2020
9
UK Deodorants Market Report 2020
2021-01-26T03:01:10+00:00
OX989892
2195
133092
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Report
en_GB
“While the category was on a downward trajectory even before the pandemic, lockdowns and social distancing in 2020 saw the decline in value exacerbated. With the UK entering another national…

UK Deodorants Market Report 2020

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Deodorants market, including the behaviours, preferences and habits of the consumer.

The deodorants market saw a heavy decline in 2020, with lockdowns throughout the year causing many to spend the majority of their time at home. The deodorants category of the market is expected to fall by 6.5%, with consumers using antiperspirant and deodorants (APDO) less frequently than before the pandemic.

28% of infrequent deodorant users report only using them when going out of the house. With the increased amount of homeworking and cancellation of social events, this caused an acceleration of the pre-pandemic downward trajectory the market was already experiencing.

The pandemic also drew attention to the price sensitivities of consumers, with the economic uncertainties and job losses from the pandemic causing many to limit spending on non-essential items. 24% of APDO buyers switched to less expensive brands during the pandemic, meaning brands will have to work towards marketing as more affordable and essential to day-to-day selfcare routines. There are also new market opportunities for products with skincare benefits, eco-friendly packaging, and natural ingredients.

Read on to discover more details or take a look at all of our UK Beauty, Personal Goods and Toiletries market research.

Quickly understand

  • The impact of COVID-19 on the deodorants market.
  • How the market will fare post COVID-19.
  • The value of individual segments and brand performance in 2019 and estimates for 2020.
  • Launch activity and opportunities for 2021.
  • Usage of format types and factors influencing usage.
  • Usage frequency and barriers to usage.
  • Consumer interest in deodorant innovation to drive value.

Covered in this report

Deodorant Types: Aerosols, atomisers, pumps, roll-ons, solid sticks, gels, creams, wipes, solid crystals.

Brands: Sure, Dove, NIVEA, Mitchum, Right Guard, Lynx, L’Oreal, Sanex, Soft & Gentle, Boots, Wild Cosmetics, Ben & Anna, Ethique, Salt of the Earth, Pit Balm, Ho Karan, Bulldog, Unilever, Beiersdorf, We Love the Planet, Karium, Revlon, Aldi, Natura &Co, Oriflame, Hairn Celestial, Schmidt’s, Malin & Goetz, AKT, Aurelia, Right Guard.

Expert analysis from a specialist in the field

Written by Emilia Greenslade, a leading analyst in the Beauty sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Standing at an estimated £404 million in 2018, the deodorants market decline has been triggered by lack of innovation and engagement. A core message of functionality appeals to a wide range of consumers, but also means mass brands share a very similar image. Changing how efficacy is advertised can create a point of difference, and there is room for growth for brands willing to take risks.

Emilia Greenslade
Junior Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
    • Excludes
    • COVID-19: market context
    • Impact of the January lockdown and the vaccination rollout
    • Economic and other assumptions
  2. Executive Summary

    • The market
    • Deodorants was in decline even before COVID-19
      • Figure 1: UK central line forecast value sales of the deodorants market (prepared on 9 November 2020), 2015-25
    • Online sales see a boost in 2020
    • Impact of COVID-19 on deodorants
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on deodorants, 6 January 2021
    • Companies and brands
    • Despite low spend, consumers remain brand loyal
      • Figure 3: Retail value sales of deodorants, by brand, year ending September 2020
    • ‘Green’ deodorants tap into conscious consumer trends
      • Figure 4: New product launches in the deodorants category, by launch type, January 2017-September 2020
    • The consumer
    • COVID-19 disrupts usage frequency…
      • Figure 5: Changes in deodorant usage as a result of the coronavirus/COVID-19 outbreak, 3-15 September 2020
    • …but APDO remains a personal care staple
      • Figure 6: Usage of deodorant/antiperspirant, September 2020
    • Green and health concerns impact aerosol usage
      • Figure 7: Types of deodorant/antiperspirant used, September 2020
    • Renovate brand favourites with on-the-go formats
      • Figure 8: Usage frequency of deodorants, September 2020
    • Innovate in personalisation to reengage consumers
      • Figure 9: Reasons for not using deodorants at all/more often, September 2020
    • Drive newness with ingredients
      • Figure 10: Product benefits sought from deodorants/antiperspirants, September 2020
    • Distribution channels don’t encourage experimentation
      • Figure 11: Purchase responsibility, September 2020
    • Price and quality are equally important
      • Figure 12: Purchase drivers for deodorants/antiperspirants, September 2020
    • Innovate with skincare to drive engagement
      • Figure 13: Interest and willingness to pay more for deodorant/antiperspirant innovations, September 2020
  3. COVID-19 and Deodorants

