Germany Deodorants Market Report 2020
While APDOs remain a grooming staple, COVID-19 will modestly dent sales in 2020. Brands can add excitement with natural and vegan NPD and value-added benefits. Heidi Lanschützer, Associate Director…

Germany Deodorants Market Report 2020

£ 2,195 (Excl.Tax)


Providing the most comprehensive and up-to-date information and analysis of the Deodorants – Germany market including the behaviours, preferences and habits of the consumer.

Body odour remains a taboo and consumers prioritise product efficacy above all else when purchasing. Alongside long-lasting benefits, many consumers are also looking for chemical-free versions that have gentle formulas and boast natural credentials.

Quickly Understand

  • What is the top priority for German APDO users?
  • How can brands promote additional product benefits?
  • What are the German market and innovation leaders?
  • How to tap into opportunities for age-specific personalisation?
  • How can your brand become more sustainable?
  • What plays a key role in product promotion in the German market?

Covered in this report

Brands mentioned: Alverde, Attitude, Axe, Balea, Beiersdorf, Ben & Anna, Biotherm, Booby Call, California, CD, Coty, DM, Dove, Dove Men+Care, Dove Powered by Plants, Duschdas, Duschdas for Men, Everdry, Fa, Gina, Girl Smells, Greendoor, Henkel, Hidro Fugal, Hidro Fugal Men, i+m Naturkosmetik, Impulse, Isana, Kosås, Lekker, Loopstore, L’Oréal, Lornamead, Love Beauty & Planet, Lume, Lynx, Medipharma Cosmetics, myATTTD, N.A.E, Narta, NIVEA, NIVEA Natural Balance, Niyok, nuud, Payot, Rexona, Right Guard, Rossmann, Salt of the Earth, Schmidt’s, St Pauli, syNeo 5, Teaology Yoga Care, Unilever, We Love The Planet, Wild, 8×4, 8×4 Men, etc.

Products mentioned: antiperspirant deodorants in formats such as aerosols, bodysprays, pumps, roll-ons, sticks, creams, gels

Expert analysis from a specialist in the field

Written by Gwen Osserman, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While APDOs remain a grooming staple, COVID-19 will modestly dent sales in 2020. Brands can add excitement with natural and vegan NPD and value-added benefits.
Gwen Osserman
Analyst – Beauty and Personal Care

Table of Contents

  1. Executive summary

    • Market context
    • Mintel predicts
    • What consumers want and why
    • Opportunities
    • The competitive landscape
    • Graph 1: company retail market shares of APDOs, by value, 2018-19
  2. the impact of covid-19

    • Graph 2: intention to spend the same or more on BPC products in the next month, 27 March-20 August 2020
    • Graph 3: select APDO behaviours since COVID-19, August 2020
  3. market drivers

    • Graph 4: real GDP growth, 2008-21 (fore)
    • Graph 5: population, by age group, 2014, 2019 and 2024
  4. What consumers want and why

    • Usage of APDOs and type
    • Graph 6: usage of APDOs, by type, August 2020
    • Graph 7: type of APDO used, August 2020
    • Graph 8: format of product used most often, by users of deodorants vs antiperspirants, August 2020
    • Graph 9: top 3 APDO formats ever used, by age, August 2020
    • Graph 10: frequency of using APDO, by gender, August 2020
    • Graph 11: health/sensory reasons for not wearing APDO, August 2020
    • Interest in APDO innovation
    • Graph 12: interest in APDO innovations, August 2020
    • Graph 13: interest in select APDO innovations, by product usage, August 2020
    • Key benefits sought from APDOs
    • Graph 14: benefits looked for when buying APDOs, August 2020
    • Graph 15: select benefits looked for when buying APDOs, by product used, August 2020
  5. Launch activity and innovation

    • Graph 16: launches of APDOs by format type, 2015 vs 2019
    • Graph 17: APDO launches by select claims, 2015 vs 2019
    • Graph 18: APDO launches by antiperspirant ingredients used, Jan 2015-Jun 2020
    • Advertising and marketing activity
  6. Market share

  7. market segmentation, size and forecast

    • Forecasting during the COVID-19 pandemic
    • Market segmentation
  8. Appendix

    • Note on COVID-19
    • Appendix – products covered, abbreviations and consumer research methodology
    • Appendix – market size and forecast

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

Below is a sample report, understand what you are buying.

Click to show report
Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch