2021
9
US Bodycare and Deodorant Market Report 2021
2021-07-23T04:11:02+01:00
OX1044789
3695
140842
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Report
en_GB
“The bodycare and APDO market has shown slow yet steady growth since 2016, which can partially be attributed to the essential nature of the category and stable market penetration. Shelter-in-place…

US Bodycare and Deodorant Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the US Beauty and Personal Care consumer market, including the behaviors, preferences, and habits of the consumer.

This report on the US body care and deodorant market 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)

Read on to discover more about the US Beauty and Personal Care consumer market, read our Future of Shaving & Depilatory and Deodorant: 2020 report, or take a look at our other Beauty, Personal Goods, and Toiletries research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the body care and deodorant market.
  • How usage trends impact the body care and deodorant market.
  • How brands in the space are renovating offerings to stand out from the competition.
  • How brands can influence consumers to look beyond the functional nature of the category.

Covered in this report

  • Although antiperspirant/deodorant (APDO) is considered essential to most daily hygiene routines, only 69% of adults aged 18-24 use it. Incorporating benefits related to skin health into APDO can help boost usage, as this group tends to take a holistic approach to skin wellness.
  • As predicted in last year’s report, social distancing measures reduced consumers’ need for/interest in odor/sweat protection, leading to less frequent usage of APDO. Meanwhile, body care products became high-demand items as a direct result of the COVID-19 outbreak, as excessive cleansing and sanitizing causes skin dryness, driving the demand for products to alleviate skin distress.
  • Some niche and Direct-to-Consumer (DTC) brands from other Beauty and Personal Care (BPC) categories have recently expanded their product portfolios to include other personal care essentials, including body care and deodorant products. Having a larger personal care portfolio makes it more convenient for consumers to bundle and shop with a brand. As more niche and DTC players enter the APDO and body care space, existing players will need to work harder to retain loyalty.
  • Body care is receiving focus, as demonstrated by consumers’ more frequent usage of products and willingness to pay more for certain features. Heightened interest in body care presents opportunities to influence mass body care shoppers to trade up to more premium options.

Expert analysis from a specialist in the field

Written by Olivia Guinaugh, a leading analyst in the Beauty and Personal Care sector. Her extensive knowledge delivers in-depth commentary and analysis on deodorant market research and deodorant market share, to highlight current trends and add expert context to the numbers.

The body care and APDO market has shown slow yet steady growth since 2016, which can partially be attributed to the essential nature of the category and stable market penetration. Shelter-in-place orders enacted during the pandemic caused some consumers to take a relaxed approach to APDO, leading to less frequent usage of products. Meanwhile, body care products became high-demand items, as excessive cleansing and sanitizing increased consumers’ need for products designed to alleviate skin dryness. Focusing on benefits beyond moisturization and odor/sweat protection, particularly those related to skin health and self-care, may not only help lift sales in the near term but also increase category potential for the longer term.

Olivia Guinaugh Beauty and Personal Care AnalystOlivia Guinaugh
Beauty & Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of market, at current prices, 2016-26
    • Impact of COVID-19 on bodycare and deodorant
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on bodycare and deodorant, 2021
    • Opportunities and challenges
    • Support skin health with functional ingredients
    • Maintain momentum by elevating bodycare’s association with self-care
    • Help consumers adapt to climate change issues
      • Figure 3: Unilever Indonesia’s Pureline Hijab Fresh
    • Drive loyalty through personalization
      • Figure 4: Interest in customized bodycare and deodorant, 2021
    • Utilize social media and partner with influencers that align with brand values
    • Watch out for players from other BPC markets
      • Figure 5: Multi-outlet sales of Harry’s deodorant and Flamingo hand & bodycare, rolling 52 weeks 2020 and 2021
  3. The Market – Key Takeaways

    • Bodycare and deodorant to maintain steady growth through 2026
    • COVID-19 causes APDO sales to drop and bodycare sales to rise
    • Climate change can impact bodycare and APDO usage
    • Capitalize on growing interest in bodycare, and be mindful when choosing influencers
  4. Market Size and Forecast

    • Bodycare and deodorant to maintain steady growth through 2026
      • Figure 6: Total US sales and fan chart forecast of market, at current prices, 2016-26
      • Figure 7: Total US retail sales and forecast of bodycare and deodorant, at current prices, 2016-26
  5. Segment Performance

