Deodorants and Bodysprays - Germany - February 2009
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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.
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