Table of Contents
Executive Summary
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- The market
- Body care and deodorant expected to maintain steady growth through 2024
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- Figure 1: Total US sales and fan chart forecast of bodycare and APDO market, at current prices, 2014-24
- The issues
- Bodycare users stick with the basics
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- Figure 2: Usage of select bodycare products, April 2019
- Consumers don’t see value in various innovations
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- Figure 3: Usage and interest in select product innovations – Have not used and not interested in using, April 2019
- Price-conscious shopping prevents young adults from increasing spend
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- Figure 4: Select shopping behaviors, by 18-24, April 2019
- The opportunities
- Adults see value in having a bodycare routine
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- Figure 5: Select attitudes and behaviors toward bodycare products and interest in in-shower body mask, April 2019
- 45-54 year-olds could be a key market for premium, natural bodycare brands
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- Figure 6: Select benefits sought in bodycare products, by age, April 2019
- Young adults express strong interest in innovations
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- Figure 7: Usage and interest in select product innovations, any trial or interest (net), by age, April 2019
- What it means
The Market – What You Need to Know
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- Bodycare and deodorant continue to see slow, steady sales growth
- APDO benefits from hygiene staple status
- Are hair-inhibiting products impacting depilatory sales?
- Showering behaviors, plastic bans and population trends impact market
Market Size and Forecast
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- Bodycare and deodorant continue to see slow, steady sales growth
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- Figure 8: Total US sales and fan chart forecast of bodycare and APDO market, at current prices, 2014-24
- Figure 9: Total US retail sales and forecast of body care products and deodorant, at current prices, 2014-24
Market Breakdown
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- APDO benefits from hygiene staple status
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- Figure 10: Share of body care and APDO sales, by segment, 2019 (est)
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- Figure 11: Total US retail sales and forecast of body care products and deodorant, by segment, at current prices, 2014-24
Market Perspective
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- Are hair-inhibiting products impacting depilatory sales?
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- Figure 12: Hair-inhibiting products
Market Factors
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- The fear of stripping away good bacteria is starting to fade
- Potential for bans on plastic used in BPC products
- US population continues to become more diverse
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- Figure 13: Distribution of generations by race and Hispanic origin, 2019
Key Players – What You Need to Know
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- Unilever and P&G see gains, as well as natural and private label brands
- Natural deodorant and male brands see gains; products infused with CBD on the rise
- Basic bodycare continues to lose share to derma brands
- Eco-friendly concepts are a must; masking expands from facial skincare
Company and Brand Sales of Bodycare and Deodorant Market
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- Unilever and P&G see gains, as well as natural and private label brands
- Sales of bodycare and deodorant by company
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- Figure 14: Multi-outlet sales of body care products and deodorant, by leading companies, rolling 52 weeks 2018 and 2019
What’s Working?
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- Natural deodorant continues to see gains
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- Figure 15: Multi-outlet sales of select antiperspirant/deodorants, rolling 52 weeks 2018 and 2019
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- Figure 16: Dove aluminum-free deodorants
- Products infused with CBD oil holds the spotlight
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- Figure 17: Interest in CBD products, April 2019
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- Figure 18: Select products from Hempz Aromabody product line
- Figure 19: Instagram post from mender.shop
- Old Spice and Dove Men+Care capitalize on male brand loyalty
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- Figure 20: Multi-outlet sales of Dove Men+Care and Old Spice’s deodorants/antiperspirants, rolling 52 weeks 2018 and 2019
What’s Struggling?
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- Basic bodycare continues to lose share to derma brands
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- Figure 21: Multi-outlet sales of select body care brands, rolling 52 weeks 2018 and 2019
What’s Next?
