デオドラントおよびボディスプレーの英国市場

Abstract

The deodorants and bodysprays market is a mainstream toiletries sector with elements of mass fragrances. The principal issues, given high penetration levels, are building market value and encouraging greater frequency of usage

The route to success in this respect is through added-skincare benefits and by retaining young consumers. Bodysprays, in particular, are used by teenagers who move onto fragrances as they become young adults - these consumers might be retained if bodysprays were one element of a complete fragrance range

Table of Contents

• Issues in the Market
• Key themes
• Definitions
• Market in Brief
• Brand value
• Segmentation drives growth
• Extension not innovation
• Assured lead for Unilever
• Consumer trends
• Future
• Internal Market Environment
• Body consciousness
  • Figure 1: Attitudes by gender, 2006
• Quality and branding
• Sex sells
• Active performance
• Exercise and lifestyle
  • Figure 2: Attitudes towards sport and exercise, 2002-06
• Broader Market Environment
• Trends in the wider toiletries market
• Bath, soap and shower
• Skincare
• Fragrances
• Demographics
  • Figure 3: Trends and projections in UK population (' 000s), by age and gender, 2001-11
• Age
• Gender
• The role of affluence
  • Figure 4: UK PDI and consumer expenditure and savings ratio, 2000-10
• Competitive Context
• Getting a sniff at the competition
  • Figure 5: New product launches in competitive markets, 2006
• Perfumes and perspiration
  • Figure 6: Penetration and frequency of using perfume/eau de toilette or aftershave/male fragrance, 2006
• No sweat
• Cosmetic surgery
• Clothing and textile innovation
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Size and Forecast
• Market size
  • Figure 12: UK value sales of deodorants and bodysprays, 2001-11
• Forecast
• Segment Performance
  • Figure 13: UK retail value sales of deodorants and bodysprays, by sector, 2004-06
• Deodorants
• Bodysprays
• What they say and what they spray
  • Figure 14: UK retail value sales of deodorants and bodysprays, by format, 2004-06
• Aerosols dominate
• Roll-ups on a roll
• Market Share
• Unilever sure of its top spot
  • Figure 15: Manufacturers' shares in deodorants and bodysprays, 2004-06
  • Figure 16: Unilever' s dominance by brand and target consumer group
• Natrel growth for Henkel
• Branded market
  • Figure 17: Brands' value shares of deodorants and bodysprays, 2004-06
• Trust issues for own label
• Skin care enjoys greatest stretch
• Companies and Products
• Unilever plc
• Henkel
• Colgate-Palmolive
• Coty Inc
• Revlon
• Beiersdorf
• Sara Lee
• Procter & Gamble
• Brand Communication and Promotion
• High adspend in brand-led market
  • Figure 27: Main monitored media advertising spend on deodorants and bodysprays, 2002-06
• Working up a sweat for maximum gains
  • Figure 28: Main monitored media advertising spend on deodorants and bodysprays, by advertiser, 2002-06
• Marketing strategy key to appeal
• High performance
• Natural and beauty
• Uncommon scents
• Channels to Market
• Grocers dominate distribution
  • Figure 29: Retail distribution of deodorants and bodysprays, 2004-06
• Chemists and drugstores
• Department stores
• Direct sales
• Consumer -- Usage and Frequency
• Usage
  • Figure 30: Penetration and frequency of deodorants, by gender and by country, 2006
• Brits say bye bye to BO
• Product format
  • Figure 31: Penetration of deodorants, by type, by country, 2006
• Sticking point for some formats
• Young driving frequency of use
• Frequency
  • Figure 32: Trends in mean summer temperature and high usage of deodorants, by gender, 2002-06
• Summer temperatures warm up usage
• Consumer Purchase Behaviour and Motivation
• Women buying for men
  • Figure 33: Do you ever buy any of these products for men these days? by women, 2002-06
• Women key purchasers
• Reasons for purchase
  • Figure 34: Topline response to reasons for purchase and use of deodorants and bodysprays, November 2006
• Quick purchasing decisions based on brand
• Perfume over price
• The importance of performance
• Format not propelling purchase
• Appendix
• Consumer research
• ACORN
• Advertising data
• Abbreviations
• Internal Market Environment
  • Figure 36: Trends in usage of deodorant by teenagers, 2004-06
• Consumer usage and frequency
  • Figure 37: Trends in mean summer temperature and frequency of deodorants usage, by gender, 2002-06
• Definition of VII
  • Figure 38: Usage of deodorants by age, income, working status, region, presence of children, household size, 2006
• Women
  • Figure 39: Penetration and frequency of using deodorants amongst women, by age, income, working status, region, presence of children, household size, 2006
• Men
  • Figure 40: Penetration and frequency of using deodorants amongst men, by age, income, working status, region, presence of children, household size, 2006
  • Figure 41: GB usage of deodorants, by age, income, working status, region, presence of children, household size, 2006
• Consumer purchase behaviour and motivation
  • Figure 42: Women who buy deodorants for men, by age, income, working status, region, presence of children, household size, 2006
  • Figure 43: Most popular preferences for deodorants and bodysprays by gender, age, social grade, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage, and age finished full-time education, November 2006
  • Figure 44: Popular preferences for deodorants and bodysprays by gender, age, social grade, marital status, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage, and age finished full-time education, November 2006
  • Figure 45: Repertoire of features, November 2006
  • Figure 46: Repertoire of features by gender, age, social grade, marital status, lifestage, age of own children, working status, tenure, ITV region, ACORN group, daily newspapers, commercial TV viewing and supermarket used, November 2006
• Consumer attitudes
  • Figure 47: Most popular attitudes to deodorants and bodysprays by gender, age, social grade, marital status, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage, and age finished full-time education, November 2006
  • Figure 48: Popular attitudes to deodorants and bodysprays by gender, age, social grade, marital status, lifestage, age of own children, Mintel Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage, and age finished full-time education, November 2006
  • Figure 49: Cross tabulation of most common reasons for purchase/use by attitudes towards deodorants and bodysprays, November 2006
  • Figure 50: Cross tabulation of reasons for purchase/use by attitudes towards deodorants and bodysprays, November 2006
• Mean analysis
  • Figure 51: Consumer means based on agreement with groupeo statements in terms of concerns of brand, efficacy, repertoire and embarrassment, by gender, age, social grade, marital status, lifestage, working status, November 2006