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Deodorants and Bodycare - UK - June 2016

“The deodorants category has seen a decline in value in recent years, hampered by the rise of discounters, as well as a decline in NPD and advertising spend. The bodycare sector, on the other hand, has seen strong sales performance in recent years as consumers trade up in the prestige sector as well as widen their range of products. NPD opportunities exist in both categories to encourage consumers to spend more.”

– Roshida Khanom, Senior Personal Care Analyst

This report looks at the following areas:

  • Usage of deodorant is declining in men
  • Prestige outperforms mass-market in bodycare
  • Consumers are tiring of ‘free-from’

The hand, body and footcare category, on the other hand has increased in value in 2016. Although driven by the prestige sector, an increase in usage has also been a boost to the category; Half of bodycare users have used a greater range of products in the last year. With new launches in footcare showing a shift to more pampering products, this could encourage people to trade up in the footcare category.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
        • Excluded
        • Executive Summary

            • Deodorants on downward decline
              • Figure 1: Best- and worst-case forecast for UK retail value sales of deodorants and antiperspirants, 2011-21
            • Bodycare fares well
              • Figure 2: Best- and worst-case forecast for UK retail value sales of hand, body and footcare, 2011-21
            • Rise in employment presents innovation opportunities
              • Deodorants see a decline in launch activity
                • Figure 3: New product development in the deodorants category, by launch type, January 2013-April 2016
              • Footcare shows increase in NPD
                • Figure 4: New product development in the hand, body and footcare category, by sub-category, January 2013-April 2016
              • Deodorant and bodycare usage is lower in men
                • Figure 5: Usage of deodorants and bodycare, by youngest and oldest age groups and gender, April 2016
              • Deodorant usage has declined
                • Figure 6: Changes in usage of deodorants/antiperspirants in the last 12 months, April 2016
              • Bodycare usage has increased
                • Figure 7: Changes in usage of bodycare products in the last 12 months, April 2016
              • Convenience drives choice of retailer
                • Figure 8: Places of purchase of deodorants/antiperspirants and bodycare products, April 2016
              • Dryness and fragrance are the most important factors for deodorants
                • Figure 9: Factors influencing the purchase of deodorants/antiperspirants, April 2016
              • Free-from is a low priority in bodycare
                • Figure 10: Factors influencing the purchase of bodycare products, April 2016
              • Bodycare is perceived as unnecessary to non-users
                • Figure 11: Barriers to using bodycare products, March 2016
              • What we think
              • Issues and Insights

                • Usage of deodorant is declining in men
                  • The facts
                    • The implications
                      • Prestige outperforms mass-market in bodycare
                        • The facts
                          • The implications
                            • Consumers are tiring of ‘free-from’
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Discount retailers impact the value of deodorants
                                    • Prestige sales boosts bodycare
                                      • Body and footcare have risen in value whilst hand care has declined
                                        • Rise in employment could present innovation opportunities
                                          • Focusing on natural rather than free-from
                                            • Intensive in-shower bodycare presents opportunities
                                            • Market Size and Forecast

                                              • Deodorants
                                                • Discounters impact deodorants sector
                                                  • Figure 12: UK retail value sales of deodorants and antiperspirants, at current and constant prices, 2011-21
                                                • Steady decline predicted
                                                  • Figure 13: Best- and worst-case forecast for UK retail value sales of deodorants and antiperspirants, 2011-21
                                                • Hand, Body and Footcare
                                                  • Prestige sales boost bodycare category
                                                    • Figure 14: UK retail value sales of hand, body and footcare, at current and constant prices, 2011-21
                                                  • Bodycare predicted to see strong growth
                                                    • Figure 15: Best- and worst-case forecast for UK retail value sales of hand, body and footcare, 2011-21
                                                  • Forecast methodology
                                                  • Segment Performance

                                                    • Bodycare and footcare show growth whilst hand care declines
                                                      • Figure 16: UK retail value sales of hand, body and footcare, years ending March, 2015 and 2016
                                                    • Basic skincare and dry skin treatments fare well
                                                      • Figure 17: UK retail value sales of bodycare, years ending March, 2015 and 2016
                                                    • Prestige outperforming mass
                                                      • Figure 18: UK retail value sales of hand, body and footcare, mass vs prestige, years ending March, 2015 and 2016
                                                  • Channels to Market

