Deodorants and Bodysprays - Germany - February 2009
The German deodorants and bodysprays market is worth an estimated €760 million in 2008, up 5% on 2007. The trend towards antiperspirants and bodysprays, often promoted as lifestyle accessories, continues, although deodorants still account for 53% of value sales. Male lines, kept current with appealing NPD, continue to outperform female products. Alcohol-free products, along with natural and skin-sensitive variants are in demand, supported too by recent NPD.
Beiersdorf and Unilever lead the market, accounting for around 56% of market share. Nivea is the top-selling brand but has lost market share to Unilever’s more dynamic Rexona and Axe brands.
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