Market Analysis - Deodorant and Personal Body Hygiene

Delivered January 24th, 2018. Contributors: Greg F., Estel M., Sian N., Brian S. and

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Annual spend on deodorant in the United States - Men versus Women

Publicly available data for the annual spend of deodorant in the United States is very scarce and there are no reports or data that separate out men's deodorant vs. women's deodorant market share. The only pre-compiled data that was publicly available covered the total market for all deodorant in the U.S. for 2016 ($2.84 billion). The rest of the years (2013, 2014, 2015, and 2017) were triangulated from available data.

According to a study, women's products cost 7% more than men's products. The additional cost is sometimes known as "the woman tax". Another study found that women pay about $1,351 in additional costs annually for similar products/services as compared to men. Women's deodorant sticks were found to be smaller as compared to men's deodorant sticks due to which they pay $1.44 per ounce of deodorant as compared to $1.15 in case of men amounting to a difference of 20%, whereas body wash was found to be 6% pricier for women. The overall difference in price for men and women in personal care products amounted to about 13%.

Estimates of the total U.S. market for each of the requested years have been added to the spreadsheet.
Triangulation2017 Data
The data for 2017 is not yet available, but technavio reported that the U.S. deodorant market was expected to grow at a 6% cumulative annual growth rate (CAGR) for 2015–2019. Therefore, I took the market data for 2016 ($2.84 billion) and multiplied by the expected growth rate (1.06) to get a total market of $3.01 billion for 2017. This assumes that the expected CAGR is correct and does not fluctuate drastically from year to year.

2015 Data
Using the same expected CAGR that I used for 2017, I calculated the market size by multiplying the 2016 market size ($2.84 billion) by the expected growth rate (1.06) to get $2.679 billion for 2015. Again, this assumes the CAGR is accurate, but the real growth rate was likely to have been at least slightly under or over that estimate.

2014 Data
The market for 2015 grew 5% from 2014, so I took the estimated market for 2015 ($2.679 billion) and subtracted 5% of it ($.13395 billion) to get the estimated market size for 2014 ($2.551 billion)  

2013 Data
 Statistica reported the "Degree Men" brand generated revenue of $190.5 million and this represented 7.6% of all deodorant brand sales in the U.S. in 2013. Assuming this is an accurate calculation of that brand's percentage of the Total Available Market (TAM), I calculated the entire market size for the year 2013 as: 100 (total percentage of market) / 7.6 (Degree Men percentage of market) X $190.5 million (Degree Men 2013 Revenue) = $2.506 Billion (Total U.S. Deodorant Market Size).

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Annual spend on sweat pads/sweat shields in the United States - Men versus Women

While there is no preexisting information to fully answer your question, we've used the available data to pull together key findings: major players in the sweat pads/shields market in the US, and sales information of Sweatex and Kleinert's, two of the leading brands in the US market. We also compiled reports for the broader US deodorant and antiperspirant market from 2013 to 2017.

Below you'll find an outline of our research methodology to better understand why the information you've requested is publicly unavailable, as well as a deep dive into our findings.
METHODOLOGYTo complete your request, I searched for market reports, industry analysis and trusted media articles. First, I researched for the annual US spend on sweat pads/shields divided between men and women consumers. Then I researched for the market size of the sweat pad/shield in the US. When I still found no market information, I attempted a triangulation by researching the sales reports of the major sweat pad/shield brands in the US. An older source has been used to extract useful information for this report as there seems to be very limited information on this subject and lack of market research. There appears to be very limited information on annual spend on sweat pads/sweat shields by men and by women in the US. Finally, I researched the broader market of deodorants and antiperspirants to expand my findings. Please continue below to see the results of my research. 
Market reportsI researched industry and market reports for sweat pads and shields in the US. I did not find any dedicated market report for this market segment. However, I did find market reports for the broader market of deodorants and antiperspirants in the US during the years 2013 to 2019.

• Deodorants and Antiperspirants, US 2013 by Mintel
• Deodorants and Antiperspirants, US 2014 by Mintel
• US Body Care and Deodorant Industry Report 2015 by Mintel
• US Body Care and Deodorant Industry Report 2016 by Mintel
• US Body Care and Deodorant Industry Report 2017 by Mintel

The Mintel reports include segmentation for men and women's products. These market reports are locked behind a paywall. 
TriangulationI also attempted to conduct triangulation by researching sales reports from leading sweat pads/shields brands.

