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Deodorants and Bodysprays - Spain - February 2009

The Spanish retail market for deodorants and bodysprays continues to grow, albeit at a slower rate than in previous years. In 2008, sales were up by just under 3% on 2007, to take the market to €303 million, an increase of 34% on 2003.

The market is increasingly mature and due to an already high penetration rate there is little chance of expanding the current consumer base. Suppliers have attempted to add value by segmenting their product offering by introducing deodorants with cosmetic properties and products aimed at specific age groups.

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

            • Increased segmentation
              • Niche formats lose ground
                • Concentrated market
                  • The young ones
                    • Future
                    • Internal Market Environment

                      • Key points
                        • Climate affects product use
                          • Figure 1: Average temperature and rainfall in Spain
                        • C&T universe
                          • Sports participation
                            • New chemicals regulation
                            • Broader Market Environment

                              • Key points
                                • Declining number of 15-24-year-olds is negative news
                                  • Figure 2: Trends in the age structure of the Spanish population, by gender, 2003-13
                                • Poorer economy may damage selective products
                                  • Figure 3: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2003-13
                                  • Figure 4: Trends in Spanish employment, by gender, 2001-05
                              • Who’s Innovating?

                                • Key points
                                  • Spain lags behind in new product launches
                                    • Figure 5: New product launches in deodorant products, % by country, 2006-08
                                  • Biggest focus on sprays and roll-ons
                                    • Figure 6: New product launches in deodorant products in Spain, % by format, 2006-08
                                  • Long-lasting effect, antiperspirant action and alcohol-free composition key claims
                                    • Figure 7: New product launches in deodorant products in Spain, by positioning, 2006-08
                                  • Market leader Unilever most active
                                    • Figure 8: New product launches in deodorant products in Spain, % by company, 2006-08
                                  • Value-added skincare properties
                                    • Anti-stain and 24-hour protection
                                      • Each age for their own
                                        • Gently does it
                                          • Natural protection
                                          • Market Size and Forecast

                                            • Key points
                                              • Product segmentation supports mature market
                                                • Figure 9: Spanish retail value sales of deodorants & bodysprays, at current and constant prices, 2003-13
                                              • Price is an issue
                                                • Products by age
                                                  • Prospects
                                                    • Factors used in the forecast
                                                    • Segment Performance

                                                      • Key points
                                                        • Male-specific products most dynamic
                                                          • Figure 10: Spanish retail value sales of deodorants & bodysprays, by sector, 2006-08
                                                        • Sprays and roll-ons the most popular applications
                                                          • Figure 11: Spanish retail value sales of deodorants & bodysprays, by format, 2006-08
                                                        • Women prefer roll-ons, men sprays
                                                          • Suppliers discontinue poorly performing formats
                                                            • Increasingly specific target groups
                                                            • Market Share

                                                              • Key points
                                                                • High concentration
                                                                  • Figure 12: Manufacturers’ retail value shares of deodorants & bodysprays, 2006-08
                                                                • Big brands dominate, but own-labels set to benefit from economic slowdown
                                                                  • Axe leads in aerosol sprays
                                                                    • Figure 13: Brands’ retail value shares of sprays, 2006-08
                                                                  • Sanex takes top spot in roll-ons
                                                                    • Figure 14: Brands’ retail value shares of roll-ons, 2006-08
                                                                  • Sara Lee dominates stick sales
                                                                    • Figure 15: Brands’ retail value shares of sticks, 2006-08
                                                                • Companies and Products

                                                                  • Unilever
                                                                    • Sara Lee
                                                                      • Beiersdorf
                                                                        • Puig
                                                                          • Laboratorios Byly
                                                                          • Brand Communication and Promotion

                                                                            • Key points
                                                                              • Increased ad spend
                                                                                • Figure 16: Main monitored media advertising expenditure on deodorants, by country, 2005-08
                                                                              • Big brands receive biggest backing
                                                                                • Figure 17: Main monitored media advertising expenditure on deodorants in Spain, by manufacturer, 2008*
                                                                              • Using the web to reach out to consumers
                                                                                • Advertising to suffer from recession
                                                                                • Channels to Market

                                                                                  • Key points
                                                                                    • Bulk of sales through grocery multiples
                                                                                      • Figure 18: Spanish retail value sales of deodorants & bodysprays, by outlet type, 2006-08
                                                                                  • The Consumer – Pan-European Overview

                                                                                    • Key points
                                                                                      • High take-up, but not everyone uses deodorant on a daily basis
                                                                                        • Figure 19: Penetration and frequency of using deodorants, by gender, by country, 2008
                                                                                      • Rolling it on
                                                                                        • Figure 20: Penetration of deodorants, by type, by gender, by country, 2008
                                                                                    • The Consumer – Trends in Spain

                                                                                      • Key points
                                                                                        • Promoting more frequent use to support volume sales
                                                                                          • Figure 21: Trends in penetration and frequency of using deodorants, by gender, 2004-08
                                                                                        • Some gains for niche products, but sprays and roll-ons dominate
                                                                                          • Figure 22: Trends in use of deodorants, by type, by gender, 2004-08
                                                                                      • The Consumer – Usage

                                                                                        • Key points
                                                                                          • Bias towards younger consumers
                                                                                            • Figure 23: Penetration and frequency of using deodorants, by women, by demographic sub-group, 2008
                                                                                            • Figure 24: Penetration and frequency of using deodorants, by men, by demographic sub-group, 2008

                                                                                        Deodorants and Bodysprays - Spain - February 2009

                                                                                        US $657.21 (Excl.Tax)