Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

UK Deodorants market report

Everything you need to make the right decisions

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

For the purposes of this report, Mintel has used the following definitions:

  • Deodorants are products that contain ingredients to kill bacteria that cause body odour and/or contain fragrances to mask the smell of perspiration. They do not prevent wetness.
  • Antiperspirants control both wetness and odour. These contain ingredients – generally salts of aluminium – which react with sweat to temporarily seal the pores, thereby controlling perspiration, and are usually combined with a deodorant to control odour.

The products covered in this report include deodorants and antiperspirants for both men and women, in all packaging formats, including:

  • Aerosols
  • Atomisers
  • Pumps
  • Roll-ons
  • Solid sticks
  • Gels
  • Creams
  • Wipes
  • Solid crystals

Bodysprays used purely for fragrance and with no deodorising/ antiperspirant properties are excluded.

Expert analysis from a specialist in the field

Written by Alex Fisher, a leading analyst in the Beauty sector, his 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. Alex Fisher
Senior Beauty Analyst

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Less news leads to fewer sales
              • Figure 1: Best- and worst-case forecast of UK value sales of deodorants and antiperspirants, 2013-23
            • The ongoing value equation
              • We the people
                • An environmental dilemma
                  • Companies and brands
                    • Shouting the main message
                      • Figure 2: UK retail sales value of mass market deodorants and antiperspirants, by brand, year ending September 2018
                    • The complete package
                      • Figure 3: New product development in the deodorants category, by launch type, January 2015-October 2018
                    • Bringing it all together
                      • The consumer
                        • Know your audience
                          • Figure 4: Types of deodorants/antiperspirants used, October 2018
                        • First contact
                          • Figure 5: Correspondence analysis – Deodorant/antiperspirant formats, October 2018
                        • Don’t forget the basics
                          • Figure 6: Purchase retailers of deodorants/antiperspirants, October 2018
                        • Purpose driven
                          • Figure 7: Important product benefits of deodorants/antiperspirants, October 2018
                        • A brave new world
                          • Figure 8: Attitudes towards deodorants and antiperspirants, October 2018
                        • What we think
                        • Issues and Insights

                          • No need for naturals
                            • The facts
                              • The implications
                                • Clear communication
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Less news leads to fewer sales
                                        • The ongoing value equation
                                          • We the people
                                            • An environmental dilemma
                                            • Market Size and Forecast

                                              • Less news leads to fewer sales
                                                • Figure 9: UK retail value sales for mass market deodorants and antiperspirants, at current and constant prices, 2013-23
                                              • Market decline anticipated
                                                • Figure 10: Best – And worst-case forecast of UK value sales of mass market deodorants and antiperspirants, 2013-23
                                              • Forecast methodology
                                              • Market Segmentation

                                                • Body sprays alter the market dynamic
                                                  • Figure 11: UK retail value sales of mass market deodorants and antiperspirants, by segment, years ending September, 2016-18
                                                • Changing price perceptions
                                                  • Men count their pennies
                                                  • Channels to Market

                                                    • Moving with the times
                                                      • Figure 12: UK value retail sales of deodorants and antiperspirants, by retail channel, 2016-18 (est)
                                                    • The value equation
                                                    • Market Drivers

                                                      • The hormonal balance
                                                        • Figure 13: Trends in the age structure of the UK population, by gender, 2013-23
                                                      • A lack of naturals
                                                        • Figure 14: Purchase of natural/organic deodorants/body sprays, September 2017
                                                      • Getting physical
                                                        • Figure 15: Sports most commonly played in the past 12 months, July 2018
                                                      • Rain, rain, go away
                                                        • Packaging problems
                                                          • Like a fragrance
                                                            • Figure 16: Behaviours of fragrance users, May 2018
                                                        • Companies and Brands – What You Need to Know

                                                          • Shouting the main message
                                                            • The complete package
                                                              • Bringing it all together
                                                                • Standing out from the crowd
                                                                • Market Share

                                                                  • No frills
                                                                    • Figure 17: UK retail sales value of mass market deodorants and antiperspirants, by brand, years ending September, 2016-18
                                                                  • Communication still necessary
                                                                  • Launch Activity and Innovation

                                                                    • Level of innovation falling
                                                                      • Figure 18: New product development in the deodorants category, by launch type, January 2015-October 2018
                                                                      • Figure 19: Relaunches in the UK deodorants market, 2018
                                                                    • Brands try to shake things up
                                                                      • Figure 20: New product development in the deodorants category, by branded vs own-label, January 2015-October 2018
                                                                      • Figure 21: Proportion of NPD in the deodorants category, by top ultimate companies and other, 2017
                                                                    • Natural inspiration, not action
                                                                      • Figure 22: New product development in the deodorants category, by format, January 2015-October 2018
                                                                      • Figure 23: UK deodorant launches in stick/wipes/other formats, 2017
                                                                      • Figure 24: Top fastest-growing and declining claims in the deodorants category, % change 2016-17
                                                                      • Figure 25: UK deodorants launches with environmentally friendly packaging claims, 2017-18
                                                                  • Advertising and Marketing Activity

