Deodorants and Bodysprays Industry in UK @

1. Deodorants and Bodysprays - UK - January 2014
This is a category where brand name prevails and own-label is held with scepticism. With long-lasting being the most important product attribute, consumers are
more trusting of brands to deliver long-lasting protection. However, products not lasting as long as they claim to is the biggest product frustration, suggesting that
using new ways to communicate product efficacy could be more effective than simply highlighting a formula to be ‘long-lasting’.
table Of Content
introduction
definition
abbreviations
executive Summary
the Market
figure 1: Best- And Worst-case Forecast Of Uk Retail Value Sales Of Deodorants And Bodysprays, 2008-18
market Factors
companies, Brands And Innovation
figure 2: New Product Launches In The Deodorants Category, % Share, By Branded Vs Own-label, 2009-13
figure 3: New Product Launches, By Top 10 Claims And Other, 2009-13
the Consumer
figure 4: Product Usage And Frequency, October 2013
figure 5: Product Frustrations, October 2013
figure 6: Shopping For Bodysprays, October 2013
what We Think
issues In The Market
what Has Weather Got To Do With Anything?
what’s The Impact Of The Rise In Population Of Children?
how Does Own-label Perform In This Category?
what Is The Biggest Product Frustration?
trend Application
trend: Extend My Brand
trend: Guiding Choice
futures: Generation Next
market Drivers
key Points
men’s Focus On Grooming Over Fashion
figure 7: Male Attitudes Towards Grooming Style, July 2013
active Lifestyles Of Men And Women
figure 8: How Often People Exercise, By Gender, November 2012
2013’s Warmer Summer Has Not Boosted The Market
figure 9: Average Temperature And Total Number Of Sunshine Hours In The Uk, 2004-13
attitudes Towards Natural And Organic Products
figure 10: Purchase Of Natural Or Organic Toiletries In The Last Six Months, November 2012
rise In The Population Of Children
figure 11: Trends In The Age Structure Of The Uk Population, By Gender, 2008-18
targeting Other Demographics
Deodorants and Bodysprays - UK - January 2014

2. who’s Innovating?
key Points
rise Of Relaunches In 2013
figure 12: New Product Launches In The Deodorants Category, % Share By Launch Type, 2009-13
figure 13: Products Aimed At Men, 2013
own-label Launches Have Limited Appeal
figure 14: New Product Launches In The Deodorants Category, % Share, By Branded Vs Own-label, 2009-13
figure 15: Own-label Relaunches, January-october 2013
long-lasting Remains Top Of Claims
figure 16: New Product Launches, By Top 10 Claims And Other, 2009-13
rise In Products Aimed At Demographics
figure 17: Products Aimed At Teens, January-october 2013
clothes Protection Sees A Rise
figure 18: Interest In Particular Product Benefits And Services For Improving Wash Results, May 2013
unilever Maintains Launch Activity
figure 19: New Product Launches In The Uk Deodorant Market, % Share By Ultimate Company (top Six And Other), 2009-13
market Size And Forecast
key Points
decline Predicted In 2013
figure 20: Uk Retail Value Sales Of Deodorants And Bodysprays, 2008-18
slow But Steady Growth Ahead
figure 21: Best- And Worst-case Forecast Of Uk Retail Value Sales Of Deodorants And Bodysprays, 2008-18
forecast Methodology
segment Performance
key Points
decline In Value Of Bodysprays Bringing Down The Whole Category
figure 22: Uk Retail Value Sales Of Deodorants And Bodysprays, By Sector, Years To October 2012 And 2013
market Share
key Points
unilever Tops Bestselling Deodorant Brands
figure 23: Brand Shares In Uk Value Sales Of Deodorants, Years To October 2012 And 2013
unilever Tops Bestselling Bodyspray Brands
figure 24: Brand Shares In Uk Value Sales Of Bodysprays, Years To October 2012 And 2013
companies And Products
unilever
background
figure 25: Key Financials For Unilever Uk Limited, 2011 And 2012
strategy And Position
product Range And Innovation
figure 26: Examples Of Product Launches In The Uk Deodorants Market By Unilever, 2013
marketing And Advertising
beiersdorf
background
figure 27: Key Financials For Beiersdorf Uk Limited, 2011 And 2012
strategy And Position
product Range And Innovation
figure 28: Examples Of Product Launches In The Uk Deodorants Market By Beiersdorf, 2013
marketing And Advertising
henkel
background
Deodorants and Bodysprays - UK - January 2014

