Table of Contents
Issues in the Market
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- Key themes
- Definition
- Consumer research
- Abbreviations
Market in Brief
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- The sweeter scent of Europe
- Sprays major on convenience
- Added-value through higher performance
- As for much of C&T, the customer base is youthful
European Market Size and Forecast
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- Key points
- Deodorants
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- Figure 1: Retail value sales of deodorants, by country, 2004-13
- Figure 2: Retail value sales of deodorants, by country, 2004-13
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- Figure 3: Retail volume sales of deodorants, by country, 2004-13
- Figure 4: Spend per capita, by country, 2004-09
Market Segmentation
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- Key points
- Deodorants
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- Figure 5: Market segmentation, by value, Belgium, 2009
- Figure 6: Market segmentation, by value, France, 2009
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- Figure 7: Market segmentation, by value, Germany, 2009
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- Figure 8: Market segmentation, by value, Hungary, 2009
- Deodorants
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- Figure 9: Market segmentation, by value, Italy, 2009
- Figure 10: Market segmentation, by value, Poland, 2009
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- Figure 11: Market segmentation, by value, Russia, 2009
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- Figure 12: Market segmentation, by value, Spain, 2009
- Figure 13: Market segmentation, by value, UK, 2009
Companies and Product Innovation
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- Key points
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- Figure 14: Percentage of new product launches, by top ten European countries, 2009
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- Figure 15: Percentage of new product launches, by top ten European countries, 2006-09
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- Figure 16: Percentage of new product launches, by top five claims, by the ‘Big 5’ European countries, 2009
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- Figure 17: Percentage of new product launches, by top five fragrances, by the ‘Big 5’ European countries, 2009
- France – Deodorants
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- Figure 18: Top five claims on new product development, France, 2006-09
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- Figure 19: Top five fragrances in new product development, France, 2006-09
- Most innovative new products
- Germany – Deodorants
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- Figure 20: Top five claims on new product development, Germany, 2006-09
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- Figure 21: Top five fragrances in new product development, Germany, 2006-09
- Most innovative new products
- Italy – Deodorants
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- Figure 22: Top five claims on new product development, Italy, 2006-09
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- Figure 23: Top five fragrances in new product development, Italy, 2006-09
- Most innovative new products
- Spain – Deodorants
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- Figure 24: Top five claims on new product development, Spain, 2006-09
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- Figure 25: Top five fragrances in new product development, Spain, 2006-09
- Most innovative new products
- UK – Deodorants
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- Figure 26: Top five claims on new product development, UK, 2006-09
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- Figure 27: Top five fragrances in new product development, UK, 2006-09
- Most innovative new products
The Consumer
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- Key points
- Usage wide, but not universal
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- Figure 28: Penetration of deodorants, by country, by women, 2009
- And greater growth potential amongst men
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- Figure 29: Penetration of deodorants, by country, by men, 2009
- Daily usage well-established
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- Figure 30: Frequency of using deodorants, by country, by women, 2009
- And men are heavy users too
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- Figure 31: Frequency of using deodorants, by country, by men, 2009
- Health issues some deterrent, but not ubiquitously
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- Figure 32: Trends in penetration of deodorants, France, 2005-09
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- Figure 33: Trends in penetration of deodorants, Germany, 2005-09
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- Figure 34: Trends in penetration of deodorants, Spain, 2005-09
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- Figure 35: Trends in penetration of deodorants, GB, 2005-09
- It's sprays for men and roll-ons for women
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- Figure 36: Types of deodorant, by country, by women, 2009
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- Figure 37: Types of deodorant, by country, by men, 2009
- Who's using deodorants
- Women
- A surprisingly youthful constituency?
- Men – a less strident call to youth?
- Attitudes – and implications
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- Figure 38: Attitudinal statements, by country, by women, 2009
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- Figure 39: Attitudinal statements, by country, by men, 2009
Appendix – Demographics
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- Deodorants – Women
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- Figure 40: Use deodorants, by demographics, France, 2009
- Figure 41: Use deodorants, by demographics, Germany, 2009
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- Figure 42: Use deodorants, by demographics, Spain, 2009
- Figure 43: Use deodorants, by demographics, GB, 2009
- Deodorants – Men
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- Figure 44: Use deodorants, by demographics, France, 2009
- Figure 45: Use deodorants, by demographics, Germany, 2009
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- Figure 46: Use deodorants, by demographics, Spain, 2009
- Figure 47: Use deodorants, by demographics, GB, 2009
Appendix – Market Size and Forecast Data
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- Figure 48: Retail value sales of deodorants, by country, 2004-13
- Figure 49: Retail value sales of deodorants, by country, 2004-13
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- Figure 50: Retail volume sales of deodorants, by country, 2004-13
- Figure 51: Spend per capita, by country, 2004-09
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