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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.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
        • Future Opportunities

          • Daily dose of doing good
            • Deodorants could offer a daily feelgood factor
              • Insights
                • Adding value through customisation
                  • Making the connection between control and confidence
                    • Insights
                    • Market in Brief

                      • Market expected to weather the recession
                        • Teens should be the top target
                          • Allergies and ingredient avoidance
                            • Innovation driving growth
                              • Future
                              • Internal Market Environment

                                • Key points
                                  • The A-Z of safety
                                    • Exercise and fitness
                                      • Figure 1: Index of admissions and membership to swimming pools, leisure centres and health and fitness clubs in the UK, 2003-08
                                    • Allergies
                                      • Weather
                                        • Figure 3: Average temperature and total number of sunshine hours in the UK, 2002-07
                                    • Broader Market Environment

                                      • Key points
                                        • Teenage angst drives volume use
                                          • Figure 4: Structure of the UK population, by age and gender, 2003-13
                                        • Working influence
                                          • Figure 5: Percentage of working age population in employment in the UK, 2003-13
                                        • REACH
                                        • Competitive Context

                                          • Key points
                                            • Fragrance
                                              • Scented and deodorising toiletries
                                                • Deodorant avoiders
                                                • Strengths and Weaknesses in the Market

                                                  • Strengths
                                                    • Weaknesses
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Manufacturers and brands
                                                          • Figure 6: Leading innovators of deodorants, 2008
                                                        • Putting a new twist on traditional formats
                                                          • Figure 7: Innovation in deodorants, by format type, 2003-08
                                                        • Thinking small for volume growth
                                                          • Figure 8: Innovation in deodorants and bodysprays, by volume (ml), 2006-08
                                                        • Positioning of deodorant launches
                                                          • Figure 9: New deodorant launches, by product positioning, top five, 2006-08
                                                        • Macho men
                                                          • Softly softly approach for women
                                                            • Long-lasting
                                                              • Free from
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Figure 10: Forecast of UK value sales of deodorants and bodysprays, 2003-13
                                                                • Innovation drives volume sales
                                                                  • Figure 11: UK volume sales of deodorants and bodysprays, 2003-08
                                                                • The future of the market
                                                                  • Factors used in the forecast
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Figure 12: UK retail value sales of deodorants and bodysprays, by sector, 2006-08
                                                                    • Format
                                                                      • Figure 13: UK retail value sales of deodorants and bodysprays, by format, 2006-08
                                                                    • Targeting by age
                                                                      • Figure 14: UK estimated spend on deodorants and bodysprays, by age, 2008
                                                                  • Market Share

                                                                    • Key points
                                                                      • Manufacturer shares
                                                                        • Figure 15: Manufacturers’ shares in deodorants and bodysprays, 2006-08
                                                                      • Brand shares
                                                                        • Figure 16: Brands’ value shares of deodorants and bodysprays, 2006-08
                                                                      • Unilever sets the pace
                                                                        • Innovation and advertising support drive growth
                                                                          • Colgate and Coty suffer
                                                                          • Companies and Products

                                                                              • Figure 17: Brand map of dedoorants and bodysprays, UK, 2009
                                                                            • Unilever
                                                                              • Henkel
                                                                                • Colgate-Palmolive
                                                                                  • Coty
                                                                                    • Beiersdorf
                                                                                      • Sara Lee
                                                                                        • Own-label
                                                                                          • Other
                                                                                          • Brand Communication and Promotion

                                                                                            • Key points
                                                                                              • Adspend shifts to dynamic beauty sectors
                                                                                                • Figure 18: Main monitored media advertising spend on deodorants, 2004-08
                                                                                              • Seasonal spend
                                                                                                • Figure 19: Average monthly NPD and average monthly adspend calculated from 2004-08
                                                                                              • Adspend by advertiser
                                                                                                • Figure 20: Main monitored media advertising spend on deodorant, by advertiser, 2004-08
                                                                                              • Marketing themes
                                                                                                • Efficacy and confidence
                                                                                                  • Attractiveness to the opposite sex
                                                                                                    • Gender
                                                                                                      • Skin-caring – spray a little softness
                                                                                                        • Added benefits
                                                                                                        • Channels to Market

                                                                                                          • Key points
                                                                                                            • Supermarket special
                                                                                                              • Figure 21: Retail distribution of deodorants and bodysprays, 2006-08
                                                                                                            • Variety = value sales for drugstores
                                                                                                              • Footfall drops in department stores
                                                                                                              • Consumer European Comparison

