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Deodorants - Europe - February 2011

While deodorants are regarded as a daily essential for most European adults, manufacturers are increasingly positioning them as beauty products in an attempt to encourage consumers to spend more and break the relentless cycle of price promotions.

As a result, annual growth has continued at a steady rate across Europe, regardless of the recessionary operating environment that has held back spending on other commodity items. Sales have also been helped by new product development focusing on valued added properties such as lasting protection against wetness and odour, skincare, natural formulations and the avoidance of certain preservatives and actives.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Consumer research
          • Market in Brief

            • Germany and the UK in the lead
              • Effective, long-lasting protection is key
                • Gentler, more natural products with free-from formulations gain ground
                  • Skin care opens new deodorant niche for older women
                    • More links with body care
                      • Men are brought into the cosmetic fold
                        • Aerosol sprays still the preferred product format
                          • Core consumers
                          • European Market Size and Forecast

                            • Key points
                              • Deodorants
                                • Figure 1: Retail value sales of deodorants, by country, 2006-14
                                • Figure 2: Spend on deodorants per capita*, by country, 2006-10*
                            • Market Segmentation

                              • Key points
                                • ‘Big 5’ sales by sector
                                  • France
                                    • Figure 3: Value sales of deodorants, by sector, France, 2010
                                  • Germany
                                    • Figure 4: Value sales of deodorants, by sector, Germany, 2010
                                  • Italy
                                    • Figure 5: Value sales of deodorants, by sector, Italy, 2010
                                  • Spain
                                    • Figure 6: Value sales of deodorants, by sector, Spain, 2010
                                  • UK
                                    • Figure 7: Value sales of deodorants, by sector, UK, 2010
                                  • Other countries
                                    • Figure 8: Value sales of deodorants, by sector, Austria, 2010
                                    • Figure 9: Value sales of deodorants, by sector, The Netherlands, 2010
                                    • Figure 10: Value sales of deodorants, by sector, Poland, 2010
                                    • Figure 11: Value sales of deodorants, by sector, Russia, 2010
                                • Companies and Products

                                  • Key points
                                    • Key analysis
                                      • Launch activity overview
                                        • Global region
                                          • Figure 12: New product activity in deodorants, % by region, 2010
                                        • European region
                                          • Figure 13: New product activity in deodorants, % share by top ten European countries, 2010
                                          • Figure 14: Trends in new product activity in deodorants, % share by top ten European countries, 2007-10
                                        • New product launches by leading claims
                                          • Figure 15: New product activity in deodorants, % share by claim, top ten European countries, 2010
                                        • New product launches – female vs. male deodorants
                                          • Figure 16: Female versus male deodorant launches, by country, 2010
                                        • Age segmentation remains unexplored
                                          • Figure 17: % of launches taken by deodorants for teenagers (aged 13-17), by country, 2010
                                        • Allergic reactions to deodorants
                                          • Figure 18: Prone to allergic reaction to deodorant/perfume/aftershave, France, Germany, and GB, 2008-10
                                        • France
                                          • Deodorants
                                            • Competitive landscape
                                              • NPD activity
                                                • Figure 19: Trends in new product activity in deodorants, % share by claim, France, 2007-10
                                              • Long-lasting protection
                                                • Botanical ingredients
                                                  • Fragrance ancillaries
                                                    • Germany
                                                      • Deodorants
                                                        • Competitive landscape
                                                          • NPD activity
                                                            • Figure 20: Trends in new product activity in deodorants, % share by claim, Germany, 2007-10
                                                          • Care for the underarms
                                                            • Organic offer
                                                              • Deodorant innovation
                                                                • Italy
                                                                  • Competitive landscape
                                                                    • NPD activity
                                                                      • Figure 21: Trends in new product activity in deodorants, % share by claim, Italy, 2007-10
                                                                    • Skin-friendly products
                                                                      • Alcohol-free formulations
                                                                        • Deodorant wipes
                                                                          • Spain
                                                                            • Competitive landscape
                                                                              • NPD activity
                                                                                • Figure 22: Trends in new product activity in deodorants, % share by claim, Spain, 2007-10
                                                                              • Tailored for travel
                                                                                • Natural products
                                                                                  • No stains
                                                                                    • UK
                                                                                      • Competitive landscape
                                                                                        • NPD activity
                                                                                          • Figure 23: Trends in new product activity in deodorants, % share by claim, UK, 2007-10
                                                                                        • Sophisticated naturals
                                                                                          • No aluminium salts
                                                                                            • Limited edition
                                                                                            • The Consumer – Deodorant Usage

                                                                                              • Key points
                                                                                                • Key analysis
                                                                                                  • Women’s use of deodorants
                                                                                                    • France
                                                                                                      • Figure 24: Trends in female frequency of using deodorants, France, 2006-10
                                                                                                      • Figure 25: Trends in types of deodorants used, France, 2006-10
                                                                                                    • Germany
                                                                                                      • Figure 26: Trends in female frequency of using deodorants, Germany, 2006-10
                                                                                                      • Figure 27: Trends in types of deodorants used, Germany, 2006-10
                                                                                                    • Spain
                                                                                                      • Figure 28: Trends in female frequency of using deodorants, Spain, 2006-10
                                                                                                      • Figure 29: Trends in types of deodorants used, Spain, 2006-10
                                                                                                    • GB
                                                                                                      • Figure 30: Trends in female frequency of using deodorants, GB, 2006-10
                                                                                                      • Figure 31: Trends in types of deodorants used, GB, 2006-10
                                                                                                    • Men’s deodorant use
                                                                                                      • France
                                                                                                        • Figure 32: Trends in male frequency of using deodorants, France, 2006-10
                                                                                                        • Figure 33: Trends in types of deodorants used, France, 2006-10
                                                                                                      • Germany
                                                                                                        • Figure 34: Trends in male frequency of using deodorants, Germany, 2006-10
                                                                                                        • Figure 35: Trends in types of deodorants used, Germany, 2006-10
                                                                                                      • Spain
                                                                                                        • Figure 36: Trends in male frequency of using deodorants, Spain, 2006-10
                                                                                                        • Figure 37: Trends in types of deodorants used, Spain, 2006-10
                                                                                                      • GB
                                                                                                        • Figure 38: Trends in male frequency of using deodorants, GB, 2006-10
                                                                                                        • Figure 39: Trends in types of deodorants used, GB, 2006-10
                                                                                                    • Trends in Women’s Attitudes Towards Grooming

