DEODORANTS IN GERMANY 27 Jun 2011
HEADLINES 5% current value growth from 2009 to â‚Ź706 million in 2010 Sales boosted by shift towards natural ingredients and premium brands Deodorant sprays sees strongest current value growth of 6% in 2010 Constant value unit price remains steady in most product areas in 2010 Unilever and Beiersdorf marginally extend share to account for 33% and 31% respectively in 2010 3% constant value CAGR expected for forecast period
COMPETITIVE LANDSCAPE Unilever and Beiersdorf were clear leaders in deodorants in 2010 with value shares of 33% and 31% respectively. Unilever benefits from offering a raft of clearly-differentiated brands, including Axe, Rexona and Rexona Men, Dove and Impulse. Axe for example targets young men with frequent new launches and irreverent advertising often focused on sex. Dove meanwhile targets women of all ages with its Campaign for Real Beauty and moisturising benefits. Beiersdorf meanwhile relies mainly on its Nivea umbrella brand but also offers the established 8x4 brand. Both players have strong distribution networks and continued to invest heavily in marketing and new product development throughout the review period. Both players consequently continued to gain share in 2010 over the previous year. Private label saw the strongest growth in value share in 2010 over the previous year, gaining almost a percentage point in share to account for 8%. Private label proved particularly dynamic in deodorant creams, with moisturising deodorant creams being introduced by a growing number of retailers. Private label also saw strong growth in deodorant sprays, attracting young consumers with a widening range of fragrances. The leading players in private label are Rewe and DM-Drogerie Markt, with these retailers accounting for almost half a percentage point value share each in overall deodorants in 2010.
Š Euromonitor International 2011
www.euromonitor.com
Š Euromonitor International 2011
www.euromonitor.com
NATIONAL BRAND OWNERS AND THEIR BRANDS Company Name (NBO)
Brand (GBO)
Amway GmbH
Amway (Amway Corp)
Anton Schlecker GmbH
Schlecker (Private Label)
Antonio Puig SA
Agua Brava (Puig SL)
Avon Cosmetics GmbH
Avon (Avon Products Inc)
Beiersdorf AG
8x4 (Beiersdorf AG), Hidrofugal (Beiersdorf AG), Nivea Deodorant (Beiersdorf AG), Nivea for Men (Beiersdorf AG)
Clarins SA
Clarins (Clarins SA)
Coty Deutschland GmbH
adidas (Coty Inc)
Dm Drogerie markt GmbH
DM (Private Label)
Dressin Kosmetik & Pharma GmbH
CD6 (Topos Vermoegensverwaltungs GmbH)
Florena Cosmetic GmbH
Florena (Beiersdorf AG)
Hans Schwarzkopf & Henkel GmbH & Co KG
Bac (Henkel AG & Co KGaA), Fa (Henkel AG & Co KGaA), Fa Men (Henkel AG & Co KGaA)
Johnson & Johnson GmbH
Bebe (Johnson & Johnson Inc), Fenjal (Doetsch Grether & Cie AG)
L'Oréal Deutschland GmbH
Biotherm (L'Oréal Groupe), Lancôme (L'Oréal Groupe), The Body Shop (L'Oréal Groupe)
Lornamead GmbH
CD (Lornamead Group)
Marbert AG
Marbert (Perform SpA)
Other Private Label
Other Private Label (Private Label)
Rewe Markt GmbH
Rewe (Private Label)
Rossmann GmbH
Rossmann (Private Label)
Sara Lee/DE GmbH & Co KG
Duschdas (Sara Lee Corp)
Sebapharma GmbH & Co
Sebamed (Sebapharma GmbH & Co)
SSL Healthcare Deutschland GmbH & Co KG
Mum (Procter & Gamble Co, The)
Unilever Deutschland GmbH
Axe (Unilever Group), Dove (Unilever Group), Impulse (Unilever Group), Rexona (Unilever Group), Rexona Men (Unilever Group)
Yves Rocher GmbH
Yves Rocher (Yves Rocher SA)
Source: Passport by Euromonitor International
© Euromonitor International 2011
www.euromonitor.com
FORECAST
DEFINITIONS AND METHODOLOGY Deodorants Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
Methodology This report is derived from Euromonitor International’s Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques: National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis
Š Euromonitor International 2011
www.euromonitor.com