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

Deodorants and Antiperspirants - US - January 2014

“The APDO market is expected to grow steadily into 2018. However, the market does face some challenges that it will need to address. Companies and brands will have to determine ways of achieving incremental sales, reinvigorate sales of the struggling women’s APDO product segment, and address the needs of teens and children.” – Gabriela Elani, Home & Personal Care Analyst

This report looks at the following areas:

  • Find ways of achieving incremental sales
  • Reinvigorate sales of women’s APDO products
  • Address the needs of children and teens
Though the market is growing steadily, achieving incremental sales is a challenge as most consumers approach this category with a functional mentality. Consumers want APDO products that offer them effective protection and they tend to stick with the products and brands that they are familiar with. The biggest players in this category have found success with integrating added functional and cosmetic benefits that consumers have been willing to pay more for, such as clinical protection. These are becoming new standards that consumers are expecting to see in their APDO products.
 
To achieve incremental sales, companies and brands will need to continue integrating added benefits to convince consumers to spend more on these products compared to standard offerings.
 
The key topics of focus for the 2014 report include understanding consumers’ use of APDO products and the different formats that they use, along with their current shopping behaviors for the category. In addition, this report will explore the attributes that consumers value most when selecting an APDO product and what claims are currently influencing consumers’ purchase decisions in order to help companies determine where they should focus their innovation and marketing efforts.
 
The products covered in this report include deodorants and antiperspirants in all packaging formats, including aerosols, sprays, pumps, roll-ons, solid sticks, gels, and creams. The market is segmented into products for men, women, and unisex.

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. Scope and Themes

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

                      • The market
                        • Figure 1: Total US retail sales and fan chart forecast of deodorants and antiperspirants, at current prices, 2008-18
                      • Market factors
                        • Growing population will impact market
                          • Category will benefit from Black and Hispanic population growth
                            • Segment performance
                              • Figure 2: Total US retail sales and forecast of deodorants and antiperspirants, by segment, at current prices, 2010-15
                            • Market players
                              • Figure 3: Share of MULO sales of deodorants and antiperspirants, by leading companies, 2013
                            • The consumer
                              • APDO usage is nearly universal among both adults and teens
                                • Stick most popular format among consumers
                                  • Consumers make their own purchase decisions and tend to stick with same brands
                                    • Figure 4: Shopping for deodorant/antiperspirant, October-November 2013
                                  • Consumers looking for effective protection
                                    • Figure 5: Top ranked attribute when choosing a deodorant/antiperspirant product, October-November 2013
                                  • Consumers agree that using APDO products makes them feel clean and refreshed
                                    • Figure 6: Summary of agreement with attitudes concerning deodorant/antiperspirant products, October-November 2013
                                  • What we think
                                  • Issues and Insights

                                      • Find ways of achieving incremental sales
                                        • The issues
                                          • The implications
                                            • Reinvigorate sales of women’s APDO products
                                              • The issues
                                                • The implications
                                                  • Address the needs of children and teens
                                                    • The issues
                                                      • The implications
                                                      • Trend Application

                                                          • Trend: Mood to Order
                                                            • Trend: Prove It
                                                              • Mintel Futures: Generation Next
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • APDO market continuing to grow
                                                                    • Sales and forecast of deodorants and antiperspirants
                                                                      • Figure 7: Total US retail sales and forecast of deodorants and antiperspirants, at current prices, 2008-18
                                                                      • Figure 8: Total US retail sales and forecast of deodorants and antiperspirants, at inflation-adjusted prices, 2008-18
                                                                    • Fan chart forecast
                                                                        • Figure 9: Total US retail sales and fan chart forecast of deodorants and antiperspirants, at current prices, 2008-18
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Overall population growth helps market
                                                                          • Figure 10: Population, by age, 2008-18
                                                                        • Growing Hispanic and Black populations beneficial
                                                                          • Figure 11: Population, by race and Hispanic Origin, 2008-18
                                                                        • Children entering puberty younger, most likely due to childhood obesity
                                                                          • Figure 12: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                      • Competitive Context

                                                                        • Perfume and other products offer scented alternative
                                                                          • Opportunity for the APDO market
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Men’s APDO products lead the market
                                                                                • Figure 13: Segment share of total US retail sales of deodorants and antiperspirants, 2013
                                                                                • Figure 14: Total US retail sales and forecast of men’s deodorants and antiperspirants, at current prices, 2008-13
                                                                              • Women’s segment struggling compared to men’s APDO segment
                                                                                • Figure 15: Total US retail sales and forecast of women’s deodorants and antiperspirants, at current prices, 2008-13
                                                                              • Unisex sales expected to fall in next few years
                                                                                • Figure 16: Total US retail sales and forecast of unisex deodorants and antiperspirants, at current prices, 2008-13
                                                                            • Retail Channels

