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Deodorants and Bodysprays - UK - January 2014

“This is a category where brand name prevails and own-label is held with scepticism. With long-lasting being the most important product attribute, consumers are more trusting of brands to deliver long-lasting protection. However, products not lasting as long as they claim to is the biggest product frustration, suggesting that using new ways to communicate product efficacy could be more effective than simply highlighting a formula to be ‘long-lasting’.”

– Roshida Khanom, Senior Personal Care Analyst

Some questions answered in this report include:

  • What has weather got to do with anything?
  • What’s the impact of the rise in population of children?
  • How does own-label perform in this category?
  • What is the biggest product frustration?


Content Overview

Although the deodorants and bodysprays market has seen growth in 2011 and 2012, it is predicted to decline in value in 2013 driven by the decline in value sales of bodysprays, as consumers seek branded products for reduced prices at discount retailers. Additionally, lack of new product innovations as well as reduced investment in advertising is also impacting the market. However, as fragrance and long-lasting formulae remain important attributes, making the shopping experience more sensorial as well as finding new ways to communicate the strength and efficacy of products could encourage greater spending in the category. In a market where own-label has limited appeal (only 20% of people agree that own-label products are good as branded products), this offers opportunities for branded products to drive innovation and communication.

The rise in population predicted of the eldest and youngest demographics is also likely to impact the market. The population of 10-14-year-olds is predicted to rise by 9% between 2013 and 2018, with the market seeing a number of launches aimed at this demographic in 2013. The population of 65-74-year-olds is also predicted to rise by 9% between 2013 and 2018. With the over-65s being the lowest users of deodorants and bodysprays, this is likely to negatively impact the market.

 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK retail value sales of deodorants and bodysprays, 2008-18
            • Market factors
              • Companies, brands and innovation
                • Figure 2: New product launches in the deodorants category, % share, by branded vs own-label, 2009-13
                • Figure 3: New product launches, by top 10 claims and other, 2009-13
              • The consumer
                • Figure 4: Product usage and frequency, October 2013
                • Figure 5: Product frustrations, October 2013
                • Figure 6: Shopping for bodysprays, October 2013
              • What we think
              • Issues in the Market

                  • What has weather got to do with anything?
                    • What’s the impact of the rise in population of children?
                      • How does own-label perform in this category?
                        • What is the biggest product frustration?
                        • Trend Application

                            • Trend: Extend my Brand
                              • Trend: Guiding Choice
                                • Futures: Generation Next
                                • Market Drivers

                                  • Key points
                                    • Men’s focus on grooming over fashion
                                      • Figure 7: Male attitudes towards grooming style, July 2013
                                    • Active lifestyles of men and women
                                      • Figure 8: How often people exercise, by gender, November 2012
                                    • 2013’s warmer summer has not boosted the market
                                      • Figure 9: Average temperature and total number of sunshine hours in the UK, 2004-13
                                    • Attitudes towards natural and organic products
                                      • Figure 10: Purchase of natural or organic toiletries in the last six months, November 2012
                                    • Rise in the population of children
                                      • Figure 11: Trends in the age structure of the UK population, by gender, 2008-18
                                    • Targeting other demographics
                                    • Who’s Innovating?

                                      • Key points
                                        • Rise of relaunches in 2013
                                          • Figure 12: New product launches in the deodorants category, % share by launch type, 2009-13
                                          • Figure 13: Products aimed at men, 2013
                                        • Own-label launches have limited appeal
                                          • Figure 14: New product launches in the deodorants category, % share, by branded vs own-label, 2009-13
                                          • Figure 15: Own-label relaunches, January-October 2013
                                        • Long-lasting remains top of claims
                                          • Figure 16: New product launches, by top 10 claims and other, 2009-13
                                        • Rise in products aimed at demographics
                                          • Figure 17: Products aimed at teens, January-October 2013
                                        • Clothes protection sees a rise
                                          • Figure 18: Interest in particular product benefits and services for improving wash results, May 2013
                                        • Unilever maintains launch activity
                                          • Figure 19: New product launches in the UK deodorant market, % share by ultimate company (top six and other), 2009-13
                                      • Market Size and Forecast

