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Deodorants and Bodysprays - UK - January 2013

“Growth in the market in the last two years has been driven by competitive pricing, product innovations and creative marketing campaigns. With an ageing population, ensuring products and advertising are tailored to this demographic will be essential to ensure further growth.”
– Roshida Khanom, Beauty and Personal Care Analyst

Some questions answered in this report include:

  • What has led market growth in recent years?
  • How can the market attract an ageing population?
  • What about the younger population?
  • What area of product innovation is likely to bring growth to the market?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK best and worst case forecast of deodorants and body sprays, 2007-17
            • Market factors
              • Figure 2: Trends in attitudes towards fitness, 2008-12
            • Companies, brands and innovation
              • Figure 3: Percentage share of new product launches in the UK deodorants market, by claims, 2012
            • The consumer
              • Figure 4: Frequency/use of deodorants/body sprays, November 2012
              • Figure 5: Attitudes to deodorants/body sprays, November 2012
            • What we think
            • Issues in the Market

                • What has led market growth in recent years?
                  • How can the market attract an ageing population?
                    • What about the younger population?
                      • What area of product innovation is likely to bring growth to the market?
                      • Trend Application

                          • Trend: Extend My Brand
                            • Trend: Objectify
                              • 2015 Trend: Old Gold
                              • Market Drivers

                                • Key points
                                  • An ageing population
                                    • Figure 6: Trends in the age structure of the UK population, 2007-17
                                  • More women in work
                                    • Figure 7: Trends in working status, by gender, 2008-12
                                  • Fewer people taking part in sports
                                    • Figure 8: Trends in attitudes towards fitness, 2008-12
                                    • Figure 9: Trends in fitness, 2011-12
                                  • Is there a market for at-home deodorants?
                                    • Figure 10: Lifestyle statements, November 2012
                                  • Attitudes towards appearance have changed
                                    • Figure 11: Attitudes towards appearance and personal care, 2008-12
                                  • Aiming products at clothes as well as the body
                                    • Figure 12: Trends in attitudes towards clothes, 2008-12
                                • Strengths and Weaknesses in the Market

                                  • Strengths
                                    • Weaknesses
                                    • Who’s Innovating?

                                      • Key points
                                        • Trends in new launches
                                          • Figure 13: Number of launches, Jan 2008- Dec 2012
                                          • Figure 14: Fine fragrance deodorants launched in 2012
                                        • New launches by claims
                                          • Figure 15: Percentage share of new product launches in the UK deodorants market, by claims, Jan 2008-Dec 2012
                                        • Different formats can be used to drive frequency of use
                                          • Figure 16: New product launches in the UK deodorant market, percentage share, by format, Jan 2008-Dec 2012
                                        • New launches – branded versus private label
                                          • Figure 17: New product launches in the UK deodorant market, percentage share, by private label vs other, Jan 2008-Dec 2012
                                        • Unilever leads with the majority of launches
                                          • Figure 18: New product launches in the UK deodorants market, percentage share, by company, Jan 2008-Dec 2012
                                      • Market Size and Forecast

                                        • Key points
                                          • Figure 19: UK retail value sales of deodorants and body sprays, at current and constant prices, 2007-17
                                        • Future
                                          • Figure 20: Best- and worst-case forecast of UK retail value sales of deodorants and body sprays, 2007-17
                                        • Forecast methodology
                                        • Segment Performance

                                          • Key points
                                            • Deodorants versus body sprays
                                              • Figure 21: UK retail value sales of deodorants and body sprays, by sector, year to Oct 2011 and Oct 2012
                                            • Women drawn into the body spray category
                                              • Figure 22: UK retail value sales of deodorants and body sprays, by sector, by gender, year to Oct 2011 and Oct 2012
                                            • Aerosols drive sales in the category
                                              • Figure 23: UK retail value sales of deodorants, by format, year to Oct 2011 and Oct 2012
                                          • Market Share

                                            • Key points
                                              • Deodorants
                                                • Figure 24: Brand shares in UK value sales of deodorants, year ending October 2012
                                              • Body sprays
                                                • Figure 25: Brand shares in UK value sales of body sprays, year ending October 2012
                                            • Companies and Products

