Executive Summary

Jun 2019
PROSPECTS
The natural trend continues

Research into the negative health effects of antiperspirants on body temperature and aluminium on renal function and Alzheimer’s disease is contributing to a niche but growing segment of higher-priced natural and organic deodorants, specifically in deodorant sticks and creams. The launch and expansion of natural deodorants has been noticeable, with natural deodorant brands extending their product lines to bath and shower and skin care.

Deodorant pumps sees frequent price promotions and discounting

Commonly referred to as body sprays, body splashes or body mists, deodorant pumps benefited from stronger demand in 2018, driven by a growing consumer preference for lighter scented sprays, on-the-go portability and the ability to personalise and layer scents. Deodorant pumps experienced the most frequent price promotions in deodorants, driven by the seasonality of scents.

Internet retailing and vending are areas of experimentation

The top three distribution channels in deodorants are beauty specialist retailers, mass merchandisers and hypermarkets. However, growth in internet retailing, warehouse clubs and apparel and footwear specialist retailers characterised deodorants in 2018.

COMPETITIVE LANDSCAPE
Unilever leads deodorants, despite seeing a slight drop in sales

Unilever Home & Personal Care USA led deodorants in value terms in 2018, followed by The Procter & Gamble Co and L Brands. Unilever witnessed a steady, above-average performance for Dove and strong sales of newly-acquired Schmidt’s Naturals.

Unilever innovates through deodorant sprays, wipes and reusable packaging

Deodorant sprays continues to experience steady growth thanks to Unilever’s launch of dry spray to address underarm stains on clothing. Degree Men and Dove Men + Care premiered new SKUs in this format in 2018, whilst Dove replaced its roll-on format with a spray format.

Bath & Body Works leads deodorant pumps; sister brand Victoria’s Secret struggles

Deodorant pumps saw steady growth in the US in 2018, driven by seasonal product variety and accessible price points. L Brands’s Bath & Body Works is the leading brand, driven by strong product acceptance, online growth and a loyal customer base, all of which contributed to its growth in deodorant pumps and sprays.

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Deodorants in the US

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Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Deodorants industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in USA market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Deodorants in USA?
  • What are the major brands in USA?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

Why buy this report?

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  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Deodorants in the US - Category analysis

HEADLINES

PROSPECTS

The natural trend continues
Deodorant pumps sees frequent price promotions and discounting
Internet retailing and vending are areas of experimentation

COMPETITIVE LANDSCAPE

Unilever leads deodorants, despite seeing a slight drop in sales
Unilever innovates through deodorant sprays, wipes and reusable packaging
Bath & Body Works leads deodorant pumps; sister brand Victoria’s Secret struggles

CATEGORY DATA

Table 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 7 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Beauty and Personal Care in the US - Industry Overview

EXECUTIVE SUMMARY

Robust expansion in beauty and personal care
Direct-to-consumer brands expand and launch new products
Store-based brands fight back by investing in internet retailing and digitalisation
Growing ingredients awareness highlights the health and wellness trend
Regulation will impact sun care; but could affect the broader industry

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources