Table of Contents
Issues in the Market
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- Definition
- Consumer research
- Abbreviations
Market in Brief
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- Increased segmentation
- Niche formats lose ground
- Concentrated market
- The young ones
- Future
Internal Market Environment
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- Key points
- Climate affects product use
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- Figure 1: Average temperature and rainfall in Spain
- C&T universe
- Sports participation
- New chemicals regulation
Broader Market Environment
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- Key points
- Declining number of 15-24-year-olds is negative news
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- Figure 2: Trends in the age structure of the Spanish population, by gender, 2003-13
- Poorer economy may damage selective products
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- Figure 3: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2003-13
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- Figure 4: Trends in Spanish employment, by gender, 2001-05
Who’s Innovating?
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- Key points
- Spain lags behind in new product launches
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- Figure 5: New product launches in deodorant products, % by country, 2006-08
- Biggest focus on sprays and roll-ons
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- Figure 6: New product launches in deodorant products in Spain, % by format, 2006-08
- Long-lasting effect, antiperspirant action and alcohol-free composition key claims
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- Figure 7: New product launches in deodorant products in Spain, by positioning, 2006-08
- Market leader Unilever most active
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- Figure 8: New product launches in deodorant products in Spain, % by company, 2006-08
- Value-added skincare properties
- Anti-stain and 24-hour protection
- Each age for their own
- Gently does it
- Natural protection
Market Size and Forecast
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- Key points
- Product segmentation supports mature market
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- Figure 9: Spanish retail value sales of deodorants & bodysprays, at current and constant prices, 2003-13
- Price is an issue
- Products by age
- Prospects
- Factors used in the forecast
Segment Performance
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- Key points
- Male-specific products most dynamic
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- Figure 10: Spanish retail value sales of deodorants & bodysprays, by sector, 2006-08
- Sprays and roll-ons the most popular applications
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- Figure 11: Spanish retail value sales of deodorants & bodysprays, by format, 2006-08
- Women prefer roll-ons, men sprays
- Suppliers discontinue poorly performing formats
- Increasingly specific target groups
Market Share
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- Key points
- High concentration
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- Figure 12: Manufacturers’ retail value shares of deodorants & bodysprays, 2006-08
- Big brands dominate, but own-labels set to benefit from economic slowdown
- Axe leads in aerosol sprays
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- Figure 13: Brands’ retail value shares of sprays, 2006-08
- Sanex takes top spot in roll-ons
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- Figure 14: Brands’ retail value shares of roll-ons, 2006-08
- Sara Lee dominates stick sales
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- Figure 15: Brands’ retail value shares of sticks, 2006-08
Companies and Products
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- Unilever
- Sara Lee
- Beiersdorf
- Puig
- Laboratorios Byly
Brand Communication and Promotion
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- Key points
- Increased ad spend
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- Figure 16: Main monitored media advertising expenditure on deodorants, by country, 2005-08
- Big brands receive biggest backing
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- Figure 17: Main monitored media advertising expenditure on deodorants in Spain, by manufacturer, 2008*
- Using the web to reach out to consumers
- Advertising to suffer from recession
Channels to Market
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- Key points
- Bulk of sales through grocery multiples
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- Figure 18: Spanish retail value sales of deodorants & bodysprays, by outlet type, 2006-08
The Consumer – Pan-European Overview
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- Key points
- High take-up, but not everyone uses deodorant on a daily basis
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- Figure 19: Penetration and frequency of using deodorants, by gender, by country, 2008
- Rolling it on
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- Figure 20: Penetration of deodorants, by type, by gender, by country, 2008
The Consumer – Trends in Spain
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- Key points
- Promoting more frequent use to support volume sales
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- Figure 21: Trends in penetration and frequency of using deodorants, by gender, 2004-08
- Some gains for niche products, but sprays and roll-ons dominate
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- Figure 22: Trends in use of deodorants, by type, by gender, 2004-08
The Consumer – Usage
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- Key points
- Bias towards younger consumers
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- Figure 23: Penetration and frequency of using deodorants, by women, by demographic sub-group, 2008
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- Figure 24: Penetration and frequency of using deodorants, by men, by demographic sub-group, 2008
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