                                              • Unilever
                                                  • Figure 26: Key financials for Unilever UK Limited, 2010 and 2011
                                                  • Figure 27: New product launches in the UK deodorants market by Unilever, January-October 2011
                                                • Beiersdorf
                                                    • Figure 28: Key financials for Beiersdorf UK Limited, 2010 and 2011
                                                    • Figure 29: New product launches in the UK deodorants market by Beiersdorf, January-October 2012
                                                  • Henkel
                                                      • Figure 30: Key financials for Henkel Limited, 2010 and 2011
                                                      • Figure 31: New product launches in the UK deodorants market by Henkel, January-October 2012
                                                    • Colgate-Palmolive
                                                        • Figure 32: Key financials for Colgate-Palmolive (UK) Limited, 2010 and 2011
                                                      • Coty
                                                          • Figure 33: Key financials for Coty UK, 2010 and 2011
                                                          • Figure 34: New product launches in the UK deodorants market by Coty, January-October 2012
                                                        • Avon
                                                            • Figure 35: Financial performance for Avon, 2010 and 2011 (global figures)
                                                            • Figure 36: New product launches in the UK deodorants market by Avon, January-October 2012
                                                        • Brand Research

                                                          • Brand map
                                                              • Figure 37: Attitudes towards and usage of brands in the deodorants and body sprays sector, October 2012
                                                            • Correspondence analysis
                                                              • Brand attitudes
                                                                • Figure 38: Attitudes by deodorants and body sprays brand, October 2012
                                                              • Brand personality
                                                                • Figure 39: Deodorants and body sprays brand personality – macro image, October 2012
                                                                • Figure 40: Deodorants and body sprays brand personality – micro image, October 2012
                                                              • Brand experience
                                                                • Figure 41: Deodorants and body sprays brand usage, October 2012
                                                                • Figure 42: Satisfaction with various deodorants and body sprays brands, October 2012
                                                                • Figure 43: Consideration of deodorants and body sprays brands, October 2012
                                                                • Figure 44: Consumer perceptions of current deodorants and body sprays brand performance, October 2012
                                                                • Figure 45: Deodorants and body sprays brand recommendation – Net Promoter Score, October 2012
                                                              • Brand index
                                                                • Figure 46: Deodorants and body sprays brand index, October 2012
                                                                • Figure 47: Deodorants and body sprays brand index vs. recommendation, October 2012
                                                              • Target group analysis
                                                                • Figure 48: Target groups, October 2012
                                                                • Figure 49: Deodorants and body sprays brand usage, by target groups, October 2012
                                                              • 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 50: Main monitored media advertising spend on deodorants, Jan 2008-Oct 2012
                                                                          • TV dominates spend, but online gets creative
                                                                            • Figure 51: Main monitored media advertising spend on deodorants, percentage share, by media type, 2012 (Jan-Oct)
                                                                          • Unilever uses innovative ways to engage target consumers
                                                                            • Figure 52: Main monitored media advertising spend on deodorants, percentage share, by company, 2010-Oct 2012
                                                                        • Channels to Market

                                                                          • Key points
                                                                            • Figure 53: Retail sales of deodorants and body sprays, by outlet type, 2011 and 2012
                                                                        • The Consumer – Deodorant Usage

                                                                          • Key points
                                                                            • Fewer people using deodorants more regularly
                                                                              • Figure 54: Trends in frequency of using deodorants, by gender, 2008-12
                                                                            • Younger people are more experimental with different formats
                                                                              • Figure 55: Trends in use of deodorants, by format, 2008-12
                                                                              • Figure 56: Frequency/use of deodorants/body sprays, November 2012
                                                                          • Factors Influencing Purchase

                                                                            • Key points
                                                                              • Long lasting is the most important purchasing influencer
                                                                                • Figure 57: Purchase influencers for deodorants/body sprays, November 2012
                                                                              • Differences in gender preferences
                                                                              • Interest in New Product Innovation

                                                                                • Key points
                                                                                  • Interest in deodorants for clothes
                                                                                    • Figure 58: Interest in new products, November 2012
                                                                                • Consumer Attitudes Towards Deodorants and Body Sprays

                                                                                  • Key points
                                                                                    • An emotional as well as a functional category
                                                                                      • Figure 59: Attitudes towards deodorants/body sprays
                                                                                  • Consumer Typologies

                                                                                    • Key points
                                                                                        • Figure 60: Deodorants/body sprays target groups, November 2012
                                                                                      • Minimalists (accounting for 47% or the equivalent of 14.1 million adults)
                                                                                        • Who are they?
                                                                                          • Home dwellers (accounting for 33% or the equivalent of 9.9 million adults)
                                                                                            • Who are they?
                                                                                              • Experimentals (accounting for 20% or the equivalent of 6.0 million adults)
                                                                                                • Who are they?
                                                                                                • Appendix – Market Drivers

