Deodorants in Spain - New Study Released

From: Fast Market Research, Inc.
Published: Wed Aug 19 2015

In 2014, volume sales increased by 1% in each of the two most popular deodorants categories, deodorant sprays and deodorant roll-ons. The use of deodorants in Spain is rather seasonal, with frequency of use increasing significantly during the summer. High temperatures lead most Spaniards to use deodorant at least twice per day during the summer months, according to industry sources, who also agree that the long hot summer of 2014 was one of the major reasons contributing to increased volume sales of deodorant sprays and deodorant roll-ons over the course of the year. However, consistent promotional pressure precluded sales increasing in value in each of these categories. The final result was that value sales of deodorants as a whole declined by 2% in current terms in 2014.

Competitive Landscape

Unilever España SA continued to lead deodorants in Spain at the end of the review period with a value share of 32%. The company owns some of the top selling brands in the category, including Axe, Dove and Rexona. All of these brands are well-established in Spain and sales are supported by strong investment in advertising every year. Unilever was followed by Colgate-Palmolive in second position with a 14% value share in 2014. The company’s key deodorants brand is Sanex, which is particularly popular among women.

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Industry Prospects

Deodorants are set to remain essential products in the shopping baskets of virtually all Spanish consumers throughout the forecast period. With Spanish consumers becoming more active and with many taking up more exercise activities, they will likely increase their usage of deodorants, which is set to boost volume sales in the category. However, strong pressure on unit prices in the category is expected to continue dragging down value growth rates throughout the first half of the forecast period at least until 2017. It is then that industry experts agree that the category will enter a positive growth trend and volume sales will begin to see slight positive growth once again. Overall, deodorants in Spain is set to record a marginally negative value CAGR at constant 2014 prices over the forecast period.

Report Overview

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

The Deodorants in Spain market research report includes:

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