Mintel: Deodorant, antiperspirant industry brings in big bucks (without breaking a sweat)
CHICAGO — The deodorant and antiperspirant industry in the United States will continue to relish in the sweet smell of success through 2016 and beyond, according to a new Mintel report.
Mintel found in its research that while deodorant use among U.S. teenagers is at 92%, making them on par with adults, 93% of teens said they favor scented products, versus 78% of adults that prefer scented products. When it comes to brand loyalty, half of Mintel respondents reported experimenting with other brands in the past 12 months, but fewer than 1-in-5 completely switched brands. What’s more, younger users were significantly more likely to make the switch than their older counterparts, which reinforced the idea that the young consumer group should be the core focus for marketers.
"Teens and adults have different requirements for their deodorants, so it’s important that manufacturers market to each segment appropriately," Mintel global personal care analyst Amy Ziegler said. "Marketers should consider distributing samples at teen-oriented clothing stores and using social networking sites to build interest in their brands."
Mintel also found that when it came to who made purchasing decisions, about 40% of women said they pick out or purchase their significant other’s antiperspirant/deodorant, versus only 18% of men who do the same for their partners. Even when marketing products to men, Mintel noted, the response of female consumers to packaging, scent and branding should be taken into account.
And how does the "all-natural" and "organic" movement translate to this industry? Mintel’s research confirmed that only 1-in-10 people usually use antiperspirant/deodorant with all-natural ingredients and fewer than 1-in-20 buy all-organic products. "However, 14% of women and 16% of men report having skin that is easily irritated by antiperspirant/deodorant, which could help drive the all-natural, organic and hypoallergenic formulations in the future," Ziegler noted.
Catalina acquires Modiv Media
ST. PETERSBURG, Fla. — Catalina Marketing has boosted its portfolio by acquiring a mobile commerce solutions provider.
The company said the integration of Modiv Media into its business will give brands and retailers the ability to engage shoppers, influence their behavior and boost loyalty with a unique mobile experience that saves shoppers time and money.
Modiv, which was founded in 2001, most recently introduced Modiv Social, which enables retailers and brands the ability to offer shoppers an integrated mobile coupon wallet experience that aggregates coupons from any couponing source (i.e., Web, retailer, mobile, digital, etc.), while giving shoppers the ability to share select mobile coupons via Facebook. In turn, Modiv Social enables retailers and brands alike the ability to track, monitor, manage and analyze the lifecycle of a socially shared coupon, as well as identify "shopping influencers" and rewarding those who share these coupons, Catalina noted.
"We’ve been watching Modiv for quite some time now. Their success in driving in-store innovation is unmatched and their ability to deliver a scalable mobile commerce solution is exactly what retailers are looking for," Catalina Marketing CEO Jamie Egasti said. "The acquisition will allow Catalina to drive greater consumer engagement before and during the buying experience for brands, and deliver increased revenue and shopper loyalty for large-scale retailers."
SymphonyIRI study: Greater consumer confidence not loosening purse strings
CHICAGO — Consumers’ confidence in their personal finances is returning to levels seen in first quarter 2011, according to SymphonyIRI Group’s latest MarketPulse survey, released Friday. But while confidence remains high, the same consumers remain frugal.
“Americans have certainly been on an economic roller coaster ride for the past few years, so it is no surprise to anyone that they will not forgo their frugal ways even though they may feel a bit more confident about their bank accounts,” stated Susan Viamari, editor of Times & Trends at SymphonyIRI. “They are opening their wallets a bit more these days, but they are still making lists and clipping coupons, so the key for [consumer packaged goods] marketers is to demonstrate the value of their products to consumers.”
Consumers’ confidence about their personal financial situations is rebounding in first quarter 2012, after slipping in the second and third quarters of 2011 and inching up slightly at the end of last year. Today, 19% of consumers feel their financial position has improved during the past year; 40% feel it has remained unchanged; and 41% feel it has deteriorated. While these are not glowing statistics, it is the most optimistic outlook seen since last year, SymphonyIRI noted.
According to the MarketPulse survey:
28% of consumers in first quarter 2012 expect improvement in their personal finances during the coming year versus 33% in first quarter 2011;
46% feel the same about their personal finances today versus one year ago; and
26% of consumers in first quarter 2012 expect their personal finances will deteriorate during the coming year versus 20% in first quarter 2011.
Regarding shopping behavior:
71% of shoppers in first quarter 2012 are still making shopping lists at home versus 67% in first quarter 2011;
56% of shoppers in first quarter 2012 are choosing stores based on lower prices offered versus 52% in first quarter 2011; and
62% of shoppers in first quarter 2012 look at store circulars before entering the store versus 56% in first quarter 2011.
In addition, consumers leveraged a wide variety of tools in first quarter 2012 to find the best value:
Retail websites: 7%
Internet searches: 9%
Retail circulars: 49%