                                                                                                  • Trends in fitness
                                                                                                    • Figure 61: Trends in fitness, 2011-12
                                                                                                    • Figure 62: Fitness (sports) hours a week, by demographics, 2012
                                                                                                    • Figure 63: Fitness (other exercise) hours a week, by demographics, 2012
                                                                                                  • Attitudes towards appearance and personal care
                                                                                                    • Figure 64: Trends in attitudes towards personal care, 2008-12
                                                                                                    • Figure 65: Most popular attitudes towards appearance, by demographics, 2012
                                                                                                    • Figure 66: Next most popular attitudes towards appearance and personal care, by demographics, 2012
                                                                                                    • Figure 67: Least popular attitudes towards personal care, by demographics, 2012
                                                                                                  • Lifestyle
                                                                                                    • Figure 68: Lifestyle statements, November 2012
                                                                                                    • Figure 69: Frequency and usage of deodorants/body sprays, by most popular lifestyle statements, November 2012
                                                                                                    • Figure 70: Frequency and usage of deodorants/body sprays, by next most popular lifestyle statements, November 2012
                                                                                                    • Figure 71: Most popular lifestyle statements, by demographics, November 2012
                                                                                                    • Figure 72: Next most popular lifestyle statements, by demographics, November 2012
                                                                                                • Appendix – Market Share

                                                                                                    • Figure 73: Brand shares in UK value sales of deodorants, Oct 2011-Oct 2012
                                                                                                    • Figure 74: Brand shares in UK values of body sprays, Oct 2011-Oct 2012
                                                                                                • Appendix – Brand Research

                                                                                                    • Figure 75: Brand usage, October 2012
                                                                                                    • Figure 76: Brand commitment, October 2012
                                                                                                    • Figure 77: Brand momentum, October 2012
                                                                                                    • Figure 78: Brand diversity, October 2012
                                                                                                    • Figure 79: Brand satisfaction, October 2012
                                                                                                    • Figure 80: Brand recommendation, October 2012
                                                                                                    • Figure 81: Brand attitude, October 2012
                                                                                                    • Figure 82: Brand image – macro image, October 2012
                                                                                                    • Figure 83: Brand image – micro image, October 2012
                                                                                                    • Figure 84: Profile of target groups, by demographics, October 2012
                                                                                                    • Figure 85: Psychographic segmentation, by target groups, October 2012
                                                                                                    • Figure 86: Brand usage, by target groups, October 2012
                                                                                                  • Brand index
                                                                                                    • Figure 87: Brand index, October 2012
                                                                                                • Appendix – The Consumer – Deodorant Usage

                                                                                                    • Figure 88: Trends in frequency of using deodorants, 2008-12
                                                                                                    • Figure 89: Trends in use of deodorants, by format, 2008-12
                                                                                                  • Frequency of use by product format
                                                                                                    • Daily usage
                                                                                                      • Figure 90: Daily usage frequency of deodorants/body sprays, by product format, November 2012
                                                                                                      • Figure 91: Daily usage frequency of deodorant/antiperspirant roll-on sprays, by demographics, November 2012
                                                                                                      • Figure 92: Daily usage frequency of deodorant/antiperspirant aerosol (eg Lynx, Sure) sprays, by demographics, November 2012
                                                                                                      • Figure 93: Daily usage frequency of deodorant/antiperspirant stick sprays, by demographics, November 2012
                                                                                                      • Figure 94: Daily usage frequency of deodorant/antiperspirant wipes, by demographics, November 2012
                                                                                                      • Figure 95: Daily usage frequency of deodorant/antiperspirant gel/cream sprays, by demographics, November 2012
                                                                                                      • Figure 96: Daily usage frequency of deodorant/antiperspirant crystal, by demographics, November 2012
                                                                                                      • Figure 97: Daily usage frequency of other deodorant/antiperspirant, by demographics, November 2012
                                                                                                      • Figure 98: Daily usage frequency of fragranced body spray (eg Impulse, Charlie, Ted Baker, Lynx body spray) sprays, by demographics, November 2012
                                                                                                    • Weekly usage
                                                                                                      • Figure 99: Weekly/no use of deodorants/body sprays, November 2012
                                                                                                      • Figure 100: Weekly/no use of deodorant/antiperspirant aerosol (eg Lynx, Sure) sprays, by demographics, November 2012
                                                                                                      • Figure 101: Weekly/no use of deodorant/antiperspirant stick sprays, by demographics, November 2012
                                                                                                      • Figure 102: Weekly/no use of deodorant/antiperspirant roll-on sprays, by demographics, November 2012
                                                                                                      • Figure 103: Weekly/no use of deodorant/antiperspirant wipes sprays, by demographics, November 2012
                                                                                                      • Figure 104: Weekly/no use of deodorant/antiperspirant crystal sprays, by demographics, November 2012
                                                                                                      • Figure 105: Weekly/no use of deodorant/antiperspirant gel/cream, by demographics, November 2012
                                                                                                      • Figure 106: Weekly/no use of other deodorant/antiperspirant, by demographics, November 2012
                                                                                                      • Figure 107: Weekly/no use of fragranced body spray (eg Impulse, Charlie, Ted Baker, Lynx body spray) sprays, by demographics, November 2012
                                                                                                    • Number of products used on a daily or weekly basis
                                                                                                      • Figure 108: Number of deodorants/antiperspirants/body sprays used on a daily basis, by demographics, November 2012
                                                                                                      • Figure 109: Number of deodorants/antiperspirants/body sprays used on a weekly basis, by demographics, November 2012
                                                                                                  • Appendix – Factors Influencing Purchase

