Most deodorant is bought from a supermarket (82%), 6% buy them from chemists, 5% from discount stores and 11% from other channels¹.

Of women who use deodorant 61% usually use roll-on deodorant, whilst 56% of men who use deodorant usually use aerosol deodorant.


Brand of Deodorant Used Most Often


Source: Roy Morgan Single Source, Jan 2010 – Dec 2010, n = 18,817 (8,134 Men and 10,683 Women).


Rexona is the most popular brand of deodorant, 21% of men and 22% of women use Rexona most often. Rexona faces strong competition from Lynx in the men’s market, with 20% of men using Lynx most often, whilst in the women’s market, the second most popular brand is Dove, used by 16% of women.

A detailed analysis of male Rexona users shows they are more likely than the average Australian male to be aged 35-49 years and from a higher socio-economic background. They tend to be athletically active, are enthusiastic viewers of sport on TV and more likely to attend professional sporting events. Lynx users tend to be younger (aged 14-24), single men. While they are also athletically active, they favour team sports. When compared to Rexona users they are less inclined to watch sports and more likely to play computer and video games at home.

Women who use Rexona most often tend to be younger than the average Australian female and to have a more sports oriented lifestyle. They are more likely to participate in athletic activities and to agree ‘I love to do as many sports as possible’. Dove also attracts younger women, however they are less sporty than Rexona users and more fashion forward – they are more likely to agree ‘I try to look stylish’ and ‘I wear clothes that will get me noticed.’


Norman Morris, Industry Communications Director at Roy Morgan Research, says:

“The majority of deodorant purchases occur through the supermarket channel, highlighting the importance of shelf space and position for major brands such as Rexona, Lynx and Dove.

“However people’s choice off deodorant is far from random– the Roy Morgan data shows clearly that different kinds of people choose different brands of deodorant. In the men’s market, Rexona with its “won’t let you down” tagline and sports star ambassadors (such as Mark Webber and Billy Slater) targets and attracts users with a sports and fitness oriented lifestyle. However, Lynx with its cheeky, innuendo laden adverts (“premature perspiration”) has strong appeal amongst young single men who are just as likely to play sports and be active as Rexona users.

“In the women’s market Rexona’s marketing is less sports oriented yet it still manages to attract women who are more active when compared to the population. On the other hand Dove, tends to attract less sporty and more fashion conscious women.

“With recent advertising campaigns from Dove for men (featuring Pat Rafter and aired during the Australian Open) and Old Spice (with the popular “I’m on a horse” ad) it will be interesting to track the changes in the product profiles over the coming year.”

Purchase detailed Roy Morgan Deodorant Buyer Profiles. These profiles provide a broad understanding of the buyers of individual brands of deodorant, in terms of demographics, attitudes, activities and media usage in Australia.


For more details contact:

info@roymorganonlinestore.com