Wednesday, February 5th, 2014 - Roy Morgan Research

85% of Australian women and 76% of men aged 14+ say they ‘usually use’ deodorant—but both are down 4% points since 2009, research from Roy Morgan in the five years to September 2013 shows.

Aerosol and Roll-on deodorants remain the two most popular types of deodorant overall, well ahead of pump sprays, sticks, creams and gels.

Men prefer to spray it, while women roll it on: in the 12 months to September 2013, 43% of men ‘usually used’ Aerosol deodorants compared with 32% of women; 49% of women used Roll-on compared with 27% of men.

At 22% points, the gender gap for Roll-on is twice that between men and women for Aerosol.

Which type of deodorant do Men and Women usually use?

Source: Roy Morgan Single Source (Australia), Australians 14+ October 2012 – September 2013, n=19,585.

The proportion of Australians using Roll-On deodorant has declined for the fourth consecutive year, among both men (30% in 2009 to 27% in 2013), and—more significantly for its share against Aerosols—women (56% to 49%). The trend could well see Aerosols take the lead as the most popular form of deodorant.

Angela Smith, Group Account Manager - Consumer Products, Roy Morgan Research, says:

Men and women continue to show a clear and distinct preference for the type of deodorant each use. However, marketers will need to go beyond gender to understand fully their current and potential users in light of new trends.

“Roy Morgan Research’s ground-breaking new profiling tool, Helix Personas, can zero in on target markets. For example, people in the ‘Making Ends Meet’ Persona of large young families renting in cheaper outer metro areas are the most likely to use Aerosol deodorant, while two very different personas tie for being the most likely to use Roll-ons: ‘Twilighters’ are elderly retirees with very traditional values living in suburbs, and ‘New School Cools’ are well-educated and high income Gen Yers living in the inner city—but each are 23% more likely to use Roll-on deodorant than the average Australian.”

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
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