                                                    • Deodorants
                                                      • Discounters fare well in the deodorants sector
                                                        • Figure 19: UK retail value sales of deodorants, by outlet type, 2014-15
                                                      • Hand, Body and Footcare
                                                        • Prestige drives department store sales in hand and bodycare
                                                          • Figure 20: UK retail value sales of hand, body and footcare by outlet type, 2014-15
                                                      • Market Drivers

                                                        • Rise in employment may increase need for speed
                                                          • Figure 21: Employment and unemployment, by age and gender, 2010-20
                                                        • Natural vs free-from
                                                          • Shower stage offers more opportunities
                                                            • Figure 22: Activities performed whilst bathing or showering, by gender, October 2015
                                                          • App opportunities
                                                            • Figure 23: Attitudes towards beauty apps, October 2015
                                                          • Global warming could impact beauty sectors
                                                            • Optimising packaging for older consumers
                                                              • Figure 24: Trends in the age structure of the UK population, 2010-20
                                                            • Exercise opportunities
                                                            • Key Players – What You Need to Know

                                                              • Unilever deo brands may be impacted by lower priced alternatives
                                                                • Aveeno enjoys growth in hand and body sectors
                                                                  • Free-from claims rise in deodorants sector
                                                                    • Footcare innovation shows significant rise in 2015
                                                                      • Deodorants see decline in advertising spend whilst bodycare rises
                                                                        • Usage translates to trust and differentiation
                                                                        • Market Share

                                                                          • Deodorants
                                                                            • Unilever brands decline in value
                                                                              • Figure 25: UK retail value sales of mass-market deodorants, by brand, years ending March, 2015 and 2016
                                                                            • Hand, body and footcare
                                                                              • Aveeno shows strong performance in bodycare
                                                                                • Figure 26: UK retail value sales of mass-market bodycare, by brand, years ending March, 2015 and 2016
                                                                              • Neutrogena remains best-seller in hand care
                                                                                • Figure 27: UK retail value sales of mass-market hand care, by brand, years ending March, 2015 and 2016
                                                                              • Scholl shows decline despite new launch activity
                                                                                • Figure 28: UK retail value sales of mass-market footcare, by brand, years ending March, 2015 and 2016
                                                                            • Launch Activity and Innovation

                                                                              • Deodorants
                                                                                • Decline in launch activity in deodorants sector
                                                                                  • Figure 29: New product development in the deodorants category, by launch type, January 2013-April 2016
                                                                                • Unilever innovation matched by Tesco
                                                                                  • Figure 30: New product development in the deodorants category, by top ultimate companies, 2015
                                                                                • Decline in sprays in 2015
                                                                                  • Figure 31: New product development in the deodorants category, by format type, January 2013-April 2016
                                                                                  • Figure 32: Alternative format launches in the deodorants sector, January-April 2016
                                                                                • Free-from claims continue to rise
                                                                                  • Figure 33: Fastest growing claims in the deodorants sector, 2014-15
                                                                                • Hand, Body and Footcare
                                                                                  • Footcare innovation out-performs hand and body
                                                                                    • Figure 34: New product development in the hand, body and footcare category, by sub-category, January 2013-April 2016
                                                                                  • Footcare becomes pampering
                                                                                    • Bringing the bling back to bodycare
                                                                                      • Figure 35: Shimmer launches in bodycare, 2015
                                                                                    • Hema and L’Oréal lead launches
                                                                                      • Figure 36: New product development in the hand, body and footcare category, by top ultimate companies, 2015
                                                                                    • Dermatologically tested claims see a rise
                                                                                      • Figure 37: Fastest growing claims in the hand, body and footcare category, 2014-15
                                                                                    • Need for convenience drives long-lasting and time/speed claims
                                                                                      • Figure 38: Examples of products with time/speed claims in the body and foot sectors, 2015
                                                                                    • Diabetes focus in footcare
                                                                                      • Appealing to men
                                                                                        • Figure 39: Examples of hand and body launches designed for men, 2015
                                                                                    • Brand Communication and Promotion

