Body Care and Deodorant - US - June 2015
The body care and deodorant market has experienced growth, benefiting from improved spray deodorant formats as well as strong therapeutic skincare sales. This category presents opportunities for brands to focus on beauty benefits in body care products, such as lotion that provides a shimmering effect, to reach young female consumers, who are more involved in the category.
This report looks at the following areas:
- Market experiencing steady growth lead by APDO products
- Product usage widespread, body care lower among men and aging consumers
- Market boosted by incidence of skin conditions, usage higher among Black consumers
Brands can also increase usage among men through male specific products, and among an aging population through a focus on convenient formats. The market will also benefit from higher usage among a growing population of Black consumers. The products covered in this report include deodorants and antiperspirants in all packaging formats, including aerosols, sprays, pumps, roll-ons, solid sticks, and gels, as well as body, hand and foot care products such as lotions, oils, and creams.
Young women, who report higher body care product usage, can be reached through the inclusion of beauty benefits such as shimmering lotions. They can also be reached through more convenient formats, which can improve use on-the-go for younger consumers as well as appealing to an aging population who may view formats such as sprays as being easier to use. A focus on advertising and doctor/dermatologist recommendations can help to boost the market, especially when it comes to reaching men, the aging population, and Black consumers. Finally, altering brand perceptions can increase the frequency of product application, by emphasizing products that are intended for daily use.
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