EUROPEANS DON’T SWEAT
THE AP/DEO MARKET
THE MAJORITY OF Europeans regard the use of a deodorant or antiperspirant as a necessary part of their personal hygiene
routine, leaving manufacturers little room to
drive volume growth in this mature market.
However, demographic factors, such as
gender and age, are emerging as key product
development input for deodorant manufacturers, not only in Europe, but around the
world as well.
Deodorant sales in Europe reached
$6.7 billion in 2012, which represented 1.8
billion units, according to Datamonitor.
The largest market was Germany, valued
at nearly $1.1 billion and growing 2% a
year. France and the UK have similar markets at $968.2 million and $949.3 million,
respectively, each growing in excess of 3%
a year. Italy and Spain are the smallest of
the Big 5, weighing in at $598.3 million
and $518.7 million apiece, with negligible
growth, reflecting their weak economies.
Product Sector Variations
Kantar Worldpanel usage shows that
across Europe, more women use more
deodorant than men. Italian men appear
to be the most averse, using deodorant
less frequently than any other European
Headington, Oxford UK
Tel: + 44 1865 764918
Imogen Matthews is a respected
consultant, journalist and researcher focusing on trends in the beauty industry. She regularly contributes to many of the world’s
foremost beauty trade titles. Every year in April,
she publishes The Premium Market Report, focusing on trends in the UK premium beauty markets.
country. According to Kantar’s research,
Italian men are the least concerned with
preventing odor. Only in Russia and Spain
do men use deodorants more often in a
week than women.
Aerosols are more popular than roll-on
and stick formats in all European countries,
according to Kantar Worldpanel. Aerosols
are used by 50% of European men and
women; roll-ons by 27% and sticks by 13%.
Once again, it is in Russia and Spain
where usage varies significantly: 18% of
Russians prefer to use deodorant sticks,
while 37% of Spaniards choose roll-on as
their preferred format.
New research published by Datamonitor
Consumer Insights shows that deodorants
are still a commodity purchase guided by
trust and familiarity.
“Consumers are generally less concerned about the aesthetics of deodorant
products and more focused on buying a
brand they know delivers results. For this
reason, purchasing behaviors in the deodorants category tend to be heavily guided by
routine and familiarity,” explained Michaela
Peck, analyst, Datamonitor. A worrying fact
for manufacturers is that 45% of global consumers admit that they don’t notice new deodorant products launched onto the market.
“Encouraging consumer experimentation in the deodorants category by creating stand-out at the point of sale should
therefore be a key priority for brands,”
Recent Mintel research confirms that
deodorant is a market where experimentation is difficult. Referencing the UK market in particular, Mintel discovered that
approximately a quarter of adults (24%)
like to experiment with different fragrances, yet the shopping experience does not
currently encourage experimentation. As
Roshida Khanom, beauty and personal
care analyst, Mintel, suggests, “Greater
Dove Natural Touch promotes its
Dead Sea mineral extracts.
engagement at the point of shopping can
be achieved by enabling consumers to test
products at the point of browsing (
similar to the fragrances aisle), or by making
products more ‘fun’ to own; such as using
According to a consumer study carried out by
Nivea, stress is the second most common trigger for sweating and is very different from the
sweat produced by heat or physical exercise.
It has a more rapid onset and smells much
worse, making it harder to control. Nivea’s
new Stress Protect deodorant claims to tackle
stress-induced, as well as thermal, sweating,
using an antibacterial formulation containing
a zinc complex, said to work together to provide protection in stressful situations.
“By taking a scientific approach to
product personalization, Nivea has developed a more effective deodorant and
in turn conveyed superior product value,”
said Datamonitor’s Peck.
Other recent anti-stress deodorant
launches on the European market include
Garnier Mineral InvisMax antiperspirant