Table of Contents
- Scopes and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Market size
- The rich get richer--two key players increasingly dominate
- Axe continues to drive the men' s segment
- Secret leads the women' s segment by catering to multiple needs
- Apart from Degree, unisex segment continues to lose relevance
- Wide availability across channels, but Wal-Mart sets the retail tone
- Population shifts may point to opportunities among seniors and Hispanics
- Innovation has largely been limited to secondary benefits, marketing
- Usage frequency is highest among teens and the youngest adults
- Hispanics and blacks are highly engaged in the category
- Market Size and Forecast
- Key points
- In a flat market, growing sales has meant growing share
- In the battle for share, the big get bigger
- Figure 1: Total U.S. sales and forecast of antiperspirants and
deodorants at current prices, 2002-12
- Figure 2: Total U.S. sales and forecast of antiperspirants and
deodorants at inflation-adjusted prices, 2002-12
- Wal-Mart sales
- Competitive Context
- High penetration and usage rate makes for a highly competitive market
- Line extensions are the principal means of competition
- The rich get richer--two key players increasingly dominate
- Wal-Mart sets the retail tone
- Segment Performance
- Key points
- Gender-specific appeals drive
- Figure 3: U.S. sales and forecast of antiperspirant and deodorant at
current prices, by segment, 2002-12
- Figure 4: U.S. sales of antiperspirant and deodorant, by segment, 2005
and 2007
- Segment Performance--Men' s Products
- Key points
- Lack of news leads to softness--can efficacy jumpstart sales?
- The Axe Effect is still in effect, for now
- Figure 5: U.S. sales and forecast of men' s antiperspirant and deodorant,
2002-12
- Segment Performance--Women' s Products
- Key points
- Women' s brands look for growth by appealing to a complex set of needs
- Figure 6: U.S. sales and forecast of women' s antiperspirant and
deodorant, 2002-12
- Segment Performance--Unisex Products
- Key points
- As the category goes gender-specific, Unisex loses relevance
- Degree succeeds with gender-specific appeals
- Figure 7: U.S. sales and forecast of unisex antiperspirant and
deodorant, 2002-12
- Retail Channels
- Key points
- Wal-Mart leads the pack, but opportunities in other channels still exist
- Figure 8: U.S. sales of antiperspirant and deodorant, by retail channel,
2005 and 2007
- Retail Channels--Other
- Key points
- Sweet spot for Wal-Mart
- Figure 9: U.S. sales of antiperspirant and deodorant at Other channels,
2002-07
- Retail Channels--Supermarkets
- Key points
- Supermarket' s focus on fresh takes away from the center store
- Figure 10: U.S. sales of antiperspirant and deodorant at supermarkets,
2002-07
- Retail Channels--Drugstores
- Key points
- The drug channel is primed for premium
- Figure 11: U.S. sales of antiperspirant and deodorant at drug stores,
2002-07
- Market Drivers
- Total population drives the market, but shifts in composition may point
to new targeted opportunities among seniors and Hispanics
- Figure 12: U.S. population and projections and usage of antiperspirant
and deodorant, by age, 2002-12
- Figure 13: U.S. population and projections and usage of antiperspirant
and deodorant, by age, 2003-13
- Leading Companies
- Key points
- Company scope and scale are key to success
- Figure 14: Sales of leading antiperspirant and deodorant companies, 2006
and 2007
- Brand Share--Men' s Products
- Key points
- Men' s brand shares hold steady in a quiet year
- Clinical strength may recast shares in 2008
- Figure 15: FDM brand sales of men' s antiperspirants and deodorants in
the U.S., 2006 and 2007
- Brand Share--Women' s Products
- Key points
- Secret' s growth paces the segment
- Look for Secret and Dove to drive share shifts in 2008
- Figure 16: FDM brand sales of women' s antiperspirants and deodorants in
the U.S., 2006 and 2007
- Brand Share--Unisex Products
- Key points
- Degree competes for share with single-sex brands
- Figure 17: FDM brand sales of unisex antiperspirants and deodorants in
the U.S., 2006 and 2007
- Brand Qualities
- Axe
- Old Spice
- Right Guard
- Secret
- Dove
- Degree
- Innovation and Innovators
- Antiperspirants regulated as drugs, deodorants considered cosmetics
- Secondary benefits key areas for innovation
- Efficacy back in style?
