US Bodycare and Deodorant Market Report 2022
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This report provides comprehensive and current information and analysis of the US Bodycare and Deodorant market including US Bodycare and Deodorant market size, anticipated market forecast, relevant market segmentation, and industry trends for the US Bodycare and Deodorant market in the US.
Current market landscape
As routines and regulations became more relaxed in regard to COVID-19, the bodycare and deodorant category was still able to maintain sales due to the functional nature of bodycare and APDO. While the total market is expected to see a 7% sales increase in 2022, inflation-adjusted numbers show that the category will remain relatively flat to the previous year.
Bodycare and APDO products are considered essential to personal care routines for most consumers given the functional nature of these options. However, younger adults differ as only 69% of adults aged 18-24 use antiperspirant/deodorant. Incorporating benefits related to skin health with natural ingredients can help boost usage. Given the elevated level of importance being placed on overall wellness routines, category players that pivot their strategies to incorporate and promote more skin health benefits will see success in today’s holistic self-care environment.
Future trends in the US bodycare and deodorant market
Price hikes due to inflation could lead some shoppers to trade down to less-expensive options and condense routines. Inflation will continue to have an impact on product and channel choice as consumers move to value-driven behaviors. Category players that showcase added skin benefits with a cost-conscious lens may see success.
Brands and products with natural positioning and facial-skincare inspired ingredients saw success as consumer desire for skin benefits beyond hydration became apparent. Recognizable ingredient stories offered across personal care categories will bode well for brands with extended offerings, helping to retain loyalty amongst a saturated market. Furthermore, eco-friendly innovations (eg sustainable ingredients, eco-friendly packaging) have become desirable in the market, trending similarly to other BPC categories (eg facial skincare, cosmetics).
Read on to discover more about the US Bodycare and Deodorant consumer market, read our US BPC Accessories Market Report 2022, or take a look at our other Beauty, Personal Goods and Toiletries market research reports.
Quickly understand bodycare products market growth
- The impact of COVID-19 and inflation on consumer behavior and the bodycare/APDO market.
- How usage trends impact the bodycare and deodorant market.
- What consumers want from the category and why.
- How category players are innovating offerings to stand out from the competition.
Covered in this US deodorant market report
Brands include: Unilever, Suave, Bevel, Planet Kind, Venus, Native, Olay, Old Spice, Quiet & Roar, Beiersdorf, Aquaphor, Eucerin, Orictir & Gamble, Johnson & Johnson, Kao Corporation, L’Oréal, Sanofi-Aventis, Nivea, Eucerin, Aveeno, Lubriderm, Neutrogena, Jergens, Curel, Bio Oil, CeraVe, Vaseline, Suave, SheaMoisture, Gold Bond, Cetaphil, Palmer’s, Dove, Degree, Axe, Schmidt’s, Secret, Native, Gillette, Womaness, Mama Mio, Typology Paris, Nordstrom, Olehenrikson, Smile Makers, Nécessaire, Nohbo, Ulta, Target, Murad, The Ordinary, TikTok, Degree, Bite, Sephora, Pipette, Body by TPH, Coco & Eve.
Expert analysis from a specialist in the bodycare and deodorant industry field
This report, written by Carson Wagner, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis of the US Bodycare industry, to highlight current trends and add expert context to the numbers.
The bodycare and APDO market has shown slow yet steady growth since 2017, which can partially be attributed to the essential nature of the category and stable market penetration. While sales are expected to increase almost 7% in 2022, inflation adjustments show relatively flat growth with slow sales increases to follow in the coming years. Category players should continue to focus beyond commonplace functional benefits, embracing skin health trends and eco-friendly positioning with a cost-conscious lens.
