Deodorant is one of the most frequently purchased personal care items amongst adults with almost two thirds (62%) claiming to purchase once a month or more often, largely unchanged from 2017 levels (63%). Some 1 in 5 (21%) purchase once every 2-3 weeks, down significantly from 2017 levels (30%).
This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,058 adults aged 18+, sought to understand purchase behaviour in this category and which aspects are most important to consumers when purchasing.
Supermarkets are the most likely purchase point for those buying deodorant once a month or more often, although purchase levels are down marginally from 2017 levels (77% from 81%). Tesco (38%) and Dunnes Stores (27%) are the most likely purchase destinations, with SuperValu (16%) in line with Aldi (16%), both of which are ahead of Lidl (9%). Outside of grocery retailers, Boots is a key purchase destination, with almost 3 in 10 (27%) monthly plus buyers purchasing in Boots, unchanged year-on-year.
There has been little change evident in terms of purchase behaviour amongst those who buy deodorant from supermarkets, with just 8% of those who have purchased from a supermarket claiming to be purchasing more deodorant in these outlets than they were this time last year, with just 4% claiming to be purchasing from supermarkets less than they were this time last year. Of those who have increased their purchase in supermarkets year-on-year, convenience is key, with almost 6 in 10 (56%) referencing this as a reason for purchasing in supermarkets. Almost 4 in 10 (38%) claim supermarkets are cheaper than other stores.
In terms of overall importance when purchasing deodorant, there are two aspects which are deemed of primary importance to buyers. The quality of the product is deemed important for two thirds (67%), with a similar proportion (65%) claiming suitability of the product is important. Brand loyalty in this category is somewhat limited, with just less than 4 in 10 (39%) claiming to be loyal to the brand they buy most often, with almost 1 in 5 (20%) claiming not to be loyal, both unchanged from 2017 levels.
For further information and more in-depth analysis on consumer behaviour when it comes to purchasing deodorant and other personal care products, please contact Robbie Clarke at Empathy Research.
© 2018 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition.