Market Report, "Deodorants in Germany", published

In early 2014, Unilever launched compressed deodorants in Germany. These offer the benefit of needing less space, for example in a woman’s handbag, and claim to be better for the environment. The environment benefits from this innovation because the smaller cans use less packaging and because there is less gas inside the cans. The risk Unilever took with this innovation was consumers feeling that they might get less value for money. However, Unilever managed to persuade consumers to pay the same price for a smaller can of deodorant than they used to buy before. This can largely be attributed to the practical and also environmental benefits the smaller cans offer to consumers. Some of Unilever’s competitors followed suit.

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- http://www.fastmr.com/prod/1023544_deodorants_germany.aspx?afid=301

Competitive Landscape

Unilever remained the biggest player in deodorants in 2014 with a value share of 36%. The company’s four main brands, Rexona, Dove, Axe and Duschdas, together accounted for more than a third of the category’s value sales. With its launch of compressed spray deodorants, Unilever further grew its actual value sales in in 2014. Other manufacturers followed suit, with even private label launching compressed spray deodorants in 2014.

Industry Prospects

While deodorants is a very mature category, there remains room for growth, particularly in terms of value. Innovations such as the compressed spray format prove that consumers can still get excited about deodorants. Regular launches of new scents also help to keep consumers engaged. Deodorants are staple items for German consumers, with per capita usage likely to remain stable.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Germany 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 Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in Germany market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Deodorants in Germany?
* What are the major brands in Germany?
* Which deodorant formats are seeing most dynamic growth?

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