Many ignored the category as they walked past it on their way to the adjacent soaps display. This may indicate a problem with visibility that better use of point-of-purchase material or signpost brands could overcome.
For those who did shop the fixture, their behaviour demonstrated high levels of loyalty to a brand rather than own label.
Frequency of purchase is low, reflecting the nature of these products. More than half (52%) buy deodorants once a month, while 23% buy once a fortnight.
A high number of shoppers interviewed had intended to buy from the category, although 20% of shoppers who actively shopped the fixture left empty-handed.
The main reason was that their brand was out of stock while others were saying that although the display had attracted their attention, they had no urgent need for the product.
Brands are extremely strong in this category: 94% bought a branded product and 88% always buy the same brand.
Shoppers are unwilling to buy a cheaper offer in case it proves to be less effective. Several were prepared to leave without a purchase rather than buy another brand.
For some shoppers, their preference extended to a specific fragrance, although most shoppers would swap fragrances as long as their preferred delivery system was available, for example roll-on or aerosol.
Nearly half of the shoppers Visuality interviewed (45%) were repeat buyers, again reflecting high brand loyalty. A further 21% were buying for someone else and so were reluctant to switch from their planned purchase.
Only 12% claimed to be influenced by price or promotional activity while 15% were looking for a specific type of deodorant for allergies or sensitive skin.
A small 6% of the sample were influenced in their decision by a friend’s recommendation.
Well over half of shoppers were prepared to postpone making a purchase if the product they intended to buy was unavailable.
Of these, 39% said they would leave the purchase until later and 19% said they would shop elsewhere for their deodorant of choice.
About half of those questioned claimed that price or a promotion would encourage them to switch, suggesting that there might be a greater tendency to switch than otherwise appeared to be the case.
Visuality was given the strong impression that this switching would be between established brands, not between a branded offer and own label.
Advertising is also acknowledged as being an important influence.
Shoppers generally believed that the deodorant display was adequate. One third of those Visuality spoke to made positive comments, usually in relation to the range of products available or promotions.
However, some found the range confusing, making it difficult to identify their preferred brand.