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Health & Beauty

Degree's growth is rolling over the online deodorant market

by Taylor Stanton - February 23, 2019

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Deodorant: we all use it – or at least should – and many shoppers are opting to acquire antiperspirants online. Slice Intelligence reports online deodorant sales increased by 85 percent since the beginning of 2015.

Data also shows that sales for Degree deodorant are growing the most. Degree sales are up 165 percent in the first quarter of 2017 compared to the same time in 2015.

Degree has the freshest revenue and Old Spice outpaces Axe

Degree is the most purchased antiperspirant online with nearly 11% of all deodorant sales coming from Degree products. Dove, another Unilever brand, follows Degree for the second spot and Old Spice rounds out the top three.

Another takeaway is that online shoppers prefer Old Spice over Axe. The competition between these two brands is well-known and reported, but data clearly shows that Old Spice is winning. Old Spice sold three times more deodorant than Axe in the last twelve months and has grown 39 percent faster.

Most buy deodorant in bulk

What’s better than buying one stick of deodorant? Buying multiple of course. Slice Intelligence found that over half of Axe, Mitchum, Degree, and Old Spice sales were generated by multi-item packs.

People pay the most for natural antiperspirants.

The major deodorant brands cluster into three groups. All-natural deodorants Lavanila and Green Tidings have the highest average price per stick, with Green Tidings costing $18.00 per stick and having a lower order rate. Traditional brands like Right Guard, Secret, Tom’s, and Arm & Hammer have a lower average price per unit, hovering around $8.00, with a similar order rate to the all-natural brands. This contrasts with Axe, Dove, and Degree sales that have a lower average price, but nearly double the number of purchases per buyer.

About this data

With a panel of over 4.7 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.

Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.

Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for the NPD’s Checkout Tracking e-commerce service.