Deodorants - Europe - July 2010
Deodorants and antiperspirants have been commercially available for many years and their basic principles have not really changed. Deodorants are designed to prevent body odour, whereas antiperspirants are formulated to control sweat and thus minimize odour. Over recent years, antiperspirants that mask odours have become the mainstay of the market.
The challenge for the industry is to make a utilitarian category exciting. Deodorants and antiperspirants are widely regarded as a daily necessity, in much the same way as toothpaste or cleansing products. Penetration is therefore high among European men and women, but prices are pegged back by a reliance on promotions and multi-offers. So, how can manufacturers persuade consumers to spend more and remain true to their brands?
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In response to increased demand and client feedback, Mintel European FMCG reports now cover more market sectors on a Pan-European scale and are enhanced with even more consumer and market analysis. In 2010, we will publish more than 60 reports across five key FMCG categories, providing insight into the major European markets including the UK, Germany, France, Italy and Spain.
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