As there was no market report for the US sweat shield/pad market, I found a marketing plan for WunderArm Sweat Guards which listed major competitors in the US. I also searched through online sales platforms, e.g. Amazon, to look for more brands in the current market scenario. I then researched each of these brands to see if they listed sales for men and women. 

• Sweatex - In 2014, Sweatex reported that they have sold over 1 million pads since 2004. In 2018, the company website shows the same sales information: 1 million sweat pads sold over 12 years. There were no distinction between sales for men and women's products in the US.

• Purax - UK brand, no sales information 

• Garment Guard - no sales information

• My Dry - no US website, no sales information
 
• Kleinert's - Its website contained no sales information. Its Crunchbase profile reports that Kleinert's has an annual sales of $5 million but did not distinguish sales for sweat pads specifically. 

• Dandi - no sales information.

• Zero Sweat - no sales information.

• Sweat Block - no sales information.

• UnderArmz - no sales information.

I also did not find sales data for these companies in business information sites such as Hoovers and Crunchbase, except for Kleinert's.
CONCLUSIONTo wrap it up, despite lack of available information around the US sweat pads/shields market, we've used available data to pull together the following key findings: major players in the sweat pads/shields market in the US, and sales information of Sweatex and Kleinert's, two of the leading brands in the US market. We also compiled reports for the broader US deodorant and antiperspirant market from 2013 to 2017.

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Sales volume/growth of Sweat Resistant shirts in the United States

After an extensive search, we were unable to locate any publicly available figures pertaining to the sales volume and growth of sweat-resistant shirts in the US. We believe this is due to a variety of factors including the specific nature of this apparel segment and the private ownership of manufacturers. However, we were able to identify solid revenue and growth statistics on the cooling fabrics market in the US, of which sweat resistant shirts are a major market driver. The US market value of the cooling fabrics market was valued at $461.78 million is 2016, with a growth rate of 11.1%, leading to a market value of $513.04 million in 2017. A deep dive into our research methodology and all relevant findings has been detailed below.

MethodologyWhile we have endeavored to provide the most accurate information pertaining to the sweat-resistant shirt market, there is a lack of publicly available information regarding sales volume and growth of this specific apparel segment. This may be due to a number of factors including the private ownership of sweat-resistant shirt manufacturers, the relative recency of product development, the small size of the specific market and also the fact that only one brand, Thompson Tee, have a patent to produce sweat-resistant shirts. 

However, we did find data on the revenue and growth of both the tactical and service clothing and cooling fabric manufacturing markets, of which sweat-resistant shirts are a part. Unfortunately sales volume was not one of the figures provided so we have used revenue and revenue growth as a measure of sales volume and an indication of progression in the market. We have attempted to include data spanning five years, as requested, but most data is more recent so we have calculated as many figures as possible using reliably sourced revenues and growth rates. These figures have been provided below, along with all annual growth calculations, as well as the market leaders within the sweat-resistant shirt market and all publicly available statistics on sales figures, revenue and growth. 

The market leaders have been determined by cross-referencing a number of sources from industry  websites and product reviews and identifying companies that are mentioned multiple times as the top brands in the sweat-resistant shirt market. Additionally, we also ensured each company had a comparable annual revenue in order to be identified as market competitors.

FindingsCooling Fabrics Market DataThe global cooling fabrics market was valued at $1.26 billion in 2016, while the North American market reported an annual revenue of $557.7 million for the same period. The US cooling fabrics market accounted for 82.8% of the North American market, resulting in a 2016 revenue of $461.78 million (North American revenue = $557.7 million x 0.828). 

In 2015, the US cooling fabrics market was valued at $421.1 million, demonstrating a year-on-year growth rate of 9.66% (2016= $461.78M — 2015=$421.1M / 2015=$421.1M). 

In 2014, a revenue of $383.7 million was reported, demonstrating a year-on-year growth rate of 9.75% (2015=$421.1M — 2014=$383.7M / 2014=$383.7M). 

Data pertaining to 2013 was not included in this report and after an extensive search, was not found to be publicly available. We believe an estimate using the previous year's growth rates would be possibly misinformed and inaccurate.

