2023
9
US Bodycare and Deodorant Market Report 2023
2023-08-16T04:03:29+01:00
OX1156159
4995
165790
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Report
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“Although the bodycare and deodorant product market has broad penetration, there’s room to grow. The fact that this category is considered essential to one’s personal care routine provides a reliable…

US Bodycare and Deodorant Market Report 2023

$ 4,995 (Excl.Tax)

Description

Covering the US bodycare and APDO (antiperspirant/deodorant) industry, this over 70-page report offers a complete analysis of the market and consumer. Historical, current, and forecasted market data is used alongside recent independently conducted consumer research to provide the tools you need to grow in this industry.

Below, we’ve summarised the key topics covered and offer handpicked insights from the report.

Key Topics Covered

  • Bodycare and APDO product usage and behaviours, with shifts over time.
  • Important factors when shopping for bodycare products and APDO.
  • Attitudes and behaviours toward bodycare products and APDO.
  • Attitudes and behaviours toward value and cost-savings strategies utilised.
  • Trail and interest in bodycare and APDO innovations.

US Bodycare and Deodorant Industry Outlook

While steady growth is predicted, the category will face challenges in 2023 as inflationary pressures and economic insecurities continue to impact consumers. Some exhibit money-saving strategies such as trading down to less expensive brands, while others will remove peripheral products from their bodycare routine. In 2024-2025, continued focus on skin health and wellness will bolster sales. Looking further ahead, the market will see continued steady growth, particularly in premium, value-added brands.

  • US Bodycare and Deodorant Market Size 2023: Total bodycare and deodorant sales are expected to reach almost $9.4 billion in 2023, up 14.4% since 2022.

This report offers a complete breakdown and analysis of market size, share, and segment performance data.

Quickfire Consumer Facts in Bodycare and APDO

Below, we offer some of the consumer statistics from our independent consumer research.

Bodycare consumer facts

  • Over a third of bodycare users report that they are now more aware of the ingredients in their bodycare products than they were a year ago.
  • Although fragrance is the most important factor for close to half of shoppers, a similar number seek bodycare products safe for sensitive skin, potentially conflicting two leading purchase influencers.

APDO (antiperspirant/deodorant) consumer facts

  • Fragrance is a leading factor when shopping for APDO, and this highlights the fact that in addition to its practical purpose, fragrance is a crucial element of APDO product characteristics.
  • Among those who do not use APDO products, almost a quarter cite sensitive skin as a deterrent to use and a similar number avoid use because of active ingredients.

Find out what the conflict between fragrance and sensitive skin means for consumers, and brands, in the full report, where our analyst identifies common themes in trends like this and many more.

Opportunity for Brands in the Industry

Category innovation in bodycare will continue to be inspired by facial skincare ingredients and trends, such as protective, firming, and anti-ageing ingredients. Based on observed consumer trends, there is indeed room for both bodycare and deodorant to emulate facial skincare trends. Ingredient-led approaches are expected, and innovators and marketers should consider healthcare or clinical positioning.

Buy the full report to discover more opportunities in the US bodycare and deodorant market. Alternatively, browse our extensive beauty and personal care (BPC) market research.

Products and Brands Discussed

This Report includes deodorants and antiperspirants in all packaging formats, including aerosols, sprays, pumps, rollons, solid sticks and gels, as well as bodycare 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 bodycare and deodorant market has been segmented as follows:

  • Hand and bodycare, which includes hand and body lotions, body oils, anti-ageing body creams and hand creams.
  • APDO (Antiperspirants/deodorants).

A number of key players and more niche brands are discussed within the scope of this report, including Unilever (Dove, Degree, Vaseline), P&G (Old Spice, Secret), This Works, WILL Perform, Abi Amé, Isle of Paradise, and many more.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis from a BPC Specialist

This report, written by Jennifer White Boehm, a leading BPC analyst, delivers in-depth commentary and analysis to highlight current trends in the bodycare and deodorant market and add expert context to the numbers.

Although the bodycare and deodorant product market has broad penetration, there’s room to grow. The fact that this category is considered essential to one’s personal care routine provides a reliable platform for industry players. The opportunity for innovative makers and marketers is to leverage consumers’ prioritization of appearance and health by advancing wellness expectations to deliver a self-care experience. Leaning into skinification trends with multi-layered approaches to bodycare and APDO should be backed by scientific or clinical claims. Optimizing convenience attributes and sustainability platforms will feed into consumer expectations and lifestyles.

Jennifer White Boehm, Mintel US BPCH Director

 

Jennifer White Boehm
Director, US BPCH Reports

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Consumer trends
                  • Bodycare and APDO are part of most Americans’ arsenal of personal care
                    • Figure 1: Bodycare and deodorant product usage, by race, 2023
                  • Health and convenience attract category users
                    • Figure 2: Attitudes and behaviors toward bodycare products, 2023
                  • Consumers feel the impact of inflation
                    • Figure 3: Attitudes and behaviors toward value, 2023
                  • Competitive strategies
                    • Inflation drives bodycare sales
                      • Figure 4: Percent change in value, volume and average price of bodycare product sales, 2018-22
                    • APDO maintains volume with higher increases, leading to dollar growth
                      • Figure 5: Percent change in value, volume and average price of antiperspirant/deodorant product sales, 2018-22
                    • Market predictions
                      • Figure 6: Total US sales and fan chart forecast of bodycare and deodorant, at current prices, 2018-28
                      • Figure 7: Category outlook, 2023-28
                    • Opportunities
                      • Leveraging skincare ingredients that have established wellness associations
                        • Figure 8: Interest in bodycare and APDO innovations – Health/wellness, 2023
                      • Parlay interest in refillable packaging to embrace eco-ethical claims 
                        • Figure 9: Interest in bodycare and APDO innovations – Sustainability, 2023
                    • Market Size and Forecast

                      • Bodycare and deodorant sales spike as inflation soars
                        • Figure 10: Total US sales and fan chart forecast of bodycare and deodorant, at current prices, 2018-28
                        • Figure 11: Total US retail sales and forecast of bodycare and deodorant, at current prices, 2018-28
                        • Figure 12: Total US retail sales and forecast of bodycare and deodorant, at inflation-adjusted prices, 2018-28
                      • Average annual spending nears $71 per household
                        • Figure 13: Average annual household spending on bodycare and deodorant products, 2018-23
                    • Segment Performance

                      • APDO growing at a faster pace than bodycare
                        • Figure 14: Sales of bodycare and deodorant, by segment, 2023
                        • Figure 15: Total US retail sales of bodycare and deodorant, by segment, at current prices, 2021 and 2023
                      • Bodycare sales grow, but volume does not
                        • Figure 16: Value, volume and average price of bodycare product sales, 2018-22
                      • Stagnant APDO volume sales + price increases lead to dollar growth
                        • Figure 17: Value, volume and average price of antiperspirant/deodorant product sales, 2018-22
                      • Shoppers tap “other” channels for bodycare and deodorant purchases
                        • Figure 18: Total US retail sales of bodycare and deodorant products, by channel, at current prices, 2020 and 2022
                    • Market Drivers

                      • Inflation drives up market sales
                        • Figure 19: Consumer Sentiment Index, 2007-23
                        • Figure 20: Consumer Sentiment Index change from previous period, 2007-23
                      • Population shifts can influence segment performance
                        • Figure 21: Bodycare and deodorant product usage, by age, 2023
                        • Figure 22: Population aged 18 or older, by age, 2017-27
                      • Diverse population requires product and marketing innovation
                        • Figure 23: Bodycare and deodorant product usage, by race, 2023
                        • Figure 24: Population by race, 2017-27
                    • Market Share

                      • Narrow margin separates Unilever and Procter & Gamble
                        • Figure 25: SheaMoisture bodycare, 2023
                        • Figure 26: Native deodorant, 2023
                      • Sales of bodycare and deodorant by company
                        • Figure 27: MULO sales of bodycare and deodorant, by leading companies, rolling 52 weeks 2022 and 2023
                      • L’Oréal’s CeraVe drives segment growth
                        • Figure 28: CeraVe bodycare, 2023
                        • Figure 29: MULO sales of bodycare and hand lotion, by leading companies, rolling 52 weeks 2022 and 2023
                      • Procter & Gamble’s Old Spice continues to grow
                        • Figure 30: Old Spice, 2023
                        • Figure 31: MULO sales of antiperspirant/deodorant, by leading companies, rolling 52 weeks 2022 and 2023
                    • Competitive Strategies and Market Opportunities

                      • Adding value beyond primary function
                        • Elevating formulas for health benefit
                          • Figure 32: Innovations with skin-boosting ingredients, 2023
                          • Figure 33: WILL Perform, 2023
                        • Tapping facial skincare ingredients trends
                          • Figure 34: Abi Amé, 2023
                        • Evergreen need for convenience
                          • Figure 35: Format innovations, 2023
                        • Self-care experience
                          • Figure 36: Innovations with functional fragrance, 2023
                          • Figure 37: Isle of Paradise, 2023
                        • Eco-friendly efforts
                          • Figure 38: Innovations with sustainable claims, 2023
                        • Niche targeting
                          • Meeting the needs of the Black consumer
                            • Figure 39: Bevel, 2023
                          • Engaging the teen consumer
                            • Figure 40: JB SKRUB, 2023
                          • People with disabilities
                            • Figure 41: Condition status, 2022
                        • The Bodycare and Deodorant Consumer – Fast Facts

                          • Fast fact #1: bodycare users seek health and convenience in products
                            • Fast fact #2: APDO is an essential daily use personal care item
                              • Fast fact #3: added value innovation can offset higher prices
                              • Bodycare Product Usage and Behaviors

                                • Bodycare remains part of personal care routine
                                  • Figure 42: Pacifica Wake Up Beautiful Body Serum, 2023
                                  • Figure 43: Bodycare product usage, trended, 2020-23
                                • Men favor nontraditional bodycare products
                                    • Figure 44: Bath & Body Works Men’s Shop, 2023
                                    • Figure 45: Bodycare product usage, by gender, 2023
                                  • Older adults stick to bodycare staples
                                    • Figure 46: CeraVe, 2023
                                    • Figure 47: Bodycare product usage, by age, 2023
                                  • Black consumers over index in bodycare use
                                    • Figure 48: Bodycare product usage, by race, 2023
                                  • Go beyond moisturizing to prove purpose
                                    • Figure 49: Reason for not using bodycare products, 2023
                                • Bodycare Purchase Influencers

                                  • Fragrance is essential, but sensitive skin needs may drive choice
                                    • Figure 50: Bodycare product purchase influencers, 2023
                                  • Women seek added skincare benefits
                                    • Figure 51: Maëlys Get-Back Spray, 2023
                                    • Figure 52: Bodycare product purchase influencers, by gender, 2023
                                  • Young adults seek natural, sustainable ingredients
                                    • Figure 53: We are Lux Isle of Paradise Body Polish, 2023
                                    • Figure 54: Bodycare product purchase influencers, by age, 2023
                                  • Black consumers seek natural ingredients for sensitive skin
                                    • Figure 55: Bodycare product purchase influencers, by race, 2023
                                • Attitudes and Behaviors toward Bodycare Products

                                  • Health and convenience attract bodycare users
                                    • Figure 56: Attitudes and behaviors toward bodycare products, 2023
                                  • Men seek multifunctionality
                                    • Figure 57: Vaseline Men Fast Absorbing 3-in-1 Lotion, 2023
                                    • Figure 58: Attitudes and behaviors toward bodycare products, by gender, 2023
                                  • Younger adults are checking ingredient profiles more often
                                    • Figure 59: Attitudes and behaviors toward bodycare products, by age, 2023
                                  • Black consumers are inclined toward multifunctionality and efficiency
                                    • Figure 60: Chillhouse Alt Milk Bathing Cream, 2023
                                    • Figure 61: Attitudes and behaviors toward bodycare products, by race, 2023
                                • APDO Usage and Behaviors

