IT WAS CERTAINLY a fresh and fragrant year for the deodorant market in Western Eu- rope with all countries in the Big 5
recording gains in the past year. This really is
reason for celebration indeed as it has been
a while since France, Germany, Italy, Spain
and the UK all reported positive growth
across the board in a cosmetics and toiletries
sector. And even better news was that volume sales were also in the ascendant.
According to IRI France, the French deodorant market fared well in the past year
and by the beginning of 2010 had risen 3.5%
to $598 million. Of this total, sales of
women’s deodorants rose 4.1% to $305 million, while sales of men’s deodorants weren’t
far behind, rising 3.8% to $275 million.
However, unisex deodorants fell out of favor
with French consumers, as sales dropped
9.6% to just $17 million. Clearly, consumers
are opting for either male or female deodorants rather than for unisex variants.
New product wise, natural deodorants
gained prominence in France and the
Unilever brand Rexona felt it was time to
enter the natural arena in 2009 as the
brand launched Rexona au Minéral Na-
turel in two variants. Pure contains rock
minerals and offers 48-hour protection
with an orange blossom and cranberry fra-
grance, and Fresh con-
tains minerals from vol-
canic rock and features
an olive leaf and pink
pepper scent, while ex-
cluding aluminum salts.
The German deodorant
market also came up
smelling like roses in
2009 as it put on 2% in
sales to total $834 million, according to data
from IRI Germany. Volume increased an even
healthier 3%, to exceed
49 million units last year.
When it came to finding
out where German consumers purchase their
deodorant products, it
was the drugstore that
triumphed yet again in
this most utilitarian of
categories, taking 51.2%
of the market share and
accounting for $427 million worth of sales. This
was followed by hypermarkets of bigger than 800-square-
meters, which recorded sales of $210
million and a 25.2% market share.
Launch-wise, German stalwart Beiersdorf was as active as ever, launching the
new Nivea for men Silver Protect deodorant last year. This product exploits the antibacterial power of silver ions to banish
body odors. According to Beiersdorf, although the silver ions are tough on bacteria and odors, they are mild and gentle on
delicate underarm skin.
Sales of women’s deodorants rose 4% in France last year.
European Cosmetic Markets is
published monthly by HPCi Media Limited. It provides
in-depth data and analysis of the European cosmetics
and toiletries market. For subscription details contact
HPCi Media Limited,
Tel: ( 44) 0207 193 7447 • Fax: ( 44) 20 7549 8622
According to industry body Unipro, de-
odorant sales in Italy grew 4.1% to $549
million. Of this total, perfumeries were the
least popular place in Italy to buy deodor-
ants, accounting for just $42 million in sales.
Sales in chemists’ shops totalled nearly $61
million, while the category of“other chan-
nels” took the majority of sales at $446 mil-
lion. Deodorant exports rose a healthy 9.3%
last year, reaching nearly 13 tonnes.