According to Grandview Research, future growth of 11.1% is expected for the global cooling fabrics market, over the forecast period, 2016 to 2025. While this rate of growth is higher than previous years, the market influencers below point towards improved growth in coming years. Therefore, if we apply the 11.1% growth rate, we can estimate that the 2017 annual revenue of the cooling fabrics market in the US is $513.04M (2016=$461.78M x Growth rate=0.111=$51.26M increased revenue + 2016=$461.78M)

In summary, the market value of the US cooling fabrics market is:

2017 market value = $513.04 million (annual growth rate of 11.1%)
2016 market value = $461.78 million (annual growth rate of 9.66%)
2015 market value = $421.1 million (annual growth rate of 9.75%)
2014 market value = $383.7 million (no 2013 data to calculate)
2013 market value = figures not publicly available

Cooling Fabrics Market InfluencesThe cooling fabrics market is mostly driven by consumer demand for sweat-proof apparel, which dominates the market. In the US specifically, increased demand has been experienced within the industrial and military sectors and this is expected to drive growth in the coming years. Growth may also be the result of advancements in research and development in cooling fabrics with the aim of increasing comfort and energy conservation. The North American region is expected to be the largest cooling fabric market globally from 2017 to 2025.

Factors possibly inhibiting growth within this market include the high cost involved with manufacturing sweat-resistant fabric and the lack of consumer awareness of the product due to its relatively new emergence in the apparel market.

Tactical & Service Clothing MarketAs previously mentioned, the demand for cooling fabrics in the US has been driven in part to the industrial and military sectors. The manufacture of liquid-proof accessories and apparel is listed as one of the major industry activities within this market. According to IBIS World, the US tactical and service clothing market was valued at $243 million in 2016 and annual growth from 2011 to 2016 has been 8.5%. Unfortunately further details of this report are behind a paywall and are not publicly available so we are unable to determine exactly what share water-resistant apparel or water-proof shirts specifically hold within this market.

Market LeadersThe market leaders in sales of sweat-resistant shirts in the US are Thompson Tee, Sweatshield and Kleinert's. While each of these companies produces sweat-resistant shirts as part of their product range, Thompson Tee is the only manufacturer to have a patented sweat-proof shirt. This fact, along with revenue statistics, solidifies Thomspon Tee as the leader within the sweat-resistant shirt market in the US. Furthermore, another top brand identified was Advadri, but the company's assets were acquired by Thompson Tee in December 2017 and the company is no longer present online. Further details on each company are provided below.

 Thompson Tee 
Sweat-resistant shirts manufactured by Thompson Tee have helped over 200,000 customers throughout the US and across 135 countries worldwide by reducing and preventing underarm stains and sweat marks. Figures from 2017 report an annual revenue of $8 million, demonstrating year-on-year growth of 100% from 2016 where $4 million is revenue was recorded. 

Furthermore, Cision PR Web reports that Thompson Tee has had consistent year-on-year growth of 100% since 2012. Therefore, we are able to determine Thompson Tee's annual income for the previous five years:
 2017 annual income: $8 million 
 2016 annual income: $4 million 
2015 annual income: $2 million
2014 annual income: $1 million
2013 annual income: $500,000

 Kleinert's 
Also known for manufacturing sweat-resistant apparel, including shirts, is US-based Kleinert's. While historical financial data is not publicly available, we have determined that the company's annual revenue for 2016 to 2017 was between $4.6 million and $5 million. This data confirms that Kleinert's is a comparable competitor to Thompson Tee.

 Sweatshield 
Founded in 2008, Sweatshield manufacture and distribute their sweat-resistant undershirts throughout the US and to more than 70 countries around the world. Due to the private ownership of the company, historical financial data is not publicly available, however we found estimates of the company's most recent revenue to be between $500,000 to $1 million, according to Manta, and approximately $2.6 million according to Owler. These estimates vary greatly so it is difficult to determine the most accurate figure, so both have been provided for your information.

ConclusionIn closing, while we have endeavored to report the sales volume and growth of the sweat-resistant shirt market in the US, the lack of publicly available data pertaining to this specific apparel segment has led us to further investigate revenue and growth within the wider cooling fabrics market. However, we were able to determine that the US market value of the cooling fabrics market was valued at $461.78 million is 2016, with a growth rate of 11.1%, leading to a market value of $513.04 million in 2017

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Percentage of Americans who are concerned with excessive sweating.

