Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close



Italian sales of deodorants and bodysprays are worth an estimated €382 million in 2008, up by over 2% on 2007 and around 6% on 2003. This was the best performance during the review period. In comparison to other C&T markets, the review market put in an outstanding performance in 2008 considering the gloomy trading conditions.

Brand loyalty, functionality and fragrance all influence the purchase of deodorants and bodysprays. Consequently, promotional level is low and media advertising expenditure remained its high level in 2008. At the same time, however, NPD is low as consumers tend to stick to their preferred 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
          • Abbreviations
          • Market in Brief

            • Sales maintain positive growth
              • Sprays lead but roll-ons grow faster
                • Many players, few on top
                  • Multiple grocery leads
                    • Future
                    • Internal Market Environment

                      • Key points
                        • Summer 2008 not so good
                          • High personal grooming standards
                            • Search for wellbeing
                              • Sport participation
                              • Broader Market Environment

                                • Key points
                                  • Ageing population
                                    • Figure 1: Trends in Italian population, by age, 2003-13
                                  • Consumer expenditure – economic situation, price-conscious
                                    • Figure 2: Trends in Italian PDI, consumer expenditure and GDP, at constant 2008 prices, 2003-13
                                  • Rise in female employment
                                    • Figure 3: Trends in Italian employment, 2002-07
                                  • REACH moving forwards
                                  • Who’s Innovating?

                                    • Key points
                                      • Italy lags behind in NPD
                                        • Figure 4: New product launches in deodorants, % by country, 2006-08
                                      • Sprays take the majority of NPD
                                        • Figure 5: New product launches in deodorants, % by type, 2006-08
                                        • Figure 6: New product launches in deodorants, % by company, 2006-08
                                      • NPD trends
                                        • Figure 7: New product launches in deodorants, % by positioning, 2006-08
                                      • Long-lasting and skin protection
                                        • Ingredients
                                          • Men’s range on the rise
                                          • Market Size and Forecast

                                            • Key points
                                              • Figure 8: Italian retail value sales of deodorants and bodysprays, at current and constant prices, 2003-13
                                            • Prospects
                                              • Factors used in the forecast
                                              • Segment Performance

                                                • Key points
                                                  • Figure 9: Italian retail value sales of deodorants and bodysprays, by sector, 2003-13
                                                  • Figure 10: Italian retail value sales of deodorants and bodysprays, by format, 2003-13
                                              • Market Share

                                                • Key points
                                                  • Figure 11: Manufacturers’ shares in sales* of deodorants and bodysprays, 2006-08
                                              • Companies and Products

                                                • Manetti & Roberts
                                                  • Unilever
                                                    • Beiersdorf
                                                      • Procter & Gamble
                                                      • Brand Communication and Promotion

                                                        • Key points
                                                          • Figure 12: Main monitored media advertising expenditure on deodorants, by country, 2005-08
                                                          • Figure 13: Main monitored media advertising expenditure on deodorants in Italy, by manufacturer, 2008*
                                                      • Channels to Market

                                                        • Key points
                                                          • Figure 14: Italian retail value sales of deodorants, by outlet type, 2006-08

                                                      About the report

                                                      This 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, 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.

                                                      Trusted by companies. Big and small.

                                                      • bell
                                                      • boots
                                                      • google
                                                      • samsung
                                                      • allianz
                                                      • kelloggs
                                                      • walgreens
                                                      • redbull
                                                      • unilever
                                                      • Harvard
                                                      • pinterest
                                                      • new-york-time