                                                                                                      • Figure 110: Purchase influencers for deodorants/body sprays, November 2012
                                                                                                      • Figure 111: Most popular purchase influencers for deodorants/antiperspirants/body sprays, by demographics, November 2012
                                                                                                      • Figure 112: Next most popular purchase influencers for deodorants/antiperspirants, by demographics, November 2012
                                                                                                      • Figure 113: Most popular purchase influencers for fragranced body sprays, by demographics, November 2012
                                                                                                      • Figure 114: Purchase influencers for deodorants/body sprays, by most popular lifestyle statements, November 2012
                                                                                                      • Figure 115: Purchase influencers for deodorants/body sprays, by next most popular lifestyle statements, November 2012
                                                                                                  • Appendix – Interest in New Product Innovation

                                                                                                      • Figure 116: Interest in new products, November 2012
                                                                                                      • Figure 117: Interested in keeps my clothes dry from sweat, by demographics, November 2012
                                                                                                      • Figure 118: Interested in 48hr protection, by demographics, November 2012
                                                                                                      • Figure 119: Interested in smells of my favourite fragrance (eg Paco Rabanne, Hugo Boss), by demographics, November 2012
                                                                                                      • Figure 120: Interested in free from chemicals (eg aluminium, parabens), by demographics, November 2012
                                                                                                      • Figure 121: Interested in 72hr protection, by demographics, November 2012
                                                                                                      • Figure 122: Interested in hypoallergenic, by demographics, November 2012
                                                                                                      • Figure 123: Interested in alcohol free, by demographics, November 2012
                                                                                                      • Figure 124: Interested in ingredients that minimise underarm hair, by demographics, November 2012
                                                                                                      • Figure 125: Interested in smells like my shower gel, by demographics, November 2012
                                                                                                      • Figure 126: Interested in underarm lightening/whitening, by demographics, November 2012
                                                                                                      • Figure 127: Interested in specifically designed for different parts of the body (eg back), by demographics, November 2012
                                                                                                      • Figure 128: Interested in available as wipes, by demographics, November 2012
                                                                                                      • Figure 129: Interested in ingredients that lighten/whiten my underarm, by demographics, November 2012
                                                                                                  • Appendix – Consumer Attitudes Towards Deodorants and Body Sprays

                                                                                                      • Figure 130: Attitudes towards deodorants/ body sprays, November 2012
                                                                                                      • Figure 131: Most popular attitudes towards deodorants/antiperspirants/body sprays, by demographics, November 2012
                                                                                                      • Figure 132: Next most popular attitudes towards deodorants/antiperspirants/body sprays, by demographics, November 2012
                                                                                                      • Figure 133: Other attitudes towards deodorants/antiperspirants/body sprays, by demographics, November 2012
                                                                                                  • Appendix – Consumer Typologies

                                                                                                      • Figure 134: Target groups, by demographics, November 2012
                                                                                                      • Figure 135: Lifestyle statements, by target groups, November 2012
                                                                                                      • Figure 136: Frequency and usage of deodorants/body sprays, by target groups, November 2012
                                                                                                      • Figure 137: Purchase influencers for deodorants/ body sprays, by target groups, November 2012
                                                                                                      • Figure 138: Interest in new products, by target groups, November 2012

                                                                                                  Companies Covered

                                                                                                  • Adidas
                                                                                                  • Avon Cosmetics Ltd
                                                                                                  • Beiersdorf UK Ltd
                                                                                                  • Colgate-Palmolive UK Ltd
                                                                                                  • Coty Inc
                                                                                                  • Coty UK Ltd
                                                                                                  • Facebook, Inc.
                                                                                                  • Henkel KGaA
                                                                                                  • Nivea
                                                                                                  • Twitter, Inc.
                                                                                                  • Unilever Plc
                                                                                                  • YouTube, Inc.

                                                                                                  Deodorants and Bodysprays - UK - January 2013

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