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Italian deodorants industry dominated by Unilever's Dove & Beiersdorf's Nivea

Press Release   •   Nov 01, 2013 09:16 GMT

Constant value sales within the Italian deodorants industry have been forecast to decline at a compound annual growth rate (CAGR) of -1% over the next five years, with good performance of sprays and roll-ons counterbalancing negative growth for other formats. There will also be increasing consumer interest in multifunctional products.

According to a recent market report, 'Deodorants in Italy,' during 2012, men's deodorants saw gains in sales, gaining shares from unisex ones, as a sign that men look for product that address their specific needs.

With gender segmentation of the antiperspirant and deodorant market more profound than ever before, brands that address the needs of specific genders are gaining all the more importance.

Various fragrances launched over last few years have enhanced the number of choices available to the consumers in terms of brand names, quality and performance. This has created a greater degree of awareness about personal hygiene habits among consumers.

The spray deodorants category that includes aerosol sprays, non-aerosol sprays, and squeeze-bottle sprays constitutes the largest deodorant market. However, aerosols, once the dominant deodorant form, are presently waning in popularity. The use of aerosols was challenged on grounds of environmental and health hazards.

Unilever's Dove brand led the Italian deodorants industry in 2012 with a 13% value share, followed by Beiersdorf's Nivea Deodorant at 11%. Multinationals own the most famous and advertised brands in the category.

In an effort to beat intense competitive pressures, manufacturers are placing increasing emphasis on product innovation and differentiation, including its packaging.

The deodorants market is witnessing growing demand for new delivery formats such as wipes, creams and compact sprays. These new formats are bringing innovation and expansion opportunities to the Italian industry.

For more information on the Italian deodorants industry, see the latest research: Italian Deodorants Industry

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