                                                                                                                • Key points
                                                                                                                  • Innovation
                                                                                                                    • Figure 22: New product launches in deodorants, by country, 2006-08
                                                                                                                  • Usage
                                                                                                                      • Figure 23: Deodorant usage, frequency by country, by gender, 2008
                                                                                                                    • Format preference
                                                                                                                      • Figure 24: Deodorant usage, type by country, 2008
                                                                                                                  • Consumer Usage

                                                                                                                    • Key points
                                                                                                                      • Frequency of use
                                                                                                                        • Figure 25: Trends in frequency of using deodorants, by gender, 2003-08
                                                                                                                      • Frequency of use falling
                                                                                                                        • Trends in use by format type
                                                                                                                          • Figure 26: Trends in use of deodorants, by type, by gender, 2003-08
                                                                                                                        • People use a variety of formats
                                                                                                                          • Innovation influences usage
                                                                                                                          • Consumer Attitudes Towards Use and Purchase

                                                                                                                            • Key points
                                                                                                                              • Attitudes towards use
                                                                                                                                  • Figure 27: Attitudes towards use of deodorants and bodysprays, November 2008
                                                                                                                                • Deodorants are an integral part of the female beauty routine
                                                                                                                                  • Enhancing body confidence
                                                                                                                                    • Home deodorants
                                                                                                                                      • Figure 28: Age profile of those who use household fresheners (2007) and those who have used deodorants or bodysprays as an air freshener in the last 12 months, November 2008
                                                                                                                                    • Young prefer the pick and mix approach
                                                                                                                                      • Figure 29: Selected attitudes towards using deodorant, by those who generally use whatever is in the bathroom, November 2008
                                                                                                                                  • Consumer Attitudes towards Purchase

                                                                                                                                    • Key points
                                                                                                                                        • Figure 30: Attitudes towards purchase of deodorants and bodysprays, November 2008
                                                                                                                                      • Added benefits
                                                                                                                                        • Brand trust = brand loyalty
                                                                                                                                          • Figure 31: Comparison of attitudes towards purchase of deodorants and bodysprays, by total population and those who always buy the same brand, November 2008
                                                                                                                                        • Price promotions encourage experimentation
                                                                                                                                          • Figure 32: Comparison of selected attitudes towards purchase, use and performance of deodorants and bodysprays, by total population and those who tend to buy whatever is on special offer, November 2008
                                                                                                                                        • Health and wellness
                                                                                                                                          • Figure 33: Venn diagram showing attitudes of those who buy eco-friendly deodorants, have bought crystal deodorants and are trying to avoid deodorants containing aluminium/parabens, November 2008
                                                                                                                                      • Consumer Attitudes Towards Product Performance

                                                                                                                                        • Key points
                                                                                                                                            • Figure 34: Attitudes towards the performance of deodorants and bodysprays, November 2008
                                                                                                                                          • Confidence comes with age
                                                                                                                                            • Marketing magic influences perception of performance
                                                                                                                                              • Designer confidence
                                                                                                                                                • Motivations when buying deodorant
                                                                                                                                                  • Figure 35: Motivations when buying deodorant, November 2008
                                                                                                                                                • Confidence (83%)
                                                                                                                                                  • What are their attitudes?
                                                                                                                                                    • Who are they?
                                                                                                                                                      • Added benefits (47%)
                                                                                                                                                        • What are their attitudes?
                                                                                                                                                          • Who are they?
                                                                                                                                                            • Performance (62%)
                                                                                                                                                              • What are their attitudes?
                                                                                                                                                                • Who are they?
                                                                                                                                                                  • Fragrance (46%)
                                                                                                                                                                    • What are their attitudes?
                                                                                                                                                                      • Who are they?
                                                                                                                                                                        • Repertoire of purchase motivations
                                                                                                                                                                          • Figure 36: Number of motivations when buying deodorant, November 2008
                                                                                                                                                                      • Appendix

                                                                                                                                                                        • Consumer research
                                                                                                                                                                          • ACORN
                                                                                                                                                                            • Advertising data
                                                                                                                                                                              • Abbreviations
                                                                                                                                                                              • Appendix – Who’s Innovating?

