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Deodorants in Australia

Australia deodorants market: Unilever Australia reports 64% market revenue share in 2012

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2014-01-27 03:09:03 - Deodorants in Australia - a new market research report on

Unilever Australia remains the market leader in the Australia deodorants market in 2012 with a market value share of revenue totalling 64%. The company´s performance can be attributed to its strong investment and brand-building in its portfolio, which includes Lynx, Rexona, Impulse and Dove. Each brand portfolio has a unique and differentiated proposition which caters to the needs of various market segments. With this portfolio, Unilever manages to cover the needs of the market exhaustively. Interestingly, Dove performed well in 2012, increasing its value share to 8%. The deodorant line effectively leveraged on the halo of its parent brand, with Dove having very strong equity in overall beauty and personal care, while both Dove and Rexona continue to aggressively target



the high growth men´s toiletries market.

The best performing product in 2012, deodorant sticks, continues to benefit from the launch of the Clinical Protection range by Unilever Australia´s Dove and Rexona brands. The range carries universal appeal, being rolled out across the brand´s men´s and women´s ranges and offers performance based protection against wetness as well as odour control and skin moisturisation. Deodorant sticks saw current value 48% value growth in 2012.

Deodorants is expected to grow at a constant value CAGR of 2% over the forecast period. A strong start to the summer 2012/13 period and meteorological forecasts suggest one of the hottest summers in recent history. This will have a positive impact on deodorant sales as consumers seek antiperspirant and odour control attributes, particularly in the humid conditions of Northern Australia.

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