                                                                                                      • Key points
                                                                                                        • Key analysis
                                                                                                          • France
                                                                                                            • Figure 40: Trends in women’s agreement with selected lifestyle statements, France, 2006-10
                                                                                                          • Germany
                                                                                                            • Figure 41: Trends in women’s agreement with selected lifestyle statements, Germany, 2006-10
                                                                                                          • Spain
                                                                                                            • Figure 42: Trends in women’s agreement with selected lifestyle statements, Spain, 2006-10
                                                                                                          • GB
                                                                                                            • Figure 43: Trends in women’s agreement with selected lifestyle statements, GB, 2006-10
                                                                                                        • Trends in Men’s Attitudes Towards Grooming

                                                                                                          • Key points
                                                                                                            • Key analysis
                                                                                                              • France
                                                                                                                • Figure 44: Trends in men’s agreement with selected lifestyle statements, France, 2006-10
                                                                                                              • Germany
                                                                                                                • Figure 45: Trends in men’s agreement with selected lifestyle statements, Germany, 2006-10
                                                                                                              • Spain
                                                                                                                • Figure 46: Trends in men’s agreement with selected lifestyle statements, Spain, 2006-10
                                                                                                              • GB
                                                                                                                • Figure 47: Trends in men’s agreement with selected lifestyle statements, GB, 2006-10
                                                                                                            • Does Sponsorship Work?

                                                                                                              • Key points
                                                                                                                • Key analysis
                                                                                                                  • Women
                                                                                                                    • France
                                                                                                                      • Figure 48: Trends in women’s attitudes towards sponsorship, France, 2006-10
                                                                                                                    • Germany
                                                                                                                      • Figure 49: Trends in women’s attitudes towards sponsorship, Germany, 2006-10
                                                                                                                    • Spain
                                                                                                                      • Figure 50: Trends in women’s attitudes towards sponsorship, Spain, 2006-10
                                                                                                                    • GB
                                                                                                                      • Figure 51: Trends in women’s attitudes towards sponsorship, GB, 2006-10
                                                                                                                    • Men
                                                                                                                      • France
                                                                                                                        • Figure 52: Trends in men’s attitudes towards sponsorship, France, 2006-10
                                                                                                                      • Germany
                                                                                                                        • Figure 53: Trends in men’s attitudes towards sponsorship, Germany, 2006-10
                                                                                                                      • Spain
                                                                                                                        • Figure 54: Trends in men’s attitudes towards sponsorship, Spain, 2006-10
                                                                                                                      • GB
                                                                                                                        • Figure 55: Trends in men’s attitudes towards sponsorship, GB, 2006-10
                                                                                                                    • Appendix

                                                                                                                        • Penetration and frequency of use, by women, by demographics
                                                                                                                          • Figure 56: Frequency of use of deodorants, by demographics, France, 2010
                                                                                                                          • Figure 57: Frequency of use of deodorants, by demographics, Germany, 2010
                                                                                                                          • Figure 58: Frequency of use of deodorants, by demographics, Spain, 2010
                                                                                                                          • Figure 59: Frequency of use of deodorants, by demographics, GB, 2010
                                                                                                                        • Penetration and frequency of use, by men, by demographics
                                                                                                                          • Figure 60: Frequency of use of deodorants, by demographics, France, 2010
                                                                                                                          • Figure 61: Frequency of use of deodorants, by demographics, Germany, 2010
                                                                                                                          • Figure 62: Frequency of use of deodorants, by demographics, Spain, 2010
                                                                                                                          • Figure 63: Frequency of use of deodorants, by demographics, GB, 2010
                                                                                                                        • Consumer attitudes, by women, by demographics
                                                                                                                          • Figure 64: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                                                          • Figure 65: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                                                          • Figure 66: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                                                          • Figure 67: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                          • Figure 68: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                          • Figure 69: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                          • Figure 70: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                          • Figure 71: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                          • Figure 72: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                          • Figure 73: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                                                          • Figure 74: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                                                          • Figure 75: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                                                        • Consumer attitudes, by men, by demographics
                                                                                                                          • Figure 76: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                                                          • Figure 77: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                                                          • Figure 78: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                                                                          • Figure 79: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                          • Figure 80: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                          • Figure 81: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                                                                          • Figure 82: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                          • Figure 83: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                          • Figure 84: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                                                                          • Figure 85: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                                                          • Figure 86: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                                                                          • Figure 87: Agreement with selected lifestyle statements, by demographics, GB, 2010

                                                                                                                      Companies Covered

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

                                                                                                                      Deodorants - Europe - February 2011

                                                                                                                      £1,877.00 (Excl.Tax)