US Bodycare and Deodorant Market Report 2023

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 summarized the key topics covered and offer handpicked insights from the report.

Key Topics Covered

• Bodycare and APDO product usage and behaviors, with shifts over time.
• Important factors when shopping for bodycare products and APDO.
• Attitudes and behaviors toward bodycare products and APDO.
• Attitudes and behaviors toward value and cost-savings strategies utilized.
• 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-aging 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, personal goods, and toiletries 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-aging 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
Director, US BPCH Reports