    • COVID-19 causes APDO sales to drop and bodycare sales to rise
      • Figure 8: Total US retail sales and forecast of bodycare and deodorant, by segment, at current prices, 2016-26
  6. Market Factors

    • Climate change can impact bodycare and APDO usage
      • Figure 9: Unilever Indonesia’s Pureline Hijab Fresh
  7. Market Opportunities

    • Capitalize on bodycare’s association with self-care
    • Evoke emotion through scent
      • Figure 10: Instagram post from No Ordinary Scent
    • Elevate bodycare rituals with at-home tools
      • Figure 11: Instagram posts from Esker
    • Encourage trade-ups with masstige bodycare offerings
      • Figure 12: Instagram post from Deciem
    • Partner with influencers that align with brand values
      • Figure 13: Instagram post from Dove
  8. Companies and Brands – Key Takeaways

    • Unilever and P&G maintain lead; watch out for brand expansions
    • Tap into skin-inspired trends; solve unmet needs with inclusive packaging
    • Rethink “clean,” and drive loyalty through eco-conscious positioning
  9. Market Share

    • Unilever and P&G maintain lead
    • CeraVe helps L’Oréal see significant gains
    • Sales of bodycare and deodorant by company
      • Figure 14: Multi-outlet sales of bodycare and deodorant, by leading companies, rolling 52 weeks 2020 and 2021
    • Watch out for players from other BPC markets
      • Figure 15: Instagram post from Billie
      • Figure 16: Instagram posts from Harry’s and Flamingo
      • Figure 17: Multi-outlet sales of Harry’s deodorant and Flamingo hand & bodycare, rolling 52 weeks 2020 and 2021
  10. Competitive Strategies

    • Be inspired by ingredients making inroads in facial skincare
      • Figure 18: Olay bodycare products
      • Figure 19: Kosås Chemistry AHA Serum Deodorant
    • Degree solves unmet needs with inclusive packaging design
      • Figure 20: Instagram post about Degree Inclusive
    • Revamp communication strategies to align with shifting perceptions of “clean”
      • Figure 21: Instagram posts from Dr. Shereene Idriss and DECIEM
    • Drive loyalty through eco-conscious positioning
      • Figure 22: Eco-ethical claims in new bodycare and deodorant product and packaging launches, 2017-21
    • Refillables benefit the planet, consumers and category players
      • Figure 23: Dove’s refillable deodorant
      • Figure 24: Secret’s refillable deodorant
  11. The Consumer – Key Takeaways

    • Gain traction by touting skin health benefits
    • Bodycare is having a moment
    • Don’t underestimate the influence of scent
    • Take advantage of growing interest in bodycare
    • Traditional APDO products experience a decline in usage
    • Fragrance and safety are top of mind for APDO shoppers
    • COVID-19 impacts APDO routines
    • Innovate to stimulate market growth
  12. Skin Conditions

    • Gain traction by touting skin health benefits
      • Figure 25: Skin conditions, any skin condition (net), 2021
    • Support skin health with functional ingredients
    • Promote skin health products as “confidence boosters”
      • Figure 26: Blog post from LovelySkin
      • Figure 27: Select skin condition, by age, 2021
    • Offer products designed for Black and Hispanic adults’ specific skincare needs
      • Figure 28: Select skin conditions, by race and Hispanic origin, 2021
    • Black-owned brands address conditions commonly experienced by people of color
      • Figure 29: GenEsscent’s Imperium and Black Girl Sunscreen
  13. Usage of Bodycare Products

    • Bodycare is having a moment
      • Figure 30: Bodycare usage, any bodycare product (net), 2021
    • Showcasing the value of discretionary items will help expand product repertoires
      • Figure 31: TikTok post about Jergen’s Natural Glow
    • Focusing on skin health is key for reaching young adults
      • Figure 32: Usage of select bodycare products, by age, 2021
    • Break down the gender barrier around gradual/self-tanning body lotions
      • Figure 33: Usage of select bodycare products, by gender, 2021
    • Boost engagement among Blacks and Hispanics by promoting skin health
      • Figure 34: Instagram post from Naturally Tribal Skincare
      • Figure 35: Usage of select bodycare products, any bodycare product (net), by race and Hispanic origin, 2021
  14. Bodycare Benefits

