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Deodorants and Bodysprays - UK - February 2012

“Deodorants may not have the feelgood factor of fragrance or the glamour of cosmetics, however, the category benefits from being a grooming staple, indispensable in both good times and bad. Indeed, some would argue that an antiperspirant is even more crucial when the going gets tough and the tough get perspiring. The category recorded 5% growth in 2011, despite a shroud of gloom continuing to dampen consumer spirits. This is thanks, in part, to innovative product formulations and compelling advertising messages energising the market. Looking ahead, given that product usage rates are already relatively high, ingenuity and innovation will be marketers’ greatest assets.”

– Bríd Costello, Senior Beauty Analyst

Some questions answered in this report include:

  • How have deodorants and bodysprays fared in the face of the economic slowdown?
  • How have consumer usage habits been impacted by the morose economy?
  • Do non-traditional deodorant formats have potential within the category?
  • What avenues for growth exist for deodorants?
  • How can marketers encourage greater deodorant and bodyspray usage?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast, UK retail value sales of deodorants and bodysprays, 2006-16
            • Market factors
              • Ageing population
                • Figure 2: Trends in the age structure of the UK adult population 15+, 2011 and 2016
              • Olympic spirit
                • Figure 3: Attitudes towards sponsorship of products or events, 2011
              • Companies, brands and innovation
                • Figure 4: new product launches in the UK deodorants market, by claim, 2008-11
                • Figure 5: New product launches in the UK deodorants market, percentage share, by format, 2007-11
              • The consumer
                • Female usage
                  • Figure 6: Female frequency of using deodorants, 2007-11
                • Male usage
                  • Figure 7: Male frequency of using deodorants, 2007-11
                • Consumer attitudes towards deodorant performance
                  • Figure 8: Attitudes towards deodorant/antiperspirants, November 2011
                • What we think
                • Issues in the Market

                    • How have deodorants and bodysprays fared in the face of the economic slowdown?
                      • How have consumer usage habits been impacted by the morose economy?
                        • Do non-traditional deodorant formats have potential within the category?
                          • What avenues for growth exist for deodorants?
                            • How can marketers encourage greater deodorant and bodyspray usage?
                            • Future Opportunities

                                • Trend: Hyper Parenting
                                  • Trend: Premiumization and Indulgence
                                  • Internal Market Environment

                                    • Key points
                                      • Lifestyle and fitness
                                        • Figure 9: Attitudes towards appearance, 2007-11
                                      • The Olympics and sponsorship
                                        • Figure 10: Attitudes towards sponsorship of events or products, 2007-11
                                    • Broader Market Environment

                                      • Key points
                                        • Population
                                          • Figure 11: Trends in the age structure of the UK population, by gender, 2006-16
                                        • Women
                                          • Men
                                            • Working influence
                                              • Figure 12: Trends in working status, by gender, 2006-11
                                            • Women
                                              • Men
                                              • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • New launches by claims
                                                        • Figure 13: Percentage share of new product launches in the UK deodorants market, by claims, 2008-11
                                                      • New launches by format
                                                        • Figure 14: New product launches in the UK deodorants market, percentage share, by format, 2007-11
                                                      • New launches – branded versus private label
                                                        • Figure 15: New product launches in the UK deodorants market, percentage share, private label vs other, 2007-11
                                                      • New launches by company
                                                        • Figure 16: New product launches in the UK deodorants market, percentage share by company, 2007-11
                                                      • Recent innovations
                                                        • Private label
                                                          • Beauty enhancing
                                                            • Funky format
                                                              • Natural
                                                                • Fragrance focus
                                                                  • Time Team
                                                                    • Limited editions
                                                                      • High-tech
                                                                        • Stain stoppers
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Trends in women’s grooming habits
                                                                              • Figure 17: Trends in women’s usage of selected toiletries, 2009 and 2010
                                                                            • Trends in men’s grooming habits
                                                                              • Figure 18: Trends in men’s usage of selected toiletries, 2009-11
                                                                            • The beauty market
                                                                              • Figure 19: UK retail value sales of selected beauty and personal care categories, 2006-11
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Figure 20: UK retail value sales of deodorants and bodysprays, at current and constant prices, 2006-16
                                                                            • Future
                                                                              • Figure 21: Best- and worst-case forecast of UK retail value sales of deodorants and bodysprays, 2006-16
                                                                            • Forecast methodology
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Deodorants versus bodysprays
                                                                                  • Figure 22: UK retail value sales of deodorants and bodysprays, by sector, 2010 and 2011
                                                                                • Deodorant and bodyspray sales by gender
                                                                                  • Figure 23: UK retail value sales of deodorants and bodysprays, by sector, by gender, 2010 and 2011
                                                                                • Deodorants by format
                                                                                  • Figure 24: UK retail value sales of deodorants, by format, 2010 and 2011
                                                                              • Market Share