                                                                                      • Deodorants
                                                                                        • Decline in advertising investment in deodorants
                                                                                          • Figure 40: Recorded above-the-line, online display and direct mail total advertising expenditure in deodorants, by media type, January 2013-April 2016
                                                                                        • Unilever drives advertising spend
                                                                                          • Figure 41: Recorded above-the-line, online display and direct mail total advertising expenditure in the deodorants sector, by top advertisers for 2015
                                                                                        • Lynx changes positioning
                                                                                          • Hand, body and footcare
                                                                                            • Steady rise in advertising in the hand, body and footcare category
                                                                                              • Figure 42: Recorded above-the-line, online display and direct mail total advertising expenditure in the bodycare sector, by media type, January 2013-April 2016
                                                                                            • Reckitt Benckiser drives advertising spend
                                                                                              • Figure 43: Recorded above-the-line, online display and direct mail total advertising expenditure in the hand, body and footcare sector, by top advertisers for 2015
                                                                                            • Coverage/methodology clarification
                                                                                            • Brand Research

                                                                                              • Deodorants
                                                                                                • Brand map
                                                                                                  • Figure 44: Attitudes towards and usage of selected brands, April 2016
                                                                                                • Key brand metrics
                                                                                                  • Figure 45: Key metrics for selected brands, April 2016
                                                                                                • Brand attitudes: Soft & Gentle is caring
                                                                                                  • Figure 46: Attitudes, by brand, April 2016
                                                                                                • Brand personality: Lynx is associated with being fun
                                                                                                  • Figure 47: Brand personality – macro image, April 2016
                                                                                                • Soft & Gentle and Mitchum are both basic
                                                                                                  • Figure 48: Brand personality – micro image, April 2016
                                                                                                • Brand analysis
                                                                                                  • Lynx has broad user base
                                                                                                    • Figure 49: User profile of Lynx, April 2016
                                                                                                  • Sure is popular with women
                                                                                                    • Figure 50: User profile of Sure, April 2016
                                                                                                  • Soft & Gentle brand equity resonates with consumers
                                                                                                    • Figure 51: User profile of Soft & Gentle, April 2016
                                                                                                  • Mitchum has strong brand equity
                                                                                                    • Figure 52: User profile of Mitchum, April 2016
                                                                                                  • Bodycare
                                                                                                    • Brand map
                                                                                                      • Figure 53: Attitudes towards and usage of selected brands, April 2016
                                                                                                    • Key brand metrics
                                                                                                      • Figure 54: Key metrics for selected brands, April 2016
                                                                                                    • Brand attitudes: NIVEA makes consumers feel confident
                                                                                                      • Figure 55: Attitudes, by brand, April 2016
                                                                                                    • Brand personality: Oilatum risks being boring
                                                                                                      • Figure 56: Brand personality – macro image, April 2016
                                                                                                    • Johnson’s is still caring
                                                                                                      • Figure 57: Brand personality – micro image, April 2016
                                                                                                    • Brand analysis
                                                                                                      • NIVEA enjoys a vibrant image
                                                                                                        • Figure 58: User profile of NIVEA, April 2016
                                                                                                      • Bio-Oil has high differentiation
                                                                                                        • Figure 59: User profile of Bio-Oil, April 2016
                                                                                                      • Johnson’s maintains trust
                                                                                                        • Figure 60: User profile of Johnson’s, April 2016
                                                                                                      • Oilatum is a caring brand
                                                                                                        • Figure 61: User profile of Oilatum, April 2016
                                                                                                    • The Consumer – What You Need to Know

                                                                                                      • Deodorant and bodycare usage declines with age
                                                                                                        • Deodorant usage is down whilst bodycare usage is on the up
                                                                                                          • Convenience is driving supermarkets
                                                                                                            • Long-lasting dryness and fragrance are most important for deodorants
                                                                                                              • Natural/organic is higher priority than free-from in bodycare
                                                                                                                • Bodycare is perceived as unnecessary
                                                                                                                • Usage of Deodorants and Bodycare

                                                                                                                  • Decline in deodorant and bodycare usage in older men
                                                                                                                    • Figure 62: Usage of deodorants and bodycare, by youngest and oldest age groups and gender, April 2016
                                                                                                                  • Aerosol is the most popular deodorant format
                                                                                                                    • Figure 63: Usage of deodorants, by oldest and youngest demographics, April 2016
                                                                                                                  • Lotions are the most popular bodycare format
                                                                                                                    • Figure 64: Usage of bodycare products, by youngest and oldest demographics, April 2016
                                                                                                                • Changes in Usage of Deodorants and Bodycare

                                                                                                                  • Deodorants
                                                                                                                    • Experimentation in deodorants is high
                                                                                                                      • Figure 65: Changes in usage of deodorants/antiperspirants in the last 12 months, April 2016
                                                                                                                    • Brand-switching is high
                                                                                                                      • Younger people are using less deodorant
                                                                                                                        • Figure 66: Decline in usage of deodorants in the last 12 months, by age and gender, April 2016
                                                                                                                      • Bodycare
                                                                                                                        • Usage of bodycare is up
                                                                                                                          • Figure 67: Changes in usage of bodycare products in the last 12 months, April 2016
                                                                                                                        • Usage of highest and lowest priced products has increased
                                                                                                                          • Young men are using premium bodycare products
                                                                                                                            • Figure 68: Usage of premium and own-label bodycare products in the last 12 months, by age and gender, April 2016
                                                                                                                        • Places of Purchase of Deodorants and Bodycare

                                                                                                                          • Convenience drives purchase of deodorants and bodycare
                                                                                                                            • Figure 69: Places of purchase of deodorants/antiperspirants and bodycare products, April 2016
                                                                                                                          • High street retailers drive bodycare prestige sector
                                                                                                                            • Using expertise to drive sales
                                                                                                                            • Factors Influencing Purchase of Deodorants and Bodycare

                                                                                                                              • Deodorants
                                                                                                                                • Men and women have different priorities
                                                                                                                                  • Figure 70: Top two factors influencing the purchase of deodorants, April 2016
                                                                                                                                • Free-from is a low priority
                                                                                                                                  • Figure 71: Factors influencing the purchase of deodorants, April 2016
                                                                                                                                • Bodycare
                                                                                                                                  • Intense hydration is more important with age
                                                                                                                                    • Figure 72: Factors influencing the purchase of bodycare products, April 2016
                                                                                                                                  • Natural/organic is more important than free-from
                                                                                                                                    • Figure 73: Influence of bodycare claims relating to containing natural/organic ingredients and free-from, by age, April 2016
                                                                                                                                • Barriers to Using Bodycare Products

                                                                                                                                  • Greasy residue and taking too long to dry are biggest issues
                                                                                                                                    • Figure 74: Usage issues relating to bodycare products, April 2016
                                                                                                                                  • Bodycare is perceived as unnecessary to non-users
                                                                                                                                    • Figure 75: Barriers to using bodycare products, March 2016
                                                                                                                                  • Moisturising shower gels are impacting bodycare usage
                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                    • Data sources
                                                                                                                                      • Abbreviations
                                                                                                                                        • Consumer research methodology
                                                                                                                                          • Fan chart forecast
                                                                                                                                            • Brand research
                                                                                                                                              • Brand map
                                                                                                                                                • Correspondence analysis
                                                                                                                                                • Appendix – Key Players

                                                                                                                                                    • Figure 76: Percentage of new product development in the deodorants category, by top ultimate companies in 2015, January 2013-April 2016
                                                                                                                                                    • Figure 77: Percentage of new product development in the footcare sub-category, by launch type, January 2013-April 2016
                                                                                                                                                    • Figure 78: Fastest growing claims in the hand/nail care sub-category, 2014-15
                                                                                                                                                    • Figure 79: Fastest growing claims in the bodycare sub-category, 2014-15
                                                                                                                                                    • Figure 80: Fastest growing claims in the footcare sub-category, 2014-15

                                                                                                                                                Companies Covered

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

                                                                                                                                                Deodorants and Bodycare - UK - June 2016

                                                                                                                                                £1,995.00 (Excl.Tax)