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Bodycare and Deodorant - US - August 2018

"The body care and deodorant industry continues to see slow yet steady sales growth in 2018, with future trends projected to remain comparable. Deodorant brands that focus on scent, natural ingredients, and practical claims such as staining or white marks will continue to see success. Body care brands that pique consumer interest with secondary benefits such as dermatologist-recommended or derriere care will continue to drive engagement."
- Alison Gaither, Beauty & Personal Care Analyst

This Report looks at the following areas:

  • Sales of deodorant and body care remain on a slow trajectory
  • Body care and deodorant are viewed as functional, which poses challenges
  • Body care is impacted by consumers trading body lotion for kitchen essentials
  • Natural deodorants perform well, despite skepticism
  • Usage of specialty body care is niche
  • Emphasizing benefits could help bolster engagement in specialty

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Sales of deodorant and body care remain on a slow trajectory
            • Figure 1: Total US sales and fan chart forecast of body care and APDO market, at current prices, 2013-23
          • Body care and deodorant are viewed as functional, which poses challenges
            • Figure 2: Role of scent and brand as body care and APDO purchase influencers, May 2018
          • Body care is impacted by consumers trading body lotion for kitchen essentials
            • The opportunities
              • Natural deodorants perform well, despite skepticism
                • Figure 3: MULO sales of select natural deodorants, current 52-week period ending May 20, 2018
              • Usage of specialty body care is niche
                • Figure 4: Select body care routines – Ever use (net)*, May 2018
              • Emphasizing benefits could help bolster engagement in specialty
                • Figure 5: Select interest in convenient formats, any interest – (Net)*, May 2018
              • What it means
              • The Market – What You Need to Know

                • Growth of body care and deodorant remains slow and steady
                  • Deodorant sales leading the market
                    • Health and wellness trends affect both categories
                      • Free-from claims and multiple benefits blur category lines
                      • Market Size and Forecast

                        • Body care and deodorant to maintain steady growth through 2023
                          • Figure 6: Total US sales and fan chart forecast of body care and APDO market, at current prices, 2013-23
                          • Figure 7: Total US sales and forecast of body care and APDO market, at current prices, 2013-23
                      • Market Breakdown

                        • APDO experiences a slight sales bump
                          • Figure 8: Share of body care and APDO sales, by segment, 2018 (est)
                          • Figure 9: Total US retail sales and forecast of body care products and deodorant, by segment, at current prices, 2013-23
                      • Market Perspective

                        • Ingredient replacements are still affecting growth in body care
                          • Actively focusing on health management impacts APDO usage
                            • Figure 10: Deodorant usage on a weekly basis, 2016-18
                        • Market Factors

                          • Category blurring has potential to affect both markets
                            • Aluminum-free deodorants on the rise
                              • Figure 11: Share of US deodorant launches with an aluminum-free claim, Jan. 1, 2013-Dec. 31, 2017
                          • Key Players – What You Need to Know

                            • Larger players are still on top, but growth comes from small players
                              • Body care gets complicated while deodorant keeps it natural
                                • Secondary benefits will lead the way in product innovation
                                • Company and Brand Sales of Body Care and Deodorant

                                  • Unilever remains the top player; highest growth from Sanofi-Aventis
                                    • Sales of body care and deodorant by company
                                      • Figure 12: Multi-outlet sales of body care and deodorant, by leading companies, rolling 52 weeks 2017 and 2018
                                  • What’s Happening?

                                    • Basic body care loses share to derma brands
                                      • Figure 13: Multi-outlet sales of select body care brands, rolling 52 weeks 2017 and 2018
                                    • Body care goes bottoms up with booty beauty
                                      • Natural deodorants growing in sales despite doubts
                                        • Figure 14: MULO sales of select natural deodorants, current 52-week period ending May 20, 2018
                                    • What’s Next?

                                      • Hair-inhibiting personal care is just the tip of the iceberg
                                        • Innovations in self-tanner will save skin and time
                                          • Will anti-pollution body care be affordable to the masses?
                                          • The Consumer – What You Need to Know

                                            • Specialized formats have lower usage compared to basic body care
                                              • Body care benefits sought depend on consumer engagement
                                                • Consumers take functional approach to body care
                                                  • APDO are highly functional; innovation comes from format
                                                    • Scent is a purchase driver for APDO; Black consumers value brands
                                                      • Consumers are concerned over ingredients, yet skeptical of natural
                                                        • Travel-friendly formats driving interest in both categories
                                                        • Body Care Routines

                                                          • Usage is dependent on product type and occasion
                                                            • Figure 15: Select body care routines, May 2018
                                                          • Specialty products are typically reserved for engaged users
                                                            • Figure 16: Body care routines – Ever use (net)*, May 2018
                                                          • Younger consumers drive usage of new formats
                                                            • Figure 17: Body care routines – Ever use (net)*, by age, May 2018
                                                          • Hispanic consumers consider body care supplementary
                                                            • Figure 18: Body care routines – Ever use (net)*, by Hispanic origin, May 2018
                                                        • Body Care Purchase Influencers