                                                                              • Key points
                                                                                • Most APDO purchases take place through “other retail channels”
                                                                                  • Sales of deodorants and antiperspirants, by channel
                                                                                    • Figure 17: Total US retail sales of deodorants and antiperspirants, by channel, at current prices, 2011-13
                                                                                    • Figure 18: Total US retail sales of deodorants and antiperspirants, by channel, at current prices, 2008-13
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • Two companies drive MULO APDO market
                                                                                      • MULO manufacturer sales of deodorants and antiperspirants
                                                                                        • Figure 19: MULO sales of deodorants and antiperspirants, by leading companies, 2012 and 2013
                                                                                    • Brand Share – Men’s Deodorants and Antiperspirants

                                                                                      • Key points
                                                                                        • P&G sees gains across product portfolio
                                                                                          • Dove Men + Care and Degree Adrenaline Series drive success for Unilever
                                                                                            • Right Guard Xtreme Fresh helps the Henkel Group
                                                                                              • MULO sales of men’s deodorants and antiperspirants
                                                                                                • Figure 20: MULO sales of men’s deodorants and antiperspirants, by leading companies, 2012 and 2013
                                                                                            • Brand Share – Women’s Deodorants and Antiperspirants

                                                                                              • Key points
                                                                                                • P&G also leads the women’s APDO segment
                                                                                                  • Unilever brands with added functionality performing well
                                                                                                    • MULO sales of women’s deodorants and antiperspirants
                                                                                                      • Figure 21: MULO sales of women’s deodorants and antiperspirants, by leading companies, 2012 and 2013
                                                                                                  • Brand Share – Unisex Deodorants and Antiperspirants

                                                                                                    • Key points
                                                                                                      • Unilever grows slightly; Church & Dwight struggles
                                                                                                        • Colgate-Palmolive sees success with Tom’s of Maine
                                                                                                          • MULO sales of unisex deodorant and antiperspirants
                                                                                                            • Figure 22: MULO sales of unisex deodorants and antiperspirants, by leading companies, 2012 and 2013
                                                                                                        • Innovations and Innovators

                                                                                                          • Stick format most popular, sprays starting to gain some ground
                                                                                                            • Figure 23: Share of APDO product launches, by format type, 2008-13
                                                                                                          • Male claims outpace female claims
                                                                                                            • Figure 24: Top claims associated with new APDO product launches, 2008-13
                                                                                                          • Clinical protection offerings still prevalent
                                                                                                            • More aerosol/spray offerings being launched, especially for women
                                                                                                            • Marketing Strategies

                                                                                                              • Overview
                                                                                                                • Acknowledging that women are stressed
                                                                                                                  • Figure 25: Secret Clinical Strength Stress Protect magazine ad
                                                                                                                  • Figure 26: Secret Outlast Clear Gel television ad
                                                                                                                • Helping women to feel confident
                                                                                                                  • Figure 27: Dove ClearTone television ad
                                                                                                                • Using humor to appeal to younger men
                                                                                                                  • Figure 28: Old Spice “Coach” television ad
                                                                                                                  • Figure 29: Axe Black Chill Television ad
                                                                                                              • Social Media