                                        • Key points
                                          • Decline predicted in 2013
                                            • Figure 20: UK retail value sales of deodorants and bodysprays, 2008-18
                                          • Slow but steady growth ahead
                                            • Figure 21: Best- and worst-case forecast of UK retail value sales of deodorants and bodysprays, 2008-18
                                          • Forecast Methodology
                                          • Segment Performance

                                            • Key points
                                              • Decline in value of bodysprays bringing down the whole category
                                                • Figure 22: UK retail value sales of deodorants and bodysprays, by sector, years to July 2013 and 2014
                                            • Market Share

                                              • Key points
                                                • Unilever tops bestselling deodorant brands
                                                  • Figure 23: Brand shares in UK value sales of deodorants, years to July 2013 and 2014
                                                • Unilever tops bestselling bodyspray brands
                                                  • Figure 24: Brand shares in UK value sales of bodysprays, years to July 2013 and 2014
                                              • Companies and Products

                                                • Unilever
                                                  • Background
                                                    • Figure 25: Key financials for Unilever UK Limited, 2011 and 2012
                                                  • Strategy and position
                                                    • Product range and innovation
                                                      • Figure 26: Examples of product launches in the UK deodorants market by Unilever, 2013
                                                    • Marketing and advertising
                                                      • Beiersdorf
                                                        • Background
                                                          • Figure 27: Key financials for Beiersdorf UK Limited, 2011 and 2012
                                                        • Strategy and position
                                                          • Product range and innovation
                                                            • Figure 28: Examples of product launches in the UK deodorants market by Beiersdorf, 2013
                                                          • Marketing and advertising
                                                            • Henkel
                                                              • Background
                                                                • Figure 29: Key financials for Henkel Limited, 2011 and 2012
                                                              • Product range and innovation
                                                                • Figure 30: Examples of product launches in the UK deodorants market by Henkel, 2013
                                                              • Marketing and advertising
                                                                • Colgate-Palmolive
                                                                  • Background
                                                                    • Figure 31: Key financials for Colgate-Palmolive (UK) Limited, 2011 and 2012
                                                                  • Strategy and position
                                                                    • Product range and innovation
                                                                      • Figure 32: Examples of product launches in the UK deodorants market by Colgate-Palmolive, 2013
                                                                    • Marketing and advertising
                                                                      • Coty
                                                                        • Background
                                                                          • Figure 33: Key financials for Coty UK, 2011 and 2012
                                                                        • Product range and innovation
                                                                          • Figure 34: Examples of product launches in the UK deodorants market by Coty, 2013
                                                                        • L’Oréal
                                                                          • Background
                                                                            • Figure 35: Key financials for L’Oréal (UK), 2011 and 2012
                                                                          • Strategy and position
                                                                            • Product range and innovation
                                                                              • Figure 36: Example of a product launch in the UK deodorants market by L’Oréal, 2013
                                                                            • Marketing and advertising
                                                                              • Oriflame
                                                                                • Background
                                                                                  • Figure 37: Key financials for Oriflame (UK), 2011 and 2012
                                                                                • Strategy and position
                                                                                  • Product range and innovation
                                                                                    • Figure 38: Examples of product launches in the UK deodorants market by Oriflame, 2012-13
                                                                                • Brand Research

