Men spray, women roll—but fewer Australians usually use deodorant at all
85% of Australian women and 76% of men aged 14+ say they ‘usually use’ deodorant—but both are down 4% points since 2009, research from Roy Morgan in the five years to September 2013 shows.
Aerosol and Roll-on deodorants remain the two most popular types of deodorant overall, well ahead of pump sprays, sticks, creams and gels.
Men prefer to spray it, while women roll it on: in the 12 months to September 2013, 43% of men ‘usually used’ Aerosol deodorants compared with 32% of women; 49% of women used Roll-on compared with 27% of men.
At 22% points, the gender gap for Roll-on is twice that between men and women for Aerosol.
Which type of deodorant do Men and Women usually use?
Source: Roy Morgan Single Source (Australia), Australians 14+ October 2012 – September 2013, n=19,585.
The proportion of Australians using Roll-On deodorant has declined for the fourth consecutive year, among both men (30% in 2009 to 27% in 2013), and—more significantly for its share against Aerosols—women (56% to 49%). The trend could well see Aerosols take the lead as the most popular form of deodorant.
Angela Smith, Group Account Manager - Consumer Products, Roy Morgan Research, says:
“Men and women continue to show a clear and distinct preference for the type of deodorant each use.However, marketers will need to go beyond gender to understand fully their current and potential users in light of new trends.
“Roy Morgan Research’s ground-breaking new profiling tool, Helix Personas, can zero in on target markets. For example, people in the ‘Making Ends Meet’ Persona of large young families renting in cheaper outer metro areas are the most likely to use Aerosol deodorant, while two very different personas tie for being the most likely to use Roll-ons: ‘Twilighters’ are elderly retirees with very traditional values living in suburbs, and ‘New School Cools’ are well-educated and high income Gen Yers living in the inner city—but each are 23% more likely to use Roll-on deodorant than the average Australian.”
For comments or more information please contact:
Angela Smith, Group Account Manager - Consumer Products
Telephone: +61 (2) 9021 9101
Email: Angela.Smith@roymorgan.com
Please click on this link to the Roy Morgan Online Store
Related Research
Click here to view our extensive range of Deodorant Buyers Profile, including the Aerosol Deodorant Buyers Profile, Roll-On Deodorant Buyers Profile and more, or our range of Media Profiles including internet, social media, television, pay TV, radio and more. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.
About Roy Morgan Research
Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.
In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Margin of Error
The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.
| Sample Size | Percentage Estimate |
| 40% – 60% | 25% or 75% | 10% or 90% | 5% or 95% | |
| 1,000 | ±3.0 | ±2.7 | ±1.9 | ±1.3 |
| 5,000 | ±1.4 | ±1.2 | ±0.8 | ±0.6 |
| 7,500 | ±1.1 | ±1.0 | ±0.7 | ±0.5 |
| 10,000 | ±1.0 | ±0.9 | ±0.6 | ±0.4 |
| 20,000 | ±0.7 | ±0.6 | ±0.4 | ±0.3 |
| 50,000 | ±0.4 | ±0.4 | ±0.3 | ±0.2 |