                                                                                                                • Key findings
                                                                                                                  • Key social media metrics
                                                                                                                    • Figure 30: Key social media metrics, Dec. 2013
                                                                                                                  • Market overview
                                                                                                                    • Brand usage and awareness
                                                                                                                      • Figure 31: Brand usage or awareness, Nov. 2013
                                                                                                                    • How are people interacting with deodorant and antiperspirant brands?
                                                                                                                      • Figure 32: Activities done, Nov. 2013
                                                                                                                      • Figure 33: Activities done, Nov. 2013 (continued)
                                                                                                                    • Online conversations
                                                                                                                      • Figure 34: Online conversations on selected APDO brands, by day, June 2-Dec. 1, 2013
                                                                                                                    • Where are people talking about APDO brands?
                                                                                                                      • Figure 35: Online conversations on selected APDO brands, by page, June 2-Dec. 1, 2013
                                                                                                                    • What are people talking about?
                                                                                                                      • Figure 36: Conversations surrounding selected APDO brands, June 2-Dec. 1, 2013
                                                                                                                    • Analysis by brand
                                                                                                                      • Old Spice
                                                                                                                        • Figure 37: Social media metrics – Old Spice, Dec. 2013
                                                                                                                      • Key online campaigns
                                                                                                                        • What we think
                                                                                                                          • Dove
                                                                                                                            • Figure 38: Social media metrics – Dove, Dec. 2013
                                                                                                                          • Key online campaigns
                                                                                                                            • What we think
                                                                                                                              • Secret
                                                                                                                                • Figure 39: Social media metrics – Secret, Dec. 2013
                                                                                                                              • Key online campaigns
                                                                                                                                • What we think
                                                                                                                                  • Degree for Women
                                                                                                                                    • Figure 40: Social media metrics – Degree for Women, Dec. 2013
                                                                                                                                  • Key online campaigns
                                                                                                                                    • What we think
                                                                                                                                      • Degree for Men
                                                                                                                                        • Figure 41: social media metrics – Degree for Men, Dec. 2013
                                                                                                                                      • Key online campaigns
                                                                                                                                        • What we think
                                                                                                                                          • Right Guard
                                                                                                                                            • Figure 42: Social media metrics – Right Guard, Dec. 2013
                                                                                                                                          • Key online campaigns
                                                                                                                                            • What we think
                                                                                                                                            • Adult APDO Usage

                                                                                                                                              • Key points
                                                                                                                                                • APDO products enjoy high incidence of use
                                                                                                                                                  • Figure 43: Deodorant and antiperspirant usage and frequency of use, by gender and age, May 2012-June 2013
                                                                                                                                                • Scented products are more popular than unscented offerings
                                                                                                                                                  • Figure 44: Kinds of deodorants and antiperspirants used, by gender and age, May 2012-June 2013
                                                                                                                                                • Solid stick APDO most commonly used
                                                                                                                                                  • Figure 45: Deodorant/Antiperspirant usage, October-November 2013
                                                                                                                                                • Younger men more likely to be using formats other than stick
                                                                                                                                                  • Figure 46: Deodorant/Antiperspirant usage, by gender and age, October-November 2013
                                                                                                                                              • Teen APDO Usage

                                                                                                                                                • Key points
                                                                                                                                                  • Teen APDO usage is nearly universal
                                                                                                                                                    • Figure 47: Teen deodorant and antiperspirant usage and frequency of use, by gender and age, May 2012-June 2013
                                                                                                                                                  • Male teens more apt to use sprays/aerosols
                                                                                                                                                    • Figure 48: Forms of deodorants and antiperspirants used by teens aged 12-17, by gender and age, May 2012-June 2013
                                                                                                                                                  • Scent is important to teens
                                                                                                                                                    • Figure 49: Kinds of deodorants and antiperspirants used by teens aged 12-17, by gender and age, May 2012-June 2013
                                                                                                                                                  • Top brands enjoy high incidence of use among teens
                                                                                                                                                    • Figure 50: Brands of deodorant and antiperspirant used in the past seven days by teens aged 12-17, by gender and age, May 2012-June 2013
                                                                                                                                                • Shopping for APDO Products

                                                                                                                                                  • Key points
                                                                                                                                                    • Most purchase their own APDO products
                                                                                                                                                      • Figure 51: Deodorant/Antiperspirant purchaser, October-November 2013
                                                                                                                                                      • Figure 52: Deodorant/Antiperspirant purchaser, by age, October-November 2013
                                                                                                                                                    • Older consumers most brand loyal
                                                                                                                                                      • Figure 53: Shopping for deodorant/antiperspirant, by gender and age, October-November 2013
                                                                                                                                                  • APDO Product Attributes and Claims

                                                                                                                                                    • Key points
                                                                                                                                                      • Protection and price most important product attributes for consumers
                                                                                                                                                        • Figure 54: Top ranked attribute when choosing a deodorant/antiperspirant product, by gender and age, October-November 2013
                                                                                                                                                      • Non-staining most influential claim for consumers
                                                                                                                                                        • Figure 55: Claims influencing purchase of deodorant/antiperspirant, by gender and age, October-November 2013
                                                                                                                                                    • Attitudes Concerning APDO Products

                                                                                                                                                      • Key points
                                                                                                                                                        • Consumers agree that using APDO makes them feel clean and refreshed
                                                                                                                                                          • Younger consumers feel that name brands offer efficacy
                                                                                                                                                            • Younger consumers may be willing to pay more
                                                                                                                                                              • Figure 56: Agreement with attitudes concerning deodorant/antiperspirant products, by gender and age, October-November 2013
                                                                                                                                                          • Race and Hispanic Origin