    • The market
    • Shift in usage significantly impacts value in 2020
    • Online shopping rises
    • Consumers worry about their finances
    • The consumer
    • Usage frequency declines in 2020
    • Ingredients gain focus
    • Consumers can be encouraged to shift brand loyalties
    • Companies and brands
    • Consumers stick to trusted brands
    • NPD can encourage self-care through deodorants
    • Advertising taps into emotions in 2020
  4. Issues and Insights

    • Promote wellbeing during challenging COVID-19 times
    • Communicate safety through a natural approach
    • The time is ripe for green innovation
  5. The Market – Key Takeaways

    • COVID-19 social distancing relaxes spend in 2020
    • The online shopping experience will be more important
    • Tailor products to Gen Z environmental and identity values
  6. Market Size and Forecast

    • COVID-19 deepens decline in deodorants in 2020
      • Figure 14: Short-, medium- and long-term impact of COVID-19 on deodorants, 6 January 2021
    • Savvy behaviours impact value in 2019
      • Figure 15: UK retail value sales of mass market deodorants and antiperspirants (prepared on 9 November 2020), 2015-25
    • Personal grooming routines slide in 2020
      • Figure 16: UK central line forecast value sales of the deodorants and antiperspirants market (prepared on 9 November 2020), 2015-25
    • Market drivers and assumptions
    • Economic and other assumptions
      • Figure 17: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 12 November 2020)
    • Deodorants will face double impact this time
      • Figure 18: Value sales of deodorants and antiperspirants, 2010-20
    • UK’s exit from the EU will impact consumer confidence
    • Forecast methodology
  7. Market Segmentation

    • Women cut back on spend more than men
      • Figure 19: UK retail value sales of deodorants and antiperspirants, by segment, 2018-20 (est)
    • Gender neutral propositions have appeal
    • Declines deepen in 2020
  8. Channels to Market

    • Savvy shopping drives discounters
      • Figure 20: UK retail value sales of deodorants and antiperspirants, by outlet type, 2018-20 (est)
    • Online sales set to see a boost in 2020
    • Health and beauty retailers lose out in 2020
  9. Market Drivers

    • January 2021 nation-wide lockdown does little to change behaviours
    • COVID-19 upsets financial confidence
      • Figure 21: Trends in current financial situation compared with a year ago, October 2020
    • Provide skin caring benefits for over-55s
      • Figure 22: Trends in the age structure of the UK population, 2015-25
    • Clean and gender-neutral products appeal to Gen Z
    • Consumers want greener alternatives
      • Figure 23: Purchase of eco-friendly and regular deodorants, November 2019
    • Safety concerns guide interest in natural/organic
      • Figure 24: Purchase of natural/organic deodorants/body sprays, April 2020
    • Health focus drives rates of physical activity
      • Figure 25: Participation in sport (net), July 2018-August 2020
    • UK’s exit from the EU will cause short term disruption for deodorants
  10. Companies and Brands – Key Takeaways

    • Leading brands struggle amidst COVID-19
    • Respond to green concerns with innovation
    • Deodorants can play a role in self-care
    • Appealing to the Millennial lifestyle
  11. Market Share

    • Dove shows growth in a challenging environment
      • Figure 26: Retail value sales of mass market deodorants and antiperspirants, by brand, years ending September 2019 and September 2020
    • Mitchum benefits from Millennial appeal
    • Own-label brands just don’t appeal
    • Smaller players take a hit
  12. Launch Activity and Innovation

