Table of Contents
Chapter 1 Executive Summary
- Scope and Methodology
- Market Size and Growth
- Market on the Rise
- Figure 1-1 U.S. Retail Market Sales for Antiperspirants and Deodorants,
2001-2005 (in billion $)
- Marketers
- Leading Marketers
- Table 1-1 U.S. Sales of Antiperspirant and Deodorant Marketers,
2001-2005 (in million $)
- Leading Brands
- Table 1-2 U.S. Sales of Antiperspirant and Deodorant Brand Lines,
2001-2005 (in million $)
- Marketing Dynamics
- Marketing Initiatives
- The Sweet Smell of Sex: Men's Products
- Need State Platforms for Women
- Reaching Out to Young Women
- Breaking the Conventional Advertising Mold
- Celebrity Endorsement
- New Product Introductions
- 24/7 Sweat Protection
- Stain Free
- Natural/No Aluminum
- Fragrance
- Market Trends
- Targeting Men
- Brand Extensions
- Innovations in Deodorant: Need States
- Increase in Teen Usage
- Backlash Against Chemical Ingredients?
- FDA Standards for Product Claims
- Room for Natural and Organic?
- Temperature and Population Trends
- Consumer
- Adult Male Antiperspirant/Deodorant Users
- Old Spice an Old Favorite
- Sprays Slowly Capturing the Male Antiperspirant/Deodorant Market
- Usage Frequency
- Adult Female Antiperspirant/Deodorant Users
- Secret Still Dominates the Female Deodorant Market
- Stick Still Most Used Form, But Declining
- Usage Frequency
- A Word on Teen Antiperspirant/Deodorant Users
- Teen Boys
- Teen Girls
- Outlook
- Figure 1-2 Projected Retail Sales of Antiperspirants and Deodorants,
2005-2010 (in billion $)
Chapter 2 The Market
- Scope and Methodology
- Product Definition
- The Market
- Market on the Rise
- Figure 2-1 U.S. Retail Market Sales for Antiperspirants and Deodorants,
2001-2005 (in billion $)
- Dollar Sales Up and Unit Sales Down
- Table 2-1 IRI-Tracked Dollar Sales of Antiperspirants and Deodorants,
2001-2005 (in billion $)
- Table 2-2 IRI-Tracked Unit Sales of Antiperspirants and Deodorants,,
2003-2005 (in million units)
- Retail Sales
- Figure 2-2 U.S. Percentage Share of Antiperspirants and Deodorants Sold
Through Retail Venue, 2004-2005 (%)
- Factors Influencing the Market
- Targeting Men
- Brand Extensions
- New Products
- Move to Warmer Climates
- Table 2-2
- U.S Population Projection: Distribution by Region, 2000-2030 (%)
- FDA Standards for Product Claims
- Compulsory Labeling for Aluminum-containing Antiperspirants
- Growing Awareness of Potentially Harmful Ingredients
- Projected Market Growth
- Sales to Reach $2 Billion in 2010
- Figure 2-3 Projected Retail Sales of Antiperspirants and Deodorants,
2005-2010 (in billion $)
Chapter 3 The Marketers
- Marketer Overview
- Table 3-1
- Brand Portfolio of Leading U.S. Antiperspirant and Deodorant Marketers
- Figure 3-1 U.S. Antiperspirants and Deodorants Market Composition by
Marketers' Share, 2005 (%)
- Leading Marketers
- Table 3-2 U.S. Sales of Antiperspirant and Deodorant Marketers, 2001-2005
(in million $)
- Table 3-3 U.S. Market Shares of Antiperspirant and Deodorant Marketers,
2001-2005 (%)
- Leading Brands
- Table 3-4 U.S. Sales of Antiperspirant and Deodorant Brand Lines,
2001-2005 (in million $)
- Table 3-5 U.S. Market Share of Antiperspirant and Deodorant Brands Lines,
2001-2005 (%)
- Table 3-6 U.S. Market Top 20 Antiperspirant and Deodorant Brands,
2001-2005 (in million $)
- Competitive Profiles
- The Procter and Gamble Company
- Table 3-7 The Procter and Gamble Company Brand/Product Portfolio
- Unilever
- Table 3-8 Unilever's Brand/Product Portfolio
- Colgate-Palmolive Company
- Table 3-9 Colgate-Palmolive Company Brand/Product Portfolio
- Purchase of Tom's of Maine
- Revlon, Inc.
