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Bodycare and Deodorant - US - July 2019

Covered in this report

This report includes deodorants and antiperspirants in all packaging formats, including aerosols, sprays, pumps, roll-ons, solid sticks, and gels, as well as body care products such as lotions, oils, and creams. Hand lotion is included in the market size, but grouped with body lotion in market segmentation, as there are few products that are marketed specifically for hand care.

For the purposes of this report, the body care and deodorant market has been segmented as follows:

  • Hand and body care, which includes hand and body lotions, body oils, anti-aging body creams, and hand creams
  • APDO (Antiperspirants/deodorants)

"The bodycare and deodorant market continues to experience slow, yet steady sales growth, reaching $6.5 billion in total 2019 retail sales, an increase of 3.4% from 2018. Incorporating added benefits or unique formats typically found in facial skincare into bodycare can help brands boost engagement and sales. Deodorant brands that focus on scent, convenience and natural ingredients will continue to see success."

– Olivia Guinaugh, Home & Personal Care Analyst

This report examines the following issues:

  • Bodycare users stick with the basics
  • Consumers don’t see value in various innovations
  • Price-conscious shopping prevents young adults from increasing spend

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Body care and deodorant expected to maintain steady growth through 2024
            • Figure 1: Total US sales and fan chart forecast of bodycare and APDO market, at current prices, 2014-24
          • The issues
            • Bodycare users stick with the basics
              • Figure 2: Usage of select bodycare products, April 2019
            • Consumers don’t see value in various innovations
              • Figure 3: Usage and interest in select product innovations – Have not used and not interested in using, April 2019
            • Price-conscious shopping prevents young adults from increasing spend
              • Figure 4: Select shopping behaviors, by 18-24, April 2019
            • The opportunities
              • Adults see value in having a bodycare routine
                • Figure 5: Select attitudes and behaviors toward bodycare products and interest in in-shower body mask, April 2019
              • 45-54 year-olds could be a key market for premium, natural bodycare brands
                • Figure 6: Select benefits sought in bodycare products, by age, April 2019
              • Young adults express strong interest in innovations
                • Figure 7: Usage and interest in select product innovations, any trial or interest (net), by age, April 2019
              • What it means
              • The Market – What You Need to Know

                • Bodycare and deodorant continue to see slow, steady sales growth
                  • APDO benefits from hygiene staple status
                    • Are hair-inhibiting products impacting depilatory sales?
                      • Showering behaviors, plastic bans and population trends impact market
                      • Market Size and Forecast

                        • Bodycare and deodorant continue to see slow, steady sales growth
                          • Figure 8: Total US sales and fan chart forecast of bodycare and APDO market, at current prices, 2014-24
                          • Figure 9: Total US retail sales and forecast of body care products and deodorant, at current prices, 2014-24
                      • Market Breakdown

                        • APDO benefits from hygiene staple status
                          • Figure 10: Share of body care and APDO sales, by segment, 2019 (est)
                          • Figure 11: Total US retail sales and forecast of body care products and deodorant, by segment, at current prices, 2014-24
                      • Market Perspective

                        • Are hair-inhibiting products impacting depilatory sales?
                          • Figure 12: Hair-inhibiting products
                      • Market Factors

                        • The fear of stripping away good bacteria is starting to fade
                          • Potential for bans on plastic used in BPC products
                            • US population continues to become more diverse
                              • Figure 13: Distribution of generations by race and Hispanic origin, 2019
                          • Key Players – What You Need to Know

                            • Unilever and P&G see gains, as well as natural and private label brands
                              • Natural deodorant and male brands see gains; products infused with CBD on the rise
                                • Basic bodycare continues to lose share to derma brands
                                  • Eco-friendly concepts are a must; masking expands from facial skincare
                                  • Company and Brand Sales of Bodycare and Deodorant Market

                                    • Unilever and P&G see gains, as well as natural and private label brands
                                      • Sales of bodycare and deodorant by company
                                        • Figure 14: Multi-outlet sales of body care products and deodorant, by leading companies, rolling 52 weeks 2018 and 2019
                                    • What’s Working?

