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Deodorants and Bodysprays - France - February 2009

The French deodorant and bodysprays market has experienced a slow but steady decline in the past five years to reach an estimated €510 million in value sales in 2008. The decline is due to a loss in part of the consumer base due to health scares and a reduction in the frequency of usage among users. Major factors such as growing price competition, a commodity image and unstable and unpredictable weather conditions have all impacted on value growth.

In 2008, manufacturers made a sustained effort to address consumer health concerns by launching a series of eco-friendly and skin friendly deodorants.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Market sees steady decline
              • Men’s deodorants show greater potential
                • Manufacturers address health issues and target adolescents
                  • L’Oréal consolidates its lead
                    • Potential for growth is limited
                    • Internal Market Environment

                      • Key points
                        • French consumers concerned over health risk claims
                          • Seasonal factors impact on demand and sales performance
                            • Deodorants – increasingly a lifestyle product
                              • The French are increasingly eco-conscious
                                • Figure 1: Environmental credentials, 2003-08
                              • Deodorant NPD is going in the direction of REACH
                              • Broader Market Environment

                                • Key points
                                  • French retail markets affected by the recession
                                    • Figure 2: France, key economic growth indicators, 2007-09
                                  • French consumers restrict their spending as a result of recession
                                    • Less stable employment trends ahead
                                      • Figure 3: Trends in French employment, 2002-06
                                    • Slightly better population trends ahead
                                      • Figure 4: French population by age group, 2003-13
                                    • Household trends are positive
                                      • Adolescents are the most dynamic user group
                                      • Who’s Innovating?

                                        • Key points
                                          • Figure 5: New product launches in deodorants, % by country, 2006-08
                                          • Figure 6: New product launches in deodorants, % by type, 2006-08
                                          • Figure 7: New product launches in deodorants, % by positioning, 2006-08
                                          • Figure 8: New product launches in deodorants, % by company, 2006-08
                                        • Emphasis on health safety
                                          • Skincare dominates
                                            • Long-lasting action and strong fragrances for men
                                              • Environmental concerns
                                                • Segmentation trends
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Figure 9: French retail value sales of deodorants and bodysprays, at current and constant prices, 2003-13
                                                  • Effects on the market
                                                    • Prospects
                                                      • Factors used in the forecast
                                                      • Segment Performance

                                                        • Key points
                                                          • Figure 10: French retail value sales of deodorants and bodysprays, by sector, 2003-13
                                                          • Figure 11: French retail value sales of deodorants and bodysprays, by format, 2006-08
                                                          • Figure 12: French retail value sales of aerosols, by target group, 2006-08
                                                          • Figure 13: French retail value sales of roll-ons, by target group, 2006-08
                                                          • Figure 14: French retail value sales of sticks, by target group, 2006-08
                                                          • Figure 15: French retail value sales of creams, wipes and pumps, by target group, 2006-08
                                                      • Market Share

                                                        • Key points
                                                          • Figure 16: Manufacturers’ shares in sales of deodorants and bodysprays, through GMS, 2006-08
                                                          • Figure 17: Brand shares of women’s deodorants and bodysprays, through GMS, 2006-08
                                                          • Figure 18: Brand shares of men’s deodorants and bodysprays, through GMS, 2006-08
                                                      • Companies and Products

                                                        • L’Oréal
                                                          • Unilever
                                                            • Beiersdorf
                                                              • Sara Lee
                                                                • Coty
                                                                • Brand Communication and Promotion

                                                                  • Key points
                                                                    • Figure 19: Main monitored media advertising expenditure on deodorants, by country, 2005-08
                                                                    • Figure 20: Main monitored media advertising expenditure on deodorants in France, by manufacturer, 2008
                                                                • Channels to Market

                                                                  • Key points
                                                                    • Figure 21: French retail value sales of deodorants, by outlet type, 2006-08
                                                                • The Consumer – Pan-European Overview

                                                                  • Key points
                                                                      • Figure 22: Deodorant usage, frequency by country, 2008
                                                                      • Figure 23: Deodorant usage, type by country, 2008
                                                                  • The Consumer – Trends in France

                                                                    • Key points
                                                                        • Figure 24: Trends in frequency of using deodorants, 2003-08
                                                                        • Figure 25: Trends in use of deodorants, by type, 2003-08
                                                                    • The Consumer – Usage

                                                                      • Key points
                                                                        • Detailed demographics
                                                                          • Figure 26: Penetration and frequency of using deodorants, women, 2008
                                                                          • Figure 27: Penetration and frequency of using deodorants, men, 2008

                                                                      Companies Covered

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                                                                      Deodorants and Bodysprays - France - February 2009

                                                                      £495.00 (Excl.Tax)