- Secret elevates scent in the women' s segment
- Advertising and Promotion
- Overview
- Figure 18: Media expenditures of selected antiperspirant/deodorant
products, 2005-06
- Men' s brands
- Axe
- Figure 19: Axe television ad, 2007
- Figure 20: Axe Vice television ad, 2007
- Old Spice
- Figure 21: Old Spice television ad, 2007
- Figure 22: Old Spice television ad, 2007
- Gillette
- Figure 23: Gillette Clinical Strength television ad, 2007
- Right Guard
- Figure 24: Right Guard Sport television ad, 2007
- Figure 25: Right Guard Extreme television ad, 2007
- Women' s brands
- Secret
- Figure 26: Secret television ad, 2007
- Figure 27: Secret Clinical Strength television ad, 2007
- Dove
- Figure 28: Dove Ultimate Clear television ad, 2007
- Soft & Dri
- Figure 29: Soft & Dri television ad, 2007
- Unisex brands
- Degree
- Figure 30: Degree Men Clinical Protection television ad, 2007
- Figure 31: Degree Women Clinical Protection television ad, 2007
- Figure 32: Degree Women Ultra Clear television ad, 2007
- Usage
- Trended usage and frequency of antiperspirants or deodorants
- Figure 33: Usage of antiperspirants or deodorants, by age and gender,
May 2006-June 2007
- Figure 34: Usage of antiperspirants or deodorants, by age, May 2006-June
2007
- Usage of deodorant, antiperspirant, combination, or fragrance
- Figure 35: Regular usage of antiperspirant/deodorant or perfume/cologne,
by gender, December 2007
- Types tried
- Figure 36: Types of antiperspirant or deodorant tried, by gender,
December 2007
- Figure 37: Types of antiperspirant or deodorant tried, by age, December
2007
- Forms of deodorant and antiperspirant
- Figure 38: Forms of antiperspirant or deodorant used, by gender,
December 2007
- Figure 39: Forms of antiperspirant or deodorant used, by age, December
2007
- Scented or unscented
- Figure 40: Scented and unscented deodorant/antiperspirant, by gender,
May 2006-June 2007
- Brands
- Popularity of brands
- Figure 41: Brands of antiperspirant/deodorant used, by age, May
2006-June 2007
- Attitudes and purchase preferences regarding brands
- Figure 42: Attitudes and purchase preferences regarding brands, by
gender, December 2007
- Figure 43: Attitudes and purchase preferences regarding brands, by age,
December 2007
- Switching brands
- Figure 44: Brand switching, by gender, December 2007
- Figure 45: Brand switching, by age, December 2007
- Reason for switching to a new product of the same brand
- Figure 46: Reason for switching to a new product of the same brand, by
gender, December 2007
- Figure 47: Reason for switching to a new product of the same brand, by
age, December 2007
- Reason for switching to a new brand
- Figure 48: Reason for switching to a new brand, by gender, December 2007
- Figure 49: Reason for switching to a new brand, by age, December 2007
- Attitudes and Motivations
- Attitudes and purchase preferences
- Figure 50: Attitudes and purchase preferences, by gender, December 2007
- Figure 51: Attitudes and purchase preferences, by age, December 2007
- Attitudes and purchase preferences (2)
- Figure 52: Attitudes and purchase preferences (2), by gender, December
2007
- Figure 53: Attitudes and purchase preferences (2), by age, December 2007
- Race and Ethnicity
- Hispanics and blacks are highly engaged in the category
- Figure 54: Usage of antiperspirants or deodorants, by race/ethnicity,
May 2006-June 2007
- Figure 55: Types of antiperspirant or deodorant tried, by
race/ethnicity, December 2007
- Figure 56: Forms of antiperspirant or deodorant tried, by
race/ethnicity, December 2007
- Figure 57: Scented and unscented deodorant/antiperspirant, by
race/ethnicity, May 2006-June 2007
- Figure 58: Use of antiperspirant/deodorant brands, by race/ethnicity,
May 2005-June 2006
- Figure 59: Attitudes and purchase preferences regarding brands, by
race/ethnicity, December 2007
- Figure 60: Reason for switching to a new product of the same brand, by
race/ethnicity, December 2007
- Figure 61: Reason for switching to a new brand, by race/ethnicity,
December 2007
- Figure 62: Attitudes and purchase preferences, by race/ethnicity,
December 2007
- Figure 63: Attitudes and purchase preferences (2), by race/ethnicity,
December 2007
- Teens
- Usage of antiperspirants or deodorants--constant from 2001 through 2007
- Figure 64: Teen usage of antiperspirant or deodorant, by age and gender,
May 2006-June 2007
- Figure 65: Teen usage of antiperspirant or deodorant, by race/ethnicity,
May 2006-June 2007
- Physical forms of deodorant and antiperspirant
- Figure 66: Teen usage of physical forms of deodorants and
antiperspirants, by age and gender, May 2006-June 2007Figure 67: Teen usage
of physical forms of deodorants and antiperspirants, by race/ethnicity,
- Popularity of brands
- Figure 68: Use of antiperspirant/deodorant brands among teens, by
gender, May 2006-June 2007
- Figure 69: Use of antiperspirant/deodorant brands among teens, by
race/ethnicity, May 2006-June 2007
- Appendix: Other Useful Consumer Tables
- Usage
- Figure 84: Regular usage of ap/deo or perfume/cologne, by age, December
2007
- Figure 85: Regular usage of ap/deo or perfume/cologne, by income,
December 2007
- Types of antiperspirant or deodorant tried
- Figure 86: Types of antiperspirant or deodorant tried, by income,
December 2007
- Forms of antiperspirant or deodorant used
- Figure 87: Forms of antiperspirant or deodorant used, by income,
December 2007
- Popularity of brands
- Figure 88: Brands of antiperspirant/deodorant used, by gender, May
2006-June 2007
- Brand switching
- Figure 89: Brand switching, by income, December 2007
- Reason for switching to a new product of the same brand
- Figure 90: Reason for switching to a new product of the same brand, by
income, December 2007
- Reasons for switching to a new brand
- Figure 91: Reason for switching to a new brand, by income, December 2007
- Attitudes
- Figure 92: Attitudes and purchase preferences, by income, December 2007
- Figure 93: Attitudes and purchase preferences (2), by income, December
2007
- Purchase channels
- Figure 94: Purchase channels, by gender, December 2007
- Figure 95: Purchase channels, by age, December 2007
- Figure 96: Purchase channels, by race/ethnicity, December 2007
- Figure 97: Purchase channels, by income, December 2007
- Appendix: Trade Associations
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