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The German deodorants and bodysprays market is worth an estimated €760 million in 2008, up 5% on 2007. The trend towards antiperspirants and bodysprays, often promoted as lifestyle accessories, continues, although deodorants still account for 53% of value sales. Male lines, kept current with appealing NPD, continue to outperform female products. Alcohol-free products, along with natural and skin-sensitive variants are in demand, supported too by recent NPD.

Beiersdorf and Unilever lead the market, accounting for around 56% of market share. Nivea is the top-selling brand but has lost market share to Unilever’s more dynamic Rexona and Axe brands.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.

They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.

Each report contains comprehensive analysis into:

  • Market sizes
  • Market trends
  • Leading manufacturers
  • Consumer trends
  • Sales forecasts

This unique level of coverage ensure that your R&D, category management and marketing teams have both an holistic understanding of the sector and a valuable insight into local sector trends and consumer habits. This research is relevant at any level of the decision making process, whether it be the initial developmental stages or the later brand building exercises.

What's included

What's included

Table of contents

Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
        • Market in Brief

          • Market growth continues
            • Leading suppliers upgrade product image
              • Volume sales strongly depend on young age groups
                • Unilever storms ahead
                  • Targeted lines set to increase
                  • Internal Market Environment

                    • Key points
                      • Climate affects sales
                        • Figure 1: Average temperature in Germany
                      • Lifestyle factors
                        • Hypoallergenic lines may now grow
                          • Sign of the times
                          • Broader Market Environment

                            • Key points
                              • Full-time employment important
                                • Figure 2: Trends in German employment, by gender, 2003-08
                                • Figure 3: Trends in German PDI, consumer expenditure and GDP, at current prices, 2003-13
                              • Age trends hamper volume sales
                                • Figure 4: Trends in German population, by age, 2003-13
                              • EU regulations
                                • REACH makes suppliers work harder
                                • Who’s Innovating?

                                  • Key points
                                    • Figure 5: New product launches in deodorants, % by country, 2006-08
                                    • Figure 6: New product launches in deodorants, by type, 2006-08
                                    • Figure 7: Number of new product launches in deodorants, by positioning, 2006-08
                                    • Figure 8: New product launches in deodorants, by company, 2006-08
                                • Market Size and Forecast

                                  • Key points
                                    • Average prices fall, but products are upgraded
                                      • Figure 9: German retail value sales of deodorants and bodysprays, at current and constant prices, 2003-13
                                    • Sensitive products are in
                                      • Natural sells, but less so than in other toiletry markets
                                        • Adding interest
                                          • Prospects
                                            • Prestige lines to expand
                                              • Factors used in the forecast
                                              • Segment Performance

                                                • Key points
                                                  • Antiperspirants and bodysprays perform well
                                                    • Figure 10: German retail value sales of deodorants and bodysprays, by type 2006-08
                                                  • Age and gender-specific lines important
                                                    • Figure 11: German retail value sales of deodorants and bodysprays, by gender, 2006-08
                                                  • Sales by format
                                                    • Figure 12: German retail value sales of deodorants and bodysprays, by format, 2006-08
                                                • Market Share

                                                  • Key points
                                                    • Figure 13: Brands´ retail value sales of deodorants and bodysprays, 2006-08
                                                    • Figure 14: Popularity of major deodorant brands, 2004-08
                                                • Companies and Products

                                                  • Beiersdorf
                                                    • Henkel
                                                      • Unilever
                                                      • Brand Communication and Promotion

                                                        • Key points
                                                          • Figure 15: Main monitored media advertising expenditure on deodorants, by country, 2005-08
                                                          • Figure 16: Main monitored media advertising expenditure on deodorants in Germany, by manufacturer, 2008*
                                                      • Channels to Market

                                                        • Key points
                                                          • Figure 17: German retail value sales of deodorants and bodysprays, by outlet type, 2006-08
                                                      • The Consumer – Pan-European Overview

                                                        • Key points
                                                            • Figure 18: Deodorant usage, frequency by country, 2008
                                                            • Figure 19: Deodorant usage, type by country, 2008
                                                        • The Consumer – Trends in Germany

                                                          • Key points
                                                            • Frequency
                                                              • Figure 20: Trends in frequency of using deodorants, Germany, 2003-08
                                                              • Figure 21: Trends in use of deodorants, by type, Germany, 2003-08
                                                          • The Consumer – Usage

                                                            • Key points
                                                              • Women
                                                                • Men
                                                                  • Detailed demographics
                                                                    • Figure 22: Penetration and frequency of using deodorants, women, 2008
                                                                    • Figure 23: Penetration and frequency of using deodorants, men, 2008

                                                                About the report

                                                                This interactive report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data carried out across Germany, but our industry experts put that data into context and you’ll quickly understand:

                                                                • The Consumer

                                                                  What They Want. Why They Want It.

                                                                • The Competitors

                                                                  Who’s Winning. How To Stay Ahead.

                                                                • The Market

                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                • The Innovations

                                                                  New Ideas. New Products. New Potential.

                                                                • The Opportunities

                                                                  Where The White Space Is. How To Make It Yours.

                                                                • The Trends

                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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