                                      • Natural deodorant continues to see gains
                                        • Figure 15: Multi-outlet sales of select antiperspirant/deodorants, rolling 52 weeks 2018 and 2019
                                        • Figure 16: Dove aluminum-free deodorants
                                      • Products infused with CBD oil holds the spotlight
                                        • Figure 17: Interest in CBD products, April 2019
                                        • Figure 18: Select products from Hempz Aromabody product line
                                        • Figure 19: Instagram post from mender.shop
                                      • Old Spice and Dove Men+Care capitalize on male brand loyalty
                                        • Figure 20: Multi-outlet sales of Dove Men+Care and Old Spice’s deodorants/antiperspirants, rolling 52 weeks 2018 and 2019
                                    • What’s Struggling?

                                      • Basic bodycare continues to lose share to derma brands
                                        • Figure 21: Multi-outlet sales of select body care brands, rolling 52 weeks 2018 and 2019
                                    • What’s Next?

                                      • Refillable, reusable concepts are becoming a must
                                        • Figure 22: Myro Instagram posts
                                      • Bodycare and APDO tap into masking trend
                                        • Figure 23: Body masks
                                        • Figure 24: Underarm dextox masks
                                    • The Consumer – What You Need to Know

                                      • Only select bodycare products are considered essential
                                        • Adults are becoming more invested in their bodycare routines
                                          • APDO enjoys widespread usage
                                            • APDO is essential to daily hygiene routines
                                              • Category shoppers take a value and brand-driven approach
                                                • Convenient, easy-to-use innovations spark interest among adults
                                                • Usage of Bodycare Products

                                                  • Only select bodycare products are considered essential
                                                    • Figure 25: Usage of bodycare products, April 2019
                                                  • Skin conditions play a role in elevated usage among young adults
                                                    • Figure 26: Usage of select bodycare products, by age, April 2019
                                                  • Women are more invested than men in bodycare routines
                                                    • Figure 27: Usage of select bodycare products, by gender, April 2019
                                                  • Black and Hispanic adults use variety of bodycare products
                                                    • Figure 28: Usage of select bodycare products, by race and Hispanic origin, April 2019
                                                • Bodycare Benefits

                                                  • Basic bodycare benefits are prioritized
                                                    • Figure 29: Benefits sought in bodycare products, April 2019
                                                  • Brand recognition can widen reach
                                                    • Figure 30: TURF Analysis – Bodycare purchase influencers, April 2019
                                                  • Methodology
                                                    • Mature adults prioritize efficacy over scent-related benefits
                                                      • Figure 31: Paula’s Choice Instagram post about Clinical Ultra-Rich Soothing Body Butter
                                                    • 45-54 year -olds could be a key market for premium, natural bodycare brands
                                                      • Figure 32: Select benefits sought in bodycare products, by age, April 2019
                                                    • Men want products made specifically for them
                                                      • Figure 33: Select benefits sought in bodycare products, by gender, April 2019
                                                    • Natural ingredients are a must for Black adults
                                                      • Figure 34: Select benefits sought in bodycare products, by race and Hispanic origin, April 2019
                                                  • Attitudes and Behaviors toward Bodycare

                                                    • Adults becoming more invested in bodycare routines
                                                      • Figure 35: Attitudes and behaviors toward bodycare, April 2019
                                                    • Younger adults see value in having a body skincare routine
                                                      • Figure 36: Using bodycare more often than year ago, by age, April 2019
                                                    • Men have low-maintenance routines; women value specialized bodycare
                                                      • Figure 37: Jergens’s Wet Skin Moisturizers
                                                      • Figure 38: Select attitudes and behaviors toward bodycare, by gender, April 2019
                                                    • Black adults take specialized approach to combat dry skin concerns
                                                      • Figure 39: Select attitudes and behaviors toward bodycare, by race and Hispanic origin, April 2019
                                                  • Usage of APDO