3. figure 29: Key Financials For Henkel Limited, 2011 And 2012
product Range And Innovation
figure 30: Examples Of Product Launches In The Uk Deodorants Market By Henkel, 2013
marketing And Advertising
colgate-palmolive
background
figure 31: Key Financials For Colgate-palmolive (uk) Limited, 2011 And 2012
strategy And Position
product Range And Innovation
figure 32: Examples Of Product Launches In The Uk Deodorants Market By Colgate-palmolive, 2013
marketing And Advertising
coty
background
figure 33: Key Financials For Coty Uk, 2011 And 2012
product Range And Innovation
figure 34: Examples Of Product Launches In The Uk Deodorants Market By Coty, 2013
l’oréal
background
figure 35: Key Financials For L’oréal (uk), 2011 And 2012
strategy And Position
product Range And Innovation
figure 36: Example Of A Product Launch In The Uk Deodorants Market By L’oréal, 2013
marketing And Advertising
oriflame
background
figure 37: Key Financials For Oriflame (uk), 2011 And 2012
strategy And Position
product Range And Innovation
figure 38: Examples Of Product Launches In The Uk Deodorants Market By Oriflame, 2012-13
brand Research
increased Focus On Spring/summer Advertising
figure 39: Main Monitored Media Advertising Spend On Deodorants, By Quarter, 2009-13
reduced Investment In Tv Advertising
figure 40: Main Media Advertising Expenditure On Men’s And Women’s Deodorants And Antiperspirants, By Media Type, 2009-13
brand Perceptions
key Brand Metrics
figure 41: Key Brand Metrics, November 2013
brand Map
figure 42: Attitudes Towards And Usage Of Brands In The Deodorant And Bodyspray Sector, October 2013
correspondence Analysis
brand Attitudes
figure 43: Attitudes, By Deodorant And Bodyspray Brand, October 2013
brand Personality
figure 44: Deodorant And Bodyspray Brand Personality – Macro Image, October 2013
figure 45: Deodorant And Bodyspray Brand Personality – Micro Image, October 2013
brand Experience
figure 46: Deodorant And Bodyspray Brand Usage, October 2013
figure 47: Deodorant And Bodyspray Brand Experience, October 2013
social Media And Online Buzz
social Media Metrics
figure 48: Social Media Metrics, January-november 2013
online Conversation
figure 49: Online Mentions Of Selected Deodorant And Bodyspray Brands, January-november 2013
lynx And Nivea’s Lead In Mentions Is Consistent, While Competitions Provide Spikes For Others
difference In Approach Of Lynx And Nivea Guides Where Discussions Happen
topics Of Discussion
figure 50: Topics Of Discussion Around Deodorants And Bodysprays, January-november 2013
fragrance Can Differentiate And Forge Emotional Response
compressed Cans Gain Lowest Number Of Mentions
figure 51: Topic Cloud Around Compressed Deodorant And Bodyspray Cans, January-november 2013
discussions Are Often Positive Reviews
consumers Question The Purpose And Veracity Of Long-lasting Deodorant
analysis By Brand
lynx
Deodorants and Bodysprays - UK - January 2014

4. figure 52: Lynx Mentions About Space Academy Campaign, January-november 2013
nivea
figure 53: Topic Cloud Around Nivea Mentions, January-november 2013
right Guard
figure 54: Conversation Around Right Guard And @offguardgigs, By Gender, January-november 2013
sure
impulse
figure 55: Advertising Spend Of Impulse, 2008-13
sanex
figure 56: Topic Cloud Around Mentions Of Sanex, January-november 2013
channels To Market
key Points
rise Of Discount Retailers
figure 57: Uk Retail Value Sales Of Deodorants And Bodysprays, By Outlet Type, 2012 And 2013
the Consumer – Usage And Frequency Of Deodorants And Bodysprays
key Points
roll-ons And Aerosols Are The Most Popular Formats
figure 58: Product Usage And Frequency, October 2013
are Bodysprays A Top-up To Fragrances?
figure 59: Frequency Of Use Of Fragrances, July 2013
younger People Are Highest Users Of Deodorants And Bodysprays
the Consumer – Deodorant Usage Frustrations
key Points
long-lasting Claims Are The Biggest Frustration
figure 60: Product Frustrations, October 2013
staining Is Still An Issue
own-label Has Low Appeal
the Consumer – Importance Of Product Attributes
key Points
long-lasting Formulae And Fragrance Remain Most Important Attributes
figure 61: Importance Of Product Attributes, October 2013
men Show Interest In Products For The Body
differences In Age
the Consumer – Attitudes Towards Deodorant Usage
key Points
deodorant Usage Drives Confidence
figure 62: Attitudes Towards Usage, October 2013
young People Are More Experimental
the Consumer – Shopping For Bodysprays
key Points
fragrance Is A Key Driver
figure 63: Shopping For Bodysprays, October 2013
price Or Fragrance
Deodorants and Bodysprays - UK - January 2014

5. appendix – Market Share
figure 64: Brand Shares In Uk Volume Sales Of Deodorants, Years To October 2012 And 2013
appendix – Brand Research
figure 65: Brand Usage, October 2013
figure 66: Brand Commitment, October 2013
figure 67: Brand Diversity, October 2013
figure 68: Brand Satisfaction, October 2013
figure 69: Brand Recommendation, October 2013
figure 70: Brand Attitude, October 2013
figure 71: Brand Image – Macro Image, October 2013
figure 72: Brand Image – Micro Image, October 2013
figure 73: Online Mentions, Selected Deodorant And Bodyspray Brands, 30th December 2012-24th November 2013
figure 74: Topics Of Discussion Around Deodorants And Bodyspray, January-november 2013
appendix – The Consumer – Usage And Frequency Of Deodorants And Bodysprays
figure 75: Product Usage And Frequency, October 2013
figure 76: Product Usage And Frequency – Deodorant/antiperspirant Roll-on, By Demographics, October 2013
figure 77: Product Usage And Frequency – Deodorant/antiperspirant Aerosol, By Demographics, October 2013
figure 78: Product Usage And Frequency – Fragranced Bodyspray, By Demographics, October 2013
appendix – The Consumer – Deodorant Usage Frustrations
figure 79: Product Frustrations, October 2013
figure 80: Most Popular Product Frustrations, By Demographics, October 2013
figure 81: Next Most Popular Product Frustrations, By Demographics, October 2013
appendix – The Consumer – Importance Of Product Attributes
figure 82: Importance Of Product Attributes, October 2013
figure 83: Importance Of Product Attributes – Rank, October 2013
figure 84: Most Popular Importance Of Product Attributes, By Demographics, October 2013
figure 85: Next Most Popular Importance Of Product Attributes, By Demographics, October 2013
figure 86: Other Importance Of Product Attributes, By Demographics, October 2013
figure 87: Importance Of Product Attributes, By Most Popular Product Frustrations, October 2013
figure 88: Importance Of Product Attributes, By Next Most Popular Product Frustrations, October 2013
appendix – The Consumer – Attitudes Towards Deodorant Usage
figure 89: Attitudes Towards Usage, October 2013
figure 90: Most Popular Attitudes Towards Usage, By Demographics, October 2013
figure 91: Next Most Popular Attitudes Towards Usage, By Demographics, October 2013
figure 92: Attitudes Towards Usage, By Product Usage And Frequency – Deodorant/antiperspirant Roll-on, October 2013
appendix – The Consumer – Shopping For Bodysprays
figure 93: Shopping For Bodysprays, October 2013
figure 94: Most Popular Shopping For Bodysprays, By Demographics, October 2013
figure 95: Next Most Popular Shopping For Bodysprays, By Demographics, October 2013
figure 96: Product Usage And Frequency, By Most Popular Shopping For Bodysprays, October 2013
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Deodorants and Bodysprays - UK - January 2014

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Deodorants and Bodysprays - UK - January 2014