Deodorants - UK - January 2015
“Older people have traditionally not been a major target for deodorant brands due to their leading less active lifestyles than young adults, meaning that they consequently sweat less. However, with seniors leading increasingly active lifestyles, in terms of both doing more exercise and helping with raising their grandchildren, brands could benefit from targeting the silver pound.”
– Jack Duckett, Consumer Lifestyles Analyst
This report looks at the following issues:
- Opportunity to target older consumers
- Challenging brand loyalty in the deodorants market
The deodorants market has seen relatively limited growth in recent years, with total sales in 2014 expected to rise just 1% year on year. Growth has been hampered partly by the maturity of the market and partly by special offers, with a decline in new product innovation contributing to reduced inclination from consumers to trade up and spend more in the category. It is therefore key for brands to spark greater interest in the category, be it through using more premium ingredients (ie botanical oils), offering more advanced benefits (ie hair-minimising) or even targeting senior consumers with more age-appropriate marketing messages.
This report looks at the core issues affecting the UK deodorants market, including: consumer usage habits, factors influencing purchase, attitudes towards different format types and interest in different product attributes, as well as more general attitudes towards the category. Mintel also takes a view on the future of the market and what trends offer indicators for growth.
The products covered in this report include deodorants and antiperspirants, for both men and women, in all packaging formats, including aerosols, atomisers, pumps, roll-ons, solid sticks, gels, creams, wipes and solid crystals.
Deodorants contain ingredients to kill bacteria that cause body odour and/or contain fragrances to mask the smell of perspiration. They do not prevent wetness.
Antiperspirants (APDs) control both wetness and odour. These contain ingredients – generally salts of aluminium – which react with sweat to temporarily seal the pores, thereby controlling perspiration, and are usually combined with a deodorant to control odour.
Please note that the terms ‘deodorants’ and ‘antiperspirants’ are used interchangeably throughout the report.
Excluded: Bodysprays, used purely for fragrance and with no deodorising/antiperspirant properties, are not included within the scope of this report. For more information on bodysprays, please see the forthcoming Mintel report Fragrances – UK, August 2015.
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.