    • NPD continues on upwards
      • Figure 27: New product launches in the deodorants category, by launch type, January 2017-September 2020
    • Brands consolidate existing ranges by focusing on quality
      • Figure 28: Examples of relaunches in the deodorants market, 2019
    • Sprays challenged by eco-friendly and natural sticks/creams
      • Figure 29: New product launches in the deodorants category, by format type, January 2017-September 2020
      • Figure 30: Examples of prestige brands launching stick deodorants, 2020
    • Roll-ons see NPD in natural products
      • Figure 31: Examples of roll-on deodorant launches with botanical/herbal claims, 2020
    • Unilever leads NPD with Dove promoting self-esteem
      • Figure 32: New product launches in the deodorants category, by ultimate company and other, 2019
      • Figure 33: Schmidt’s launches deodorant range in the UK deodorants market, 2019
      • Figure 34: Examples of Dove launches in the deodorants category, 2019
    • Dove borrows from beauty and VMS
      • Figure 35: Dove Advanced Care Clean Tough Antiperspirant Deodorant, 2020
    • Lynx sets out to disrupt
      • Figure 36: Examples of Lynx launches in the deodorants market, 2019 and 2020
    • Mitchum and Sanex showcase free-from claims
      • Figure 37: Examples of leading brands launching natural deodorants, 2020
    • Own-label innovation is squeezed
      • Figure 38: New product launches in the deodorants category, branded vs own-label, January 2017-September 2020
    • NPD focuses on long-lasting claims
      • Figure 39: Top 10 claims in the deodorants category, based on 2019, 2018 and 2019
    • Create a space for gender-neutral products
      • Figure 40: Examples of products launched with gender-neutral positioning, 2019 and 2020
    • Packaging goes green
      • Figure 41: Salt of the Earth 1 litre refill, 2020
      • Figure 42: Wild Cosmetics deodorant refill, 2020
    • From daily necessity to self-care
      • Figure 43: Akt deodorant balm, 2020
    • Embrace the microbiome trend
      • Figure 44: Examples of deodorants launched with prebiotics/probiotics, 2020
  13. Advertising and Marketing Activity

    • Outdoor advertising catches up with TV in 2019
      • Figure 45: Total above-the line, online display and direct mail advertising expenditure on deodorants, by media type, January 2019-September 2020
      • Figure 46: Sure Men digital outdoor advert, 2019
    • Digital activity is more important in 2020
      • Figure 47: Sure Instagram post, 2020
    • Brands take a fun and caring approach amidst COVID-19
      • Figure 48: Lynx Smell Ready campaign, 2020
      • Figure 49: NIVEA share the care campaign, 2020
    • The focus is on men
      • Figure 50: Total above-the line, online display and direct mail advertising expenditure on deodorants, by sector, January 2017-September 2020
      • Figure 51: Lynx Ice Chill TV advertisement, 2019
      • Figure 52: Lynx Sex Education campaign on Instagram, 2020
    • Dove and Sure empower women
      • Figure 53: Total above-the line, online display and direct mail advertising expenditure on deodorants, by top companies, 2019
      • Figure 54: Dove Arms Up campaign, 2019
    • Mitchum highlights efficacy for Millennials
      • Figure 55: Mitchum Live the Moment campaign, 2020
    • Nielsen Ad Intel coverage
  14. Brand Research

    • Brand map
      • Figure 56: Attitudes towards and usage of selected brands, November 2020
    • Key brand metrics
      • Figure 57: Key metrics for selected brands, November 2020
    • Brand attitudes: Sanex cares about consumers’ health and wellbeing
      • Figure 58: Attitudes, by brand, November 2020
    • Brand personality: Sure is seen as ethical
      • Figure 59: Brand personality – Macro image, November 2020
    • L’Oréal Men Expert is glamorous
      • Figure 60: Brand personality – Micro image, November 2020
    • Brand analysis
    • NIVEA is a trusted brand
      • Figure 61: User profile of NIVEA, November 2020
    • L’Oréal Men Expert is seen as expert
      • Figure 62: User profile of L’Oréal Men Expert, November 2020
    • Sure Women is effective
      • Figure 63: User profile of Sure Women, November 2020
    • Sanex focuses on skin health
      • Figure 64: User profile of Sanex, November 2020
    • Mitchum has low awareness but a positive image
      • Figure 65: User profile of Mitchum, November 2020
    • Right Guard plans for rebrand in 2021
      • Figure 66: User profile of Right Guard, November 2020
  15. The Consumer – Key Takeaways

    • COVID-19 disrupts APDO usage frequency
    • The shift to greener products
    • Strong interest in natural APDOs
  16. Impact of COVID-19 on the BPC Consumer

    • Personal grooming takes a backseat in 2020
      • Figure 67: Reasons for doing fewer BPC activities since the COVID-19 outbreak, 23 April-7 May 2020
    • Teens become a key demographic
    • Purchase shifts online
      • Figure 68: Changes in deodorant usage as a result of the coronavirus/COVID-19 outbreak, 3-15 September 2020
      • Figure 69: Wild deodorant subscription letterbox packaging, 2020
    • Savvy shopping behaviours are stepped up
      • Figure 70: Ways in which BPC spending habits will change in the face of an income squeeze, 18-30 June 2020
    • Ingredient safety concerns accelerate
    • Emotional wellbeing gains focus
      • Figure 71: Reasons for doing more BPC activities since the COVID-19 outbreak, 23 April-7 May 2020
      • Figure 72: Coconut Matter Mood deodorants, 2020
    • Deodorants can borrow from skincare
      • Figure 73: Changes to facial skincare routines since the start of the COVID-19/coronavirus outbreak, 23 April-7 May 2020
      • Figure 74: Ultrella CalmPits detox mask, 2019
  17. Deodorant Format Usage

    • Usage of APDOs remains unchanged
      • Figure 75: Usage of deodorant/antiperspirant, October 2018 and September 2020
    • Traditional formats most commonly used
      • Figure 76: Types of deodorant/antiperspirant used, September 2020
    • Eco and chemical concerns impact aerosols
      • Figure 77: Net of types of deodorant/antiperspirant used, October 2018 and September 2020
    • Innovate in formats to appeal to young adults
      • Figure 78: Net of types of deodorants/antiperspirants used, by age, September 2020
  18. Usage Frequency of Deodorants

    • Essential status drives frequent use
      • Figure 79: Usage frequency of deodorants, September 2020
    • Build the out-of-home offering for young adults
      • Figure 80: Usage frequency of deodorants, by format type, September 2020
    • Fewer people sweat/smell in 2020
      • Figure 81: Reasons for not using deodorants at all/more often, September 2020
    • Reposition APDOs for at-home life
    • Scent personalisation can tackle dissatisfaction
      • Figure 82: Native online scent quiz
  19. Product Benefits Sought in Deodorants

    • Long-lasting benefits are most commonly sought
      • Figure 83: Product benefits sought from deodorants/antiperspirants, by format type, September 2020
    • Antiperspirant users want more
    • Gender-neutral has appeal
  20. Purchase Drivers for Deodorants

    • Wellbeing gifts can appeal to young adults
      • Figure 84: Purchase responsibility, by gender and age, September 2020
    • Price and quality are joint top drivers
      • Figure 85: Purchase drivers for deodorants/antiperspirants, September 2020
    • 55-64s prioritise convenient formats
      • Figure 86: Product format as a purchase driver for deodorants/antiperspirants, by age, September 2020
    • Go beyond ‘free-from’
    • Eco and ethical considerations appeal to 16-24s
      • Figure 87: Environmentally-friendly and how ethical a brand is as purchase drivers for deodorants/antiperspirants, by age, September 2020
  21. Interest in Deodorant Innovation

    • Interest in odour-prevention presents opportunities
      • Figure 88: Interest and willingness to pay more for deodorant/antiperspirant innovations, September 2020
      • Figure 89: US Surface Deep Anti-Odorant, 2020
    • Expand on the skin health benefits
    • Eco-friendly packaging appeals
      • Figure 90: nuud deodorant reusable applicator, 2020
    • Look beyond armpits
      • Figure 91: Manscaped anti-chafing ball deodorant, 2020
    • Offer emotional wellbeing benefits
  22. CHAID Analysis – Deodorants

    • Chemicals are a concern for women
      • Figure 92: Deodorants – CHAID – Tree output, September 2020
    • Methodology
      • Figure 93: Interest in deodorants – CHAID – Table output, September 2020
      • Figure 94: Deodorants behaviours since COVID-19 – CHAID – Table output, September 2020
  23. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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