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.
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.
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.
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)
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).