                                                                                                                                                            • Key points
                                                                                                                                                              • Blacks and Hispanics use APDO products the most frequently
                                                                                                                                                                • Figure 57: Deodorant and antiperspirant usage and frequency of use, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                              • Blacks and Hispanics most likely to use body sprays and roll-on formats
                                                                                                                                                                • Figure 58: Deodorant/Antiperspirant usage, by race/Hispanic origin, October-November 2013
                                                                                                                                                              • Blacks and Hispanics making their own purchases
                                                                                                                                                                • Figure 59: Deodorant/Antiperspirant purchaser, by race/Hispanic origin, October-November 2013
                                                                                                                                                                • Figure 60: Shopping for deodorant/antiperspirant, by race/Hispanic origin, October-November 2013
                                                                                                                                                              • Hispanics and Blacks influenced by clinical strength and moisturizing claims
                                                                                                                                                                • Figure 61: Claims influencing purchase of deodorant/antiperspirant, by race/Hispanic origin, October-November 2013
                                                                                                                                                              • Hispanics and Blacks feel added benefits worth the extra cost
                                                                                                                                                                • Figure 62: Agreement with attitudes concerning deodorant/antiperspirant products, by race/Hispanic origin, October-November 2013
                                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                              • Segment performance
                                                                                                                                                                • Figure 63: Total US retail sales of deodorant and antiperspirants, by segment, at current prices, 2011 and 2013
                                                                                                                                                              • Adult APDO usage
                                                                                                                                                                • Figure 64: Deodorant and antiperspirant usage, by gender, May 2012-June 2013
                                                                                                                                                                • Figure 65: Deodorant and antiperspirant usage, by age, May 2012-June 2013
                                                                                                                                                                • Figure 66: Deodorant and antiperspirant usage, by household income, May 2012-June 2013
                                                                                                                                                                • Figure 67: Types of deodorants and antiperspirants used, by gender, May 2012-June 2013
                                                                                                                                                                • Figure 68: Types of deodorants and antiperspirants used, by age, May 2012-June 2013
                                                                                                                                                                • Figure 69: Types of deodorants and antiperspirants used, by gender and age, May 2012-June 2013
                                                                                                                                                                • Figure 70: Types of deodorants and antiperspirants used, by household income, May 2012-June 2013
                                                                                                                                                                • Figure 71: Kinds of deodorants and antiperspirants used, by gender, May 2012-June 2013
                                                                                                                                                                • Figure 72: Kinds of deodorants and antiperspirants used, by age, May 2012-June 2013
                                                                                                                                                                • Figure 73: Frequency of brand use in the past seven days, by gender, May 2012-June 2013
                                                                                                                                                                • Figure 74: Frequency of brand use in the past seven days, by age, May 2012-June 2013
                                                                                                                                                                • Figure 75: Frequency of brand use in the past seven days, by household income, May 2012-June 2013
                                                                                                                                                              • Teen APDO usage
                                                                                                                                                                • Figure 76: Teen deodorant and antiperspirant usage, by gender, May 2012-June 2013
                                                                                                                                                                • Figure 77: Teen deodorant and antiperspirant usage, by age, May 2012-June 2013
                                                                                                                                                                • Figure 78: Types of deodorants and antiperspirants used by teens aged 12-17, by gender, May 2012-June 2013
                                                                                                                                                                • Figure 79: Types of deodorants and antiperspirants used by teens aged 12-17, by gender and age, May 2012-June 2013
                                                                                                                                                                • Figure 80: Types of deodorants and antiperspirants used by teens aged 12-17, by age, May 2012-June 2013
                                                                                                                                                                • Figure 81: Forms of deodorants and antiperspirants used by teens aged 12-17, by gender, May 2012-June 2013
                                                                                                                                                                • Figure 82: Forms of deodorants and antiperspirants used by teens aged 12-17, by age, May 2012-June 2013
                                                                                                                                                                • Figure 83: Kinds of deodorants and antiperspirants used by teens aged 12-17, by gender, May 2012-June 2013
                                                                                                                                                                • Figure 84: Kinds of deodorants and antiperspirants used by teens aged 12-17, by age, May 2012-June 2013
                                                                                                                                                                • Figure 85: Frequency of brand use in the past seven days by teens aged 12-17, by gender, May 2012-June 2013
                                                                                                                                                                • Figure 86: Frequency of brand use in the past seven days by teens aged 12-17, by age, May 2012-June 2013
                                                                                                                                                                • Figure 87: Brands of deodorant and antiperspirant used in the past seven days by teens aged 12-17, by gender and age, May 2012-June 2013
                                                                                                                                                              • Shopping for APDO products
                                                                                                                                                                • Figure 88: Deodorant/Antiperspirant purchaser, by gender, October-November 2013
                                                                                                                                                                • Figure 89: Claims influencing purchase of deodorant/antiperspirant, by shopping for deodorant/antiperspirant, October-November 2013
                                                                                                                                                                • Figure 90: Claims influencing purchase of deodorant/antiperspirant, by shopping for deodorant/antiperspirant, October-November 2013 (continued)
                                                                                                                                                                • Figure 91: Claims influencing purchase of deodorant/antiperspirant, by shopping for deodorant/antiperspirant, October-November 2013 (continued)
                                                                                                                                                                • Figure 92: Claims influencing purchase of deodorant/antiperspirant, by shopping for deodorant/antiperspirant, October-November 2013 (continued)
                                                                                                                                                              • Attitudes concerning APDO products
                                                                                                                                                                • Figure 93: Agreement with attitudes concerning deodorant/antiperspirant products, by household income, October-November 2013
                                                                                                                                                              • Race and Hispanic origin
                                                                                                                                                                • Figure 94: Kinds of deodorants and antiperspirants used, by race/Hispanic, May 2012-June 2013
                                                                                                                                                            • Appendix – Social Media