- Church & Dwight Co., Inc.
- Kao Brands Company
- Coty Inc.
- Helen of Troy Limited
- The Dial Corporation
Chapter 4 Marketing Dynamics
- The Sweet Smell of Sex: Men's Products
- Table 4-1 Selected Antiperspirant and Deodorant Taglines Targeting Men
- Need State Platforms for Women
- Table 4-2 Selected Antiperspirant and Deodorant Taglines for Stain-free
- Reaching Out to Young Women
- Breaking the Conventional Advertising Mold
- Sweat on Racetrack
- Celebrity Endorsement
- Websites Informational, Occasionally Interesting
- Free Standing Inserts Still Successful
- Table 4-3 U.S. Antiperspirant and Deodorant Introductions with FSI, 2005
- New Product Introductions
- Direct Seller Avon Leads in New Product Launches
- Table 4-4 Top 10 Antiperspirant and Deodorant Marketers by Total SKUs
Launched, 2005
- Table 4-5 U.S. Top 10 Antiperspirant and Deodorant Brands by Total SKUs
Launched, 2005
- New Product Introductions by Product Form
- Table 4-6 Antiperspirants and Deodorants Launched by Package Type, 2005
- New Product Introductions by Package Tags
- Table 4-7 Antiperspirants and Deodorants Top 10 Package Tags, 2005
- 24/7 Sweat Protection
- Table 4-8 Antiperspirants and Deodorants Introductions Tagged "Long
Lasting / 24/7 Protection," 2005
- Stain Free
- Table 4-9 Antiperspirant and Deodorant Introductions Tagged "Satin Free
/ No residue/Invisible," 2005
- Natural/No Aluminum
- Table 4-10 Antiperspirant and Deodorant Introductions Tagged "Aluminum
Free," 2005
- Table 4-11 Antiperspirant and Deodorant Introductions Tagged
"Natural/Organic," 2005
- New Product Introductions by Fragrance
- Table 4-12 Antiperspirant and Deodorant Top 10 Fragrance, 2005
- Table 4-13 U.S. Market Men's Top 10 Antiperspirant and Deodorant
Fragrances, 2005
- Table 4-14 U.S. Market Women's Top 10 Antiperspirant and Deodorant
Fragrances, 2005
- Table 4-15 Antiperspirant and Deodorant Introductions for Men-Fragrance
"Wood," 2005
- Table 4-16 Antiperspirant and Deodorant Introductions for Men-Fragrance
"Patchouli," 2005
- Table 4-17 Antiperspirant and Deodorant Introductions for
Women-Fragrance "Powder," 2005
- Table 4-18 Antiperspirant and Deodorant Introductions for Women -
Fragrance "Musk," 2005
Chapter 5 Market Trends
- Men's Deodorant Dominating the Market
- Table 5-1 U.S. Gender-Specific Antiperspirant and Deodorant Products on
the Basis of Product Tag, 2004-2005
- Table 5-2 Antiperspirant and Deodorant Products Targeted at Men on the
Basis of Product Tag, 2001-2005
- Innovations in Deodorant: Need States
- Increase in Teen Usage
- Smells Like Teen Spirit
- Teen Product Potential
- Backlash Against Chemical Ingredients?
- Scent Shift
- Room for Natural and Organic?
