Body Care and Deodorant - US - July 2017

Body Care and Deodorant - US - July 2017

Jul 2017 Mintel Personal CareN/A Price :
$ 3995

Total sales of body care and deodorant continue on their slow and steady upward trajectory, with sales projected to increase slightly more than 2% for 2017. The tepid sales performance of this industry is a function of continued consumption of deodorant as a hygiene staple, and high existing penetration in a mature industry.

Table of Contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Market overview
Sales of body care and deodorant continue on slow, steady upward trajectory
Figure 1: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2012-22
The issues
Some consumers replace body care for single ingredients
Figure 2: Use of common ingredients instead of body care products, April 2017
Consumers show limited engagement in body care
Figure 3: Select body care purchase influencers, April 2017
Deodorant brands perceived similarly to consumers
Figure 4: Works well and long-lasting perceptions of select APDO brands, April 2017
The opportunities
Target experientially-driven body care users
Figure 5: Select body care purchasing behaviors, April 2017
Secondary purchase influencers may differentiate body care
Figure 6: Select body care descriptors, any rank (net), April 2017
Emphasize scent and functionality in APDO
Figure 7: Select APDO purchase influencers, April 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Sales projected to continue growing modestly
Body care lags behind APDO in sales growth
Single ingredients, waterless cleansers could impact industry
Body care sales weathered higher temps, population trends could impact category growth
MARKET SIZE AND FORECAST
2017 sees modest growth, future outlook similar
Figure 8: Total US sales and fan chart forecast of body care and deodorant, at current prices, 2012-22
Figure 9: Total US sales and forecast of body care and deodorant, at current prices, 2012-22
MARKET BREAKDOWN
Limited engagement, ingredient swaps limit body care
No sweat as APDO sales grow for fifth straight year
Figure 10: Share of body care, deodorant, and foot care retail sales, by segment, 2017 (est)
Foot care feels amplified effects of body care
Figure 11: Total US retail sales and forecast of body/foot care products and deodorant, by segment, at current prices, 2012-22
MARKET PERSPECTIVE
Ingredient replacements could impede growth
Fewer showers, waterless cleansers will produce mixed results
MARKET FACTORS
Growth in exercise supports APDO
Figure 12: Percentage who exercise regularly, 2004-16
Body care sales may be more independent from temperatures
Figure 13: Average winter temperatures contiguous US, Jun-Aug 2012-17 and total sales of body care 2012-17
A more diverse population could impact category sales
Figure 14: Population, by race and Hispanic origin, percent change, 2017-22
KEY PLAYERS – WHAT YOU NEED TO KNOW
Unilever strengthens position as industry leader
Smaller brands, natural brands, and gender-specific deodorants grow
Value brands and unisex deodorant struggle
Future potential for in-shower moisturizers, pollution claims
COMPANY AND BRAND SALES OF BODY CARE AND DEODORANT
Unilever strengthens its lead as top category player
Figure 15: Advertisement for Degree UltraClear Black + White, January 20, 2017
Old Spice sales smell good for P&G
Smaller brands steal the spotlight from larger competitors
Figure 16: Sales of body care and deodorant, by leading companies, rolling 52 weeks 2016 and 2017
WHAT’S WORKING?
Smaller, speciality body care brands outpace larger players
Natural brands deliver perceptions of safety and quality
Gender-specific deodorant brands outpacing unisex
Figure 17: Total US retail sales and forecast of deodorant and antiperspirants, by category, at current prices, 2012-17
WHAT’S STRUGGLING?
Value brands struggling to grow
Figure 18: MULO sales of select deodorant and body care brands, rolling 52 weeks 2016 and 2017
WHAT’S NEXT?
The future of in-shower moisturizers is… unknown
Figure 19: Select in-shower moisturizer MULO sales, rolling 52-weeks 2016-17
What’s good for the face is good for the body… or is it?
THE CONSUMER – WHAT YOU NEED TO KNOW
Traditional body lotion holds highest penetration
Body care category engagement is moderate
Body care purchases straddle experiential, practical needs
Natural ingredients, relaxation appeal to body care users
APDO penetration remains flat
Few differences perceived across APDO brands
Scent influences APDO purchases
BODY CARE USAGE
Traditional lotion formulation most widely used
Body lotion spray holds limited appeal
Figure 20: Body care product usage, April 2017
Younger women are heavier users of body care
Figure 21: Body care product usage, by age and gender, April 2017
Figure 22: Advertisement for O’Keeffe’s Working Hands
Blacks and Hispanics are above-average users
Figure 23: Body care product usage, by race and Hispanic origin, April 2017
BODY CARE PURCHASE INFLUENCERS
Influence of price and brand reflect moderate engagement
General moisturizing higher priority than treating conditions
Online reviews slightly more influential than a doctor
Figure 24: Body care purchase influencers, April 2017
Secondary influencers can expand product reach
Figure 25: TURF Analysis – Body care purchase influencers, April 2017
Methodology
Men, older consumers less particular with body care
Figure 26: Body care purchase influencers, by age and gender, April 2017
