Description

“Prior to COVID-19’s arrival to the United States, the bodycare and deodorant market was expected to experience higher levels of growth in 2020 than in previous years, largely due to consumers’ elevated interest in natural and premium deodorant offerings. However, with more Americans practicing social distancing and working from home, the APDO segment is expected to see experience slightly slower levels of growth in 2020 than originally estimated, as consumers feel less obligated to prevent body odor and perspiration when isolated at home. Bodycare, on the other hand, is expected to have a positive short- to medium-term impact due to growing demand for products designed to alleviate skin dryness from frequent washing and sanitizing. Still, economic instability may lead some consumers to trade down to value-driven brands.
Although the market is expected to slightly slower growth in 2020 than originally estimated, it will see a quick recovery when restrictions are lifted and consumers resume normal routines, thanks to the hygiene staple status of most of its products.”
– Olivia Guinaugh, Home & Personal Care Analyst

This report examines the following areas:

  • The impact of COVID-19 on consumer behavior and the bodycare and deodorant market
  • How the market will fare in a post-COVID-19 down economy
  • Consumers’ bodycare and APDO behaviors and usage of products
  • Launch activity and consumer interest in product innovations

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Impact of COVID-19 on bodycare and deodorant
              • Figure 1: Short-, medium- and longer-term impact of COVID-19 on bodycare and deodorant, May 2020
            • Market overview
              • Figure 2: Total US retail sales and forecast of bodycare and deodorant, at current prices, 2015-25
            • Key trends
              • Bodycare users stick with the essentials
                • Figure 3: Usage of select bodycare products, March 2020
              • APDO continues to benefit from the natural movement
                • Figure 4: Select attitudes and behaviors toward natural APDO, March 2020
              • Women use products for various reasons; men use when needed
                • Figure 5: Select attitudes and behaviors toward bodycare products, by gender, March 2020
              • Don’t underestimate the power of scent
                • Figure 6: Select shopping behaviors related to scent, March 2020
              • Insecurity with body skin issues motivates young adults to use bodycare
                • Figure 7: Select attitudes and behaviors toward bodycare products, by age, March 2020
              • The need for self-care presents opportunities
                • Figure 8: Trial and interest in select product innovations, any future interest (net), March 2020
              • What it means/what’s next
              • The Impact of COVID-19 on Bodycare and Deodorant

                • What you need to know
                  • Figure 9: Short-, medium- and longer-term impact of COVID-19 on bodycare and deodorant, June 2020
                • Opportunities and Threats
                  • Market will see a slight slowdown in 2020 sales but can expect a quick recovery
                    • Supply chain disruptions could drive need for ingredient innovation
                      • Hand washing and sanitizing are not the only steps to good hand hygiene  
                        • Figure 10: Instagram posts from Gloves in a Bottle
                      • The need for self-care presents opportunities  
                          • Figure 11: Instagram posts of hand masks
                        • The crisis will reinforce growing environmental concerns
                          • Figure 12: Instagram post about improved air quality, May 2020
                          • Figure 13: Procter & Gamble’s new packaging for Old Spice and Secret deodorant brands, May 2020
                        • The adoption of synthetic ingredients will speed up due to COVID-19
                          • Impact on the bodycare and deodorant market
                            • APDO will see slightly slower sales in 2020, while bodycare gets a boost
                              • Figure 14: Total US retail sales and forecast of bodycare and deodorant, at current prices, 2015-25
                            • How the crisis will affect bodycare and deodorant’s key consumer segments
                              • 18-24 year olds will feel the financial ache
                                • Self-isolation makes it easier for antiperspirant users to switch to natural deodorant
                                  • Figure 15: Instagram posts about switching to natural deodorant, March, May and June, 2020
                                • How a COVID-19 recession will reshape the bodycare and deodorant industry
                                  • Economic insecurity leads to higher price sensitivity
                                    • Traditional distribution channels will be challenged
                                      • COVID-19: bodycare and deodorant context
                                      • The Market – What You Need to Know

                                        • Bodycare and deodorant market expects sales to soften due to COVID-19
                                          • APDO continues to dominate market; COVID-19 boosts bodycare sales
                                            • APDO taps into skin-inspired trends
                                            • Market Size and Forecast

                                              • Bodycare and deodorant market expects short-term hit due to COVID-19
                                                • Figure 16: Total US retail sales and forecast of bodycare and deodorant, at current prices, 2015-25
                                            • Market Breakdown

                                              • APDO continues to dominate market; COVID-19 boosts bodycare sales
                                                • Figure 17: Share of body care and APDO sales, by segment, 2020 (est)
                                                • Figure 18: Total US retail sales and forecast of bodycare and deodorant, by segment, at current prices, 2015-20 (est)
                                            • Market Factors

                                              • Bans on plastic used in BPC products are on the horizon
                                                • Continued pressure for FDA to pass Personal Care Products Safety Act
                                                • Market Perspective

                                                  • APDO taps into skin-inspired trends
                                                    • Figure 19: Instagram posts about Surface Deep’s Anti-Odorant
                                                • Key Players – What You Need to Know

