2022
9
UK Deodorants Market Report 2022
2022-12-15T03:06:49+00:00
OX1101351
2195
158601
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Report
en_GB
“The deodorant category will be defined by savvy shopping behaviours in upcoming years and brands will need to propose value in order to retain their share of the market. Appealing…

UK Deodorants Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Deodorants Market Report examines consumers’ attitudes towards deodorants and antiperspirants, the growing interest in natural deodorants and barriers to usage and the impact of rising inflation in the UK deodorants market. This report covers the deodorants market size, market forecast, market segmentation and deodorant industry trends.

UK Deodorants Market Current Landscape

The UK deodorants market is still recovering from COVID-19 since the application frequency of deodorant was reduced as consumers spent more time at home. Now, the UK deodorants market face new challenges as financial pressure prompt discount purchasing. Mintel’s deodorant market research outlines that though some consumers are beginning to experiment with higher-priced natural deodorants, rising inflation will intensify savvy shopping behaviours and will likely push some consumers to withdraw from the category.

UK Deodorants Market Size and Key Deodorant Industry Trends

A continuation of working from home still threatens the category; Mintel’s deodorant market research indicates that consumers working at home are less likely to agree that they wear deodorant daily. To combat this, brands can extend the purpose of deodorant beyond odour protection by innovating in skincare benefits and exploring the existing interest in natural deodorants. Brands can harness natural deodorant industry trends by innovating in private-label natural lines that meet consumers’ sustainable purchasing priorities and encourage trading up from the most affordable product lines.

  • UK deodorants market size: Mintel estimates the deodorant category to be worth £396.4 million in 2022, growing 14.5% year-on-year.
  • UK deodorants market share: The UK deodorants market is dominated by legacy brands like Sure with 31% and Dove with 19% share.
  • UK deodorants market innovation: 51% of Brits who haven’t used natural deodorants are interested in using them.
  • UK deodorants market challenges: In an effort to save money, 30% of deodorant users/buyers would wear deodorant less frequently.

Future Deodorant Industry Trends

In the longer term, premiumisation in the deodorant and antiperspirant market with entries from skincare and natural brands can drive spending amongst more financially secure consumers. Brands will need to persuade consumers to take the plunge with introductory offers as a viable way of multiplying individual spend. The UK deodorants market faces a challenge to remind consumers of the efficacy of higher-priced deodorants and consider the wellbeing elements that can be added to deodorants with skin-friendly ingredients and aromatherapy properties.

To discover more about the UK Deodorants Market Report 2022, read our A Year of Innovation in Shaving, Depilatory and Deodorants Market Report 2022, or take a look at our Deodorants Market Research Reports.

Quickly Understand

  • The impact of COVID-19 and the rising cost of living on the UK deodorants market.
  • Which deodorants consumers use and how they perceive different formats.
  • Reasons behind interest in natural deodorants and barriers to usage.
  • Savvy shopping and usage habits adopted by deodorant users in the UK deodorants market.
  • Explores UK deodorants market size, share and deodorant industry trends

Covered in this Report

Brands: Sure, Dove, NIVEA, Mitchum, Lynx, Right Guard, L’Oréal, Sanex, Soft & Gentle, Old Spice.

Products: Male and Female Deodorants & Antiperspirants: Aerosols, atomisers, pumps, roll-ons, solid sticks, gels, creams, wipes, solid crystals.

Expert Analysis from a Specialist in the BPC Sector

This report, written by Georgia Stafford, a leading analyst in the BPC sector, delivers in-depth commentary and analysis to highlight current trends in the deodorant and antiperspirant market and add expert context to the numbers.

The deodorant category will be defined by savvy shopping behaviours in upcoming years and brands will need to propose value in order to retain their share of the market. Appealing with money-saving multipacks and remaining competitive with special offers will benefit deodorant brands. However, value encompasses more than cost and interest in sustainability claims and natural ingredients is growing, leaving room for innovation in higher-priced products that financially-secure consumers can justify spending more on.”


