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Deodorants and Bodysprays - Italy - February 2009

Italian sales of deodorants and bodysprays are worth an estimated €382 million in 2008, up by over 2% on 2007 and around 6% on 2003. This was the best performance during the review period. In comparison to other C&T markets, the review market put in an outstanding performance in 2008 considering the gloomy trading conditions.

Brand loyalty, functionality and fragrance all influence the purchase of deodorants and bodysprays. Consequently, promotional level is low and media advertising expenditure remained its high level in 2008. At the same time, however, NPD is low as consumers tend to stick to their preferred brands.

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

            • Sales maintain positive growth
              • Sprays lead but roll-ons grow faster
                • Many players, few on top
                  • Multiple grocery leads
                    • Future
                    • Internal Market Environment

                      • Key points
                        • Summer 2008 not so good
                          • High personal grooming standards
                            • Search for wellbeing
                              • Sport participation
                              • Broader Market Environment

                                • Key points
                                  • Ageing population
                                    • Figure 1: Trends in Italian population, by age, 2003-13
                                  • Consumer expenditure – economic situation, price-conscious
                                    • Figure 2: Trends in Italian PDI, consumer expenditure and GDP, at constant 2008 prices, 2003-13
                                  • Rise in female employment
                                    • Figure 3: Trends in Italian employment, 2002-07
                                  • REACH moving forwards
                                  • Who’s Innovating?

                                    • Key points
                                      • Italy lags behind in NPD
                                        • Figure 4: New product launches in deodorants, % by country, 2006-08
                                      • Sprays take the majority of NPD
                                        • Figure 5: New product launches in deodorants, % by type, 2006-08
                                        • Figure 6: New product launches in deodorants, % by company, 2006-08
                                      • NPD trends
                                        • Figure 7: New product launches in deodorants, % by positioning, 2006-08
                                      • Long-lasting and skin protection
                                        • Ingredients
                                          • Men’s range on the rise
                                          • Market Size and Forecast

                                            • Key points
                                              • Figure 8: Italian retail value sales of deodorants and bodysprays, at current and constant prices, 2003-13
                                            • Prospects
                                              • Factors used in the forecast
                                              • Segment Performance

                                                • Key points
                                                  • Figure 9: Italian retail value sales of deodorants and bodysprays, by sector, 2003-13
                                                  • Figure 10: Italian retail value sales of deodorants and bodysprays, by format, 2003-13
                                              • Market Share

                                                • Key points
                                                  • Figure 11: Manufacturers’ shares in sales* of deodorants and bodysprays, 2006-08
                                              • Companies and Products

                                                • Manetti & Roberts
                                                  • Unilever
                                                    • Beiersdorf
                                                      • Procter & Gamble
                                                      • Brand Communication and Promotion

                                                        • Key points
                                                          • Figure 12: Main monitored media advertising expenditure on deodorants, by country, 2005-08
                                                          • Figure 13: Main monitored media advertising expenditure on deodorants in Italy, by manufacturer, 2008*
                                                      • Channels to Market

                                                        • Key points
                                                          • Figure 14: Italian retail value sales of deodorants, by outlet type, 2006-08

                                                      Companies Covered

                                                      To learn more about the companies covered in this report please contact us.

                                                      Deodorants and Bodysprays - Italy - February 2009

                                                      £495.00 (Excl.Tax)