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The Chinese Deodorant Market - September 2012

“The Chinese deodorant market has seen double-digit growth rates year-on-year from a small volume base over the course of more than a decade, with more and more manufacturers and brands entering the market. However, China’s per capita consumption of deodorants (US$0.07) has remained one of the smallest in the world.”

- Sam Gao - Senior Research Analyst


Some questions answered in the Chinese Deodorant Market Report include:

  • What are the differences between Chinese and Western consumers’ understanding of body odour and their perceptions of the need for deodorants?
  • Where are the product innovation opportunities in view of how Chinese consumers segment their needs?
  • In comparison to other and older forms of eliminating body odour used in China, where and how can deodorant stand out as the most coveted choice?
  • As a product not used as regularly as other toiletries, what distributional challenges do deodorants face?

This market covers aerosols, pumps, roll-ons, sticks, creams/gels, and body spray deodorants for men and women. Note that pumps (including squeezes) and creams/gels have little presence in China and are treated as negligible.The term deodorant also includes antiperspirants and body sprays, but excludes fragrances and talcum powder. The market is based on sales through all retail channels including direct-to-consumer and selective outlets.

 

Report Description:

The Chinese deodorant market has seen double-digit growth rates year-on-year from a small volume base over the course of more than a decade, with more and more manufacturers and brands entering the market. However, China’s per capita consumption of deodorants (US$0.07) has remained one of the smallest in the world.

The problem is twofold with many Chinese consumers split between two views, one being that sweating is good for a person’s health and should not be stopped or hindered, and the other relating to a desire to eliminate sweat-soaked clothes and odour.

On the product supply side, even the leading deodorant manufacturers do not have extensive distribution through either retail channels or geographic locations; also, there is very limited advertising for deodorant products. This is a particular problem in China as historically the Chinese have used floral water (a Chinese invention based on an ancient formula), fragrances, perfumes, or even hospital surgery for serious body odour.

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definitions
        • Research methodologies
          • Innovation
            • Report structure
            • Executive Summary

              • The market
                  • Figure 1: China deodorant market value sales and growth rate, by product segments, 2007-12
                • The forecast
                  • Figure 2: Forecast for the China deodorant market, by value, 2007-17
                • Companies
                  • Figure 3: China deodorant market shares, by value, 2011
                • Issues in the market
                  • Consumer awareness hinders growth
                    • The impact of strong competition
                      • Significant consumer demand in new products
                        • Seasonality and limited distribution are major obstacles to growth
                        • Consumers’ Awareness Hinders Growth

                          • Issues at a glance
                            • Chinese don’t believe they have serious body odour problem
                                • Figure 4: Reasons for not using deodorants, April 2012
                              • Consumers use deodorant far less frequently than shower gel and perfume
                                • Figure 5: Frequency of using deodorant, perfume, and shower gel among consumers, April 2012
                              • Deodorant use limited to specific occasions
                                • Figure 6: Occasions for using deodorants, April 2012
                              • Unlike in the West, Chinese men use far less deodorant than women
                                  • Figure 7: Reasons for not using deodorants, by gender, April 2012
                                  • Figure 7: Frequency of using deodorant, by gender and age, April 2012
                                • Product development and marketing focus more on women than men
                                  • Figure 8: Proportions of deodorants launched with gender claims in both China and UK since 2008
                                • Women play a big role in men’s grooming routine
                                  • Figure 9: Buyers of men’s toiletries products, July 2012
                                  • Figure 10: Purchaser of haircare and bath and shower products, by gender, February and June 2012, respectively
                                • What it means
                                • The Impact of Strong Competition

                                  • Issues at a glance
                                    • Floral water a traditional deodorant with a wide range of applications
                                      • Figure 11: Comparison of prices of floral water and deodorant, Summer 2012
                                      • Figure 12: Number of variants in floral water and deodorants, 2008-12
                                    • Fragrances, perfumes annex territory where deodorant is a better player
                                      • Figure 13: Number of variants in fragrances/perfumes and deodorants, 2008-12
                                      • Figure 14: Reasons for owning and/or wearing perfumes or fragrances, April 2012
                                      • Figure 15: Top purchase criteria for deodorants and fragrances/perfumes, April 2012
                                      • Figure 16: Scents that attract one to buy, April 2012
                                      • Figure 17: Chinese deodorant product launches by top 10 fragrance groups, 2008-12
                                    • Hospitals hawk surgery as the ultimate solution to strong body odour
                                        • Figure 18: Advantages and disadvantages of deodorants vs. other competing solutions
                                      • Deodorant manufacturers have not responded to the challenges of floral water, fragrances/perfumes
                                        • Clear positioning away from hospital surgery to avoid misunderstanding and wrong expectations
                                          • What it means
                                          • Significant Consumer Demand in New Products

