Tuesday, March 19th, 2013 - Roy Morgan Research

The proportion of Australians using Roll-On deodorant has declined by almost 10% in the last five years while more people shift to Aerosol, Roy Morgan Research knows. 

The proportion of Australians using Roll-On deodorant has declined by almost 10% in the last five years while more people shift to Aerosol, Roy Morgan Research knows.

Both forms of deodorant are now used by 39% of Australians aged over 14: Aerosols up from 38% and Roll-Ons down from 43% since 2008. The overall decline in Roll-On’s popularity has come largely from a sharp drop in use by women from 57% in 2008 to 50% now.

Although Roll-On use has declined across every age group in the period, the greatest shift to Aerosols has been among people aged over 35.

The proportion of people 35-49 usually using Roll-On has fallen by almost 17% in five years, against a nearly 10% rise for Aerosols.

Despite changes within each age group, deodorant type preference still clearly relates to age. The majority of Under 25s usually use an Aerosol deodorant, compared to around just one in five Over 65s. Conversely, Roll-On deodorant becomes increasingly more popular with age.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Despite declining in popularity across all age groups, Roll On deodorant has maintained its preferred status amongst Australians over 50.

“Aerosol is still the preferred method for younger people, but Roy Morgan’s research shows an overall decline in deodorant usage amongst 25-34 year olds over the past five years.

“It is important for deodorant brands to understand the deodorant application preferences of their target groups when developing marketing and communication plans as well as new product development.”

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Source: Roy Morgan Single Source (Australia), January - December 2012; n =21,539.

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The proportion of Australians using Roll-On deodorant has declined by almost 10% in the last five years while more people shift to Aerosol, Roy Morgan Research knows.

Both forms of deodorant are now used by 39% of Australians aged over 14: Aerosols up from 38% and Roll-Ons down from 43% since 2008. The overall decline in Roll-On’s popularity has come largely from a sharp drop in use by women from 57% in 2008 to 50% now.

Although Roll-On use has declined across every age group in the period, the greatest shift to Aerosols has been among people aged over 35.

The proportion of people 35-49 usually using Roll-On has fallen by almost 17% in five years, against a nearly 10% rise for Aerosols.

Despite changes within each age group, deodorant type preference still clearly relates to age. The majority of Under 25s usually use an Aerosol deodorant, compared to around just one in five Over 65s. Conversely, Roll-On deodorant becomes increasingly more popular with age.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Despite declining in popularity across all age groups, Roll On deodorant has maintained its preferred status amongst Australians over 50.

“Aerosol is still the preferred method for younger people, but Roy Morgan’s research shows an overall decline in deodorant usage amongst 25-34 year olds over the past five years.

“It is important for deodorant brands to understand the deodorant application preferences of their target groups when developing marketing and communication plans as well as new product development.”

---

Source: Roy Morgan Single Source (Australia), January - December 2012; n =21,539.


Alex Dalidakis
P: +61 3 9224 5209
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W: www.roymorgan.com

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