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SUMMARY
Abstract
This report provides a Pan-European overview of the deodorants and bodysprays markets in France, Germany, Italy, Spain and the UK.
Data for this report have been compiled from the five individual country reports: Deodorants and Bodysprays, February 2007.
The greatest potential in the French market currently appears to be in the men’s sector, which is already out-performing the women’s. Men are less precious about fine fragrance, use less of it and are more open to bodysprays, although in France these are likely to be termed ‘deodorising eau de toilettes’.
TABLE OF CONTENTS
Table of Contents
- 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
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