Carson Wagner
Senior Beauty and Personal Care Analyst
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
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Executive Summary
- Top takeaways
- Market overview
- Figure 1: Total US sales and fan chart forecast of total bodycare and APDO market, at current prices, 2017-27
- Figure 2: Category outlook, 2022-27
- Opportunities and challenges
- Inflation concerns cause trade downs
- Simplify with multipurpose products
- Figure 3: Select trial and interest in multipurpose APDO, by Gen Z, by gender, 2022
- Personalize consumer desire for skin health
- Figure 4: Select benefits sought in bodycare products, by generation, 2022
- Build on brand loyalty among male consumers
- Figure 5: Select APDO benefits, by gender, 2022, 2021
- Desires for eco-innovations may be overshadowed by market barriers
- Figure 6: Select benefits sought in bodycare products, by gender, by age, 2022
- Tap into facial skincare trends for NPD
- Figure 7: Select trial and interest in select bodycare/APDO innovations, 2022
- Key consumer insights
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Market Size and Forecast
- Bodycare and deodorant growth attributed to price increases
- Figure 8: Total US sales and fan chart forecast of total bodycare and APDO market, at current prices, 2017-27
- Figure 9: Total US sales and forecast of bodycare and deodorant, at current prices, 2017-27
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- Figure 10: Total US retail sales and forecast of bodycare and deodorant, at inflation-adjusted prices, 2017-27
- Bodycare and deodorant growth attributed to price increases
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Segment Performance
- Both segments saw retail sales increase
- Figure 11: Total US retail sales and forecast of bodycare and deodorant, by segment, at current prices, 2017-27
- Figure 12: Growth of Multi-Outlet dollar sales and volume sales of antiperspirant/deodorant, 2017-21
- Figure 13: Growth of Multi-Outlet dollar sales and volume sales of bodycare, 2017-21
- Both segments saw retail sales increase
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Market Factors
- Inflation will put pressure on personal care categories
- Figure 14: Consumer Price Index change from previous period, 2007-22
- Environmental regulatory efforts may pivot the market
- Recalls and “free-from” claims bring more awareness to product safety
- Inflation will put pressure on personal care categories
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Market Share/Key Players
- Unilever and P&G maintain lead
- P&G extends to bodycare in key brands
- Figure 15: Multi-Outlet sales of select P&G hand & bodycare brands, rolling 52 weeks 2021 and 2022
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- Figure 16: Olay select hand & body lotions
- Beiersdorf sees bodycare gains across brand portfolio
- Established brand Aquaphor sees lift without new product launches
- Sales of bodycare and deodorant by company
- Figure 17: Multi-Outlet sales of bodycare and deodorant, by leading companies, rolling 52 weeks 2021 and 2022
- Company/brand sales by segment
- Figure 18: Multi-Outlet sales of bodycare & hand lotion, by leading companies and brands, rolling 52 weeks 2021 and 2022
- Figure 19: Multi-Outlet sales of antiperspirant & deodorant, by leading companies and brands, rolling 52 weeks 2021 and 2022
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Competitive Strategies and Market Opportunities
- Impact skin health by embracing holistic and inclusive solutions
- Speak to female consumers through hormonal care
- Figure 20: Womaness’ Hot Flash Kit
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- Figure 21: Mama Mio’s Shop By Trimester navigation on Amazon
- Figure 22: Typology Paris’ Periodic Facial Serums
- Sexual wellness hits mainstream
- Figure 23: Nordstrom’s Sexual Wellness category
- Figure 24: OLEHENRIKSON and Smile Makers collaboration
- Facial skincare-inspired ingredients and claims are here to stay
- Figure 25: Dove Ultimate antiperspirant deodorant, 2022
- Eco-conscious is the new green
- Transparency is key in gaining trust and credibility
- Figure 26: Nécessaire Body Serum packaging footprint
- Speak to sustainable packaging strategies through a cost-sensitive lens
- Figure 27: Nohbo Personal Care Drops and Slips
- Create seamless online-to-physical store experiences
- Figure 28: Select behaviors and attitudes toward bodycare and APDO scents, by gender, 2022
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- Figure 29: Ulta’s shop-in-shop at Target
- Brands use digital space to educate and communicate
- Figure 30: Murad’s Custom Formulation overview
- Social platforms further innovation and brand voice
- Figure 31: The Ordinary on TikTok
- Engage consumers in the metaverse
- Figure 32: Degree Deodorant’s Marathon in the Metaverse, 2022
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The Bodycare and Deodorant Consumer – Fast Facts
- Bodycare continues to be essential to routines
- Appealing fragrance still drives purchase
- Sensitive skin must be addressed
- Elevate “clean” to “conscious”
- Target females with time-specific routines
- APDO category usage sees gains
- Engage younger consumers with innovative APDO formats and clean ingredients
- Build on brand loyalty amongst male consumers
- Probiotic awareness can boost consumer interest in body products
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Usage of Bodycare Products
- Bodycare continues to be essential to routines
- Figure 33: Bodycare usage, any bodycare product (NET), 2022, 2021, 2020
- Men engaged in alternate bodycare formats
- Figure 34: Usage of bodycare products, by gender, 2022
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- Figure 35: Bite’s Body Balm Solid Moisturizer
- Address specialized skin concerns with older consumers
- Figure 36: Usage of select bodycare products, by age, 2022
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- Figure 37: Sephora skincare by age
- Healing ointment popular amongst female consumers
