Antiperspirants and Deodorants in the U.S.

SUMMARY

The U.S. market for antiperspirants and deodorants reached $1.9 billion in 2005, up 2.3% from $1.8 billion in 2004. Teenagers and young adults have emerged as a growth market, particularly fueling the explosion in deodorant sprays, the growth segment that presents a threat to old school antiperspirants and deodorants and even to the cologne and perfume market. However, category unit sales are declining, as usage among adults has decreased in spite of several new product launches and heavy marketing and advertising expenditure.

In this all new report, Antiperspirants and Deodorants in the U.S. , Packaged Facts examines the various products available along with an analysis of manufacturer and retailer strategies that are being used to maximize growth and profitability. Trend coverage includes consumer usage, brand preference, new products introductions, as well as the factors and trends that will fuel future growth.

Report Methodology The information in Antiperspirants and Deodorants in the U.S. is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal and household care market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Up-to-date profiles of key consumer demographics are based on Simmons Market Research Bureau data for Fall 2005.

What You'll Get in this Report Antiperspirants and Deodorants in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Antiperspirants and Deodorants in the U.S. offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles
• Retail Strategies
• The Consumer
• The Products
• Trends and Opportunities

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