• Scope and Methodology
• Market Size and Growth
  • Market on the Rise
  • Figure 1-1 U.S. Retail Market Sales for Antiperspirants and Deodorants, 2001-2005 (in billion $)
  
  
• Marketers
  • Leading Marketers
  • Table 1-1 U.S. Sales of Antiperspirant and Deodorant Marketers, 2001-2005 (in million $)
  • Leading Brands
  • Table 1-2 U.S. Sales of Antiperspirant and Deodorant Brand Lines, 2001-2005 (in million $)
  
  
• Marketing Dynamics
  • Marketing Initiatives
  • The Sweet Smell of Sex: Men’s Products
  • Need State Platforms for Women
  • Reaching Out to Young Women
  • Breaking the Conventional Advertising Mold
  • Celebrity Endorsement
  • New Product Introductions
  • 24/7 Sweat Protection
  • Stain Free
  • Natural/No Aluminum
  • Fragrance
  
  
• 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
  • Old Spice an Old Favorite
  • Sprays Slowly Capturing the Male Antiperspirant/Deodorant Market
  • Usage Frequency
  • Adult Female Antiperspirant/Deodorant Users
  • Secret Still Dominates the Female Deodorant Market
  • Stick Still Most Used Form, But Declining
  • Usage Frequency
  • A Word on Teen Antiperspirant/Deodorant Users
  • Teen Boys
  • Teen Girls
  
  
• Outlook
  • Figure 1-2 Projected Retail Sales of Antiperspirants and Deodorants, 2005-2010 (in billion $)

Chapter 2 The Market

• Scope and Methodology
• Product Definition
• The Market
  • Market on the Rise
  • Figure 2-1 U.S. Retail Market Sales for Antiperspirants and Deodorants, 2001-2005 (in billion $)
  • Dollar Sales Up and Unit Sales Down
  • Table 2-1 IRI-Tracked Dollar Sales of Antiperspirants and Deodorants, 2001-2005 (in billion $)
  • Table 2-2 IRI-Tracked Unit Sales of Antiperspirants and Deodorants,, 2003-2005 (in million units)
  • Retail Sales
  • Figure 2-2 U.S. Percentage Share of Antiperspirants and Deodorants Sold Through Retail Venue, 2004-2005 (%)
  
  
• Factors Influencing the Market
  • Targeting Men
  • Brand Extensions
  • New Products
  • Move to Warmer Climates
  • Table 2-2
  • U.S Population Projection: Distribution by Region, 2000-2030 (%)
  • FDA Standards for Product Claims
  • Compulsory Labeling for Aluminum-containing Antiperspirants
  • Growing Awareness of Potentially Harmful Ingredients
  
  
• Projected Market Growth
  • Sales to Reach $2 Billion in 2010
  • Figure 2-3 Projected Retail Sales of Antiperspirants and Deodorants, 2005-2010 (in billion $)

Chapter 3 The Marketers

• Marketer Overview
• Table 3-1
• Brand Portfolio of Leading U.S. Antiperspirant and Deodorant Marketers
• Figure 3-1 U.S. Antiperspirants and Deodorants Market Composition by Marketers’ Share, 2005 (%)
• Leading Marketers
• Table 3-2 U.S. Sales of Antiperspirant and Deodorant Marketers, 2001-2005 (in million $)
• Table 3-3 U.S. Market Shares of Antiperspirant and Deodorant Marketers, 2001-2005 (%)
• Leading Brands
• Table 3-4 U.S. Sales of Antiperspirant and Deodorant Brand Lines, 2001-2005 (in million $)
• Table 3-5 U.S. Market Share of Antiperspirant and Deodorant Brands Lines, 2001-2005 (%)
• Table 3-6 U.S. Market Top 20 Antiperspirant and Deodorant Brands, 2001-2005 (in million $)
• Competitive Profiles
  • The Procter and Gamble Company
  • Table 3-7 The Procter and Gamble Company Brand/Product Portfolio
  • Unilever
  • Table 3-8 Unilever’s Brand/Product Portfolio
  • Colgate-Palmolive Company
  • Table 3-9 Colgate-Palmolive Company Brand/Product Portfolio
  • Purchase of Tom's of Maine
  • Revlon, Inc.
  • Church & Dwight Co., Inc.
  • Kao Brands Company
  • Coty Inc.
  • Helen of Troy Limited
  • The Dial Corporation

