Table of Contents
Scopes and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
Insights and Opportunities
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- Serious efficacy requires serious marketing
- The power of scent
- All natural
- Leveraging retail channels to create differentiation and value
Fast Forward Trends
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- No Boundaries
- What's it about?
- Implications
- New Puritanism
- What we've seen
- Implications
Market Size and Forecast
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- Key points
- In a flat market, growing sales has meant growing share
- In the battle for share, the big get bigger
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- 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
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- 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
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- Key points
- Gender-specific appeals drive
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- Figure 3: U.S. sales and forecast of antiperspirant and deodorant at current prices, by segment, 2002-12
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- Figure 4: U.S. sales of antiperspirant and deodorant, by segment, 2005 and 2007
Segment Performance—Men’s Products
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- Key points
- Lack of news leads to softness—can efficacy jumpstart sales?
- The Axe Effect is still in effect, for now
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- Figure 5: U.S. sales and forecast of men’s antiperspirant and deodorant, 2002-12
Segment Performance—Women’s Products
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- Key points
- Women’s brands look for growth by appealing to a complex set of needs
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- Figure 6: U.S. sales and forecast of women’s antiperspirant and deodorant, 2002-12
Segment Performance—Unisex Products
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- Key points
- As the category goes gender-specific, Unisex loses relevance
- Degree succeeds with gender-specific appeals
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- Figure 7: U.S. sales and forecast of unisex antiperspirant and deodorant, 2002-12
Retail Channels
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- Key points
- Wal-Mart leads the pack, but opportunities in other channels still exist
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- Figure 8: U.S. sales of antiperspirant and deodorant, by retail channel, 2005 and 2007
Retail Channels—Other
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- Key points
- Sweet spot for Wal-Mart
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- Figure 9: U.S. sales of antiperspirant and deodorant at Other channels, 2002-07
Retail Channels—Supermarkets
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- Key points
- Supermarket’s focus on fresh takes away from the center store
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- Figure 10: U.S. sales of antiperspirant and deodorant at supermarkets, 2002-07
Retail Channels—Drugstores
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- Key points
- The drug channel is primed for premium
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- Figure 11: U.S. sales of antiperspirant and deodorant at drug stores, 2002-07
Market Drivers
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- Total population drives the market, but shifts in composition may point to new targeted opportunities among seniors and Hispanics
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- 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
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- Key points
- Company scope and scale are key to success
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- Figure 14: Sales of leading antiperspirant and deodorant companies, 2006 and 2007
Brand Share—Men’s Products
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- Key points
- Men’s brand shares hold steady in a quiet year
- Clinical strength may recast shares in 2008
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- Figure 15: FDM brand sales of men’s antiperspirants and deodorants in the U.S., 2006 and 2007
Brand Share—Women’s Products
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- Key points
- Secret’s growth paces the segment
- Look for Secret and Dove to drive share shifts in 2008
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- Figure 16: FDM brand sales of women’s antiperspirants and deodorants in the U.S., 2006 and 2007
Brand Share—Unisex Products
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- Key points
- Degree competes for share with single-sex brands
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- Figure 17: FDM brand sales of unisex antiperspirants and deodorants in the U.S., 2006 and 2007
Brand Qualities
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- Axe
- Old Spice
- Right Guard
- Secret
- Dove
- Degree
Innovation and Innovators
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- 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
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- Overview
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- Figure 18: Media expenditures of selected antiperspirant/deodorant products, 2005-06
- Men’s brands
- Axe
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- Figure 19: Axe television ad, 2007
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- Figure 20: Axe Vice television ad, 2007
- Old Spice
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- Figure 21: Old Spice television ad, 2007
- Figure 22: Old Spice television ad, 2007
- Gillette
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- Figure 23: Gillette Clinical Strength television ad, 2007
- Right Guard
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- Figure 24: Right Guard Sport television ad, 2007
- Figure 25: Right Guard Extreme television ad, 2007
- Women’s brands
- Secret
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- Figure 26: Secret television ad, 2007
- Figure 27: Secret Clinical Strength television ad, 2007
- Dove
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- Figure 28: Dove Ultimate Clear television ad, 2007
- Soft & Dri
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- Figure 29: Soft & Dri television ad, 2007
- Unisex brands
- Degree
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- Figure 30: Degree Men Clinical Protection television ad, 2007
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- Figure 31: Degree Women Clinical Protection television ad, 2007
- Figure 32: Degree Women Ultra Clear television ad, 2007
Usage
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- Trended usage and frequency of antiperspirants or deodorants
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- Figure 33: Usage of antiperspirants or deodorants, by age and gender, May 2006-June 2007
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- Figure 34: Usage of antiperspirants or deodorants, by age, May 2006-June 2007
- Usage of deodorant, antiperspirant, combination, or fragrance
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- Figure 35: Regular usage of antiperspirant/deodorant or perfume/cologne, by gender, December 2007
- Types tried
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- Figure 36: Types of antiperspirant or deodorant tried, by gender, December 2007
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- Figure 37: Types of antiperspirant or deodorant tried, by age, December 2007
- Forms of deodorant and antiperspirant
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- Figure 38: Forms of antiperspirant or deodorant used, by gender, December 2007
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- Figure 39: Forms of antiperspirant or deodorant used, by age, December 2007
- Scented or unscented
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- Figure 40: Scented and unscented deodorant/antiperspirant, by gender, May 2006-June 2007
Brands
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- Popularity of brands
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- Figure 41: Brands of antiperspirant/deodorant used, by age, May 2006-June 2007
- Attitudes and purchase preferences regarding brands
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- Figure 42: Attitudes and purchase preferences regarding brands, by gender, December 2007
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- Figure 43: Attitudes and purchase preferences regarding brands, by age, December 2007
- Switching brands