                                                                                                                                                              • Brand usage or awareness
                                                                                                                                                                • Figure 95: Brand usage or awareness, October-November 2013
                                                                                                                                                                • Figure 96: Brand usage or awareness, October-November 2013 (continued)
                                                                                                                                                                • Figure 97: Secret usage or awareness, by demographics, October-November 2013
                                                                                                                                                                • Figure 98: Dove usage or awareness, by demographics, October-November 2013
                                                                                                                                                                • Figure 99: Degree for Women usage or awareness, by demographics, October-November 2013
                                                                                                                                                                • Figure 100: Old Spice usage or awareness, by demographics, October-November 2013
                                                                                                                                                                • Figure 101: Right Guard usage or awareness, by demographics, October-November 2013
                                                                                                                                                                • Figure 102: Degree for Men usage or awareness, by demographics, October-November 2013
                                                                                                                                                              • Activities done
                                                                                                                                                                • Figure 103: Activities done, October-November 2013
                                                                                                                                                                • Figure 104: Activities done, October-November 2013 (continued)
                                                                                                                                                                • Figure 105: Secret – Activities done – I have researched the brand on social media to…, by demographics, October-November 2013
                                                                                                                                                                • Figure 106: Dove – Activities done – I have researched the brand on social media to…, by demographics, October-November 2013
                                                                                                                                                                • Figure 107: Degree for Women – Activities done, by demographics, October-November 2013
                                                                                                                                                                • Figure 108: Old Spice – Activities done – I have looked up/talked about this brand online on social media, by demographics, October-November 2013
                                                                                                                                                                • Figure 109: Old Spice – Activities done – I have researched the brand on social media to…, by demographics, October-November 2013
                                                                                                                                                                • Figure 110: Right Guard – Activities done – I have researched the brand on social media to…, by demographics, October-November 2013
                                                                                                                                                                • Figure 111: Degree for Men – Activities done – I have researched the brand on social media to…, by demographics, October-November 2013
                                                                                                                                                              • Online conversations
                                                                                                                                                                • Figure 112: Online conversations on selected APDO brands, by day, June 2-Dec. 1, 2013
                                                                                                                                                                • Figure 113: Online conversations on selected APDO brands, by page, June 2-Dec. 1, 2013
                                                                                                                                                                • Figure 114: Conversations surrounding selected APDO brands, June 2-Dec. 1, 2013
                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                              Companies Covered

                                                                                                                                                              • Church & Dwight Co. Inc
                                                                                                                                                              • Colgate-Palmolive Company
                                                                                                                                                              • Gillette UK Ltd
                                                                                                                                                              • Helen of Troy Limited
                                                                                                                                                              • Kao Corporation
                                                                                                                                                              • Procter & Gamble Company (The)
                                                                                                                                                              • Procter & Gamble USA
                                                                                                                                                              • Revlon USA
                                                                                                                                                              • Unilever USA
                                                                                                                                                              • Walmart Stores (USA)

                                                                                                                                                              Deodorants and Antiperspirants - US - January 2014

                                                                                                                                                              £3,277.28 (Excl.Tax)