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- Refillable, reusable concepts are becoming a must
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- Figure 22: Myro Instagram posts
- Bodycare and APDO tap into masking trend
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- Figure 23: Body masks
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- Figure 24: Underarm dextox masks
The Consumer – What You Need to Know
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- Only select bodycare products are considered essential
- Adults are becoming more invested in their bodycare routines
- APDO enjoys widespread usage
- APDO is essential to daily hygiene routines
- Category shoppers take a value and brand-driven approach
- Convenient, easy-to-use innovations spark interest among adults
Usage of Bodycare Products
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- Only select bodycare products are considered essential
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- Figure 25: Usage of bodycare products, April 2019
- Skin conditions play a role in elevated usage among young adults
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- Figure 26: Usage of select bodycare products, by age, April 2019
- Women are more invested than men in bodycare routines
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- Figure 27: Usage of select bodycare products, by gender, April 2019
- Black and Hispanic adults use variety of bodycare products
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- Figure 28: Usage of select bodycare products, by race and Hispanic origin, April 2019
Bodycare Benefits
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- Basic bodycare benefits are prioritized
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- Figure 29: Benefits sought in bodycare products, April 2019
- Brand recognition can widen reach
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- Figure 30: TURF Analysis – Bodycare purchase influencers, April 2019
- Methodology
- Mature adults prioritize efficacy over scent-related benefits
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- Figure 31: Paula’s Choice Instagram post about Clinical Ultra-Rich Soothing Body Butter
- 45-54 year -olds could be a key market for premium, natural bodycare brands
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- Figure 32: Select benefits sought in bodycare products, by age, April 2019
- Men want products made specifically for them
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- Figure 33: Select benefits sought in bodycare products, by gender, April 2019
- Natural ingredients are a must for Black adults
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- Figure 34: Select benefits sought in bodycare products, by race and Hispanic origin, April 2019
Attitudes and Behaviors toward Bodycare
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- Adults becoming more invested in bodycare routines
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- Figure 35: Attitudes and behaviors toward bodycare, April 2019
- Younger adults see value in having a body skincare routine
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- Figure 36: Using bodycare more often than year ago, by age, April 2019
- Men have low-maintenance routines; women value specialized bodycare
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- Figure 37: Jergens’s Wet Skin Moisturizers
- Figure 38: Select attitudes and behaviors toward bodycare, by gender, April 2019
- Black adults take specialized approach to combat dry skin concerns
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- Figure 39: Select attitudes and behaviors toward bodycare, by race and Hispanic origin, April 2019
Usage of APDO
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- APDO enjoys widespread usage
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- Figure 40: Usage of APDO, April 2019
- Most adults use APDO sticks, but young adults are open to sprays
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- Figure 41: Usage of APDO, by age, April 2019
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- Figure 42: Deodorant sprays
- Men are drawn to the added convenience of APDO spray
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- Figure 43: Usage of APDO, by gender, April 2019
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- Figure 44: Deodorant/antiperspirant sprays for men
- A lack of need prevents some Asian adults from using APDO
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- Figure 45: Usage of APDO, by race and Hispanic origin, April 2019
APDO Benefits
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- Scent-related benefits continue to be prioritized
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- Figure 46: Benefits sought in APDO products, April 2019
- Brand names have a significant impact among APDO users
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- Figure 47: TURF Analysis – Deodorant/antiperspirant purchase influencers, April 2019
- Methodology
- Aluminium fears impact adults aged 25-34’s APDO preferences
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- Figure 48: Select benefits sought in APDO products, by age, April 2019
- Women pay attention to the ingredients in APDO
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- Figure 49: Benefits sought in APDO products, by gender, April 2019
- Black and Hispanic adults are influenced by various APDO benefits
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- Figure 50: Benefits sought in APDO products, by race and Hispanic origin, April 2019
Attitudes and Behaviors toward APDO
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- APDO is essential to daily hygiene routines
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- Figure 51: Attitudes and behaviors toward APDO, April 2019
- Ingredient concerns dictate younger adults’ behaviors
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- Figure 52: Attitudes and behaviors toward APDO, by age, April 2019
Shopping Behaviors
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- Category shoppers take a value and brand-driven approach
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- Figure 53: Shopping behaviors, April 2019
- Younger adults take a value-driven, yet eco-friendly approach
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- Figure 54: Shopping behaviors, by age, April 2019
- Black adults are brand loyal
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- Figure 55: Select shopping behaviors, by race and Hispanic origin, April 2019
Usage and Interest in Product Innovations
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- Convenient, easy-to-use innovations spark interest among adults
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- Figure 56: Usage and interest in product innovations, April 2019
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- Figure 57: Interest in bodycare or deodorant infused with hemp/CBD oil, April 2019
- Innovations have prime audience among adults aged 18-44
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- Figure 58: Usage and interest in select product innovations, any trial or interest (net), by age, April 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 59: Total US retail sales and forecast of body care products and deodorant, at inflation-adjusted prices, 2014-24
- Figure 60: Total US retail sales of body care products and deodorant, by segment, at current prices, 2017 and 2019
- Figure 61: Total US retail sales and forecast of body care products, at current prices, 2014-24
- Figure 62: Total US retail sales and forecast of antiperspirant/deodorant, at current prices, 2014-24
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- Figure 63: Total US retail sales of body care products and deodorant, by channel, at current prices, 2014-19
- Figure 64: Total US retail sales of body care products and deodorant, by channel, at current prices, 2017 and 2019
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Appendix – Key Players
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- Figure 65: Multi-outlet sales of body care products, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 66: Multi-outlet sales of antiperspirant/deodorant, by leading companies and brands, rolling 52 weeks 2018 and 2019
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