Deodorants and Bodysprays - Spain - February 2009

ISSUES IN THE MARKET
Definition
Consumer research
Abbreviations
MARKET IN BRIEF
Increased segmentation
Niche formats lose ground
Concentrated market
The young ones
Future
INTERNAL MARKET ENVIRONMENT
Key points
Climate affects product use
Figure 1: Average temperature and rainfall in Spain
C&T universe
Sports participation
New chemicals regulation
BROADER MARKET ENVIRONMENT
Key points
Declining number of 15-24-year-olds is negative news
Figure 2: Trends in the age structure of the Spanish population, by gender, 2003-13
Poorer economy may damage selective products
Figure 3: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2003-13
Figure 4: Trends in Spanish employment, by gender, 2001-05
WHO’S INNOVATING?
Key points
Spain lags behind in new product launches
Figure 5: New product launches in deodorant products, % by country, 2006-08
Biggest focus on sprays and roll-ons
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
Figure 7: New product launches in deodorant products in Spain, by positioning, 2006-08
Market leader Unilever most active
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
Key points
Product segmentation supports mature market
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
Key points
Male-specific products most dynamic
Figure 10: Spanish retail value sales of deodorants & bodysprays, by sector, 2006-08
Sprays and roll-ons the most popular applications
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
Key points
High concentration
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
Figure 13: Brands’ retail value shares of sprays, 2006-08
Sanex takes top spot in roll-ons
Figure 14: Brands’ retail value shares of roll-ons, 2006-08
Sara Lee dominates stick sales
Figure 15: Brands’ retail value shares of sticks, 2006-08
COMPANIES AND PRODUCTS
Unilever
Sara Lee
Beiersdorf
Puig
Laboratorios Byly
BRAND COMMUNICATION AND PROMOTION
Key points
Increased ad spend
Figure 16: Main monitored media advertising expenditure on deodorants, by country, 2005-08
Big brands receive biggest backing
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
Key points
Bulk of sales through grocery multiples
Figure 18: Spanish retail value sales of deodorants & bodysprays, by outlet type, 2006-08
THE CONSUMER – PAN-EUROPEAN OVERVIEW
Key points
High take-up, but not everyone uses deodorant on a daily basis
Figure 19: Penetration and frequency of using deodorants, by gender, by country, 2008
Rolling it on
Figure 20: Penetration of deodorants, by type, by gender, by country, 2008
THE CONSUMER – TRENDS IN SPAIN
Key points
Promoting more frequent use to support volume sales
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
Figure 22: Trends in use of deodorants, by type, by gender, 2004-08
THE CONSUMER – USAGE
Key points
Bias towards younger consumers
Figure 23: Penetration and frequency of using deodorants, by women, by demographic sub-group, 2008
Figure 24: Penetration and frequency of using deodorants, by men, by demographic sub-group, 2008