there were some gains, but nothing to
write home about. Market value rose
3% to $396 million, which equated to
14. 8 million liters in volume terms, a
small 2.2% increase.
Industry experts blame slowing in
the economy, which meant that both
the mass and selective channels were
sluggish and the fact that there were
far less deodorant product launches in
Spain last year than in 2006, which
may well have impacted sales.
A Struggle at the Top
For the past several years, Sanex has
vied with Axe and Rexona for the
position of leading deodorant brand in
Spain. Last year, Rexona ousted Axe
to become the top selling deodorant in
Spain. But so far in 2008, the Sanex
brand holds the lead with nearly 15%
of total value share. Axe has a 14%
share and Rexona is in third position
with a 12% share. Nivea and Dove are
the fourth and fifth ranking brands
with 8.6% and 6.8% shares, respectively.
Good Gains in the UK
The UK deodorant market, meanwhile, climbed an impressive 5.1% to
$953 million and volume mirrored
that, rising 2.7% to 44. 4 million units
last year. TNS Worldpanel credits the
gain to an increase in price per pack
and consumers spending more per
individual purchasing trip. Looking at
individual sectors, the aerosol and
pump action category rose 6.3% to
claim 79.7% of the market, while roll-ons dipped slightly to 14.1%.
Clearly, a lot of money is getting
invested into certain areas of the UK
market, particularly in the men’s
Unilever launched an $18 million
advertising campaign for Lynx this
year, creating a new concept along the
way. New Lynx 3 contains two fragrances, which create a third scent
when sprayed together.
Another new Lynx product that’s
been well received is Lynx Dark
Temptation, a spray with a hint of
chocolate in the fragrance.
Meanwhile, Unilever has launched a
new Sure for Men product, Sure
Quantum, which has advanced odor-fighting technology.
With new product launches
abounding, there is more innovation
that ever in the Big 5 deodorant
arena, with experts predicting that
the hot summer ahead will boost
European sales and promote new
launches and advertising campaigns.
After a fairly successful 2007 behind
them, marketers can expect an even
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