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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?

European FMCG reports - now new and improved!

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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Each title explores a specific sector on a Pan-European scale and helps you stay on top of market sizes, shares and forecasts, consumer trends, brand news and product innovation.

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Using Mintel’s Global New Products Database (GNPD), the reports look at new product development trends and launches in Europe including country, product and claim comparison. In addition, the new reports provide market size and share information,allowing cross-market analysis and forecasts. Consumer research has been enhanced with TGI Europe and Toluna data.

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Table of contents

  1. Issues in the Market

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

              • The sweeter scent of Europe
                • Sprays major on convenience
                  • Added-value through higher performance
                    • As for much of C&T, the customer base is youthful
                    • European Market Size and Forecast

                      • Key points
                        • Deodorants
                          • Figure 1: Retail value sales of deodorants, by country, 2004-13
                          • Figure 2: Retail value sales of deodorants, by country, 2004-13
                          • Figure 3: Retail volume sales of deodorants, by country, 2004-13
                          • Figure 4: Spend per capita, by country, 2004-09
                      • Market Segmentation

                        • Key points
                          • Deodorants
                            • Figure 5: Market segmentation, by value, Belgium, 2009
                            • Figure 6: Market segmentation, by value, France, 2009
                            • Figure 7: Market segmentation, by value, Germany, 2009
                            • Figure 8: Market segmentation, by value, Hungary, 2009
                          • Deodorants
                            • Figure 9: Market segmentation, by value, Italy, 2009
                            • Figure 10: Market segmentation, by value, Poland, 2009
                            • Figure 11: Market segmentation, by value, Russia, 2009
                            • Figure 12: Market segmentation, by value, Spain, 2009
                            • Figure 13: Market segmentation, by value, UK, 2009
                        • Companies and Product Innovation

                          • Key points
                              • Figure 14: Percentage of new product launches, by top ten European countries, 2009
                              • Figure 15: Percentage of new product launches, by top ten European countries, 2006-09
                              • Figure 16: Percentage of new product launches, by top five claims, by the ‘Big 5’ European countries, 2009
                              • Figure 17: Percentage of new product launches, by top five fragrances, by the ‘Big 5’ European countries, 2009
                            • France – Deodorants
                                • Figure 18: Top five claims on new product development, France, 2006-09
                                • Figure 19: Top five fragrances in new product development, France, 2006-09
                              • Most innovative new products
                                • Germany – Deodorants
                                  • Figure 20: Top five claims on new product development, Germany, 2006-09
                                  • Figure 21: Top five fragrances in new product development, Germany, 2006-09
                                • Most innovative new products
                                  • Italy – Deodorants
                                    • Figure 22: Top five claims on new product development, Italy, 2006-09
                                    • Figure 23: Top five fragrances in new product development, Italy, 2006-09
                                  • Most innovative new products
                                    • Spain – Deodorants
                                      • Figure 24: Top five claims on new product development, Spain, 2006-09
                                      • Figure 25: Top five fragrances in new product development, Spain, 2006-09
                                    • Most innovative new products
                                      • UK – Deodorants
                                        • Figure 26: Top five claims on new product development, UK, 2006-09
                                        • Figure 27: Top five fragrances in new product development, UK, 2006-09
                                      • Most innovative new products
                                      • The Consumer

                                        • Key points
                                          • Usage wide, but not universal
                                            • Figure 28: Penetration of deodorants, by country, by women, 2009
                                          • And greater growth potential amongst men
                                            • Figure 29: Penetration of deodorants, by country, by men, 2009
                                          • Daily usage well-established
                                            • Figure 30: Frequency of using deodorants, by country, by women, 2009
                                          • And men are heavy users too
                                            • Figure 31: Frequency of using deodorants, by country, by men, 2009
                                          • Health issues some deterrent, but not ubiquitously
                                            • Figure 32: Trends in penetration of deodorants, France, 2005-09
                                            • Figure 33: Trends in penetration of deodorants, Germany, 2005-09
                                            • Figure 34: Trends in penetration of deodorants, Spain, 2005-09
                                            • Figure 35: Trends in penetration of deodorants, GB, 2005-09
                                          • It's sprays for men and roll-ons for women
                                            • Figure 36: Types of deodorant, by country, by women, 2009
                                            • Figure 37: Types of deodorant, by country, by men, 2009
                                          • Who's using deodorants
                                            • Women
                                              • A surprisingly youthful constituency?
                                                • Men – a less strident call to youth?
                                                  • Attitudes – and implications
                                                    • Figure 38: Attitudinal statements, by country, by women, 2009
                                                    • Figure 39: Attitudinal statements, by country, by men, 2009
                                                • Appendix – Demographics

                                                  • Deodorants – Women
                                                    • Figure 40: Use deodorants, by demographics, France, 2009
                                                    • Figure 41: Use deodorants, by demographics, Germany, 2009
                                                    • Figure 42: Use deodorants, by demographics, Spain, 2009
                                                    • Figure 43: Use deodorants, by demographics, GB, 2009
                                                  • Deodorants – Men
                                                    • Figure 44: Use deodorants, by demographics, France, 2009
                                                    • Figure 45: Use deodorants, by demographics, Germany, 2009
                                                    • Figure 46: Use deodorants, by demographics, Spain, 2009
                                                    • Figure 47: Use deodorants, by demographics, GB, 2009
                                                • Appendix – Market Size and Forecast Data

                                                    • Figure 48: Retail value sales of deodorants, by country, 2004-13
                                                    • Figure 49: Retail value sales of deodorants, by country, 2004-13
                                                    • Figure 50: Retail volume sales of deodorants, by country, 2004-13
                                                    • Figure 51: Spend per capita, by country, 2004-09

                                                Companies Covered

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

                                                Deodorants - Europe - July 2010

                                                £1,877.00 (Excl.Tax)