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Deodorants in the United Kingdom

United Kingdom deodorants market: £684 million industry by 2017

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2014-01-30 08:56:01 - Deodorants in the United Kingdom - a new market research report on

Unilever Home & Personal Care Ltd remained the clear leader in the United Kingdom deodorants market during 2012 with a 58% value share and sales worth £371 million. The company´s position can be attributed to several brands, including Sure. The Sure brand is well advertised, innovative and efficient, hence its ongoing popularity. 2012 launches included Sure Men Xtracool, Sure Men Adventure and Sure Women Ultra Dry.

Other extremely successful brands include Dove, which in 2011 launched Dove Men + Care, and Lynx, which launched new products in 2012 such as Lynx Excite for women, this being a first for the previously men-only brand. Less important but growing is Impulse body spray for women, whose popularity was revitalised at the end of



2011 thanks to product development and in-store promotions.

In 2012, deodorants posted current value growth of 6% to reach sales of £641 million, with volume sales also up 4% in unit terms. At the same time, volume sales of fragrances in the UK remained stable in 2012, after posting growth of between 4-5% over the previous two years. There is an obvious link between the two.

With budgets getting tighter, consumers in 2012 were less keen on spending money on perfumes, hence their keenness on finding a fragrance elsewhere. Deodorant manufacturers have responded to this need by introducing more fragranced deodorants and body sprays. In turn, such products saw their sales grow rapidly in 2012, to the detriment of fragrances.

Deodorants is expected to post a constant value CAGR of 1% over the forecast period to reach sales of £684 million in 2017, a similar rate than over the review period in constant terms.

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Mike King
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