                                            • Issues at a glance
                                              • Functionality comes before all other concerns when selecting a deodorant
                                                • Figure 19: Important factors when deciding which deodorant to buy, April 2012
                                                • Figure 20: Product functions that attract one to buy a different brand, April 2012
                                                • Figure 21: Top 10 claims in deodorant variants launched in China, 2008-12
                                              • Moisturising, a glaring market gap
                                                  • Figure 22: Types of skin problems/irritation currently experienced, May 2012
                                                  • Figure 23: Moisturising/hydrating deodorants product launches in China and the UK as a percentage of all deodorant product launches, 2008-12
                                                  • Figure 24: Moisturising functions that attract one to buy a different brand, by city, April 2012
                                                • Sensitive skin another area for development
                                                    • Figure 25: Types of skin problems/irritation currently experienced, by age, May 2012
                                                    • Figure 26: Sensitive skin deodorant product launches in China and the UK as a percentage of all deodorant product launches, 2008-12
                                                  • Whitening another popular need not met by deodorants
                                                      • Figure 27: Skincare product claims comparison, China vs. UK, 2008-12
                                                      • Figure 28: Ingredients/formulae that attract one to buy a different brand of deodorant, April 2012
                                                      • Figure 29: Top 10 claims in China’s deodorant market, 2008-12
                                                    • What it means
                                                    • Seasonality and Limited Distribution Are Major Obstacles to Growth

                                                      • Issues at a glance
                                                        • Deodorant sales tend to skew toward Southern China
                                                          • Higher incomes contribute to stronger deodorant penetration in Southern China
                                                            • Figure 30: Frequency of using deodorants, by Tier 1 and Tier 2 cities, April 2012
                                                            • Figure 31: Number of brands bought in the past 12 months, by personal income, April 2012
                                                            • Figure 32: Number of brands bought in the past 12 months, by named cities, April 2012
                                                          • E-retailing helps reach out to more consumers
                                                            • Figure 33: Brands bought in the past 12 months, April 2012
                                                            • Figure 34: Retailing channels where deodorants were bought in the past 12 months, April 2012
                                                          • A growing foreign community and millions of foreign tourists
                                                            • What it means
                                                            • The Future of the Market

                                                                • Figure 35: Fan chart forecast for the China deodorant market, at best-, worst-, and central-case scenario, by value, 2007-17
                                                              • Methodology
                                                              • Frequency of Using Personal Hygiene and Grooming Products

                                                                  • Figure 36: Frequency of using personal hygiene and grooming products, April 2012
                                                                  • Figure 37: Frequency of using personal hygiene and grooming products, April 2012
                                                                  • Figure 38: Most popular frequency of using deodorants, by demographics, April 2012
                                                                  • Figure 39: Next most popular frequency of using deodorants, by demographics, April 2012
                                                              • Reasons for Not Using Deodorants

                                                                  • Figure 40: Reasons for not using deodorants, April 2012
                                                                  • Figure 41: Most popular reasons for not using deodorants, by demographics, April 2012
                                                                  • Figure 42: Next most popular reasons for not using deodorants, by demographics, April 2012
                                                              • Formats of Deodorants Used

                                                                  • Figure 43: Formats of deodorants used, April 2012
                                                                  • Figure 44: Formats of deodorants used, by demographics, April 2012
                                                              • Number of Bottles of Different Deodorant Formats Owned

                                                                  • Figure 45: Number of bottles of different deodorant formats owned, April 2012
                                                                  • Figure 46: Number of bottles of body spray/aerosol/atomiser formats owned, by demographics, April 2012
                                                                  • Figure 47: Number of bottles of roll-on formats owned, by demographics, April 2012
                                                                  • Figure 48: Number of bottles of solid stick formats owned, by demographics, April 2012
                                                                  • Figure 49: Number of bottles of gel formats owned, by demographics, April 2012
                                                                  • Figure 50: Number of bottles of cream formats owned, by demographics, April 2012
                                                                  • Figure 51: Number of bottles of other different deodorant formats owned, by demographics, April 2012
                                                              • Occasions for Using Deodorants

                                                                  • Figure 52: Occasions for using deodorants, April 2012
                                                                  • Figure 53: Most popular occasions for using deodorants, by demographics, April 2012
                                                                  • Figure 54: Next most popular occasions for using deodorants, by demographics, April 2012
                                                              • Important Factors When Deciding Which Deodorant to Buy