Georgia Stafford
Research Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • The five-year outlook for deodorants
              • Figure 1: Category outlook for deodorants, 2022-27
            • The market
              • Promote value above all during the cost-of-living crisis
                • Figure 2: Market forecast for deodorants, 2022-27
              • The post-COVID recovery continues
                • Companies and brands
                  • Legacy brands enjoy success
                    • Figure 3: Retail value sales of deodorants, by brand, 2022
                  • The consumer
                    • Encourage deodorant wardrobes
                      • Figure 4: Usage of deodorants and antiperspirants, 2022
                    • Maintain aerosol’s dominance
                      • Figure 5: Usage of deodorant and antiperspirant formats, 2022
                    • Improve format perceptions with additional claims
                      • Figure 6: Associations with select deodorant and antiperspirant formats, 2022
                    • Pique interest in naturals with introductory offers
                      • Figure 7: Usage of and interest in natural deodorants, 2022
                    • Lean into existing perceptions of natural deodorants
                      • Figure 8: Natural deodorant usage drivers, 2022
                    • Overcome the barriers holding back naturals
                      • Figure 9: Barriers to using natural deodorants, 2022
                    • Substantial product range is key to success
                      • Figure 10: Retailers used to purchase deodorants and antiperspirants, 2022
                    • Value encompasses more than cost
                      • Figure 11: Deodorant and antiperspirant usage and purchase behaviours, 2022
                  • Issues and Insights

                    • Secure brand loyalty as the cost-of-living crisis hits
                      • Sustainability must move beyond recyclables
                        • Drive spend by going beyond efficacy claims
                        • Market Size and Performance

                          • Inflation contributes to market growth
                            • Figure 12: UK market size for deodorants, 2017-22
                          • Natural deodorants incur a higher spend
                            • Post-COVID-19 recovery continues
                              • Overcome the pressure exerted by discounters
                              • Market Forecast

                                • Cost-cutting behaviours negatively impact the category
                                  • Figure 13: Category outlook for deodorants, 2022-27
                                • Promote value above all
                                  • Figure 14: Market forecast for deodorants, 2022-27
                                  • Figure 15: Market forecast for deodorants, 2022-27
                                • Consider wellbeing claims for more financially secure consumers
                                  • Learnings from the last income squeeze
                                    • Figure 16: Value sales of deodorants and antiperspirants, 2010-15
                                  • Forecast methodology
                                  • Market Segmentation

                                    • Female deodorants perform below the market
                                      • Figure 17: Retail value sales of deodorants, by segment, 2020-22
                                    • Male deodorants fare well
                                      • Unisex deodorants experience astonishing growth
                                      • Channels to Market

                                        • Grocers continue to perform well
                                          • Figure 18: retail value sales of deodorants, by retail channel, 2020-22
                                        • Savvy shopping boosts sales via discounters …
                                          • … but slows sales at specialist H&B retailers
                                            • Experimentation benefits online-only retailers
                                            • Market Drivers

                                              • Inflation is the key concern for consumers and brands…
                                                • …and despite Government support, energy prices are still a major concern
                                                  • Keep deodorants relevant for older consumers
                                                    • Figure 19: Trends in the age structure of the UK population, 2016-26
                                                  • Respond to rising temperatures with seasonal launches
                                                    • Overcome issues associated with VOCs
                                                      • Adjust to the post-pandemic world
                                                        • Figure 20: Working location, 2022
                                                      • Insert deodorant into the exercise conversation
                                                        • Figure 21: Sports participation in the last 12 months, 2022
                                                      • Further consumers’ commitment to sustainability
                                                        • Figure 22: Purchase of eco-friendly BPC products in the last 12 months, 2021
                                                      • Explore lifestage-specific opportunities
                                                        • Meet the demand for transparency
                                                          • Figure 23: Attitudes towards natural and organic BPC products, 2022
                                                        • Look to the fragrance category for premiumisation opportunities
                                                          • Figure 24: Interest in fragrance innovation, 2022
                                                      • Market Share