                                                  • Unilever and P&G see strong sales growth thanks to recent acquisitions
                                                    • Natural deodorant, male brands and hand lotion see gains
                                                      • Men dislike overpowering scents
                                                        • Expect growing acceptance of synthetics and holistic wellness trends
                                                        • Company and Brand Sales of Bodycare and Deodorant

                                                          • Unilever and P&G see strong sales growth thanks to recent acquisitions
                                                            • Sales of bodycare and deodorant by company
                                                              • Figure 20: Multi-outlet sales of bodycare and deodorant, by leading companies, rolling 52 weeks 2019 and 2020
                                                          • What’s Working

                                                            • Natural deodorant continues to see strong sales growth
                                                              • Figure 21: Dove and Secret’s aluminum-free deodorants
                                                            • Native and Schmidt’s are leading natural deodorant brands
                                                              • Figure 22: Multi-outlet sales of select natural antiperspirant/deodorants, rolling 52 weeks 2019 and 2020
                                                            • Male APDO brands continue to see gains
                                                                • Figure 23: Multi-outlet sales of Dove Men+Care and Old Spice’s deodorants/antiperspirants, by brand, rolling 52 weeks 2019 and 2020
                                                                • Figure 24: Old Spice’s Body & Face Hydrating Lotion
                                                              • Hand lotion is having a moment due to frequent cleansing
                                                                • Figure 25: Instagram post of J.R. Watkins’s Rosewater Cleansing Hand Elixir
                                                              • Probiotics and hand care go hand-in-hand
                                                                • Figure 26: Instagram post of Gallinée Hand Cream
                                                            • What’s Struggling

                                                              • Men dislike overpowering scents
                                                              • What’s Next

                                                                • Expect growing acceptance of synthetic ingredients
                                                                  • Figure 27: Instagram image of Biossance’s Squalane + Bamboo Deodorant
                                                                • Functional products tap into holistic wellness trends
                                                                  • Figure 28: Instagram posts of Coco & Eve’s Bounce Body Masque and Megababe’s Happy Pits Underarm Mask
                                                                  • Figure 29: Instagram post of Coconut Matter’s MOOD deodorants
                                                              • The Consumer – What You Need to Know

                                                                • Bodycare is considered essential to most personal care routines
                                                                  • An appealing fragrance is expected in bodycare
                                                                    • Adults use bodycare products to make skin feel, smell and look good
                                                                      • Usage of APDO is nearly universal; APDO spray might make a comeback
                                                                        • Adults want fragranced APDO products made with safe ingredients
                                                                          • Adults are becoming more confident in the efficacy of natural deodorant
                                                                            • Don’t underestimate the power of fragrance in functional products
                                                                              • Usage of innovations is low but interest is strong
                                                                              • Usage of Bodycare Products

                                                                                • Bodycare is considered essential to most personal care routines
                                                                                  • Figure 30: Usage of bodycare products, March 2020
                                                                                • Usage of bodycare products is driven by women
                                                                                  • Figure 31: Usage of bodycare products, by gender, March 2020
                                                                                • Link bodycare with exercise to better reach younger men
                                                                                  • Figure 32: Instagram posts of AMP Human’s PR Lotion
                                                                                • Young adults use bodycare products to promote skin health
                                                                                  • Figure 33: Usage of bodycare products, by age, March 2020
                                                                                  • Figure 34: Dr. Barbara Sturm’s Anti-Aging Body Cream
                                                                                • Usage of body lotion and oil is driven by Black adults
                                                                                  • Figure 35: Usage of bodycare products, by race and Hispanic origin, March 2020
                                                                              • Bodycare Benefits

                                                                                • An appealing fragrance is expected in bodycare
                                                                                  • Figure 36: Jergens Rose Body Butter
                                                                                • Adults seek natural ingredients but may eventually seek lab-grown alternatives
                                                                                  • Figure 37: Benefits sought in bodycare products, March 2020
                                                                                • Women want it all; men look for convenience . . . and natural ingredients
                                                                                  • Figure 38: Select benefits sought in bodycare products, by gender, March 2020
                                                                                • Adults aged 18-24 seek natural but have concerns about sustainability
                                                                                  • Figure 39: Select benefits sought in bodycare products, by age, March 2020
                                                                                • Brand and natural are key drivers for Black and Hispanic adults
                                                                                  • Figure 40: Select benefits sought in bodycare products, by race and Hispanic origin, March 2020
                                                                                  • Figure 41: Instagram post from BLK + GRN
                                                                              • Attitudes and Behaviors toward Bodycare Products

                                                                                • Adults use bodycare products to make skin feel, smell and look good
                                                                                  • Figure 42: Attitudes and behaviors toward bodycare products, March 2020
                                                                                  • Figure 43: Olay body masks
                                                                                • Women use products for various reasons; men use when needed
                                                                                  • Figure 44: Select attitudes and behaviors toward bodycare products, by gender, March 2020
                                                                                • Insecurity with body skin issues motivates young adults to use bodycare
                                                                                  • Figure 45: Select attitudes and behaviors toward bodycare products, by age, March 2020
                                                                                • Black adults use products regularly, but nearly half use other products
                                                                                  • Figure 46: Select attitudes and behaviors toward bodycare products, by race and Hispanic origin, March 2020
                                                                              • Usage of APDO

