|
|
 |
|
Viewing report
|
|
|
|
Deodorants and Bodysprays - A Pan-European Overview 2007
Mintel, Feb 2007
Introduction
Definitions
Consumer research
Abbreviations
Market in Brief
France
Increasing price competition dampens growth
Commodity image
Best potential in men’s lines
Adding value
Low penetration in European terms
Aerosols remain the top choice, but roll-ons are gaining in popularity
L’Oréal reinforces its leading position
Germany
Added-value helps market increase in 2006
But long-term trend is falling market value
Controlling perspiration is more important than mere fragrancing
Aerosols still gaining share
Consumers looking for keen prices
Market is dependent on the young
Italy
Back to brands may help market value
Shrinking number of core users
Greater segmentation
Roll-ons gain ground
Crowded marketplace and reduced on-shelf visibility
Frequent price promotions give grocery multiples a further boost
Spain
Sales remain strong
Positive prospects
Increasing penetration
Roll-ons more popular in Spain than elsewhere in Europe
Big international brands take the lion’s share
New product development helps to generate growth and change commodity image
Grocery multiples gain further ground
UK
Brand value
Segmentation drives growth
Extension not innovation
Assured lead for Unilever
Consumer trends
Future
Internal Market Environment
High penetration limits further growth
Figure 1: Penetration of deodorants, men and women, by country, 2006
Women: Perfumes as alternative to deodorants? Neutral variants may help sales in France
Figure 2: Penetration of deodorants and perfume/eau de toilettes, by country, by women, 2006
Figure 3: Penetration of deodorants and male fragrances, by country, by men, 2006
Legislation and regulation
REACH
Broader Market Environment
Ageing population and…
Figure 4: Total population by age, by country, 2006
… stable consumer base hold back growth
Figure 5: Population trends, by country, 2001-11
Rising consumer expenditure
Figure 6: Indexed growth in consumer expenditure at current prices, by country, 2001-06
More working women demand greater convenience and product efficiency
Figure 7: Working women as % all women aged 15-64, by country, 2005
Who’s Innovating
Germany leads for number of launches
Figure 8: Number of new deodorant launches, by country, Jan-Dec 2006
Targeting the male deodorant market
Figure 9: Top 10 claims, by country, Jan ’06-Dec ‘06
Unilever most active for new product launches
Figure 10: Top 5 companies for number of launches, Jan-Dec 2006
Market Size and Forecast
Germany is the largest market
Figure 11: Retail value sales of deodorants and bodysprays, at current prices, by country, 2001-06
Spain registered the fastest growth, while the other countries just maintained stable sales
Figure 12: Indexed retail value sales of deodorants and bodysprays, at current prices, by country, 2001-06
Spain and Italy increased their weight in the European deodorant market
Figure 13: Retail value sales of deodorants and bodysprays, % European market share by country, 2006
Per-capita spend puts UK in the lead
Figure 14: Per capita spend on deodorants and bodysprays, by adult (15+), by country, 2001-06
Market Forecast and Prospects
UK is expected to be the largest market by 2011
Figure 15: Forecast for total retail value sales of deodorants and bodysprays, by country, 2006-11
Spain will grow faster than the rest of Europe
Figure 16: Forecast indexed retail value sales of deodorants and bodysprays, by country, 2006-11
France will see its share reduced
Figure 17: Forecast % share of European market, by country, 2011
Mintel foresight
France
Germany
Minimalist trend in fragrances may cross-over; special editions to continue doing well
Well-being fad to fade
Decline in perfumeries may dent premium sales
REACH may prove costly for suppliers
Italy
Spain
UK
Market Segmentation
Aerosols account for the largest share of the market
Figure 18: Retail value sales of deodorants and bodysprays, by type, by country, 2006
Aerosols lead and roll-ons take second place
Figure 19: Retail value sales of deodorants and bodysprays, by type, by country, 2006
Market Share
Fragmentation and low share for own-label
Figure 20: Retail value sales of deodorants and bodysprays, % share market leader vs. others/own-label, by country, 2006
Channels to Market
Mass-market distribution leads
Figure 21: Retail value sales of deodorants and bodysprays, % by outlet type, by country, 2006
Figure 22: Retail value sales of deodorants and bodysprays, % by outlet type, by country, 2006
The Consumer
Similar consumption patterns amongst women, but Britons are more likely to be heavy users
Figure 23: Penetration and frequency of using deodorants among women, by country, 2006
Aerosols take the lead except in Spain, where women prefer roll-ons
Figure 24: Penetration of deodorants among women, by format, by country, 2006
Deodorants are most popular among British men, and the least among French men
Figure 25: Penetration and frequency of using deodorants among men, by country, 2006
Aerosols confirm their popularity among men, even in Spain
Figure 26: Penetration of deodorants among men, by format, by country, 2006
Customers who bought this item also bought
Deodorants and Bodysprays in Spain 2007
Deodorants and Bodysprays in France 2007
Deodorants and Bodysprays in Germany 2007
Deodorants and Bodysprays in Italy 2007
Deodorants - Global Strategic Business Report
Deodorants in the US
Deodorants in Europe
Deodorants in Germany
Deodorants in France
Deodorants in Japan
Antiperspirants and Deodorants in the United States 2007
Deodorants in Ireland
|
|
|
|