                                                                                • Key points
                                                                                  • Manufacturers’ shares
                                                                                    • Figure 25: Manufacturers’ shares in UK value sales of deodorants and bodysprays, 2011
                                                                                • Companies and Products

                                                                                  • Beiersdorf
                                                                                      • Figure 26: Key financials for Beiersdorf UK Limited, 2009 and 2010
                                                                                      • Figure 27: New product launches in the UK deodorants market by Beiersdorf, January-October 2011
                                                                                    • Colgate-Palmolive
                                                                                        • Figure 28: Key financials for Colgate-Palmolive (U.K.) Limited, 2009 and 2010
                                                                                        • Figure 29: New product launches in the UK deodorants market by Colgate-Palmolive, January-October 2011
                                                                                      • Coty
                                                                                        • Figure 30: Key financials for Coty UK, 2009 and 2010
                                                                                        • Figure 31: New product launches in the UK deodorants market, by Coty, January-October 2011
                                                                                      • Henkel
                                                                                          • Figure 32: Key financials for Henkel Limited, 2009 and 2010
                                                                                        • Procter & Gamble
                                                                                          • Figure 33: Key financials for Procter & Gamble, 2010 and 2011
                                                                                          • Figure 34: new product launches in the UK deodorants market by Procter & Gamble, January-October 2011
                                                                                        • Revlon
                                                                                            • Figure 35: Key financials for Revlon Inc., 2009 and 2010
                                                                                          • Unilever
                                                                                              • Figure 36: Financial performance for Unilever, 2009 and 2010
                                                                                              • Figure 37: Selected innovative new product launches in the UK deodorants market by Unilever, January-October 2011
                                                                                            • Others
                                                                                            • Brand Research

                                                                                              • Brand map
                                                                                                  • Figure 38: Attitudes towards and usage of brands in the deodorant and bodyspray sector, November 2011
                                                                                                • Correspondence analysis
                                                                                                  • Brand attitudes
                                                                                                    • Figure 39: Attitudes, by deodorant and bodyspray brand, November 2011
                                                                                                  • Brand personality
                                                                                                    • Figure 40: Deodorant and bodyspray brand personality – macro image, November 2011
                                                                                                    • Figure 41: Deodorant and bodyspray brand personality – micro image, November 2011
                                                                                                  • Brand experience
                                                                                                    • Figure 42: Deodorant and bodyspray brand usage, November 2011
                                                                                                    • Figure 43: Satisfaction with various deodorant and bodyspray brands, November 2011
                                                                                                    • Figure 44: Consideration of deodorant and bodyspray brands, November 2011
                                                                                                    • Figure 45: Consumer perceptions of current deodorant and bodyspray brand performance, November 2011
                                                                                                    • Figure 46: Deodorant and brand recommendation – Net Promoter Score, November 2011
                                                                                                  • Brand index
                                                                                                    • Figure 47: Deodorant and bodyspray brand index, November 2011
                                                                                                    • Figure 48: Deodorant and bodyspray brand index vs. recommendation, November 2011
                                                                                                  • Target group analysis
                                                                                                    • Figure 49: Target groups, November 2011
                                                                                                    • Figure 50: Deodorant and bodyspray brand usage, by target groups, November 2011
                                                                                                  • Group One – Conformists
                                                                                                    • Group Two – Simply the Best
                                                                                                      • Group Three – Shelf Stalkers
                                                                                                        • Group Four – Habitual Shoppers
                                                                                                          • Group Five – Individualists
                                                                                                          • Brand Communication and Promotion

                                                                                                            • Key points
                                                                                                              • Topline spend
                                                                                                                • Figure 51: Main monitored media advertising spend on deodorants, 2007-11
                                                                                                              • Advertising spend by channel
                                                                                                                • Figure 52: Main monitored media advertising spend on deodorants, percentage share, by media type, 2009-11
                                                                                                                • Figure 53: Main monitored media advertising spend on deodorants, percentage share, by company, 2009-11
                                                                                                            • Channels to Market

                                                                                                              • Key points
                                                                                                                • Figure 54: Retail sales of deodorants and bodysprays, by outlet type, 2010 and 2011
                                                                                                            • The Consumer – Deodorant Usage

                                                                                                              • Key points
                                                                                                                • Female deodorant usage
                                                                                                                  • Figure 55: Female frequency of using deodorants, 2007-11
                                                                                                                  • Figure 56: Female usage of deodorants, by age, socio-economic group, marital status and working status, 2011
                                                                                                                  • Figure 57: Women’s use of deodorants, by format, 2007-11
                                                                                                                • Male deodorant usage
                                                                                                                  • Figure 58: Male frequency of using deodorants, 2007-11
                                                                                                                  • Figure 59: Male usage of deodorants, by age, socio-economic group, marital status and working status, 2011
                                                                                                                  • Figure 60: Men’s use of deodorants, by format, 2007-11
                                                                                                              • The Consumer – Attitudes Towards Deodorants and Bodysprays

                                                                                                                • Key points
                                                                                                                  • Attitudes towards deodorant usage
                                                                                                                    • Figure 61: Attitudes towards deodorants/antiperspirants, November 2011
                                                                                                                  • Attitudes towards bodysprays
                                                                                                                    • Figure 62: Attitudes towards bodysprays, November 2011
                                                                                                                • The Consumer – Shopping Habits

                                                                                                                  • Key points
                                                                                                                    • Prices paid for deodorants and bodysprays
                                                                                                                      • Figure 63: Prices paid for deodorants and bodysprays, November 2011
                                                                                                                    • Where consumers shop for deodorants
                                                                                                                      • Figure 64: Deodorant/antiperspirant purchasing habits, November 2011
                                                                                                                    • Where consumers shop for bodysprays
                                                                                                                      • Figure 65: Bodyspray purchasing habits, November 2011
                                                                                                                  • The Consumer – Attitudes Towards Product Performance

                                                                                                                    • Key points
                                                                                                                        • Figure 66: Attitudes towards deodorant/antiperspirants, November 2011
                                                                                                                      • High end vs. entry level
                                                                                                                        • Figure 67: Attitudes towards fragrance brand and own-label deodorants/antiperspirants, November 2011
                                                                                                                      • Men’s vs. sports formulations
                                                                                                                        • Figure 68: Attitudes towards men’s and sports deodorants/antiperspirants, November 2011
                                                                                                                      • Gentle vs. natural
                                                                                                                        • Figure 69: Attitudes towards gentle/sensitive and natural deodorants/antiperspirants, November 2011
                                                                                                                      • Benefits culture
                                                                                                                        • Figure 70: Attitudes towards hair-minimising and anti-white marks deodorants/antiperspirants, November 2011
                                                                                                                      • Power players
                                                                                                                        • Figure 71: Attitudes towards 48-hour and motion/body-responsive deodorants/antiperspirants, November 2011
                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                        • Figure 72: Agreement with lifestyle statements on appearance, by demographics, 2011
                                                                                                                        • Figure 73: Agreement with lifestyle statements on appearance, by demographics, 2011
                                                                                                                        • Figure 74: Agreement with lifestyle statements on appearance, by demographics, 2011
                                                                                                                        • Figure 75: Agreement with lifestyle statements on the environment, by demographics, 2011
                                                                                                                        • Figure 76: Agreement with lifestyle statements on the environment, by demographics, 2011
                                                                                                                        • Figure 77: Agreement with lifestyle statements on sponsorship, by demographics, 2011
                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                        • Figure 78: Trends in the age structure of the UK population, by gender, 2006-16
                                                                                                                    • Appendix – Brand Research

                                                                                                                        • Figure 79: Brand usage, November 2011
                                                                                                                        • Figure 80: Brand commitment, November 2011
                                                                                                                        • Figure 81: Brand momentum, November 2011
                                                                                                                        • Figure 82: Brand diversity, November 2011
                                                                                                                        • Figure 83: Brand satisfaction, November 2011
                                                                                                                        • Figure 84: Brand recommendation, November 2011
                                                                                                                        • Figure 85: Brand attitude, November 2011
                                                                                                                        • Figure 86: Brand image – macro image, November 2011
                                                                                                                        • Figure 87: Brand image – micro image, November 2011
                                                                                                                        • Figure 88: Profile of target groups, by demographics, November 2011
                                                                                                                        • Figure 89: Psychographic segmentation, by target group, November 2011
                                                                                                                        • Figure 90: Brand usage, by target group, November 2011
                                                                                                                      • Brand index
                                                                                                                        • Figure 91: Brand index, November 2011
                                                                                                                    • Appendix – The Consumer – Deodorants Usage

                                                                                                                        • Figure 92: Female frequency of using deodorants, by demographics, 2011
                                                                                                                        • Figure 93: Male frequency of using deodorants, by demographics, 2011
                                                                                                                    • Appendix – The Consumer – Product Usage and Preferred Formats

                                                                                                                        • Figure 94: Deodorant/antiperspirant (roll-on) usage, by demographics, November 2011
                                                                                                                        • Figure 95: Deodorant/antiperspirant (aerosol) usage, by demographics, November 2011
                                                                                                                        • Figure 96: Deodorant/antiperspirant (stick) usage, by demographics, November 2011
                                                                                                                        • Figure 97: Deodorant/antiperspirant (gel/cream) usage, by demographics, November 2011
                                                                                                                        • Figure 98: Deodorant/antiperspirant (eg crystals, wipes) usage, by demographics, November 2011
                                                                                                                        • Figure 99: Deodorant/antiperspirant (eg Impulse, Charlie, Ted Baker, Lynx bodyspray) usage, by demographics, November 2011
                                                                                                                        • Figure 100: Most popular attitudes towards deodorants/antiperspirants, by demographics, November 2011
                                                                                                                        • Figure 101: Next most popular attitudes towards deodorants/antiperspirants, by demographics, November 2011
                                                                                                                        • Figure 102: Attitudes towards bodysprays, by demographics, November 2011
                                                                                                                    • Appendix – The Consumer – Attitudes towards Product Performance

                                                                                                                        • Figure 103: Most popular attitudes towards deodorants/antiperspirants, by demographics, November 2011
                                                                                                                        • Figure 104: Next most popular attitudes towards deodorants/antiperspirants, by demographics, November 2011
                                                                                                                        • Figure 105: Attitudes towards men’s formulations, by demographics, November 2011
                                                                                                                        • Figure 106: Attitudes towards sports formulations, by demographics, November 2011
                                                                                                                        • Figure 107: Attitudes towards gentle or sensitive formulation, by demographics, November 2011
                                                                                                                        • Figure 108: Attitudes towards deodorants of fragrances, by demographics, November 2011
                                                                                                                        • Figure 109: Attitudes towards hair-minimising formulations, by demographics, November 2011
                                                                                                                        • Figure 110: Attitudes towards anti-white marks formulations, by demographics, November 2011
                                                                                                                        • Figure 111: Attitudes towards own-label deodorants/antiperspirants, by demographics, November 2011
                                                                                                                        • Figure 112: Attitudes towards natural deodorants, by demographics, November 2011
                                                                                                                        • Figure 113: Attitudes towards 48-hour formulations, by demographics, November 2011
                                                                                                                        • Figure 114: Attitudes towards motion/body-responsive formulations, by demographics, November 2011
                                                                                                                        • Figure 115: Attitudes to bodysprays, by most popular attitudes to deodorants/anti-perspirants, November 2011
                                                                                                                        • Figure 116: Attitudes to bodysprays, by next most popular attitudes to deodorants/anti-perspirants, November 2011
                                                                                                                    • Appendix – The Consumer – Shopping Habits

                                                                                                                        • Figure 117: Prices paid for antiperspirants/deodorants, by demographics, November 2011
                                                                                                                        • Figure 118: Prices paid for bodysprays, by demographics, November 2011
                                                                                                                        • Figure 119: Most popular deodorant/antiperspirant purchasing habits, by demographics, November 2011
                                                                                                                        • Figure 120: Next most popular deodorant/antiperspirant purchasing habits, by demographics, November 2011
                                                                                                                        • Figure 121: Most popular bodyspray purchasing habits, by demographics, November 2011
                                                                                                                        • Figure 122: Next most popular bodyspray/deodorant/antiperspirant purchasing habits, by demographics, November 2011

                                                                                                                    Companies Covered

                                                                                                                    • Advertising Standards Authority
                                                                                                                    • Alberto-Culver Company (UK)
                                                                                                                    • ASOS (UK retail sales)
                                                                                                                    • Beiersdorf UK Ltd
                                                                                                                    • Colgate-Palmolive Company
                                                                                                                    • Colgate-Palmolive UK Ltd
                                                                                                                    • Coty UK Ltd
                                                                                                                    • Gillette UK Ltd
                                                                                                                    • Hugo Boss
                                                                                                                    • Lacoste
                                                                                                                    • Nivea
                                                                                                                    • PitRok Ltd
                                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                                    • Revlon Group Ltd (UK)
                                                                                                                    • Sara Lee (UK)
                                                                                                                    • Unilever Bestfoods UK Ltd

                                                                                                                    Deodorants and Bodysprays - UK - February 2012

                                                                                                                    £1,995.00 (Excl.Tax)