- Natural and Organic Defined
- Temperature Trends
- Figure 5-1 Number of Antiperspirants and Deodorants Launched, 2005
- Figure 5-2 U.S. Quarterly Antiperspirant and Deodorant Sales, 2005 (in
million$)
- Population Trends
- Table 5-7 Projected U.S. Population by Age Bracket, 2005-2010 (in million)
Chapter 6 The Consumer
- Simmons Survey
- The Adult Male Antiperspirant/Deodorant User
- Old Spice an Old Favorite
- Figure 6-1 U.S. Top Ten Antiperspirant and Deodorant Brands by Adult
Male Usage, 2004-2005 (%)
- Selected Demographic Profiles By Preferred Brand
- Old Spice
- Speed Stick
- Degree
- Gillette Series
- Axe
- Brut
- Table 6-1 Demographic Characteristics of U.S. Adult Males by Preferred
Brand, 2005
- Table 6-2 Demographic Characteristics of U.S. Adult Males by Preferred
Brand, 2005
- Sprays Slowly Capturing the Male Antiperspirant/Deodorant Market
- Figure 6-2 U.S. Adult Male Antiperspirant and Deodorant Users by Forms,
2004-2005 (%)
- Demographic Profile of Usage by Preferred Form: Stick, Roll-on, Gel,
Spray
- Table 6-3 Demographic Characteristics of U.S. Adult Males by Preferred
Form, 2005
- Usage Frequency
- Table 6-4 U.S. Adult Male Deodorant Usage Frequency, 2003-2005 (%)
- Demographic Profile By Usage Frequency: Heavy, Regular and Daily
- Table 6-5 Demographic Characteristics of Heavy, Regular, and Daily Male
Antiperspirant/Deodorant Users, 2005
- Adult Female Antiperspirant/Deodorant Users
- Secret Still Dominates the Female Deodorant Market
- Figure 6-3 U.S. Top-10 Antiperspirant and Deodorant Brands by Adult
Female Usage, 2004-2005 (%)
- Selected Demographic Profiles By Preferred Brand
- Secret
- Dove
- Degree
- Speed Stick
- Suave
- Ban
- Table 6-6 Demographic Characteristics of U.S. Adult Females Using
Deodorants by Most Used Brands, 2005
- Table 6-7 Demographic Characteristics of U.S. Adult Females by Preferred
Brand, 2005
- Stick Still Most Used Form, But Declining
- Figure 6-4 U.S. Adult Female Antiperspirant and Deodorant Users by
Forms, 2004-2005 (%)
- Demographic Profile of Usage by Preferred Form: Stick, Roll-on, Gel,
Spray
- Table 6-8 Demographic Characteristics of U.S. Adult Females Using
Deodorants in Different Forms, 2005
- Consumer Usage Frequency
- Table 6-9 U.S. Adult Female Deodorant Usage Frequency, 2003-2005 (%)
- Demographic Profile By Usage Frequency: Heavy, Regular, Daily
- Table 6-10 Demographic Characteristics of U.S. Adult Female Deodorant
Users by Usage Frequency in a Week, 2005
- A Word on Teen Antiperspirant/Deodorant Users
- Teen Boys Have an Axe to Grind
- Figure 6-5 Leading Antiperspirant and Deodorant Brands by Teen Boy
Usage, 2004-2005 (%)
- Figure 6-6 U.S. Teenage Male Antiperspirant and Deodorant Users by
Forms, 2004-2005 (%)
- Table 6-11 U.S. Teenage Boys Deodorant Usage Frequency, 2003-2005 (%)
- Teen Girls Still Have a Secret
- Figure 6-7 U.S. Top Ten Antiperspirant and Deodorant Brands by Teenage
Girls Usage, 2004-2005 (%)
- Figure 6-8 U.S. Teenage Girls Antiperspirant and Deodorant Users by
Forms, 2004-2005 (%)
- Table 6-12 U.S. Teenage Girls Deodorant Usage Frequency, 2003-2005 (%)
Appendix
- Address of Selected Marketers
|
Related Report
|
View Cart