                                                                                  • Increased focus on spring/summer advertising
                                                                                    • Figure 39: Main monitored media advertising spend on deodorants, by quarter, 2009-13
                                                                                  • Reduced investment in TV advertising
                                                                                    • Figure 40: Main media advertising expenditure on men’s and women’s deodorants and antiperspirants, by media type, 2009-13
                                                                                  • Brand perceptions
                                                                                    • Key brand metrics
                                                                                      • Figure 41: Key brand metrics, November 2013
                                                                                    • Brand map
                                                                                        • Figure 42: Attitudes towards and usage of brands in the deodorant and bodyspray sector, October 2013
                                                                                      • Correspondence analysis
                                                                                        • Brand attitudes
                                                                                          • Figure 43: Attitudes, by deodorant and bodyspray brand, October 2013
                                                                                        • Brand personality
                                                                                          • Figure 44: Deodorant and bodyspray brand personality – macro image, October 2013
                                                                                          • Figure 45: Deodorant and bodyspray brand personality – micro image, October 2013
                                                                                        • Brand experience
                                                                                          • Figure 46: Deodorant and bodyspray brand usage, October 2013
                                                                                          • Figure 47: Deodorant and bodyspray brand experience, October 2013
                                                                                        • Social Media and Online Buzz
                                                                                          • Social media metrics
                                                                                            • Figure 48: Social media metrics, January-November 2013
                                                                                          • Online conversation
                                                                                            • Figure 49: Online mentions of selected deodorant and bodyspray brands, January-November 2013
                                                                                          • Lynx and NIVEA’s lead in mentions is consistent, while competitions provide spikes for others
                                                                                            • Difference in approach of Lynx and NIVEA guides where discussions happen
                                                                                              • Topics of discussion
                                                                                                • Figure 50: Topics of discussion around deodorants and bodysprays, January-November 2013
                                                                                              • Fragrance can differentiate and forge emotional response
                                                                                                • Compressed cans gain lowest number of mentions
                                                                                                  • Figure 51: Topic cloud around compressed deodorant and bodyspray cans, January-November 2013
                                                                                                • Discussions are often positive reviews
                                                                                                  • Consumers question the purpose and veracity of long-lasting deodorant
                                                                                                    • Analysis by brand
                                                                                                      • Lynx
                                                                                                        • Figure 52: Lynx mentions about Space Academy campaign, January-November 2013
                                                                                                      • NIVEA
                                                                                                        • Figure 53: Topic cloud around NIVEA mentions, January-November 2013
                                                                                                      • Right Guard
                                                                                                        • Figure 54: Conversation around Right Guard and @OffGuardGigs, by gender, January-November 2013
                                                                                                      • Sure
                                                                                                        • Impulse
                                                                                                          • Figure 55: Advertising spend of Impulse, 2008-13
                                                                                                        • Sanex
                                                                                                          • Figure 56: Topic cloud around mentions of Sanex, January-November 2013
                                                                                                      • Channels to Market

                                                                                                        • Key points
                                                                                                          • Rise of discount retailers
                                                                                                            • Figure 57: UK retail value sales of deodorants and bodysprays, by outlet type, 2012 and 2013
                                                                                                        • The Consumer – Usage and Frequency of Deodorants and Bodysprays

                                                                                                          • Key points
                                                                                                            • Roll-ons and aerosols are the most popular formats
                                                                                                              • Figure 58: Product usage and frequency, October 2013
                                                                                                            • Are bodysprays a top-up to fragrances?
                                                                                                              • Figure 59: Frequency of use of fragrances, July 2013
                                                                                                            • Younger people are highest users of deodorants and bodysprays
                                                                                                            • The Consumer – Deodorant Usage Frustrations

                                                                                                              • Key points
                                                                                                                • Long-lasting claims are the biggest frustration
                                                                                                                  • Figure 60: Product frustrations, October 2013
                                                                                                                • Staining is still an issue
                                                                                                                  • Own-label has low appeal
                                                                                                                  • The Consumer – Importance of Product Attributes

                                                                                                                    • Key points
                                                                                                                      • Long-lasting formulae and fragrance remain most important attributes
                                                                                                                        • Figure 61: Importance of product attributes, October 2013
                                                                                                                      • Men show interest in products for the body
                                                                                                                        • Differences in age
                                                                                                                        • The Consumer – Attitudes towards Deodorant Usage

                                                                                                                          • Key points
                                                                                                                            • Deodorant usage drives confidence
                                                                                                                              • Figure 62: Attitudes towards usage, October 2013
                                                                                                                            • Young people are more experimental
                                                                                                                            • The Consumer – Shopping for Bodysprays