Chapter 4 Marketing Dynamics

• The Sweet Smell of Sex: Men’s Products
• Table 4-1 Selected Antiperspirant and Deodorant Taglines Targeting Men
• Need State Platforms for Women
• Table 4-2 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 4-3 U.S. Antiperspirant and Deodorant Introductions with FSI, 2005
• New Product Introductions
  • Direct Seller Avon Leads in New Product Launches
  • Table 4-4 Top 10 Antiperspirant and Deodorant Marketers by Total SKUs Launched, 2005
  • Table 4-5 U.S. Top 10 Antiperspirant and Deodorant Brands by Total SKUs Launched, 2005
  • New Product Introductions by Product Form
  • Table 4-6 Antiperspirants and Deodorants Launched by Package Type, 2005
  • New Product Introductions by Package Tags
  • Table 4-7 Antiperspirants and Deodorants Top 10 Package Tags, 2005
  • 24/7 Sweat Protection
  • Table 4-8 Antiperspirants and Deodorants Introductions Tagged “Long Lasting / 24/7 Protection,” 2005
  • Stain Free
  • Table 4-9 Antiperspirant and Deodorant Introductions Tagged “Satin Free / No residue/Invisible,” 2005
  • Natural/No Aluminum
  • Table 4-10 Antiperspirant and Deodorant Introductions Tagged “Aluminum Free,” 2005
  • Table 4-11 Antiperspirant and Deodorant Introductions Tagged “Natural/Organic,” 2005
  • New Product Introductions by Fragrance
  • Table 4-12 Antiperspirant and Deodorant Top 10 Fragrance, 2005
  • Table 4-13 U.S. Market Men’s Top 10 Antiperspirant and Deodorant Fragrances, 2005
  • Table 4-14 U.S. Market Women’s Top 10 Antiperspirant and Deodorant Fragrances, 2005
  • Table 4-15 Antiperspirant and Deodorant Introductions for Men—Fragrance “Wood,” 2005
  • Table 4-16 Antiperspirant and Deodorant Introductions for Men—Fragrance “Patchouli,” 2005
  • Table 4-17 Antiperspirant and Deodorant Introductions for Women—Fragrance “Powder,” 2005
  • Table 4-18 Antiperspirant and Deodorant Introductions for Women — Fragrance “Musk,” 2005

Chapter 5 Market Trends

• Men’s Deodorant Dominating the Market
• Table 5-1 U.S. Gender-Specific Antiperspirant and Deodorant Products on the Basis of Product Tag, 2004-2005
• Table 5-2 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
• Figure 5-1 Number of Antiperspirants and Deodorants Launched, 2005
• Figure 5-2 U.S. Quarterly Antiperspirant and Deodorant Sales, 2005 (in million$)
• Population Trends
• Table 5-7 Projected U.S. Population by Age Bracket, 2005-2010 (in million)

Chapter 6 The Consumer

• Simmons Survey
• The Adult Male Antiperspirant/Deodorant User
  • Old Spice an Old Favorite
  • Figure 6-1 U.S. Top Ten Antiperspirant and Deodorant Brands by Adult Male Usage, 2004-2005 (%)
  • Selected Demographic Profiles By Preferred Brand
  • Old Spice
  • Speed Stick
  • Degree
  • Gillette Series
  • Axe
  • Brut
  • Table 6-1 Demographic Characteristics of U.S. Adult Males by Preferred Brand, 2005
  • Table 6-2 Demographic Characteristics of U.S. Adult Males by Preferred Brand, 2005
  • Sprays Slowly Capturing the Male Antiperspirant/Deodorant Market
  • Figure 6-2 U.S. Adult Male Antiperspirant and Deodorant Users by Forms, 2004-2005 (%)
  • Demographic Profile of Usage by Preferred Form: Stick, Roll-on, Gel, Spray
  • Table 6-3 Demographic Characteristics of U.S. Adult Males by Preferred Form, 2005
  • Usage Frequency
  • Table 6-4 U.S. Adult Male Deodorant Usage Frequency, 2003-2005 (%)
  • Demographic Profile By Usage Frequency: Heavy, Regular and Daily
  • Table 6-5 Demographic Characteristics of Heavy, Regular, and Daily Male Antiperspirant/Deodorant Users, 2005
  
  
• Adult Female Antiperspirant/Deodorant Users
  • Secret Still Dominates the Female Deodorant Market
  • Figure 6-3 U.S. Top-10 Antiperspirant and Deodorant Brands by Adult Female Usage, 2004-2005 (%)
  • Selected Demographic Profiles By Preferred Brand
  • Secret
  • Dove
  • Degree
  • Speed Stick
  • Suave
  • Ban
  • Table 6-6 Demographic Characteristics of U.S. Adult Females Using Deodorants by Most Used Brands, 2005
  • Table 6-7 Demographic Characteristics of U.S. Adult Females by Preferred Brand, 2005
  • Stick Still Most Used Form, But Declining
  • Figure 6-4 U.S. Adult Female Antiperspirant and Deodorant Users by Forms, 2004-2005 (%)
  • Demographic Profile of Usage by Preferred Form: Stick, Roll-on, Gel, Spray
  • Table 6-8 Demographic Characteristics of U.S. Adult Females Using Deodorants in Different Forms, 2005
  • Consumer Usage Frequency
  • Table 6-9 U.S. Adult Female Deodorant Usage Frequency, 2003-2005 (%)
  • Demographic Profile By Usage Frequency: Heavy, Regular, Daily
  • Table 6-10 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
  • Figure 6-5 Leading Antiperspirant and Deodorant Brands by Teen Boy Usage, 2004-2005 (%)
  • Figure 6-6 U.S. Teenage Male Antiperspirant and Deodorant Users by Forms, 2004-2005 (%)
  • Table 6-11 U.S. Teenage Boys Deodorant Usage Frequency, 2003-2005 (%)
  • Teen Girls Still Have a Secret
  • Figure 6-7 U.S. Top Ten Antiperspirant and Deodorant Brands by Teenage Girls Usage, 2004-2005 (%)
  • Figure 6-8 U.S. Teenage Girls Antiperspirant and Deodorant Users by Forms, 2004-2005 (%)
  • Table 6-12 U.S. Teenage Girls Deodorant Usage Frequency, 2003-2005 (%)

Appendix

• Address of Selected Marketers