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Deodorants - Europe - July 2010

ISSUES IN THE MARKET
Key themes
Definition
Consumer research
Abbreviations
MARKET IN BRIEF
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
Key points
Deodorants
Figure 1: Retail value sales of deodorants, by country, 2004-13
Figure 2: Retail value sales of deodorants, by country, 2004-13
Figure 3: Retail volume sales of deodorants, by country, 2004-13
Figure 4: Spend per capita, by country, 2004-09
MARKET SEGMENTATION
Key points
Deodorants
Figure 5: Market segmentation, by value, Belgium, 2009
Figure 6: Market segmentation, by value, France, 2009
Figure 7: Market segmentation, by value, Germany, 2009
Figure 8: Market segmentation, by value, Hungary, 2009
Deodorants
Figure 9: Market segmentation, by value, Italy, 2009
Figure 10: Market segmentation, by value, Poland, 2009
Figure 11: Market segmentation, by value, Russia, 2009
Figure 12: Market segmentation, by value, Spain, 2009
Figure 13: Market segmentation, by value, UK, 2009
COMPANIES AND PRODUCT INNOVATION
Key points
Figure 14: Percentage of new product launches, by top ten European countries, 2009
Figure 15: Percentage of new product launches, by top ten European countries, 2006-09
Figure 16: Percentage of new product launches, by top five claims, by the ‘Big 5’ European countries, 2009
Figure 17: Percentage of new product launches, by top five fragrances, by the ‘Big 5’ European countries, 2009
France – Deodorants
Figure 18: Top five claims on new product development, France, 2006-09
Figure 19: Top five fragrances in new product development, France, 2006-09
Most innovative new products
Germany – Deodorants
Figure 20: Top five claims on new product development, Germany, 2006-09
Figure 21: Top five fragrances in new product development, Germany, 2006-09
Most innovative new products
Italy – Deodorants
Figure 22: Top five claims on new product development, Italy, 2006-09
Figure 23: Top five fragrances in new product development, Italy, 2006-09
Most innovative new products
Spain – Deodorants
Figure 24: Top five claims on new product development, Spain, 2006-09
Figure 25: Top five fragrances in new product development, Spain, 2006-09
Most innovative new products
UK – Deodorants
Figure 26: Top five claims on new product development, UK, 2006-09
Figure 27: Top five fragrances in new product development, UK, 2006-09
Most innovative new products
THE CONSUMER
Key points
Usage wide, but not universal
Figure 28: Penetration of deodorants, by country, by women, 2009
And greater growth potential amongst men
Figure 29: Penetration of deodorants, by country, by men, 2009
Daily usage well-established
Figure 30: Frequency of using deodorants, by country, by women, 2009
And men are heavy users too
Figure 31: Frequency of using deodorants, by country, by men, 2009
Health issues some deterrent, but not ubiquitously
Figure 32: Trends in penetration of deodorants, France, 2005-09
Figure 33: Trends in penetration of deodorants, Germany, 2005-09
Figure 34: Trends in penetration of deodorants, Spain, 2005-09
Figure 35: Trends in penetration of deodorants, GB, 2005-09
It's sprays for men and roll-ons for women
Figure 36: Types of deodorant, by country, by women, 2009
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
Figure 38: Attitudinal statements, by country, by women, 2009
Figure 39: Attitudinal statements, by country, by men, 2009
APPENDIX – DEMOGRAPHICS
Deodorants – Women
Figure 40: Use deodorants, by demographics, France, 2009
Figure 41: Use deodorants, by demographics, Germany, 2009
Figure 42: Use deodorants, by demographics, Spain, 2009
Figure 43: Use deodorants, by demographics, GB, 2009
Deodorants – Men
Figure 44: Use deodorants, by demographics, France, 2009
Figure 45: Use deodorants, by demographics, Germany, 2009
Figure 46: Use deodorants, by demographics, Spain, 2009
Figure 47: Use deodorants, by demographics, GB, 2009
APPENDIX – MARKET SIZE AND FORECAST DATA
Figure 48: Retail value sales of deodorants, by country, 2004-13
Figure 49: Retail value sales of deodorants, by country, 2004-13
Figure 50: Retail volume sales of deodorants, by country, 2004-13
Figure 51: Spend per capita, by country, 2004-09

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