"Deodorants in the United Kingdom" now available at Fast Market Research

Deodorants registered current value growth of 1% in 2014. The growth of this mature category was a result of the continued popularity of deodorant sprays and roll-ons, with both recording steady volume and value growth of 1%. While deodorant roll-ons was worth £119 million in 2014, deodorant sprays continued to be the biggest category, with sales reaching £503 million. Compressed packaging formats continued to boost sales of sprays in 2014 as consumers were able to carry these whilst on the go.

Competitive Landscape

Unilever Home & Personal Care Ltd retained its category leadership in 2014 with a 61% value share and sales of £399 million. The company’s leading brands are Lynx, Sure, Dove and Vaseline Intensive Care. All of these brands have benefited from eco-friendly compressed formats which were launched in 2013. The launch of this new packaging format was expensive and Unilever will have to wait and see if it pays off, with its deodorant value sales increasing by 1% in 2014. The move also places Unilever firmly on the map as being an environmentally-friendly company, something it is keen to promote. Sales of the company’s Impulse body sprays also continued to rise in 2014 as these are popular as on-the-go "refreshers".

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Industry Prospects

Deodorants is expected to post slow overall value growth of 2% at constant 2014 prices over the forecast period. The category is mature and therefore pricing must be competitive while packaging must provide consumers with convenience. The new compressed packaging format will continue to become the norm for major companies in deodorants, with Unilever leading the way.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in United Kingdom with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Deodorants industry in United Kingdom, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in United Kingdom market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Deodorants in United Kingdom?
* What are the major brands in United Kingdom?

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