Antiperspirants and Deodorants - US - February 2008

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