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Antiperspirants and Deodorants in the U.S.

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

Plus, you'll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the antiperspirant and deodorant market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current antiperspirant and deodorant market, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for pretreated wipes based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for antiperspirant and deodorant products.
  • Research and development professionals stay on top of competitor initiatives and explore demand for antiperspirant and deodorant products.
  • Advertising agencies working with clients in the antiperspirant and deodorant products industry understand the product to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope and Methodology
    • Market Size and Growth
      • Market on the Rise
    • Marketers
      • Leading Marketers
        • Table U.S. Sales of Antiperspirant and Deodorant Marketers, 2001-2005 (in million $)
      • Leading Brands
        • Table U.S. Sales of Antiperspirant and Deodorant Brand Lines, 2001-2005 (in million $)
    • Marketing Dynamics
      • Marketing Initiatives
      • New Product Introductions
    • 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
      • Sprays Slowly Capturing the Male Antiperspirant/Deodorant Market
      • Adult Female Antiperspirant/Deodorant Users
      • A Word on Teen Antiperspirant/Deodorant Users
    • Outlook
  • The Market
    • Scope and Methodology
      • Product Definition
    • The Market
      • Market on the Rise
      • Dollar Sales Up and Unit Sales Down
        • Table IRI-Tracked Dollar Sales of Antiperspirants and Deodorants, 2001-2005 (in billion $)
        • Table IRI-Tracked Unit Sales of Antiperspirants and Deodorants,, 2003-2005 (in million units)
      • Retail Sales
    • Factors Influencing the Market
      • Targeting Men
      • Brand Extensions
      • New Products
      • Move to Warmer Climates
        • Table U.S Population Projection: Distribution by Region, 2000-2030 (%)
      • FDA Standards for Product Claims
      • Compulsory Labeling for Aluminum-containing Antiperspirants
    • Projected Market Growth
      • Sales to Reach $2 Billion in 2010
  • The Marketers
    • Marketer Overview
      • Table Brand Portfolio of Leading U.S. Antiperspirant and Deodorant Marketers
      • Leading Marketers
        • Table U.S. Sales of Antiperspirant and Deodorant Marketers, 2001-2005 (in million $)
        • Table U.S. Market Shares of Antiperspirant and Deodorant Marketers, 2001-2005 (%)
      • Leading Brands
        • Table U.S. Sales of Antiperspirant and Deodorant Brand Lines, 2001-2005 (in million $)
        • Table U.S. Market Share of Antiperspirant and Deodorant Brands Lines, 2001-2005 (%)
        • Table U.S. Market Top 20 Antiperspirant and Deodorant Brands, 2001-2005 (in million $)
    • Competitive Profiles
      • The Procter and Gamble Company
        • Table The Procter and Gamble Company Brand/Product Portfolio
      • Unilever
        • Table Unilever's Brand/Product Portfolio
      • Colgate-Palmolive Company
        • Table Colgate-Palmolive Company Brand/Product Portfolio
      • Revlon, Inc.
      • Church & Dwight Co., Inc.
      • Kao Brands Company
      • Coty Inc.
      • Helen of Troy Limited
      • The Dial Corporation
  • Marketing Dynamics
    • The Sweet Smell of Sex: Men's Products
      • Table Selected Antiperspirant and Deodorant Taglines Targeting Men
      • Need State Platforms for Women
        • Table 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 U.S. Antiperspirant and Deodorant Introductions with FSI, 2005
    • New Product Introductions
      • Direct Seller Avon Leads in New Product Launches
        • Table Top 10 Antiperspirant and Deodorant Marketers by Total SKUs Launched, 2005
        • Table U.S. Top 10 Antiperspirant and Deodorant Brands by Total SKUs Launched, 2005
      • New Product Introductions by Product Form
        • Table Antiperspirants and Deodorants Launched by Package Type, 2005
      • New Product Introductions by Package Tags
        • Table Antiperspirants and Deodorants Top 10 Package Tags, 2005
        • Table Antiperspirants and Deodorants Introductions Tagged "Long Lasting / 24/7 Protection," 2005
        • Table Antiperspirant and Deodorant Introductions Tagged "Satin Free / No residue/Invisible," 2005
        • Table Antiperspirant and Deodorant Introductions Tagged "Aluminum Free," 2005
        • Table Antiperspirant and Deodorant Introductions Tagged "Natural/Organic," 2005
      • New Product Introductions by Fragrance
        • Table Antiperspirant and Deodorant Top 10 Fragrance, 2005
        • Table U.S. Market Men's Top 10 Antiperspirant and Deodorant Fragrances, 2005
        • Table U.S. Market Women's Top 10 Antiperspirant and Deodorant Fragrances, 2005
        • Table Antiperspirant and Deodorant Introductions for Men-Fragrance "Wood," 2005
        • Table Antiperspirant and Deodorant Introductions for Men-Fragrance "Patchouli," 2005
        • Table Antiperspirant and Deodorant Introductions for Women-Fragrance "Powder," 2005
        • Table Antiperspirant and Deodorant Introductions for Women - Fragrance "Musk," 2005
  • Market Trends
    • Men's Deodorant Dominating the Market
      • Table U.S. Gender-Specific Antiperspirant and Deodorant Products on the Basis of Product Tag, 2004-2005
      • Table 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
    • Population Trends
      • Table Projected U.S. Population by Age Bracket, 2005-2010 (in million)
  • The Consumer
    • Simmons Survey
    • The Adult Male Antiperspirant/Deodorant User
      • Old Spice an Old Favorite
      • Selected Demographic Profiles By Preferred Brand
        • Table Demographic Characteristics of U.S. Adult Males by Preferred Brand, 2005
        • Table Demographic Characteristics of U.S. Adult Males by Preferred Brand, 2005
      • Sprays Slowly Capturing the Male Antiperspirant/Deodorant Market
      • Demographic Profile of Usage by Preferred Form: Stick, Roll-on, Gel, Spray
        • Table Demographic Characteristics of U.S. Adult Males by Preferred Form, 2005
      • Usage Frequency
        • Table U.S. Adult Male Deodorant Usage Frequency, 2003-2005 (%)
        • Table Demographic Characteristics of Heavy, Regular, and Daily Male Antiperspirant/Deodorant Users, 2005
    • Adult Female Antiperspirant/Deodorant Users
      • Secret Still Dominates the Female Deodorant Market
      • Selected Demographic Profiles By Preferred Brand
        • Table Demographic Characteristics of U.S. Adult Females Using Deodorants by Most Used Brands, 2005
        • Table Demographic Characteristics of U.S. Adult Females by Preferred Brand, 2005
      • Stick Still Most Used Form, But Declining
      • Demographic Profile of Usage by Preferred Form: Stick, Roll-on, Gel, Spray
        • Table Demographic Characteristics of U.S. Adult Females Using Deodorants in Different Forms, 2005
      • Consumer Usage Frequency
        • Table U.S. Adult Female Deodorant Usage Frequency, 2003-2005 (%)
        • Table 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
        • Table U.S. Teenage Boys Deodorant Usage Frequency, 2003-2005 (%)
      • Teen Girls Still Have a Secret
        • Table U.S. Teenage Girls Deodorant Usage Frequency, 2003-2005 (%)
  • Appendix
    • Address of Selected Marketers

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