Deodorants and Bodysprays - UK - February 2009
Since the last report in January 2007, the UK’s £459 million market for deodorants and bodysprays has seen growth stagnate in value terms. Penetration has held steady, but frequency of use has fallen since 2003 owing largely to elevated usage in 2003 as a result of the very hot summer.
The market has been awash with innovation with the fragrance houses helping to premiumise the market. There has been little change in terms of preferred formats with aerosols dominating consumer preferences. However, price pressures could see innovation in aerosols in the coming years.
Under-25s are the most sensitive to body odour and are the highest-volume users of deodorants and bodysprays. It is estimated that spend on deodorants and bodysprays by under-25s was worth some £110 million in 2008. Despite this, less than 1% of launches were teen-specific.
Key report themes:
Despite a growing concern in the chemicals used in our toiletries, ingredients scares have little impact on the deodorants market.
The mature market means that there are more opportunities for segmentation through added benefits and better-targeted products.
Confidence and trust remain key purchase motivations. This explains the high level of brand loyalty within the market.
There is a need to address the gender stereotypes within the market that reinforce the notion that women want soft and kind and men need high-performance and sports varieties.
Despite falling frequency of use, innovation in smaller unit sizes is buoying volume sales.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.