: Agreement with consumer attitudes toward deodorant/antiperspirant products, by gender and age, November 2012
                                                                                                                                                                                                    • Affluent consumers express willingness to pay more for products
                                                                                                                                                                                                      • Figure 93: Agreement with consumer attitudes toward deodorant/antiperspirant products, by household income, November 2012
                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Hispanics and blacks demonstrate high usage of this product category
                                                                                                                                                                                                        • Figure 94: Use of deodorants and antiperspirants, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                                                      • Racial and ethnic segments prefer scented offerings
                                                                                                                                                                                                        • Figure 95: Kinds of deodorants and antiperspirants used, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                                                      • Frequency of use highest among black consumers and Hispanics
                                                                                                                                                                                                        • Figure 96: Frequency of deodorant and antiperspirant use in the last seven days, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                                                      • Hispanics and blacks most likely to use roll-on form and other scented products
                                                                                                                                                                                                        • Figure 97: Regular usage of deodorant/antiperspirant and other scented personal care products, by race/Hispanic origin, November 2012
                                                                                                                                                                                                      • Smelling products before purchase common shopping behavior
                                                                                                                                                                                                        • Figure 98: Deodorant/antiperspirant shopping behaviors, by race/Hispanic origin, November 2012
                                                                                                                                                                                                      • Performance claims appeal across segments
                                                                                                                                                                                                        • Figure 99: Claims that influence purchase of deodorant/antiperspirant products, by race/Hispanic origin, November 2012
                                                                                                                                                                                                      • Hispanics, blacks, and Asians interested in offerings that deliver cosmetic benefits
                                                                                                                                                                                                        • Figure 100: Consumer interest in new product formats and attributes, by race/Hispanic origin, November 2012
                                                                                                                                                                                                      • Natural brands should consider strongly targeting Asian consumers
                                                                                                                                                                                                        • Figure 101: Agreement with consumer attitudes toward deodorant/antiperspirant products, by race/Hispanic origin, November 2012
                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                        • Figure 102: Target clusters, November 2012
                                                                                                                                                                                                      • Cluster 1: Unengaged
                                                                                                                                                                                                        • Opportunities
                                                                                                                                                                                                          • Cluster 2: Sophisticated
                                                                                                                                                                                                            • Opportunities
                                                                                                                                                                                                              • Cluster 3: Basic
                                                                                                                                                                                                                • Opportunities
                                                                                                                                                                                                                  • Cluster 4: Practical
                                                                                                                                                                                                                    • Opportunities
                                                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                                                        • Figure 103: Regular usage of deodorant/antiperspirant and other scented personal care products, by target clusters, November 2012
                                                                                                                                                                                                                        • Figure 104: Deodorant/antiperspirant shopping behaviors, by target clusters, November 2012
                                                                                                                                                                                                                        • Figure 105: Frustrations around deodorant/antiperspirant, by target clusters, November 2012
                                                                                                                                                                                                                        • Figure 106: Claims that influence purchase of deodorant/antiperspirant products, by target clusters, November 2012
                                                                                                                                                                                                                        • Figure 107: Consumer interest in new product formats and attributes, by target clusters, November 2012
                                                                                                                                                                                                                        • Figure 108: Agreement with consumer attitudes toward deodorant/antiperspirant products, by target clusters, November 2012
                                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                                        • Figure 109: Target clusters, by demographic, November 2012
                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                      • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 110: Brand map, selected brands of APDO buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 111: Key purchase measures for the top brands of APDO, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                              • Adult usage
                                                                                                                                                                                                                                • Figure 112: Types of deodorants and antiperspirants used, by gender, April 2011-June 2012
                                                                                                                                                                                                                                • Figure 113: Types of deodorants and antiperspirants used, by age, April 2011-June 2012
                                                                                                                                                                                                                                • Figure 114: Types of deodorants and antiperspirants used, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                                                                                • Figure 115: Brands of deodorant and antiperspirant used in the last seven days, by gender, April 2011-June 2012
                                                                                                                                                                                                                                • Figure 116: Usage of deodorant/antiperspirant and other scented personal care products once a day, by gender and age, November 2012
                                                                                                                                                                                                                              • Teen usage
                                                                                                                                                                                                                                • Figure 117: Teen use of deodorants and antiperspirants, by gender, April 2011-June 2012
                                                                                                                                                                                                                                • Figure 118: Brands of deodorant and antiperspirant used in the last seven days, among teens by gender, April 2011-June 2012
                                                                                                                                                                                                                                • Figure 119: Brands of deodorant and antiperspirant used in the last 7 days, among teens by gender and age, April 2011-June 2012
                                                                                                                                                                                                                              • Format usage
                                                                                                                                                                                                                                • Figure 120: Regular usage of deodorant/antiperspirant and other scented personal care products, by household income, November 2012
                                                                                                                                                                                                                              • Shopping behaviors
                                                                                                                                                                                                                                • Figure 121: Deodorant/antiperspirant shopping behaviors, by household income, November 2012
                                                                                                                                                                                                                              • Consumer frustrations
                                                                                                                                                                                                                                • Figure 122: Frustrations around deodorant/antiperspirant, by regular usage of scented personal care products, November 2012
                                                                                                                                                                                                                                • Figure 123: Frustrations around deodorant/antiperspirant, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                              • Product claims
                                                                                                                                                                                                                                • Figure 124: Claims that influence purchase of deodorant/antiperspirant products, by regular usage of other scented personal care products, November 2012
                                                                                                                                                                                                                                • Figure 125: Frustrations around deodorant/antiperspirant, by claims that influence purchase of deodorant/antiperspirant products (anti-bacterial, organic/natural ingredients, dermatologist recommended, ethical, has cooling properties, fortified with vitamins or minerals), November 2012
                                                                                                                                                                                                                              • Interest in new product formats and attributes
                                                                                                                                                                                                                                • Figure 126: Consumer interest in new product formats and attributes, by claims that influence purchase of deodorant/antiperspirant products (long lasting, non-staining, detects and prevents sweat, moisturizes and softens skin, clinical strength, free from certain ingredients), November 2012
                                                                                                                                                                                                                                • Figure 127: Consumer interest in new product formats and attributes, by claims that influence purchase of deodorant/antiperspirant products (anti-bacterial, organic/natural ingredients, dermatologist recommended, ethical, has cooling properties, fortified with vitamins or minerals), November 2012
                                                                                                                                                                                                                              • Attitudes toward deodorant and antiperspirant
                                                                                                                                                                                                                                • Figure 128: Consumer attitudes toward deodorant/antiperspirant products, November 2012
                                                                                                                                                                                                                            • Appendix—Social Media

