Report Published: "Deodorants in Belgium"

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

According to trade sources, 23% of deodorants are sold within a discounted or special offer deal, which is quite significant in terms of stimulating sales in the category as a whole. This was especially the case within deodorant sprays, the biggest category, which accounts for 79% of overall value sales of deodorants. Therefore, the category registered a 1% current value increase in 2014. Despite the discounts and special offers deodorant sprays average unit price increased by 2% in 2014. In addition, innovation was not at a standstill in 2014: pleasant fragrances, maximum protection, long term care and protection of clothing were some of the new solutions offered to consumers. Both factors helped to sustain sales within deodorants in 2014.

Competitive Landscape

Unilever remained the clear leader in deodorants in 2014, with a 40% share of value sales. This strong position can be attributed to the general popularity of its Axe, Rexona and Dove brands. Axe benefits from a blend of innovation and humorous and seductive advertising, which enables it to lead men’s deodorants, whilst the entry of Dove Men + Care gave a sudden impetus to Dove’s share from 2011. However, whilst Unilever posted strong growth in 2012, it registered a marginal sales decline in both 2013 and 2014.

Full Report Details at

Industry Prospects

Some trade sources are concerned about the potential for deodorants in the coming years. There have been many bad omens, such as the recent abandonment of brand variants with a more natural positioning, the withdrawal of Garnier and Gillette, and the underperformance of Axe in 2014. In addition, volume sales of deodorant sprays declined for the fourth consecutive year in 2014. As it accounts for a 79% share of overall value sales of deodorants, if this decline persists, it could hamper the potential of the entire category.

Report Overview

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

The Deodorants in Belgium 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

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