Excessive sweating is a relatively common problem in the U.S. The condition, technically known as hyperhidrosis, affects more than 15 million people or nearly 1 out of every 20 Americans. The impact of the issue can be severe. Most commonly, sufferers report anxiety and embarrassment, though slightly more than a third of those impacted by excessive sweating also report having to give up important things in their lives because of the issue. Woman seem to suffer more anxiety and embarrassment than men, according to a review of available sources. They also tend to seek professional help more often.

Extent Of Excessive Sweating ProblemMore than 15 million Americans suffer from a condition known as hyperhidrosis, which is defined as a skin disorder where more sweating takes place than what is needed to regulate body temperature. It should be noted that while this label is a medical-sounding term, it describes the occurrence of a symptom (i.e. severe excessive sweating), and does not necessarily denote the presence of an underlying medical condition.  

While some hyperhidrosis takes place as a result of an underlying medical issue, it can also appear with no apparent cause. In short, hyperhidrosis can afflict anyone for a variety of reasons, or for no specific reason at all beyond the individual's propensity for severe excessive sweating.

These two forms of excessive sweating have its own medical-sounding terminology:

-Secondary hyperhidrosis: This is excessive sweating caused by a known medical condition. Some prime suspects can include things like gout, a tumor, obesity or menopause.

-Primary idiopathic hyperhidrosis: this is the type of excessive sweating under review in this report, the kind that has no apparent medical cause. While there is no underlying condition to blame, there are identifiable triggers. Anxiety and stress are at the top of this list.

Impact On LivesAs suggested above, about 15.3 million suffer from hyperhidrosis, or sever excessive sweating, according to a study published in 2016 by the journal Archives of Dermatological Research.  

This is not an insubstantial figure compared to the overall U.S. population. The figure represents just under 5% of the U.S. population (4.8% to be exact), or approximately 1 in 20 people in the U.S.

A large percentage of this population see their lives as negatively impacted by their excessive sweating. For instance, nearly three-quarters of respondents to a survey (71%) said that they felt anxiety as a result of excessive sweating, according to data that was also included in the Archives of Dermatological Research study.

An even higher total said that their excessive sweating caused them embarrassment. According to the same set of data, 85% of respondents stated that excessive sweating caused them embarrassment.

Meanwhile, the same survey results indicated that 35% of respondents said they have sacrificed important things in their lives because of excessive sweating.

Taken as a whole, these figures suggest that a vast majority of people suffering from excessive sweating have felt some form of mental impact (either in the form of anxiety, embarrassment or both). Meanwhile, just over a third have made material sacrifices as a result of their condition.

Men Vs. WomenA survey of the available sources found little data that broke out the impact on men and women in terms of their response to excessive sweating. However, a review of the available data suggests that women are slightly more emotionally impacted by their excessive sweating.  Meanwhile, men seek expert treatment far less often.

A survey from 2015, commissioned by Certain Dri, provides some insight into the impact on men. The figures showed that 76% of American men felt embarrassed about their excessive sweating. No similar statistic was discovered specifically covering women.

However, the 76% figure for men is less than the proportion of 85% included in the Archives of Dermatological Research study, which covered the general population of those suffering from excessive sweating. While it isn't clear how comparable the statistics are, the two figures suggest that the male-only proportion of those finding excessive sweating embarrassing is less than the proportion reported the general population.

This suggests that women are more embarrassed than men by incidents of excessive sweating. This is borne out by statistics of men and women seeking treatment for their hyperhidrosis. 

One study shows that women are much more likely to go to a health professional with hyperhidrosis concerns than men. Specifically, the figures indicated that 47.5% of women and only 28.6% of men sought professional help with their excessive sweating.

ConclusionExcessive sweating impacts 15.3 million Americans or about 4.8% of the population. Some of these suffer from underlying medical conditions that lead to the excessive sweating, but many cases have no underlying cause. For those that suffer from excessive sweating, the impact on their lives can be quite drastic. A large majority suffer some form of mental anguish, with fully 85% reporting that the excessive sweating at least caused moments of embarrassment. Meanwhile, more than a third (35%) had their lives materially impacted by the issue. Statistics about the relative impact on men and women are somewhat scarce, but there is a reason to believe that women suffer more anxiety and embarrassment than men, and tend to seek professional advice more often than their male counterparts.