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Deodorants and Bodysprays - UK - February 2011

The deodorants and body spray market is smelling sweet. With sales of £548 million in 2010, penetration is nearing total and the majority of adults use deodorants as part of their daily grooming rituals. It is, therefore, to some extent buffered from the impact of the current gloomy economic climate.

  • Deodorant penetration is close to total in the UK (94% of women use the product and 87% of men), though women are more likely than men to use such products daily.
  • Spray deodorants are preferred by men, whereas women are almost as likely to use roll-ons as sprays. Alternative formats have yet to make a significant impact on the market.
  • New product development is skewed toward long-lasting formulations.
  • Unilever is a dominant force in deodorants and commands a 65% share of the market.
  • Discounting and special offers are rife, and more than four in ten adults stockpile their favourite deodorant brands when they're on offer.
  • A third of adults feel that they have been let down to some extent by their deodorant.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

              • Trend: Empowered Seniors
                • Trend: Sense of the Intense
                • Market in Brief

                  • A grooming giant
                    • A daily ritual
                      • Deodorants and lifestyle
                        • Future
                        • Internal Market Environment

                          • Key points
                            • Allergies
                              • Exercise and fitness
                                • Figure 1: Index of admissions and membership to swimming pools, leisure centres and health and fitness clubs in the UK, 2005-10
                              • Weather
                                • Figure 2: Average temperature and total number of sunshine hours in the UK, 2000-10
                              • Cancer link
                              • Broader Market Environment

                                • Key points
                                  • Population
                                    • Figure 3: Trends in the age structure of the UK population, by gender, 2005-15
                                  • Working influence
                                    • Figure 4: Employment and unemployment, by gender, 2005-15
                                • Strengths and Weaknesses in the Market

                                  • Strengths
                                    • Weaknesses
                                    • Who’s Innovating?

                                      • Key points
                                        • Launch activity
                                          • Figure 5: Innovation in deodorants, hair care, oral care, skin care and shower products, % share of total, 2010
                                          • Figure 6: Deodorant launches, 2007-10
                                        • A focus on formats
                                          • Figure 7: Deodorant launches, % share by format type, 2007-10
                                        • Claim game
                                          • Figure 8: Deodorant launches, % share by claim, 2007-10
                                          • Figure 9: Deodorant and body spray launches, % share by brands and own-label, 2007-10
                                          • Figure 10: Deodorant and body spray launches, % share by company, 2010
                                        • Recent innovation
                                          • Natural magic
                                            • Mining minerals
                                              • Going the distance
                                                • Care and care alike
                                                  • Key ingredients
                                                    • While stocks last
                                                    • Competitive Context

                                                      • Key points
                                                        • Women’s grooming habits
                                                          • Figure 11: Trends in usage of selected toiletries, top 10 – Women, 2006-10
                                                        • Men’s grooming habits
                                                          • Figure 12: Trends in usage of selected toiletries, top 10 – Men, 2006-10
                                                        • The beauty market
                                                          • Figure 13: UK retail value sales of selected cosmetics and toiletries, 2005-09
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Figure 14: UK value sales of deodorants and body sprays, 2005-15
                                                        • The future of the market
                                                          • Forecast
                                                            • Figure 15: Best- and worst-case forecast value sales of deodorants and body sprays, 2005-15
                                                        • Segment Performance

                                                          • Key points
                                                            • Format
                                                              • Figure 16: UK retail value sales of deodorants and body sprays, by format, 2009 and 2010
                                                              • Figure 17: UK retail value sales of deodorants and body sprays, by sector, 2009 and 2010
                                                          • Market Share

                                                            • Key points
                                                              • Manufacturer shares
                                                                • Figure 18: Manufacturers’ shares in UK value sales of deodorants, 2010
                                                              • Companies and products
                                                                • Major players
                                                                  • Figure 19: Brand map of deodorants and body sprays, UK, 2010
                                                                • Avon
                                                                  • Beiersdorf
                                                                      • Figure 20: New product development in the UK by Beiersdorf; 2009-10
                                                                    • Boots
                                                                      • Colgate-Palmolive
                                                                          • Figure 21: New product development in the UK by Colgate-Palmolive UK Limited, 2009-10
                                                                        • Coty
                                                                          • Figure 22: New product development in the UK by Adidas, 2009-10
                                                                        • Henkel
                                                                            • Figure 23: New product development in the UK by Henkel, 2009-10
                                                                          • Oriflame
                                                                            • Figure 24: New product development in the UK by Oriflame (UK) Limited, 2009-10
                                                                          • Procter & Gamble
                                                                              • Figure 25: New product development in the UK Procter & Gamble; January 2009-December 2010
                                                                            • Revlon
                                                                              • Unilever
                                                                                  • Figure 26: New product development in the UK by Unilever, January-December 2010
                                                                                • Other
                                                                                • Brand Elements

                                                                                  • Brand map
                                                                                      • Figure 27: Attitudes towards and purchase of deodorant and body spray brands, January 2011
                                                                                    • Brand attitudes
                                                                                      • Figure 28: Attitudes by deodorant and body spray brand, January 2011
                                                                                    • Brand personality
                                                                                      • Figure 29: Deodorant and body spray brand personality – macro image, January 2011
                                                                                      • Figure 30: Deodorant and body spray brand personality – micro image, January 2011
                                                                                    • Correspondence analysis
                                                                                      • Brand experience
                                                                                        • Figure 31: Deodorant and body spray brand usage, January 2011
                                                                                        • Figure 32: Satisfaction with various deodorant and body spray brands, January 2011
                                                                                        • Figure 33: Consideration of deodorant and body spray brands, December 2010
                                                                                        • Figure 34: Consumer perceptions of current deodorant and body spray brand performance, January 2011
                                                                                        • Figure 35: Deodorant and body spray brand recommendation – Net Promoter Score, January 2011
                                                                                      • Brand index
                                                                                        • Figure 36: Deodorant and body spray brand index, January 2011
                                                                                        • Figure 37: Deodorant and body spray brand index vs. recommendation, December 2010
                                                                                      • Target group analysis
                                                                                        • Figure 38: Target groups for deodorant and body spray brands, December 2010
                                                                                        • Figure 39: Deodorant and body spray brand usage, by target groups, January 2011
                                                                                      • Group One – The Conformists
                                                                                        • Group Two – Simply the Best
                                                                                          • Group Three – Shelf Stalkers
                                                                                            • Group Four – Habitual Shoppers
                                                                                              • Group Five – The Individualists
                                                                                              • Brand Communication and Promotion

                                                                                                • Key points
                                                                                                  • Figure 40: Main monitored media advertising spend on deodorants, 2006-10
                                                                                                  • Figure 41: Main monitored media advertising spend on deodorants, % share, by media type, 2008-10
                                                                                                  • Figure 42: Main monitored media advertising spend on deodorants, by advertiser, 2009 and 2010
                                                                                                • Marketing themes
                                                                                                • Channels to Market

                                                                                                  • Key points
                                                                                                    • Figure 43: Retail sales of deodorants and body sprays, by outlet type, 2008 and 2010
                                                                                                • Consumer – Deodorants Usage

                                                                                                  • Key points
                                                                                                    • Frequency of use
                                                                                                      • Figure 44: Trends in female frequency of using deodorants, 2006-10
                                                                                                      • Figure 45: Trends in male frequency of using deodorants, 2006-10
                                                                                                    • The influence of age and personal circumstances
                                                                                                      • Trends in use by format type
                                                                                                        • Figure 46: Trends in women’s use of deodorants, by format, 2006-10
                                                                                                        • Figure 47: Trends in men’s use of deodorants, by type, 2006-10
                                                                                                      • Innovation and usage
                                                                                                      • Consumer – Attitudes Towards Use

                                                                                                        • Key points
                                                                                                          • Attitudes towards deodorant use
                                                                                                              • Figure 48: Attitudes towards use of deodorants, December 2010
                                                                                                              • Figure 49: Attitudes towards use of deodorants, December 2010
                                                                                                            • Move over mascara
                                                                                                              • Climbing out of the pits
                                                                                                                • Attitudes towards body spray use
                                                                                                                    • Figure 50: Attitudes towards use of body sprays, December 2010
                                                                                                                    • Figure 51: Attitudes towards use of body sprays, December 2010
                                                                                                                  • Go-to scents for guys
                                                                                                                    • A scent is just a scent for gals
                                                                                                                    • Consumer – Attitudes Towards Purchasing Deodorants

                                                                                                                      • Key points
                                                                                                                        • Deodorants
                                                                                                                            • Figure 52: Attitudes towards purchase of deodorants, December 2010
                                                                                                                            • Figure 53: Attitudes towards purchase of deodorants, December 2010
                                                                                                                          • Body sprays
                                                                                                                              • Figure 54: Attitudes towards purchase of body sprays, December 2010
                                                                                                                              • Figure 55: Attitudes towards purchase of body sprays, December 2010
                                                                                                                          • Consumer – Attitudes Towards Product Performance

                                                                                                                            • Key points
                                                                                                                                • Figure 56: Consumer perception of product performance, December 2010
                                                                                                                              • Men’s versus women’s
                                                                                                                                  • Figure 57: Consumer agreement that men’s deodorants are more effective than women’s, December 2010
                                                                                                                                • Sporty types
                                                                                                                                    • Figure 58: Consumer agreement that sports deodorants are more effective than other varieties, December 2010
                                                                                                                                  • A sensitive issue
                                                                                                                                      • Figure 59: Consumer agreement that ‘gentle’ or ‘sensitive’ formulas are better for the skin, December 2010
                                                                                                                                    • Designer deodorants
                                                                                                                                        • Figure 60: Consumer agreement that deodorants of fragrances don’t work as well as standard products, December 2010
                                                                                                                                      • Benefits culture
                                                                                                                                          • Figure 61: Consumer agreement that added benefits don’t work, December 2010
                                                                                                                                        • No sweat, some of the time
                                                                                                                                            • Figure 62: Consumer agreement that my deodorant sometimes lets me down, December 2010
                                                                                                                                          • Own-label
                                                                                                                                              • Figure 63: Consumer agreement that own-label deodorants aren’t as effective as well-known brands, December 2010
                                                                                                                                            • Double duty
                                                                                                                                                • Figure 64: Consumer agreement that they would buy other grooming products with deodorising properties, December 2010
                                                                                                                                            • Appendix

                                                                                                                                              • Consumer research
                                                                                                                                                • ACORN
                                                                                                                                                  • Advertising data
                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                      • Figure 65: Trends in attitudes towards personal appearance – Women, 2006-10
                                                                                                                                                      • Figure 66: Trends in attitudes towards personal appearance – Men, 2006-10
                                                                                                                                                      • Figure 67: Allergic to deodorants, perfumes, aftershaves, by demographics, 2010
                                                                                                                                                      • Figure 68: Unscented deodorant launches, 2007-10
                                                                                                                                                      • Figure 69: Paraben-free deodorant launches, 2008-10
                                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                                      • Figure 70: Trends in the age structure of the UK population, 2005-15
                                                                                                                                                      • Figure 71: Forecast adult population trends, by lifestage, 2005-15
                                                                                                                                                  • Appendix – Who’s Innovating?

                                                                                                                                                      • Figure 72: Innovation in deodorants and body sprays, by package material, 2007-10
                                                                                                                                                      • Figure 73: Innovation in deodorants and body sprays, by launch type, 2007-10
                                                                                                                                                      • Figure 74: Deodorant launches, % share, by format type, 2007-10
                                                                                                                                                      • Figure 75: Deodorant launches, % share, by claim, 2007-10
                                                                                                                                                      • Figure 76: Own-label deodorant and body spray launches, 2007-10
                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                      • Figure 77: Best- and worst-case forecast value sales of deodorants and body sprays, 2005-15
                                                                                                                                                  • Appendix – Consumer Usage

                                                                                                                                                      • Figure 78: Female frequency of using deodorants, by demographics, 2010
                                                                                                                                                      • Figure 79: Male frequency of using deodorants, by demographics, 2010
                                                                                                                                                  • Appendix – Consumer Attitudes Towards Use

                                                                                                                                                      • Figure 80: Attitudes towards use of deodorants, December 2010
                                                                                                                                                      • Figure 81: Attitudes towards use of deodorants, December 2010
                                                                                                                                                      • Figure 82: Thinking about body sprays (for example Lynx, Impulse), which of the following statements, if any, apply to you?
                                                                                                                                                      • Figure 83: Thinking about body sprays (for example Lynx, Impulse), which of the following statements, if any, apply to you?
                                                                                                                                                      • Figure 84: Thinking about body sprays (for example Lynx, Impulse), which of the following statements, if any, apply to you?
                                                                                                                                                  • Appendix – Consumer Attitudes Towards Purchase

                                                                                                                                                      • Figure 85: Consumer attitudes towards deodorant/anti-perspirant purchase, December 2010
                                                                                                                                                      • Figure 86: Consumer attitudes towards deodorant/anti-perspirant purchase, December 2010
                                                                                                                                                      • Figure 87: Consumer attitudes towards deodorant/anti-perspirant purchase, December 2010
                                                                                                                                                      • Figure 88: Consumer attitudes towards body spray purchase, December 2010
                                                                                                                                                      • Figure 89: Consumer attitudes towards body spray purchase, December 2010
                                                                                                                                                  • Appendix – Consumer Attitudes Towards Product Performance

                                                                                                                                                      • Figure 90: Consumer agreement with the statement – men’s deodorants are more effective than women’s, December 2010
                                                                                                                                                      • Figure 91: Consumer agreement with the statement – Sports deodorants are more effective than other varieties, December 2010
                                                                                                                                                      • Figure 92: Consumer agreement with the statement – ‘gentle’ or ‘sensitive’ formulas are better for my skin, December 2010
                                                                                                                                                      • Figure 93: Consumer agreement with the statement – Deodorants of fragrances don’t work as well as standard products, December 2010
                                                                                                                                                      • Figure 94: Consumer agreement with the statement – Added benefits don’t work, December 2010
                                                                                                                                                      • Figure 95: Consumer agreement with the statement – My deodorant sometimes lets me down, December 2010
                                                                                                                                                      • Figure 96: Consumer agreement with the statement – Own-label deodorants aren’t as effective as well-known brands, December 2010
                                                                                                                                                      • Figure 97: Consumer agreement with the statement – I would buy other grooming products with deodorising properties, December 2010

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Adidas
                                                                                                                                                  • Alberto-Culver Company (UK)
                                                                                                                                                  • Alliance Boots
                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                  • Avon Cosmetics Ltd
                                                                                                                                                  • Bank of England
                                                                                                                                                  • Beiersdorf UK Ltd
                                                                                                                                                  • British Market Research Bureau (BMRB)
                                                                                                                                                  • Cancer Research UK
                                                                                                                                                  • Colgate-Palmolive UK Ltd
                                                                                                                                                  • Dolce & Gabbana
                                                                                                                                                  • Garnier
                                                                                                                                                  • Government Actuary's Department (GAD)
                                                                                                                                                  • Hugo Boss
                                                                                                                                                  • J. Sainsbury
                                                                                                                                                  • Kantar Media
                                                                                                                                                  • L'Occitane Ltd
                                                                                                                                                  • L'Oréal (UK)
                                                                                                                                                  • Marks & Spencer
                                                                                                                                                  • National Football League Inc.
                                                                                                                                                  • Nivea
                                                                                                                                                  • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                  • Sara Lee (UK)
                                                                                                                                                  • Tesco Plc
                                                                                                                                                  • The Body Shop - Retail Sales
                                                                                                                                                  • Tom's of Maine
                                                                                                                                                  • Unilever Plc
                                                                                                                                                  • Waitrose

                                                                                                                                                  Deodorants and Bodysprays - UK - February 2011

                                                                                                                                                  £1,995.00 (Excl.Tax)