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Germany deodorants market: EUR 737 million industry forecast by 2017
Deodorants in Germany - a new market research report on 2014-04-01 04:21:01
In 2012, value sales of deodorants in Germany were dominated by three leading players, Unilever Deutschland, Beiersdorf and Hans Schwarzkopf & Henkel, accounting for a combined value share of 75%. In 2012, Unilever Deutschland managed to maintain its leading value share of 36% despite the price-competitiveness within the category. Unilever´s stable position within deodorants was due to its intensive advertising, with innovative new marketing campaigns which stimulated consumers´ interest in its mass product offerings.

In 2012 deodorants saw substantial current value growth of 4%, to reach €752 million. German consumers continued to find interest in sporting activities to ensure a good work-life balance, or simply to stay fit and healthy. The increasingly hectic lifestyles of many consumers, however, do not always allow them to shower after physical activity. As a result, consumers increasingly looked for deodorants which would have a long-lasting effect.

Deodorants is expected to see a negligible negative constant value CAGR in the forecast period 2012-2017, to reach €737 million in 2017. The share of mass deodorants is predicted to decrease slightly during the forecast period, as some men tend to upgrade to premium deodorants using them as a lifestyle product.

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