- Figure 38: Usage of healing ointment, by generation, by gender, 2022
- “Slugging” makes its way to bodycare
- Figure 39: TikTok post about body slugging
- Tap into parents’ focus on routines for family
- Figure 40: Usage of select bodycare products, by parental status, 2022
- Offer mom specialized formulations
- Figure 41: Benefits sought in bodycare products, by parental status, 2022
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- Figure 42: Pipette’s Mom & Baby Bundle
- Promote and market to multicultural skin through inclusive brand messaging and offerings
- Figure 43: Select bodycare usage (NET), by race and Hispanic origin, 2022
- Brand spotlight: Body by TPH
- Figure 44: BODY by TPH collection
- Expand and educate on self-tanning benefits to reach new consumers
- Figure 45: Coco & Eve Sunny Honey Bronzing Foam shade range
- Figure 46: TikTok Video – Self-tan for dark skin
- Bodycare continues to be essential to routines
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Bodycare Benefits
- Appealing fragrance drives purchase
- Figure 47: Bodycare benefits, 2022
- Sensitive skin must be addressed
- Figure 48: Select benefits sought in bodycare products, by generation, 2022
- Elevate “clean” to “conscious”
- Figure 49: Select benefits sought in bodycare products, by gender, by age, 2022
- Short-term impact with eco-packaging…
- Figure 50: Select launches claiming ethical/environmentally friendly package, 2017-21
- …and long-term impact with CSR
- Figure 51: EcoBeautyScore Consortium
- Appealing fragrance drives purchase
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Attitudes and Behaviors toward Bodycare
- Capitalize on increased bodycare usage
- Figure 52: Attitudes and behaviors toward bodycare, 2022
- Reengage older adults with multifunctional products
- Figure 53: Select attitudes and behaviors toward bodycare, by age, 2022
- Target females with time-specific routines
- Figure 54: Select attitudes and behaviors toward bodycare, by gender, 2022
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- Figure 55: Mon | Sun Spa products
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- Figure 56: Cora Period Balm
- Capitalize on increased bodycare usage
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Usage of APDO
- APDO category usage sees gains
- Figure 57: APDO usage, APDO usage (NET), 2022, 2021, 2020
- Engage younger consumers with innovative APDO formats and clean ingredients
- Figure 58: APDO usage (NET), by age, 2022
- Educate on the impacts of DIY deodorant
- Figure 59: At-home lemon deodorant video on TikTok
- APDO category usage sees gains
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APDO Benefits
- Appealing fragrance is the expectation in APDO
- Figure 60: APDO benefits, 2022
- Build on brand loyalty among male deodorant users
- Figure 61: of brand when shopping for APDO, by gender, 2022, 2021
- Figure 62: Select attitudes and behaviors toward bodycare and APDO, by gender, 2022
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- Figure 63: Blu Atlas Starter Set, “Blu Atlas vs. Everyone chart”
- Appealing fragrance is the expectation in APDO
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Attitudes and Behaviors toward APDO
- Every day APDO usage may be impacted by work environments
- Figure 64: Attitudes and behaviors toward APDO, 2022
- Figure 65: Every day APDO usage, by work from home status, 2022
- Encourage usage opportunities beyond daily
- Figure 66: Select attitudes toward APDO, by generation, 2022
- Every day APDO usage may be impacted by work environments
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Trial and Interest in Innovations
- Probiotics can boost consumer interest in body products
- Figure 67: Trial and interest in bodycare & APDO innovation, 2022
- Brand spotlights: probiotics
- Figure 68: Dr. Elsa Jungman microbiome kit
- Figure 69: Roe Wellness probiotic Power Pair
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- Figure 70: Hume Supernatural deodorant
- Learn and lead with Gen Z consumers
- Figure 71: Trial and interest in bodycare and APDO, Gen Z, 2022
- Refresh offerings with multipurpose deodorant
- Figure 72: Select trial and interest in multipurpose APDO, by Gen Z, by gender, 2022
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- Figure 73: Lume deodorant offerings
- Appeal to multicultural consumers with facial-inspired format innovation
- Figure 74: Select trial and interest in bodycare, by race and Hispanic origin, 2022
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- Figure 75: Oui the People Hydrating Bikini Sheet Mask
- Probiotics can boost consumer interest in body products
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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Appendix – The Market
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- Figure 76: Total US retail sales and forecast of bodycare and deodorant, by segment, at current prices, 2017-27
- Figure 77: Average annual household spending on bodycare and deodorant, 2017-22
- Figure 78: Total US retail sales of bodycare and deodorant, by segment, at current prices, 2020 and 2022
- Figure 79: Total US retail sales and forecast of bodycare, at current prices, 2017-27
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- Figure 80: Total US retail sales and forecast of bodycare, at inflation-adjusted prices, 2017-27
- Figure 81: Growth of Multi-Outlet dollar sales and volume sales of bodycare, 2017-22
- Figure 82: Total US retail sales and forecast of antiperspirant/deodorant, at current prices, 2017-27
- Figure 83: Total US retail sales and forecast of antiperspirant/deodorant, at inflation-adjusted prices, 2017-27
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- Figure 84: Growth of Multi-Outlet dollar sales and volume sales of antiperspirant/deodorant, 2017-22
- Figure 85: Total US retail sales of bodycare and deodorant, by channel, at current prices, 2017-22
- Figure 86: Total US retail sales of bodycare and deodorant, by channel, at current prices, 2020 and 2022
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