                                                    • APDO enjoys widespread usage
                                                      • Figure 40: Usage of APDO, April 2019
                                                    • Most adults use APDO sticks, but young adults are open to sprays
                                                      • Figure 41: Usage of APDO, by age, April 2019
                                                      • Figure 42: Deodorant sprays
                                                    • Men are drawn to the added convenience of APDO spray
                                                      • Figure 43: Usage of APDO, by gender, April 2019
                                                      • Figure 44: Deodorant/antiperspirant sprays for men
                                                    • A lack of need prevents some Asian adults from using APDO
                                                      • Figure 45: Usage of APDO, by race and Hispanic origin, April 2019
                                                  • APDO Benefits

                                                    • Scent-related benefits continue to be prioritized
                                                      • Figure 46: Benefits sought in APDO products, April 2019
                                                    • Brand names have a significant impact among APDO users
                                                      • Figure 47: TURF Analysis – Deodorant/antiperspirant purchase influencers, April 2019
                                                    • Methodology
                                                      • Aluminium fears impact adults aged 25-34’s APDO preferences
                                                        • Figure 48: Select benefits sought in APDO products, by age, April 2019
                                                      • Women pay attention to the ingredients in APDO
                                                        • Figure 49: Benefits sought in APDO products, by gender, April 2019
                                                      • Black and Hispanic adults are influenced by various APDO benefits
                                                        • Figure 50: Benefits sought in APDO products, by race and Hispanic origin, April 2019
                                                    • Attitudes and Behaviors toward APDO

                                                      • APDO is essential to daily hygiene routines
                                                        • Figure 51: Attitudes and behaviors toward APDO, April 2019
                                                      • Ingredient concerns dictate younger adults’ behaviors
                                                        • Figure 52: Attitudes and behaviors toward APDO, by age, April 2019
                                                    • Shopping Behaviors

                                                      • Category shoppers take a value and brand-driven approach
                                                        • Figure 53: Shopping behaviors, April 2019
                                                      • Younger adults take a value-driven, yet eco-friendly approach
                                                        • Figure 54: Shopping behaviors, by age, April 2019
                                                      • Black adults are brand loyal
                                                        • Figure 55: Select shopping behaviors, by race and Hispanic origin, April 2019
                                                    • Usage and Interest in Product Innovations

                                                      • Convenient, easy-to-use innovations spark interest among adults
                                                        • Figure 56: Usage and interest in product innovations, April 2019
                                                        • Figure 57: Interest in bodycare or deodorant infused with hemp/CBD oil, April 2019
                                                      • Innovations have prime audience among adults aged 18-44
                                                        • Figure 58: Usage and interest in select product innovations, any trial or interest (net), by age, April 2019
                                                    • Appendix – Data Sources and Abbreviations

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

                                                                    • Figure 59: Total US retail sales and forecast of body care products and deodorant, at inflation-adjusted prices, 2014-24
                                                                    • Figure 60: Total US retail sales of body care products and deodorant, by segment, at current prices, 2017 and 2019
                                                                    • Figure 61: Total US retail sales and forecast of body care products, at current prices, 2014-24
                                                                    • Figure 62: Total US retail sales and forecast of antiperspirant/deodorant, at current prices, 2014-24
                                                                    • Figure 63: Total US retail sales of body care products and deodorant, by channel, at current prices, 2014-19
                                                                    • Figure 64: Total US retail sales of body care products and deodorant, by channel, at current prices, 2017 and 2019
                                                                • Appendix – Key Players

                                                                    • Figure 65: Multi-outlet sales of body care products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                    • Figure 66: Multi-outlet sales of antiperspirant/deodorant, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                Bodycare and Deodorant - US - July 2019

                                                                £3,435.47 (Excl.Tax)