                                                                                                                                                                                  • Figure 37: Innovation in deodorants, by format type, 2003-08
                                                                                                                                                                              • Appendix – Consumer Use and Purchase

                                                                                                                                                                                  • Figure 38: Penetration and frequency of using deodorants – women, by demographic sub-group, 2008
                                                                                                                                                                                  • Figure 39: Penetration and frequency of using deodorants – men, by demographic sub-group, 2008
                                                                                                                                                                              • Appendix – Consumer Attitudes Towards Use and Purchase

                                                                                                                                                                                • Attitudes towards use of deodorants and bodysprays
                                                                                                                                                                                  • Figure 40: Attitudes towards use of deodorants and bodysprays, by demographic sub-group, November 2008
                                                                                                                                                                                  • Figure 41: Attitudes towards use of deodorants and bodysprays, by demographic sub-group, November 2008
                                                                                                                                                                              • Appendix – Attitudes towards Purchase

                                                                                                                                                                                  • Figure 42: Attitudes towards purchase of deodorants and bodysprays, by demographic sub-group, November 2008
                                                                                                                                                                                  • Figure 43: Attitudes towards purchase of deodorants and bodysprays, by demographic sub-group, November 2008
                                                                                                                                                                                • Attitudes towards deodorants use, purchase and performance by people who always buy the same brand
                                                                                                                                                                                  • Figure 44: Comparison of attitudes towards usage of deodorants and bodysprays, by the total sample and those who ‘always buy the same brand’, November 2008
                                                                                                                                                                                  • Figure 45: Comparison of attitudes towards purchase of deodorants and bodysprays, by the total sample and those who ‘always buy the same brand’, November 2008
                                                                                                                                                                                  • Figure 46: Comparison of attitudes towards performance of deodorants and bodysprays, by the total sample and those who ‘always buy the same brand’, November 2008
                                                                                                                                                                                • Filters on selected statements
                                                                                                                                                                                  • Figure 47: Comparison of selected attitudes toward eco-friendly and crystal deodorants as well as those containing aluminium/parabens, November 2008
                                                                                                                                                                                  • Figure 48: Consumer net, by demographic sub-group, November 2008
                                                                                                                                                                              • Appendix – Consumer Attitudes Towards Product Performance

                                                                                                                                                                                  • Figure 49: Attitudes towards the performance of deodorants and bodysprays, by demographic sub-group, November 2008
                                                                                                                                                                                  • Figure 50: Attitudes towards the performance of deodorants and bodysprays, by demographic sub-group, November 2008
                                                                                                                                                                                • Consumer nets of purchase motivators
                                                                                                                                                                                  • Figure 51: Motivations when buying deodorant, November 2008
                                                                                                                                                                                  • Figure 52: Motivations when buying deodorant, by agreement with attitudinal statements, November 2008
                                                                                                                                                                                  • Figure 53: Motivations when buying deodorant, by agreement with attitudinal statements, November 2008
                                                                                                                                                                                  • Figure 54: Motivations when buying deodorant, by demographic sub-group, November 2008
                                                                                                                                                                                  • Figure 55: Number of motivations when buying deodorant, by demographic sub-group, November 2008
                                                                                                                                                                                  • Figure 56: Number of motivations when buying deodorant, by motivations, November 2008

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                              • Alliance Boots
                                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                                              • Avon Cosmetics Ltd
                                                                                                                                                                              • Balenciaga
                                                                                                                                                                              • Beiersdorf UK Ltd
                                                                                                                                                                              • Bristol-Myers Squibb Company
                                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                                              • British Skin Foundation
                                                                                                                                                                              • CACI Limited
                                                                                                                                                                              • Calvin Klein, Inc.
                                                                                                                                                                              • Co-operative Group
                                                                                                                                                                              • Colgate-Palmolive UK Ltd
                                                                                                                                                                              • Coty UK Ltd
                                                                                                                                                                              • Crabtree & Evelyn Ltd
                                                                                                                                                                              • Daily Express
                                                                                                                                                                              • Daily Mail
                                                                                                                                                                              • Daily Star (The)
                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                              • Harvey Nichols UK
                                                                                                                                                                              • J. Sainsbury
                                                                                                                                                                              • L'Oréal (UK)
                                                                                                                                                                              • Lidl (UK)
                                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                              • MySpace.com
                                                                                                                                                                              • Outdoor Advertising Association of Great Britain
                                                                                                                                                                              • Procter & Gamble UK & Ireland
                                                                                                                                                                              • Sara Lee (UK)
                                                                                                                                                                              • Schwarzkopf & Henkel
                                                                                                                                                                              • Superdrug Stores Plc
                                                                                                                                                                              • Tesco Plc
                                                                                                                                                                              • The Cosmetic Toiletry & Perfumery Association Limited (UK)
                                                                                                                                                                              • The Sun
                                                                                                                                                                              • Tisserand Aromatherapy
                                                                                                                                                                              • Unilever Plc
                                                                                                                                                                              • Waitrose
                                                                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                                                                              Deodorants and Bodysprays - UK - February 2009

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