“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.