We did our research on the segment “Deodorants” using the top related queries on Amazon US.
We leveraged DataHawk's keyword rank tracker to analyze the competitive dynamics around the keywords, “Deodorant, deodorant for women, deodorant for men, natural deodorant" on Amazon US by looking at products that appeared the most on the first page of search results over the past 30 days in the US.
Revenue in the Deodorants segment amounts to US$4,766.5m in 2020. The market is expected to grow annually by 5.6% (CAGR 2020-2023).
The growing inclination towards hygienic lifestyle among consumers will spur demand for deodorants, which in turn, will boost the deodorant market growth during the forecast period.
We analyzed 399 products from 126 brands ranking on the Keywords, "Deodorant, deodorant for women, deodorant for men, natural deodorant".
1. Share of Voice Organic Ranking Leaderboard
Here is an overview of the brands that had products spending the most time in the top rankings organically for the segment "Deodorant."
Unilever’s DEGREE and Dove are found to be the top two brands with 39 & 34 products each with a total share of voice of 23.8% on page 1 on Amazon US. P&G’s Secret is in the third position and Old Spice is in the fourth position. The top 4 labels in this segment capture a 40.6% share of voice in the Deodorant segment on Amazon US.
Tom's of Maine, ranked #10, is a brand name and manufacturing company of personal care products with only natural ingredients and a majority-owned subsidiary of Colgate-Palmolive since 2006. While most of its products are vegan, some contain propolis and/or beeswax sourced from bees.
The $12 average priced brand, Dove is on the second rank in terms of Share Of Voice on the digital shelf with 34 products ranking on page 1.
The best average rank #16 is captured by Kopari. The 2015 born brand claims to be using 100% natural products that are made from organic coconut oil.
It is significant that none of the Brands in the top 5 have made it for an average ranking near 16. However, the top 5 brands are all are very closely competing on their average rankings with ranks #31, #31 & #30. M3 Naturals with only 1 product in the list has the second-best average ranking on page 1.
Most of the brands with more number of products have a higher Share Of Voice on the digital shelf in this segment. The top 4 brands with the most presence on page 1 have the highest products, it is undeniable that they have a great brand presence not only on Amazon but also on other platforms.
In general, the average price is a great indication of how pricing is impacting the organic ranking results on Amazon. However, in this category, most of the brands are priced on average in a similar band.
The brand with the highest average price - “Lady Speed Stick” priced at $26, followed by Lume, priced at $22, have a total share of voice of only 0.8%, out of a total of 126 brands that we have analyzed.
The share of voice of the brands priced above the average price of the segment is 40.9% The brands priced below or equal to the average price are capturing a share of Voice of 47.4%
The growing awareness about chemical-free and natural/organic products are driving the major trend in the deodorant market.
It includes the shift towards more natural products. The increase in awareness about the benefits of natural products led to a rise in demand for deodorants using herbs and botanicals. Botanical ingredients such as cucumber, aloe vera, lemongrass, and green tea are increasingly being used in deodorants to lure health-conscious individuals.
We also found that the top 10 Brands in this Niche capture a 62% Organic Share of Voice out of a total of 30 brands that had at least one product that made it to page1.
With its space in the top 10, “Mitchum” is priced one of the lowest in the segment, with a total of 8 products and is quite competitive with other frequently purchased deodorant brands.
It is striking how with only 8 products, they have a share of voice of 3.5% competing strongly with the rank#5 brand, “Schmidt’s” having 19 products ranking on page 1 with a share of voice of 4.7%
The average ranking of Mitchum is 28, second-best in the top 10, following Gillette, with an average ranking 27.
The increasing demand for long-lasting and powerful fragrant deodorants will spur opportunities for the market in the forthcoming years. For instance, Nivea launched its pearl & beauty antiperspirant deodorant stick, which offers 48 hours of real protection from body odors. The mild fragrance of the deodorant emits sweet scent and leaves the skin dry and smooth.
2. Share of Voice Sponsored Ranking Leaderboard
Here is an overview of the brands that had sponsored products spending the most time in the top rankings for the analyzed for the keywords “Deodorant, deodorant for women, deodorant for men, natural deodorant”
8 out of the top 30 Brands have no products in the sponsored section. DEGREE ranking on the top with 39 products in the organic section has only 8 products as sponsored on page 1. Only 64 products out of a total of 399 are sponsored on page 1 in this segment. The rest of the products have a Share Of Voice of only 12.7% and are placed on the later pages.
In the sponsored products section, the brand with the most products has the highest share of voice on Page 1. The exception to this trend is made by Native with a 12.5% share of voice, the second position on the shelf, and only 3 sponsored products.
The top 5 brands are bagging an SOV of 36% with a total of 29 out of 63 products on page 1 in this section.
The brand with the highest average price is Old Spice. However, it is interesting to see that the brand is priced almost equal to the average price of the category in the organic section.
8 brands made it to page 1 with only one product as sponsored. In fact, Lady Speed Stick with only one product has an average ranking of 1 and an average price of $17. It has made its space on the shelf on page even though it has the lowest share of voice in the sponsored section.
At DataHawk, we also compute product competition scores that reflect, to what extent the product is deemed to be competitive on Amazon, and it’s based on a set of parameters such as the Pricing, Reviews, and Ratings of the competing products that are ranking for a given keyword.
Here is our scorecard for the top competitor in this segment.
It can be inferred that the competition in this segment is super high, among the top brands. A product in this segment with a great brand presence, good ratings, and reviews could make it to the top 30 for sure.
It is seen that the increasing demand for long-lasting and powerful fragrant deodorants is spurring opportunities for the market. For instance, Nivea launched its pearl & beauty antiperspirant deodorant stick, which offers 48 hours of real protection from body odors. The mild fragrance of the deodorant emits sweet scent and leaves the skin dry and smooth.
It can be inferred that the competition in this segment is super high, especially for the top 10 rank positions. A product in this segment with good ratings and in the average price range could make it to the top 30 for sure.
The deodorant market is highly competitive with the presence of prominent players competing to gain market share. The emergence of novel products that delivers skin conditioning with the intention of expressing soothing and gentle properties to sensitive areas have garnered a significant share over the past years. Major brands operating in the deodorant segment are cobranding with skincare brands to launch products that can deliver both the properties together.
3. The Organic vs. Sponsored Products SoV Leaderboard
It can be seen here that the most sponsored products come from the brands Secret, Native, Schmidt's, Tom's Of Maine& Right Guard. It is significant that Arm & Hammer, Mitchum & Suave are three top brands in the Top 10 list ranking organically with no sponsored products. They have a combined 9.5% share of voice on the first page. The competition for this keyword “deodorant, deodorant for women, deodorant for men, natural deodorant.” is seen to be tough but with the right insights and correlations, it is vincible.
26.66% of brands having products ranking for these Keywords are ranking organically with no sponsored products. It can be said that the Deodorant business may be there for the taking for the company that cracks it right, both organic as well as sponsored rankings.
4. The Organic Share Of Voice vs. Average Selling Price
This graph is very helpful to identify the competition on the basis of Average Selling Price. The top 5 brands, DEGREE, Dove, Secret, Old Spice & Schmidt's are strongly competing with each other but they also have their individual spots in this niche.
The top three brands are majorly dominating the organic leaderboard with almost same number of products, share of voice & competing price range. It is interesting to see how the top 5 are playing around the same average rankings, this indicates a super strong brand presence and dominance of the top brands in this category.
We could easily identify one or two brands in any price segment, as can be seen on the graph. This also means, while mapping your competitive landscape for this segment, you need to first filter by price range and then see who are your competitors in your desired price range along with the subcategories you have products in.
You can do this using simple filters on DataHawk. Learn with us.
However, we can break the segment into two where the top products are capturing their own individual price and share of voice spots and competing on it and all the others are grouped.
With the highest average star ratings in the segment, DEGREE is leading the tribe. Our study on this segment helped us identify DEGREE, Dove, Secret, Old Spice & Schmidt's as the leading vendors in the DEODORANT market. The trends contributing to this market’s growth is the rising demand for innovation and bio-based products on consumer preferences and needs.
DataHawk enables you to make such an analysis very quickly. Download the complete analysis here.
Our study helped us analyze the best and lowest-ranked products in the deodorant segment. Understanding why some products are best-sellers gives a blueprint to brands and sellers to follow. You can get all these tips and tricks with DataHawk. Read our 2min guides and use cases to master ranking on Amazon.