                                                        • Consumer trust keeps legacy brands on top
                                                          • Figure 25: Retail value sales of deodorants, by brand, 2021-22
                                                        • Lynx turns heads with innovation
                                                          • Figure 26: Lynx A.I. Deodorant Bodyspray, 2022
                                                        • More experimentation benefits smaller brands
                                                          • Advertising helps deodorant brands secure growth
                                                          • Launch Activity and Innovation

                                                            • Natural brands extend their ranges
                                                              • Figure 27: New product launches in the deodorant category, by launch type, 2019-22
                                                              • Figure 28: Examples of natural deodorants launched as new varieties/range extensions, 2022
                                                            • Deodorant gets the wellbeing treatment
                                                              • Figure 29: New product launches in the deodorants category, by format type, 2021-22
                                                              • Figure 30: Examples of stick deodorant launches, 2022
                                                            • Unilever extends its sustainability claims
                                                              • Figure 31: New product launches in the deodorants category, by ultimate company, 2021
                                                              • Figure 32: Examples of Unilever deodorants manufactured with 100% renewable grid electricity, 2021
                                                            • NIVEA strives to tick all boxes
                                                              • Figure 33: Examples of products from NIVEA’s Black & White Max Protection Line, 2021
                                                            • Take the next step in eco-ethics
                                                              • Figure 34: Top 10 claims among new product launches in the deodorant category (based on 2021), 2020-22
                                                              • Figure 35: Examples of refillable deodorants, 2021
                                                            • Deodorant brands step up their cruelty-free options
                                                              • Figure 36: Dove Original 48H Anti-Perspirant Spray, 2021
                                                          • Advertising and Marketing Activity

                                                            • Harness the power of digital advertising
                                                              • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on deodorants, by media type, 2019-22
                                                            • Boost the appeal of unisex deodorants
                                                              • Figure 38: Total above-the-line, online display and direct mail advertising expenditure on deodorants, by product category, 2019-22
                                                            • Dove shows its caring side
                                                              • Prove sustainable commitments in advertising
                                                                • Stay top of mind during times of financial strain
                                                                  • Nielsen Ad Intel coverage
                                                                  • Brand Research

                                                                      • Brand map
                                                                        • Figure 39: Attitudes towards and usage of selected brands, 2022
                                                                      • Key brand metrics
                                                                        • Figure 40: Key metrics for selected brands, 2022
                                                                      • Brand attitudes: Dove is trusted
                                                                        • Figure 41: Attitudes, by brand, 2022
                                                                      • Brand personality: Wild is perceived as ethical
                                                                        • Figure 42: Brand personality – macro image, 2022
                                                                      • Lynx is seen as youthful
                                                                        • Figure 43: Brand personality – micro image, 2022
                                                                      • Brand analysis
                                                                        • Dove
                                                                          • Soft & Gentle
                                                                            • Wild
                                                                              • Lynx
                                                                                • Fussy
                                                                                  • Bionsen
                                                                                  • Deodorant and Antiperspirant Usage

                                                                                    • Encourage deodorant wardrobes
                                                                                      • Figure 44: Usage of deodorants and antiperspirants, 2020 and 2022
                                                                                    • Refresh antiperspirant’s image
                                                                                        • Figure 45: Usage of deodorants and antiperspirants, by age, 2022
                                                                                      • Reach out to older non-users
                                                                                      • Usage of and Associations with Deodorant and Antiperspirant Formats

                                                                                        • Maintain aerosol’s dominance
                                                                                          • Figure 46: Usage of deodorant and antiperspirant formats, 2022
                                                                                        • Replicate powder’s success in the wider BPC market
                                                                                          • Figure 47: Milly & Sissy, Fresh Burst Fragrance Just Add Water Deodorant, 2022
                                                                                        • Skin-friendly ingredients have potential in the category
                                                                                          • Figure 48: Associations with select deodorant and antiperspirant formats, 2022
                                                                                        • Push cream deodorant claims to overcome negative perceptions
                                                                                          • Figure 49: Correspondence analysis for deodorant and antiperspirant formats, 2022
                                                                                          • Figure 50: Mama Mio, Oh Natural – Pregnancy Deodorant, 2022
                                                                                      • Usage of Natural Deodorants