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- Figure 44: Brand switching, by gender, December 2007
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- Figure 45: Brand switching, by age, December 2007
- Reason for switching to a new product of the same brand
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- Figure 46: Reason for switching to a new product of the same brand, by gender, December 2007
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- Figure 47: Reason for switching to a new product of the same brand, by age, December 2007
- Reason for switching to a new brand
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- 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
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- Attitudes and purchase preferences
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- Figure 50: Attitudes and purchase preferences, by gender, December 2007
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- Figure 51: Attitudes and purchase preferences, by age, December 2007
- Attitudes and purchase preferences (2)
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- 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
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- Hispanics and blacks are highly engaged in the category
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- Figure 54: Usage of antiperspirants or deodorants, by race/ethnicity, May 2006-June 2007
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- Figure 55: Types of antiperspirant or deodorant tried, by race/ethnicity, December 2007
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- Figure 56: Forms of antiperspirant or deodorant tried, by race/ethnicity, December 2007
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- Figure 57: Scented and unscented deodorant/antiperspirant, by race/ethnicity, May 2006-June 2007
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- Figure 58: Use of antiperspirant/deodorant brands, by race/ethnicity, May 2005-June 2006
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- Figure 59: Attitudes and purchase preferences regarding brands, by race/ethnicity, December 2007
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- Figure 60: Reason for switching to a new product of the same brand, by race/ethnicity, December 2007
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- Figure 61: Reason for switching to a new brand, by race/ethnicity, December 2007
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- Figure 62: Attitudes and purchase preferences, by race/ethnicity, December 2007
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- Figure 63: Attitudes and purchase preferences (2), by race/ethnicity, December 2007
Teens
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- Usage of antiperspirants or deodorants—constant from 2001 through 2007
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- 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
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- Figure 66: Teen usage of physical forms of deodorants and antiperspirants, by age and gender, May 2006-June 2007
- Figure 67: Teen usage of physical forms of deodorants and antiperspirants, by race/ethnicity,
- Popularity of brands
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- Figure 68: Use of antiperspirant/deodorant brands among teens, by gender, May 2006-June 2007
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- Figure 69: Use of antiperspirant/deodorant brands among teens, by race/ethnicity, May 2006-June 2007
Cluster Analysis
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- Group 1: Natural/organic consumer group
- Group 2: Brand/product switchers
- Group 3: Below average spenders
- This cluster analysis used four questions from the Mintel/Greenfield Online survey of December 2007 to create three clusters:
- Cluster distribution and demographics
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- Figure 70: Antiperspirants and deodorants clusters, December 2007
- Figure 71: Antiperspirants and deodorants clusters, by gender, December 2007
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- Figure 72: Antiperspirants and deodorants clusters, by age, December 2007
- Figure 73: Antiperspirants and deodorants clusters, by income, December 2007
Custom Consumer Groups
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- Types of antiperspirant or deodorant tried
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- Figure 74: Types of antiperspirant or deodorant tried, by brand trust and natural/organic groups, December 2007
- Brand switching
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- Figure 75: Brand switching, by brand trust and natural/organic groups, December 2007
- Reason for switching to a new product of the same brand
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- Figure 76: Reason for switching to a new product of the same brand, by brand trust and natural/organic groups, December 2007
- Reasons for switching to a new brand
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- Figure 77: Reason for switching to a new brand, by brand trust and natural/organic groups, December 2007
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- Figure 78: Spending on ap/deo, by brand trust and natural/organic groups, December 2007
- Attitudes
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- Figure 79: Attitudes and purchase preferences, by brand trust and natural/organic groups, December 2007
- Purchase channels
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- Figure 80: Purchase channels, by brand trust and natural/organic groups, December 2007
IRI/Builders Panel Data
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- Key points
- Top brands by penetration
- Top brands by brand/sub-brand loyalty
- Selected key players in antiperspirants deodorant
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- Figure 81: Household sales of top 20 antiperspirant/deodorant brands, by household penetration for the 52 weeks ending June 24, 2007
- Figure 82: Household sales of top 20 antiperspirant/deodorant brands, by sub-category/brand volume share loyalty for the 52 weeks ending June 24, 2007
- Figure 83: Household sales of selected popular antiperspirant/deodorant brands, by sub-category/brand volume share loyalty for the 52 weeks ending 06/24/07
- Why is the percentage of households buying only 73.8%?
Appendix: Other Useful Consumer Tables
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- Usage
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- Figure 84: Regular usage of ap/deo or perfume/cologne, by age, December 2007
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- Figure 85: Regular usage of ap/deo or perfume/cologne, by income, December 2007
- Types of antiperspirant or deodorant tried
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- Figure 86: Types of antiperspirant or deodorant tried, by income, December 2007
- Forms of antiperspirant or deodorant used
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- Figure 87: Forms of antiperspirant or deodorant used, by income, December 2007
- Popularity of brands
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- Figure 88: Brands of antiperspirant/deodorant used, by gender, May 2006-June 2007
- Brand switching
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- Figure 89: Brand switching, by income, December 2007
- Reason for switching to a new product of the same brand
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- Figure 90: Reason for switching to a new product of the same brand, by income, December 2007
- Reasons for switching to a new brand
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- Figure 91: Reason for switching to a new brand, by income, December 2007
- Attitudes
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- Figure 92: Attitudes and purchase preferences, by income, December 2007
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- Figure 93: Attitudes and purchase preferences (2), by income, December 2007
- Purchase channels
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- Figure 94: Purchase channels, by gender, December 2007
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- Figure 95: Purchase channels, by age, December 2007
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- Figure 96: Purchase channels, by race/ethnicity, December 2007
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- Figure 97: Purchase channels, by income, December 2007
Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
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