Sales Of Deodorants And Antiperspirants In Europe Grow Slightly In 2015

Sales of deodorants and antiperspirants in Europe grew slightly at 0.7 percent to $4.5 billion in 2015, compared with the previous year, according to Euromonitor International. Data from market research firm Canadean revealed only 16 percent of European consumers say they like to try new deodorants and antiperspirants, with 37 percent saying they buy something different occasionally and almost 50 percent choose the same product each time. Kantar Worldpanel said Nivea is the leading brand in the region, including in Germany, France, Russia, and Poland. Dove is the top brand in Italy, while Sure is most liked by UK consumers and Sanex is most popular in Spain. High penetration is one of the biggest hurdles faced by deodorant brands, with practically little chance of attracting new users. Data from Kantar Worldpanel showed 79 percent of Europeans use deodorants, with 86 percent in the UK and 84 percent in Spain and Poland.