                                                          • Body care consumers are less brand loyal
                                                            • Figure 19: Body care purchase influencers, May 2018
                                                          • Scent – or lack of – can widen reach
                                                            • Figure 20: TURF analysis – Body care purchase influencers, May 2018
                                                          • Methodology
                                                            • Women seek more body care benefits; men value scent
                                                              • Figure 21: Select body care purchase influencers, by gender, May 2018
                                                            • Older consumers value hydration claims; younger lose interest in scent
                                                              • Figure 22: Body care purchase influencers, by age, May 2018
                                                            • Hispanic consumers drawn to natural body care with a pleasant scent
                                                              • Figure 23: Body care purchase influencers, by Hispanic origin, May 2018
                                                          • Attitudes toward Body Care

                                                            • Boosting engagement in a functional category poses a challenge
                                                              • Figure 24: Attitudes toward body care, May 2018
                                                            • Consumer attitudes are reflective of lifestage
                                                              • Figure 25: Attitudes toward body care, by age, May 2018
                                                            • Male attitudes support their low-maintenance routines
                                                              • Figure 26: Attitudes toward body care, by gender, May 2018
                                                            • Hispanics have a body care repertoire; Black consumers value hydration
                                                              • Figure 27: Attitudes toward body care, by race and Hispanic origin, May 2018
                                                          • APDO Routines

                                                            • Deodorants are highly functional, an essential part of routines
                                                              • Figure 28: APDO routines, May 2018
                                                            • Men drive usage of spray formats, women stick to sticks
                                                              • Figure 29: APDO usage – Ever use (net)*, by gender, May 2018
                                                          • APDO Purchase Influencers

                                                            • Scent remains a key purchase influencer
                                                              • Figure 30: APDO purchase influencers, May 2018
                                                            • Brand can widen reach over other benefits
                                                              • Figure 31: Dove Invisible Dry – Confidence In Any Color
                                                              • Figure 32: TURF analysis – APDO purchase influencers, May 2018
                                                            • Methodology
                                                              • Men are more brand loyal; women value aesthetics
                                                                • Figure 33: APDO purchase influencers, by gender, May 2018
                                                              • Secondary claims are key points of difference for APDO
                                                                • Figure 34: APDO purchase influencers, by age, May 2018
                                                              • Black consumers are driven by brand loyalty
                                                                • Figure 35: APDO purchase influencers, by race and Hispanic origin, May 2018
                                                            • Attitudes toward APDO

                                                              • Consumers are not as engaged in APDO as other categories
                                                                • Figure 36: Attitudes toward APDO, May 2018
                                                              • 18-44-year-olds are concerned with ingredient efficacy and safety
                                                                • Figure 37: Attitudes toward APDO, by age, May 2018
                                                              • Women skeptical of natural deodorants, but worry about ingredients
                                                                • Figure 38: Attitudes toward APDO, by gender, May 2018
                                                              • Black consumers believe in naturals
                                                                • Figure 39: Attitudes toward APDO, by race and Hispanic origin, May 2018
                                                            • Interest in Formats

                                                              • Convenient formats are a priority in functional categories
                                                                • Masking detoxes more than the face
                                                                  • Figure 40: Interest in formats, May 2018
                                                                • Convenience is valued, but for different reasons
                                                                  • Figure 41: Select interest in convenient formats – Any interest (net)*, May 2018
                                                                • Hispanics are willing to try new formats
                                                                  • Figure 42: Select interest in formats – Any interest (net)*, by race and Hispanic origin, May 2018
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Sales data
                                                                    • Fan chart forecast
                                                                      • Consumer survey data
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                          • Appendix – The Market

                                                                              • Figure 43: Total US sales and forecast of body care and APDO market, at inflation-adjusted prices, 2013-23
                                                                              • Figure 44: Total US retail sales of body care products and deodorant, by segment, at current prices, 2016 and 2018
                                                                              • Figure 45: Total US retail sales and forecast of body care products, at inflation-adjusted prices, 2013-18
                                                                              • Figure 46: Total US retail sales and forecast of body care products, at current prices, 2013-18
                                                                              • Figure 47: Total US retail sales of body care products and deodorant, by channel, at current prices, 2013-18
                                                                          • Appendix – Key Players

                                                                              • Figure 48: Multi-outlet sales of body care, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                              • Figure 49: Multi-outlet sales of deodorant/antiperspirant, by leading companies and brands, rolling 52 weeks 2017 and 2018

                                                                          Bodycare and Deodorant - US - August 2018

                                                                          US $4,395.00 (Excl.Tax)