Deodorants in Denmark

Jul 15, 2014 - Euromonitor International - 29 pages - USD $900
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Deodorants in Denmark recorded current value growth of 1%, to reach DKK233 million in 2013. Value growth in the deodorants category is mainly influenced by the new product launches of the major players in the category, namely Unilever Danmark A/S, Colgate-Palmolive A/S, Beiersdorf A/S and L'Oreal Danmark A/S. These producers are increasingly presenting their brands as being natural and/or organic, while still offering long-lasting effects. These are the key attributes that can create value growth in the category, as deodorants is already mature in Denmark.

Competitive Landscape

In 2013, Unilever Danmark A/S was the leading player in the Danish deodorants category, where it posted a value share of 32%. The company led throughout the review period, with its position being maintained through the positive performances of its key brands Dove, Rexona and Axe. The latter is exclusively for men. Unilever Danmark's brands are widely promoted in the Danish media. Colgate-Palmolive A/S and Beiersdorf A/S follow Unilever Danmark as the second and third largest manufacturers in the category. In 2013, Colgate-Palmolive recorded a 16% value share, while Beiersdorf posted 13%. In terms of the brands available in Denmark, Colgate-Palmolive's Sanex is the category leader with a 14% value share.

Industry Prospects

The deodorants category expected to record a rise in value sales at constant 2013 prices of 1% over the forecast period as a whole, to reach DKK236 million by 2018. The category will be impacted by the different performances of mass and premium products. The larger category of mass deodorants is very mature and is only expected to see sales rise by DKK1 million at constant 2013 prices (a 1% rise over the forecast period as a whole). Meanwhile, sales of premium deodorants are expected to see stronger growth, rising by DKK2 million (a CAGR of 1%). As was the case during the review period, new product launches will be focused on improved efficacy and longer-lasting protection, as well as added benefits such as anti-irritation, calming the skin after shaving, moisturising and natural/organic ingredients.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Denmark 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 Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in Denmark 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 Denmark?
  • What are the major brands in Denmark?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?
Reasons to Get this Report
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions
Product coverage: Deodorant Creams, Deodorant Pumps, Deodorant Roll-Ons, Deodorant Sprays, Deodorant Sticks, Deodorant Wipes.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.


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Euromonitor International is a world leading independent provider of business intelligence on industries, countries and consumers. Their business intelligence products include award-winning online information databases, market reports and business reference books. Founded in 1972, Euromonitor International is a privately owned company with offices in London, Chicago, Singapore, Shanghai and Vilnius. Euromonitor has a team of over 600 in-country analysts worldwide, giving them a unique capability to deliver high quality and reliable business information.