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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.

 

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Table of contents

  1. Introduction

      • Products covered in this report
        • Excludes
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case forecast of UK retail value sales of deodorants, 2009-19
              • Market drivers
                • Increase in product launches in 2014
                  • Figure 2: Product launches within UK deodorants market, by launch type, 2011-14
                • Roll-ons the most popular deodorant format
                  • Figure 3: Usage and frequency of usage of deodorants, October 2014
                • Attitudes towards deodorant format types
                  • Brand loyalty high
                    • Figure 4: Influences when buying deodorants, October 2014
                  • Over one in five prepared to pay more for deodorants that will reduce underarm hair growth
                    • Figure 5: Interest in future product developments, October 2014
                  • Opportunity for more seasonal variations
                    • Figure 6: Attitudes towards deodorants, October 2014
                  • What we think
                  • Issues and Insights

                      • Opportunity to target older consumers
                        • The facts
                          • The implications
                            • Challenging brand loyalty in the deodorants market
                              • The facts
                                • The implications
                                • Trend Application

                                    • Trend: Sense of the Intense
                                      • Trend: Factory Fear
                                        • Futures Trend: Old Gold
                                        • Market Drivers

                                          • Key points
                                            • Increase in 25-34s could be a boon to deodorants market
                                              • Figure 7: Trends in the age structure of the UK population, by gender, 2009-19
                                            • Targeting men
                                              • Increase in number of children could provide further opportunities
                                                • Fitness club usage highest amongst younger adults
                                                  • Figure 8: Health and fitness club usage, by age, April 2014
                                                • Warmer winters provide new marketing angle
                                                  • Figure 9: Average temperature and total number of sunshine hours in the UK, 2004-14
                                              • Who’s Innovating?

                                                • Key points
                                                  • Increase in product launches in 2014
                                                    • Figure 10: Product launches within UK deodorants market, by launch type, 2011-14
                                                  • Sprays continue to account for largest proportion of new launches
                                                    • Figure 11: Product launches within UK deodorants market, by format type, 2011-14
                                                  • Brands dominate new launch activity
                                                    • Figure 12: Product launches within UK deodorants market, own-label vs branded, 2011-14
                                                    • Figure 13: Own-label deodorant launches, by company, January-November 2014
                                                  • Unilever leads launch activity
                                                    • Figure 14: Product launch activity in the UK deodorants market, by top 12 ultimate companies in 2013, 2011-14
                                                    • Figure 15: Examples of Unilever compressed deodorant launches for men, Jan-Nov 2014
                                                  • Long-lasting top claims
                                                    • Figure 16: Product launches within the UK deodorants market, by top 15 claims (based on 2013), 2013 and Jan-Nov 2014
                                                    • Figure 17: Examples of deodorant launches carrying ‘sensitive skin’ positioning, 2014
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Growth remains flat
                                                      • Figure 18: UK retail value sales of deodorants, 2009-19
                                                    • Minimal growth projected for deodorants market
                                                      • Figure 19: Best- and worst-case forecast of UK retail value sales of deodorants, 2009-19
                                                    • Forecast methodology
                                                    • Market Share

                                                      • Key points
                                                        • Sure leads deodorants market
                                                          • Figure 20: Brand shares in UK value sales of deodorants, years to October 2013-14
                                                      • Companies and Products

                                                        • Unilever
                                                          • Background and structure
                                                            • Strategy and financial performance
                                                              • Figure 21: Key financials for Unilever UK Limited, 2012 and 2013
                                                            • Product range and innovation
                                                              • Figure 22: Examples of selected launches by Unilever in the deodorants market, Q4 2013-Q4 2014
                                                            • Marketing and advertising
                                                              • Beiersdorf
                                                                • Background and structure
                                                                  • Strategy and financial performance
                                                                    • Figure 23: Beiersdorf UK Limited financial performance, 2012 and 2013
                                                                  • Product range and innovation
                                                                    • Figure 24: Examples of new product launches under the NIVEA brand in the deodorants market, Q4 2013-Q4 2014
                                                                  • Marketing and advertising
                                                                    • Henkel
                                                                      • Background and structure
                                                                        • Strategy and financial performance
                                                                          • Figure 25: Henkel Limited financial performance, 2012 and 2013
                                                                        • Product range and innovation
                                                                          • Figure 26: Examples of new product launches under the Right Guard brand in the deodorants market, Q4 2013-Q4 2014
                                                                        • Marketing and advertising
                                                                        • Brand Communication and Promotion