                                  • Overall APDO use returns to pre-pandemic levels
                                    • Figure 62: APDO usage, trended, 2020-23
                                  • Young adults prefer APDO sprays
                                    • Figure 63: EO Essential Oils Natural Deodorant, 2023
                                    • Figure 64: APDO usage, by age, 2023
                                  • Skin-claims can bring non-users into APDO market
                                    • Figure 65: Reason for not using APDO, 2023
                                • APDO Purchase Influencers

                                  • Fragrance drives choice of APDO
                                    • Figure 66: Clarins Aroma Eau Dynamisante Deodorant, 2023
                                    • Figure 67: APDO purchase influencers, 2023
                                  • Natural and sustainable have sway over younger adults
                                    • Figure 68: Humble deodorant, 2023
                                    • Figure 69: APDO purchase influencers, by age, 2023
                                  • Black consumers seek sensitive skin formulations in APDO
                                    • Figure 70: Bevel deodorant – Instagram story, 2020
                                    • Figure 71: APDO purchase influencers, by race, 2023
                                • Attitudes and Behaviors toward APDO

                                  • Multipurpose APDO creates opportunity
                                    • Figure 72: Lumé Lavender Sage Invisible Cream Whole Body Deodorant, 2023
                                    • Figure 73: Attitudes and behaviors toward APDO, 2023
                                  • Younger adults more likely to use whole body APDO
                                    • Figure 74: Axe Apollo 48H High Definition Scent Deodorant Bodyspray, 2023
                                    • Figure 75: Attitudes and behaviors toward APDO, by age, 2023
                                  • Black consumers apply APDO at bedtime and use it as a replacement for perfume
                                    • Figure 76: Attitudes and behaviors toward APDO, by race, 2023
                                • Attitudes and Behaviors toward Value

                                  • Cost-savings strategies employed by roughly a fifth of category users
                                    • Figure 77: Attitudes and behaviors toward value, 2023
                                  • Younger adults are more conscious toward category spend
                                    • Figure 78: Attitudes and behaviors toward value, by age, 2023
                                  • Less affluent users switch products to save money
                                    • Figure 79: Attitudes and behaviors toward value, by income, 2023
                                  • Black consumers differentiate cost-saving strategies by segment
                                    • Figure 80: Attitudes and behaviors toward value, by race, 2023
                                • Trial and Interest in Bodycare and APDO Innovations

                                  • Most tried products improve skin health or add convenience
                                    • Strong interest in refillable packaging
                                      • Figure 81: Trial and interest in bodycare and APDO innovations, 2023
                                    • Young adults are strongest users of bodycare and APDO innovations
                                      • Figure 82: Trial of bodycare and APDO innovations, by age, 2023
                                    • Trendy mask format piques interest of younger adults
                                      • Figure 83: Holler and Glow feelin’ naughty printed bum sheet mask, 2022
                                      • Figure 84: Interest in trying bodycare and APDO innovations, by age, 2023
                                    • Women show stronger interest in category innovations
                                      • Figure 85: Babaria Vit B3+ body cream, 2023
                                      • Figure 86: Interest in trying bodycare and APDO innovations, by gender, 2023
                                  • Appendix – Data Sources and Abbreviations

                                    • Data sources
                                      • Sales data
                                        • Forecast
                                          • Consumer survey data
                                            • Abbreviations and terms
                                              • Abbreviations
                                                • Terms
                                                • Appendix – The Market

                                                    • Figure 87: Total US retail sales and forecast of bodycare and deodorant products, by segment, at current prices, 2018-28
                                                    • Figure 88: Total US retail sales and forecast of bodycare products, at current prices, 2018-28
                                                    • Figure 89: Total US retail sales and forecast of antiperspirant/deodorant products, at current prices, 2018-28
                                                    • Figure 90: US supermarket sales of bodycare and deodorant, at current prices, 2018-23
                                                    • Figure 91: US drugstore sales of bodycare and deodorant, at current prices, 2018-23
                                                    • Figure 92: US sales of bodycare and deodorant through other retail channels, at current prices, 2018-23

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