    • Don’t underestimate the influence of scent
      • Figure 36: Bodycare benefits, 2021
    • Capture young adults’ attention with eco-friendly, health-focused bodycare
      • Figure 37: Select benefits sought in bodycare, by age, 2021
  15. Attitudes and Behaviors toward Bodycare

    • Take advantage of growing interest in bodycare
      • Figure 38: Select attitudes and behaviors toward bodycare, 2021
    • Boost efficacy perceptions of mainstream bodycare
      • Figure 39: Select attitudes and behaviors toward bodycare, 2021
    • Expand product ranges to better reach young, invested consumers
      • Figure 40: Select attitudes and behaviors toward bodycare, by age, 2021
      • Figure 41: Simplicity Restorative Gel
      • Figure 42: Dr Dennis Gross’s DRX Spectralite BodyWave Pro
    • Expanding into handcare would bode well for established male brands
      • Figure 43: I’m using body/handcare products more often compared to a year ago, by gender, 2021
  16. Usage of APDO

    • Traditional APDO products experience a decline in usage
      • Figure 44: Hiki Body Powder
      • Figure 45: Usage of any APDO (net), 2020-21
    • Focus on skin health to boost APDO usage among Gen Z
      • Figure 46: Usage of APDO, any APDO (net), by age, 2021
    • Watch out for APDO alternatives
      • Figure 47: TikTok post about #glycolicacidasdeodorant
  17. APDO Benefits

    • Fragrance and safety are top of mind for APDO shoppers
      • Figure 48: APDO benefits, 2021
    • Encourage APDO trade-ups by tapping into self-care themes
      • Figure 49: mindalt Deodorants
    • Prove ingredient safety in APDO to win women’s trust
      • Figure 50: Instagram post from Native
      • Figure 51: Select benefits sought in APDO, by gender, 2021
  18. Attitudes and Behaviors toward APDO

    • COVID-19 impacts APDO routines
      • Figure 52: Attitudes and behaviors toward APDO, 2021
    • Focus on specific skincare needs of Black and Hispanic adults
      • Figure 53: Select attitudes and behaviors toward APDO, by race and Hispanic origin, 2021
      • Figure 54: APDO products that address hyperpigmentation and irritation
  19. Interest in Innovations

    • Innovate to stimulate market growth
      • Figure 55: Interest in select product innovations, 2021
    • Drive loyalty through personalization
      • Figure 56: Instagram post about Function of Beauty’s customized bodycare
      • Figure 57: Interest in customized bodycare and deodorant, 2021
    • Capture young adults’ attention with earth-friendly innovations
      • Figure 58: Interest in products with refillable/reusable packaging, any interest (net), by age, 2021
  20. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations
  21. Appendix – The Market

      • Figure 59: Total US retail sales and forecast of bodycare and deodorant, at inflation-adjusted prices, 2016-26
      • Figure 60: Total US retail sales and forecast of bodycare and deodorant, by segment, at current prices, 2016-26
      • Figure 61: Average household spending on bodycare and deodorant, 2016-21
      • Figure 62: Total US retail sales of bodycare and deodorant, by segment, at current prices, 2019 and 2021
      • Figure 63: Total US retail sales and forecast of bodycare, at current prices, 2016-26
      • Figure 64: Total US retail sales and forecast of antiperspirant/deodorant, at current prices, 2016-26
      • Figure 65: Total US retail sales of bodycare and deodorant, by channel, at current prices, 2016-21
      • Figure 66: Total US retail sales of bodycare and deodorant, by channel, at current prices, 2019 and 2021
      • Figure 67: US supermarket sales of bodycare and deodorant, at current prices, 2016-21
      • Figure 68: US drugstore sales of bodycare and deodorant, at current prices, 2016-21
      • Figure 69: US sales of bodycare and deodorant through other retail channels, at current prices, 2016-21
  22. Appendix – The Key Players

      • Figure 70: Multi-outlet sales of bodycare products, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 71: Multi-outlet sales of deodorant/antiperspirants, by leading companies and brands, rolling 52 weeks 2020 and 2021

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