                                                                          • Key points
                                                                            • Adspend mirrors sale activity
                                                                              • Figure 27: Main monitored media advertising spend on deodorants, 2011-14
                                                                            • Unilever dominates advertising
                                                                              • Figure 28: Main monitored media advertising spend on deodorants, percentage share, by company (based on top 10 for 2013), 2011-14
                                                                            • Television the most popular media channel
                                                                              • Figure 29: Main monitored media advertising spend on deodorants, percentage share, by media type, 2011-14
                                                                          • Channels to Market

                                                                            • Key points
                                                                              • Grocers remain dominant channel
                                                                                • Figure 30: UK retail value sales of deodorants, by outlet type, 2013 and 2014
                                                                              • Discounters prove an advantage to shoppers, but damage value sales
                                                                              • The Consumer – Usage of Deodorants

                                                                                • Key points
                                                                                  • Roll-ons the most popular deodorant format
                                                                                    • Figure 31: Usage and frequency of usage of deodorants, October 2014
                                                                                  • Gender differences in deodorant preferences
                                                                                    • Figure 32: Usage of deodorants, by gender, October 2014
                                                                                  • Usage of deodorants highest amongst younger people
                                                                                    • Figure 33: Usage of deodorants, by age, October 2014
                                                                                  • Opportunity to further target older consumers
                                                                                  • The Consumer – Attitudes towards Format Types

                                                                                    • Key points
                                                                                      • Correspondence analysis
                                                                                        • Attitudes towards deodorant format types
                                                                                          • Figure 34: Attitudes towards deodorant format types, October 2014
                                                                                          • Figure 35: Words/phrases associated with deodorants/antiperspirant types, October 2014
                                                                                        • Deodorant/antiperspirant roll-on
                                                                                          • Aerosols boast convenient and refreshing image
                                                                                            • Convenience registers highly with men
                                                                                                • Figure 36: Examples of Unilever compressed aerosols launches, 2013-14
                                                                                              • Touch-free approach of aerosols deemed more hygienic
                                                                                                • Other less popular formats viewed as less convenient
                                                                                                • The Consumer – Factors Influencing Purchase

                                                                                                  • Key points
                                                                                                    • Brand loyalty high
                                                                                                      • Figure 37: Influences when buying deodorants, October 2014
                                                                                                    • Do men really have a weaker sense of smell?
                                                                                                      • Younger adults more influenced by on-pack claims
                                                                                                        • Figure 38: Agreement with selected factors, by age, October 2014
                                                                                                    • The Consumer – Interest in Products

                                                                                                      • Key points
                                                                                                        • Over one in five prepared to pay more for deodorants that will reduce underarm hair growth
                                                                                                          • Figure 39: Interest in future product developments, October 2014
                                                                                                        • Demand for fine fragrance deodorants
                                                                                                          • Figure 40: Interest in future product developments, by age, October 2014
                                                                                                          • Figure 41: Examples of prestige deodorant launches, 2014
                                                                                                      • The Consumer – Attitudes towards Deodorants

                                                                                                        • Key points
                                                                                                          • Opportunity for more seasonal variations
                                                                                                            • Figure 42: Attitudes towards deodorants, October 2014
                                                                                                          • Deodorants deemed unnecessary for children by 36%
                                                                                                            • 17% worry about the chemicals found in deodorants
                                                                                                            • Appendix – Who’s Innovating?

                                                                                                                • Figure 43: Positioning claims for deodorant launches, 2011-14
                                                                                                            • Appendix – Market Drivers

                                                                                                                • Figure 44: Trends in the age structure of the UK population, 2009-19
                                                                                                                • Figure 45: Health and fitness club usage, April 2014
                                                                                                            • Appendix – Market Share

                                                                                                                • Figure 46: Manufacturer shares in UK value sales of deodorants, years to October 2013 and 2014
                                                                                                            • Appendix – The Consumer – Usage of Deodorants

                                                                                                                • Figure 47: Deodorant launches for men, by format type, 2012-14

                                                                                                            Companies Covered

                                                                                                            • Alberto-Culver Company (UK)
                                                                                                            • Beiersdorf UK Ltd
                                                                                                            • Nectar
                                                                                                            • Nivea
                                                                                                            • Tesco (UK)
                                                                                                            • The London Eye Company
                                                                                                            • Unilever Plc

                                                                                                            Deodorants - UK - January 2015

                                                                                                            £1,995.00 (Excl.Tax)