Black consumers influenced more by brand, price, ingredients
Figure 27: Body care purchase influencers, by race and Hispanic origin, April 2017
BODY CARE PURCHASING BEHAVIORS
Body care purchases straddle experiential needs…
Figure 28: Body care purchasing behaviors, April 2017
…and practicality
Figure 29: Body care purchasing behaviors, by number of products used, April 2017
Some forego body care for common ingredients
Experiential aspects still important to practical adults
Figure 30: Select body care purchasing behaviors, by age and gender, April 2017
Hispanics, Blacks prioritize scent
Figure 31: Select body care purchasing behaviors, by race and Hispanic origin, April 2017
BODY CARE DESCRIPTORS
Long-lasting, fast-absorbing are gateway to purchase
Consumers prefer body care to relax rather than energize
Desire for natural ingredients consistent with NOPC growth
Figure 32: Body care descriptions, any rank (net), April 2017
Younger adults seek experiential descriptors, older want practical
Figure 33: Body care descriptions, any rank (net), by age, April 2017
Black consumers hold different expectations
Figure 34: Select body care descriptions, any rank (net), by race and Hispanic origin, April 2017
APDO USAGE
APDO usage universal, consumption remains flat
Figure 35: APDO product usage, April 2017
Figure 36: Mean deodorant usage (#) during 7 day period, 2004, 2006, 2008, 2010, 2012, 2014, and 2016
Figure 37: Deodorant usage on a weekly basis, 2012 and 2017
Stick format grows at expense of roll-on
Figure 38: Forms of deodorant used most often, 2008, 2011, 2014, and 2017
Sprays decline with age, sticks stay consistent
Figure 39: APDO product usage, by age and gender, April 2017
Asian consumers sweat less, lower users of APDO
Figure 40: APDO product usage, by race and Hispanic origin, April 2017
APDO BRAND PERCEPTIONS
Many deodorant brands perceived similarly
Natural deodorants struggle with efficacy perceptions
Figure 41: Female APDO brand perceptions, April 2017
Figure 42: Male APDO brand perceptions, April 2017
Brand perceptions decline as consumers age
Figure 43: Female APDO brand perceptions, by age, April 2017
Figure 44: Male APDO brand perceptions, by age, April 2017
Black consumers view major APDO brands more favorably
Figure 45: Female APDO brand perceptions, by race and Hispanic origin, April 2017
Figure 46: Male APDO brand perceptions, by race and Hispanic origin, April 2017
APDO PURCHASE INFLUENCERS
Scent dictates most purchases…
…with function and form right behind
Figure 47: APDO form usage, 2008, 2011, 2014, and 2017
Figure 48: Advertisement for Dove invisible dry spray, March 13, 2017
Aluminum-free is the way to be (for some)
Figure 49: APDO purchase influencers, April 2017
Scent is more important to men than women
Figure 50: APDO purchase influencers, by age and gender, April 2017
Performance, moisturizing properties matter more to Black consumers
Figure 51: Select APDO purchase influencers, by race and Hispanic origin, April 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET
Figure 52: Total US retail sales and forecast of body/foot care products and deodorant, at inflation-adjusted prices, 2012-22
Figure 53: Total US retail sales of body care and deodorant, by segment, at current prices, 2015 and 2017
Figure 54: Total US retail sales and forecast of body care products, at current prices, 2012-22
Figure 55: Total US retail sales and forecast of foot care products, at current prices, 2012-22
Figure 56: Total US retail sales and forecast of antiperspirant/deodorant, at current prices, 2012-22
Figure 57: Total U.S. retail sales and forecast of deodorant and antiperspirants, by category, at current prices, 2012-17
Figure 58: Total US retail sales of body/foot care products and deodorant, by channel, at current prices, 2012-2017
Figure 59: Total US retail sales of body care and deodorant, by channel, at current prices, 2015 and 2017
Figure 60: Share of skincare market, by segment, 2017 (est)
Figure 61: Base table for percentage of adults who exercise (figure 12)
Figure 62: Base table for percentage of adults who exercise (figure 12) (continued)
APPENDIX – KEY PLAYERS
Figure 63: MULO sales of body care, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 64: MULO sales of foot care, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 65: MULO sales of deodorant, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 66: MULO sales of men's deodorant, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 67: MULO sales of women's deodorant, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 68: MULO sales of unisex deodorant, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 69: Consumer sentiment index, January 2007-April 2017
APPENDIX – THE CONSUMER
Figure 70: Household income distribution by race and Hispanic origin of householder, 2015
Figure 71: TURF Analysis – Purchase influencers, April 2017
Methodology

Ask for discount before buying this report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Country :
  • Your Requirement
  • Security Code *
  • I agree to receive other communications from Market Research Hub, and allow Market Research Hub to store and process my personal data.*
* denotes fields which must be completed

Buy This Report


Select License Type :

$ 3995
$ 3995

Do you wish to check sample of this report?

Have Query?


Research Assistance

For Enquiries, Call :

+1-800-998-4852US Toll Free

Email : sales@marketresearchhub.com

Back To Top