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Deodorants in Canada

Canada deodorants market: C$371 million industry forecast by 2017

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2014-01-21 22:46:01 - Deodorants in Canada - a new market research report on

Procter & Gamble continues to lead deodorants with a 26% share of retail value sales in 2012, a slight decrease on 2011. The company offers several clearly differentiated brands, including Secret, Old Spice and Gillette Series. Secret, a brand for women, held a 12% share of retail value sales, while Old Spice, a brand for men, accounted for an 8% share. Secret Clinical heads deodorant creams with a 41% retail value share, while Old Spice (High Endurance and Red Zone) is ranked second in deodorant sprays with a 14% share.

In 2012, deodorants grew by 4% in current value sales terms to reach C$339 million. 76% of sales is derived from deodorant sticks (C$259 million), followed by deodorant sprays, roll-ons and



creams. In deodorant sticks, sprays and creams, volume sales growth was significantly slower than current value sales growth in 2012. In deodorant roll-ons, volume sales declined at a faster rate than current value sales. The growth in retail value sales was driven by product developments and innovations, which increased unit prices.

New product development and marketing, enticing consumers to shift to more advanced (and more expensive) formulations, will be integral to driving value sales in deodorants. The forecast period is expected to see a 2% constant value CAGR, and value sales of deodorants are set to reach C$371 million by 2017. The slow overall growth will mainly be the result of category maturity, with price increases on products with advanced formulations claims supporting dollar growth.

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