Deodorants and Bodysprays - Italy - February 2009
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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.
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