                                                                                                                              • Key points
                                                                                                                                • Fragrance is a key driver
                                                                                                                                  • Figure 63: Shopping for bodysprays, October 2013
                                                                                                                                • Price or fragrance
                                                                                                                                • Appendix – Market Share

                                                                                                                                    • Figure 64: Brand shares in UK volume sales of deodorants, years to July 2013 and 2014
                                                                                                                                • Appendix – Brand Research

                                                                                                                                    • Figure 65: Brand usage, October 2013
                                                                                                                                    • Figure 66: Brand commitment, October 2013
                                                                                                                                    • Figure 67: Brand diversity, October 2013
                                                                                                                                    • Figure 68: Brand satisfaction, October 2013
                                                                                                                                    • Figure 69: Brand recommendation, October 2013
                                                                                                                                    • Figure 70: Brand attitude, October 2013
                                                                                                                                    • Figure 71: Brand image – macro image, October 2013
                                                                                                                                    • Figure 72: Brand image – micro image, October 2013
                                                                                                                                    • Figure 73: Online mentions, selected deodorant and bodyspray brands, 30th December 2012-24th November 2013
                                                                                                                                    • Figure 74: Topics of discussion around deodorants and bodyspray, January-November 2013
                                                                                                                                • Appendix – The Consumer – Usage and Frequency of Deodorants and Bodysprays

                                                                                                                                    • Figure 75: Product usage and frequency, October 2013
                                                                                                                                    • Figure 76: Product usage and frequency – Deodorant/antiperspirant roll-on, by demographics, October 2013
                                                                                                                                    • Figure 77: Product usage and frequency – Deodorant/antiperspirant aerosol, by demographics, October 2013
                                                                                                                                    • Figure 78: Product usage and frequency – Fragranced bodyspray, by demographics, October 2013
                                                                                                                                • Appendix – The Consumer – Deodorant Usage Frustrations

                                                                                                                                    • Figure 79: Product frustrations, October 2013
                                                                                                                                    • Figure 80: Most popular product frustrations, by demographics, October 2013
                                                                                                                                    • Figure 81: Next most popular product frustrations, by demographics, October 2013
                                                                                                                                • Appendix – The Consumer – Importance of Product Attributes

                                                                                                                                    • Figure 82: Importance of product attributes, October 2013
                                                                                                                                    • Figure 83: Importance of product attributes – Rank, October 2013
                                                                                                                                    • Figure 84: Most popular importance of product attributes, by demographics, October 2013
                                                                                                                                    • Figure 85: Next most popular importance of product attributes, by demographics, October 2013
                                                                                                                                    • Figure 86: Other importance of product attributes, by demographics, October 2013
                                                                                                                                    • Figure 87: Importance of product attributes, by most popular product frustrations, October 2013
                                                                                                                                    • Figure 88: Importance of product attributes, by next most popular product frustrations, October 2013
                                                                                                                                • Appendix – The Consumer – Attitudes towards Deodorant Usage

                                                                                                                                    • Figure 89: Attitudes towards usage, October 2013
                                                                                                                                    • Figure 90: Most popular attitudes towards usage, by demographics, October 2013
                                                                                                                                    • Figure 91: Next most popular attitudes towards usage, by demographics, October 2013
                                                                                                                                    • Figure 92: Attitudes towards usage, by product usage and frequency – Deodorant/antiperspirant roll-on, October 2013
                                                                                                                                • Appendix – The Consumer – Shopping for Bodysprays

                                                                                                                                    • Figure 93: Shopping for bodysprays, October 2013
                                                                                                                                    • Figure 94: Most popular shopping for bodysprays, by demographics, October 2013
                                                                                                                                    • Figure 95: Next most popular shopping for bodysprays, by demographics, October 2013
                                                                                                                                    • Figure 96: Product usage and frequency, by most popular shopping for bodysprays, October 2013

                                                                                                                                Companies Covered

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                                                                                                                                Deodorants and Bodysprays - UK - January 2014

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