                                                                  • Figure 55: Important factors when deciding which deodorant to buy, April 2012
                                                                  • Figure 56: Most popular important factors when deciding top rank deodorant to buy, by demographics, April 2012
                                                                  • Figure 57: Other important factors when deciding top rank deodorant to buy, by demographics, April 2012
                                                              • Product Functions that Attract One to Buy a Different Brand

                                                                  • Figure 58: Product functions that attract one to buy a different brand, April 2012
                                                                  • Figure 59: Most popular product functions that attract one to buy a different brand, by demographics, April 2012
                                                                  • Figure 60: Next most popular product functions that attract one to buy a different brand, by demographics, April 2012
                                                                  • Figure 61: Other product functions that attract one to buy a different brand, by demographics, April 2012
                                                              • Product Attributes That Attract One to Buy a Different Brand

                                                                  • Figure 62: Attributes that attract one to buy a different brand, April 2012
                                                                  • Figure 63: Most popular attributes that attract one to buy a different brand, by demographics, April 2012
                                                                  • Figure 64: Next most popular attributes that attract one to buy a different brand, by demographics, April 2012
                                                              • Ingredients/Formulas that Attract One to Buy a Different Brand

                                                                  • Figure 65: Ingredients/formulas that attract one to buy a different brand, April 2012
                                                                  • Figure 66: Most popular ingredients/formulas that attract one to buy a different brand, by demographics, April 2012
                                                                  • Figure 67: Next most popular ingredients/formulas that attract one to buy a different brand, by demographics, April 2012
                                                              • Spending by Type of Deodorant

                                                                  • Figure 68: Spending by type of deodorant, April 2012
                                                                  • Figure 69: Spending by type of body spray/aerosols/atomisers, by demographics, April 2012
                                                                  • Figure 70: Spending by type of roll-ons, by demographics, April 2012
                                                                  • Figure 71: Spending by type of solid sticks, by demographics, April 2012
                                                                  • Figure 72: Spending by type of gels, by demographics, April 2012
                                                              • Brands Bought in the Past 12 Months

                                                                  • Figure 73: Brands bought in the past 12 months, April 2012
                                                                  • Figure 74: brands (in alphabetical order a-f) bought in the past 12 months, by demographics, April 2012
                                                                  • Figure 75: brands (in alphabetical order g-n) bought in the past 12 months, by demographics, April 2012
                                                                  • Figure 76: brands (in alphabetical order o-w) bought in the past 12 months, by demographics, April 2012
                                                              • Stores Deodorants Were Bought From in the Past 12 Months

                                                                  • Figure 77: Stores deodorants were bought from in the past 12 months, April 2012
                                                                  • Figure 78: Most popular stores deodorants were bought from in the past 12 months, by demographics, April 2012
                                                                  • Figure 79: Next most popular stores deodorants were bought from in the past 12 months, by demographics, April 2012
                                                                  • Figure 80: Other stores deodorants were bought from in the past 12 months, by demographics, April 2012
                                                              • Attitudes toward Deodorants

                                                                  • Figure 81: Attitudes toward deodorants, April 2012
                                                                  • Figure 82: Most popular attitudes toward deodorants (any agree), by demographics, April 2012
                                                                  • Figure 83: Next most popular attitudes toward deodorants (any agree), by demographics, April 2012
                                                                  • Figure 84: Other attitudes toward deodorants (any agree), by demographics, April 2012
                                                                  • Figure 85: Most popular attitudes toward deodorants (any disagree), by demographics, April 2012
                                                                  • Figure 86: Next most popular attitudes toward deodorants (any disagree), by demographics, April 2012
                                                                  • Figure 87: Other attitudes toward deodorants (any disagree), by demographics, April 2012
                                                              • Number of Different Deodorant Formats Used in the Past 12 Months

                                                                  • Figure 88: Number of formats of deodorants used in the past 12 months, April 2012
                                                                  • Figure 89: Number of formats of deodorants used in the past 12 months, by demographics, April 2012
                                                              • Number of Deodorant Brands Bought in the Past 12 Months

                                                                  • Figure 90: Number of brands bought in the past 12 months, April 2012
                                                                  • Figure 91: Number of brands bought in the past 12 months, by demographics, April 2012
                                                              • Number of Stores Deodorant Was Typically Bought From in the Past 12 Months

                                                                  • Figure 92: Number of stores deodorants were bought from in the past 12 months, April 2012
                                                                  • Figure 93: Number of stores deodorants were bought from in the past 12 months, by demographics, April 2012

                                                              Companies Covered

                                                              To learn more about the companies covered in this report please contact us.

                                                              The Chinese Deodorant Market - September 2012

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