                                                                                        • Turn interest into usage with introductory offers
                                                                                          • Figure 51: Usage of and interest in natural deodorants, 2022
                                                                                        • Financial pressures threaten a return to regular deodorant
                                                                                          • Who is the natural deodorant user?
                                                                                            • Figure 52: Natural deodorant usage, by age, 2022
                                                                                            • Figure 53: Wild deodorant bank holiday offer, 2022
                                                                                        • Reasons for Use of and Interest in Natural Deodorants

                                                                                          • Prove sustainability claims to win over already eager consumers
                                                                                            • Figure 54: Natural deodorant usage drivers, 2022
                                                                                          • Lean into the healthier perception of naturals
                                                                                            • Highlight natural ingredients with skin benefits
                                                                                              • Figure 55: Examples of deodorants with skin-friendly ingredient claims, 2022
                                                                                            • Take cues from bodycare to support sensitive skin sufferers
                                                                                              • Break down ingredient lists to further build trust
                                                                                                • Match style and substance
                                                                                                  • Figure 56: Natural deodorant usage drivers, by age, 2022
                                                                                                • Prove eco-ethical commitments with transparency
                                                                                                  • Figure 57: Natural deodorant usage drivers, by natural deodorant users and non-users who are interested in trying natural deodorants, 2022
                                                                                                  • Figure 58: Fussy Instagram Post
                                                                                              • Reasons for Lack of Interest in Natural Deodorants

                                                                                                • Overcome the cost barrier
                                                                                                  • Figure 59: Barriers to using natural deodorants, 2022
                                                                                                • Remove the perceived risks of naturals
                                                                                                  • Figure 60: AKT Instagram advert, 2022
                                                                                                • Boost convenience propositions by increasing availability
                                                                                                • Retailers Used to Purchase Deodorants and Antiperspirants

                                                                                                  • Widen product selection to safeguard supermarket success
                                                                                                    • Figure 61: Retailers used for deodorants and antiperspirants, 2022
                                                                                                  • Proving value will be key for H&B retailers
                                                                                                    • Discounters can expect an influx of savvy-shoppers
                                                                                                      • Availability issues pose problems for naturals
                                                                                                        • Figure 62: Retailers used to purchase deodorants and antiperspirants, by all deodorant/antiperspirant users and natural deodorant users, 2022
                                                                                                        • Figure 63: Usage of and interest in natural deodorants, by location of residence, 2022
                                                                                                    • Deodorant and Antiperspirant Usage and Purchase Behaviours

                                                                                                      • Extra-long lasting claims offer value
                                                                                                        • Figure 64: Deodorants and antiperspirant usage and purchase behaviours, 2022
                                                                                                        • Figure 65: Nuud, Fresh Armpits Worldwide Deodorant Cream, 2022
                                                                                                      • Visible environmental impact resonates
                                                                                                          • Figure 66: Dove, Sensitive Refillable Deodorant, 2022
                                                                                                        • Genderless trends are yet to permeate the category …
                                                                                                          • … but have potential in coming years
                                                                                                            • Larger pack sizes encourage loyalty
                                                                                                              • Consider subscription services
                                                                                                                • Eco-ethics are a value indicator
                                                                                                                  • Fragrances will drive spend in the category
                                                                                                                    • Figure 67: Fussy Instagram Post, 2022
                                                                                                                  • Deodorant sharers are an untapped market
                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                      • Abbreviations
                                                                                                                        • Consumer research methodology
                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                          • Market forecast and prediction intervals
                                                                                                                            • Figure 68: Market forecast for deodorants, 2022-27
                                                                                                                          • Market drivers and assumptions
                                                                                                                            • Forecast methodology

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