                                                                                                                                                                                                                              • Online conversations
                                                                                                                                                                                                                                • Figure 129: Select deodorant and antiperspirant brands’ share of conversations, Oct. 7, 2012-Jan. 7, 2013
                                                                                                                                                                                                                                • Figure 130: Conversations by brand by day, Oct. 7, 2012-Jan. 7, 2013
                                                                                                                                                                                                                              • Where people are talking about deodorants and antiperspirant brands?
                                                                                                                                                                                                                                • Figure 131: Selected deodorant and antiperspirant brands’ share of brand conversations, by page type, Oct. 7, 2012-Jan. 7, 2013
                                                                                                                                                                                                                              • What are people talking about?
                                                                                                                                                                                                                                • Figure 132: Types of conversations concerning selected deodorant and antiperspirant brands Oct. 7, 2012-Jan. 7, 2013
                                                                                                                                                                                                                                • Figure 133: Types of conversation regarding selected deodorant and antiperspirant brands, by day, Oct. 7, 2012-Jan. 7, 2013
                                                                                                                                                                                                                                • Figure 134: Types of conversation regarding selected deodorant and antiperspirant brands, by type of website, Oct. 7, 2012-Jan. 7, 2013
                                                                                                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                              • Church & Dwight Co. Inc
                                                                                                                                                                                                                              • Colgate-Palmolive Company
                                                                                                                                                                                                                              • Henkel Corporation
                                                                                                                                                                                                                              • Procter & Gamble Company (The)
                                                                                                                                                                                                                              • Procter & Gamble USA
                                                                                                                                                                                                                              • Revlon USA
                                                                                                                                                                                                                              • Unilever USA

                                                                                                                                                                                                                              Deodorants and Antiperspirants - US - February 2013

                                                                                                                                                                                                                              £3,174.67 (Excl.Tax)