                                                                    • Out of the screen
                                                                      • Figure 26: Total above-the line, online display and direct mail advertising expenditure on deodorants, by media type, January 2015-October 2018
                                                                      • Figure 27: Lynx partners with Ditch the Label charity, Unlabelled pop-up shop, October 2018
                                                                    • Altogether now
                                                                      • Figure 28: Total above-the line, online display and direct mail advertising expenditure on deodorants, by sector, January 2015-October 2018
                                                                      • Figure 29: Sanex Dermo 3 advert, 2017
                                                                    • Tale as old as time
                                                                      • Figure 30: Total above-the line, online display and direct mail advertising expenditure on deodorants, by Top companies, 2017
                                                                      • Figure 31: Sure Men #NeverMoreSure campaign, featuring Eden Hazard, 2017
                                                                    • Nielsen Ad Intel coverage
                                                                    • Brand Research

                                                                        • Brand map
                                                                          • Figure 32: Attitudes towards and usage of selected brands, September 2018
                                                                        • Key brand metrics
                                                                          • Figure 33: Key metrics for selected brands, September 2018
                                                                        • Brand attitudes: Mass brands are trusted, portraying value and quality
                                                                          • Figure 34: Attitudes, by brand, September 2018
                                                                        • Brand personality: Few brands have cultivated a distinct image
                                                                          • Figure 35: Brand personality – Macro image, September 2018
                                                                        • Brands are becoming more alike
                                                                          • Figure 36: Brand personality – Micro image, September 2018
                                                                        • Brand analysis
                                                                          • Dove Men+Care is the most recommended brand
                                                                            • Figure 37: User profile of Dove Men+Care, September 2018
                                                                          • Dove sells messages of ethics and diversity
                                                                            • Figure 38: User profile of Dove, September 2018
                                                                          • Perception of Sanex could safeguard its future
                                                                            • Figure 39: User profile of Sanex, September 2018
                                                                          • Sure Men uses traditional ideas to its advantage
                                                                            • Figure 40: User profile of Sure Men, September 2018
                                                                          • Driclor is effective, but few are aware
                                                                            • Figure 41: User profile of Driclor, September 2018
                                                                          • Right Guard goes quiet
                                                                            • Figure 42: User profile of Right Guard, September 2018
                                                                          • PitROK is glamorous and mysterious
                                                                            • Figure 43: User profile of PitROK, September 2018
                                                                          • Mum’s contact formats seen as old-fashioned
                                                                            • Figure 44: User profile of Mum, September 2018
                                                                        • The Consumer – What You Need to Know

                                                                          • Know your audience
                                                                            • First contact
                                                                              • Don’t forget the basics
                                                                                • Purpose driven
                                                                                  • A brave new world
                                                                                  • Deodorant Format Usage

                                                                                    • Chosen with confidence
                                                                                      • Figure 45: Use of deodorant/antiperspirant, by gender, October 2018
                                                                                    • Help with hormones
                                                                                      • Figure 46: Non-users of deodorant/antiperspirant by, age and gender, October 2018
                                                                                    • New traditions
                                                                                      • Figure 47: Types of deodorant/antiperspirant used, October 2018
                                                                                  • Deodorant Format Perceptions

                                                                                    • Busting the negatives
                                                                                      • Figure 48: Correspondence analysis – Deodorant/antiperspirant formats, October 2018
                                                                                    • Wipes may need to reposition
                                                                                      • Figure 49: Perceptions of deodorant/antiperspirant formats, October 2018
                                                                                  • Purchase of Deodorants

                                                                                    • Supermarkets are key
                                                                                      • Figure 50: Purchase retailers of deodorants/antiperspirants, October 2018
                                                                                    • What a bargain
                                                                                      • Specialists have their role
                                                                                        • Figure 51: Purchase retailers of deodorants/antiperspirants, by type of deodorant/antiperspirant used, October 2018
                                                                                        • Figure 52: Selection of Lush natural deodorants, July 2018
                                                                                    • Product Benefits

                                                                                      • Taking it to the extreme
                                                                                        • Figure 53: Important product benefits of deodorants/antiperspirants, October 2018
                                                                                      • Crystal makes its mark
                                                                                        • Figure 54: Product benefits (any rank), by gender, October 2018
                                                                                        • Figure 55: Deodorants launches from fragrance brands, 2016-17
                                                                                      • Whatever it takes
                                                                                      • Attitudes towards Deodorants

                                                                                        • A safe bet
                                                                                          • Figure 56: Attitudes towards deodorants and antiperspirants, October 2018
                                                                                        • Any other business?
                                                                                          • Figure 57: Seasonal scents launched in Air Care, 2018
                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                          • Abbreviations
                                                                                            • Consumer research methodology
                                                                                              • Forecast methodology
                                                                                                • Correspondence methodology