                                                                                • Usage of APDO is nearly universal; APDO spray might make a comeback
                                                                                  • Figure 47: Usage of APDO, March 2020
                                                                                • Everyone uses APDO sticks, but young adults also use sprays
                                                                                  • Figure 48: Usage of APDO, by age, March 2020
                                                                                  • Figure 49: Instagram posts of RECESS wipes
                                                                                • Asian adults’ below-average usage of APDO is linked to lack of need
                                                                                  • Figure 50: Usage of APDO, by race and Hispanic origin, March 2020
                                                                                  • Figure 51: Dove Clinical Protection Antiperspirant
                                                                              • APDO Benefits

                                                                                • Adults want fragranced APDO products made with safe ingredients
                                                                                  • Figure 52: Instagram posts about Secret with Essential Oils
                                                                                  • Figure 53: Benefits sought in APDO products, March 2020
                                                                                • Unlike bodycare, men have an opinion about APDO
                                                                                  • Figure 54: Select benefits sought in APDO, by gender, March 2020
                                                                              • Attitudes and Behaviors toward APDO

                                                                                • Adults are becoming more confident in the efficacy of natural deodorant
                                                                                  • Figure 55: Attitudes and behaviors toward APDO, March 2020
                                                                                • Natural deodorants are highly valued by younger adults
                                                                                  • Figure 56: Select attitudes and behaviors toward APDO, by age, March 2020
                                                                                • Younger adults are moving away from gendered products
                                                                                  • Black and Hispanic adults have elevated concerns around aluminum
                                                                                    • Figure 57: Select attitudes and behaviors toward APDO, by race and Hispanic origin, March 2020
                                                                                • Shopping Behaviors

                                                                                  • Don’t underestimate the power of fragrance in functional products
                                                                                    • Figure 58: Shopping behaviors, March 2020
                                                                                    • Figure 59: Instagram post NEST Fragrances
                                                                                  • Women expect products to have scent-related benefits
                                                                                    • Figure 60: Select shopping behaviors, by gender, March 2020
                                                                                  • APDO with functional fragrances will stand out from the competition
                                                                                    • Young adults seek products that help them streamline their routines
                                                                                      • Figure 61: Select shopping behaviors, by age, March 2020
                                                                                  • Usage and Interest in Product Innovations

                                                                                    • Usage of innovations is low but interest is strong
                                                                                      • Adults want solutions to plastic pollution
                                                                                        • Figure 62: Procter & Gamble’s new packaging for Old Spice and Secret deodorant brands
                                                                                        • Figure 63: Trial and interest in product innovations, March 2020
                                                                                      • Young adults express strong interest in all product innovations
                                                                                        • Figure 64: Schmidt’s Here + Now Natural Deodorant
                                                                                        • Figure 65: Trial and interest in product innovations, any future interest (net), by age, March 2020
                                                                                    • Appendix – Data Sources and Abbreviations

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

                                                                                                      • Figure 66: Total US sales and forecast of bodycare and deodorant, at inflation-adjusted prices, 2015-25
                                                                                                      • Figure 67: Total US retail sales and forecast of bodycare and deodorant, by segment, at current prices, 2018 and 2020
                                                                                                      • Figure 68: Total US retail sales and forecast of bodycare, at current prices, 2015-25
                                                                                                      • Figure 69: Total US retail sales and forecast of antiperspirant/deodorant, at current prices, 2015-25
                                                                                                  • Appendix – Retail Channels

                                                                                                      • Figure 70: Total US retail sales of bodycare and deodorant, by channel, at current prices, 2018 and 2020
                                                                                                      • Figure 71: Total US retail sales of bodycare and deodorant, by channel, at current prices, 2015-20
                                                                                                  • Appendix – Key Players

                                                                                                      • Figure 72: Multi-outlet sales of deodorant, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                                                      • Figure 73: Multi-outlet sales of bodycare, by leading companies and brands, rolling 52 weeks 2019 and 2020

                                                                                                  About the report

                                                                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                                  Market

                                                                                                  Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                  Consumer

                                                                                                  Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                  Brand/Company

                                                                                                  Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                  Data

                                                                                                  Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                  Below is a sample report, understand what you are buying.

                                                                                                  Click to show report

                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

                                                                                                  Trusted by companies. Big and small.

                                                                                                  Bell Logo - Mintel client
                                                                                                  Boots Logo - Mintel Client
                                                                                                  Kelloggs Logo - Mintel client
                                                                                                  Samsung Logo - Mintel client
                                                                                                  Nike Logo - Mintel client
                                                                                                  Walgreens Logo - Mintel client

                                                                                                  Want to speak to us directly?

                                                                                                  Contact us on via phone or fill out a form with your enquiry.

                                                                                                  Contact Us