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Deodorants in Italy

Italy deodorants market: Unilever’s Dove the leading brand during 2012

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2014-01-22 14:45:02 - Deodorants in Italy - a new market research report on

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

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.

Constant value sales of deodorants are expected decline at a CAGR -1% between 2012 and 2017, with good performance of sprays and roll-ons counterbalancing negative growth for other formats. There will also be increasing consumer interest in multifunctional products.

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