Deodorants and antiperspirants have been commercially available for many years and their basic principles have not really changed. Deodorants are designed to prevent body odour, whereas antiperspirants are formulated to control sweat and thus minimize odour. Over recent years, antiperspirants that mask odours have become the mainstay of the market.

The challenge for the industry is to make a utilitarian category exciting. Deodorants and antiperspirants are widely regarded as a daily necessity, in much the same way as toothpaste or cleansing products. Penetration is therefore high among European men and women, but prices are pegged back by a reliance on promotions and multi-offers. So, how can manufacturers persuade consumers to spend more and remain true to their brands?

European FMCG reports - now new and improved!

In response to increased demand and client feedback, Mintel European FMCG reports now cover more market sectors on a Pan-European scale and are enhanced with even more consumer and market analysis. In 2010, we will publish more than 60 reports across five key FMCG categories, providing insight into the major European markets including the UK, Germany, France, Italy and Spain.

All you need to know about your market

Each title explores a specific sector on a Pan-European scale and helps you stay on top of market sizes, shares and forecasts, consumer trends, brand news and product innovation.

How we do it

Using Mintel’s Global New Products Database (GNPD), the reports look at new product development trends and launches in Europe including country, product and claim comparison. In addition, the new reports provide market size and share information,allowing cross-market analysis and forecasts. Consumer research has been enhanced with TGI Europe and Toluna data.