New Report Available: Deodorants in Turkey

From: Fast Market Research, Inc.
Published: Fri Jun 13 2014

The high presence of multinational companies with substantial resources at their disposal, including Europe's leading beauty and personal care companies, and the effective marketing strategies of these companies helped to boost the growth potential of deodorants in Austria during 2013. The ongoing investment in research and development and frequent new product launches, the relentless introduction of innovative products which meet the demands of modern lifestyles, strong brand building and a heavy focus on advertising and promotion helped to invigorate consumer demand and increase impulse buying in deodorants in Austria in 2013.

Competitive Landscape

The leading manufacturer in deodorants in Austria in 2013 was Unilever Austria with a value share of 33%. The company's value share increased steadily over the course of the review period due to the strong performance of its leading brands Dove, Rexona and Axe. In particular, Axe is a very strong brand and held a value share of 13% in 2013. Axe is positioned as the most desirable deodorant for young men. Dove, on the other hand, is positioned as a gentle product which is suitable for women. Rexona is a traditional deodorants brand which is pitched at more conventional consumers, with demand constantly supported through new product launches. All of Unilever's deodorants brands in Austria are supported by high-profile advertising campaigns.

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Industry Prospects

Demand for deodorants is set to continue rising in Austria throughout the forecast period, a trend which is set to be further supported by the effective marketing strategies of the category's leading manufacturers. Thus, deodorants is expected to increase in value by 4% in constant 2013 terms over the entire forecast period. Demand is expected to shift towards innovative, value-added products which protect and nourish the skin. The increasingly busy lifestyles of modern Austrian consumers is set to place more emphasis on 24-hour protection from perspiration and odours, which is the fundamental requirement of deodorants.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Deodorants industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in Austria market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products

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