Executive Summary

Jun 2019
PROSPECTS
Demand for deodorant sprays continues to fall

Sales of deodorant sprays continued to decline in 2018 as a growing number of Danish consumers view these products as harmful to the environment and therefore prefer to use other deodorant formats such as roll-ons or sticks, which both witnessed retail value growth in 2018. While deodorant sprays still accounts for a sizeable share of overall deodorants, this is declining as consumers move to alternative products.

Functionality and product efficacy remain key attributes...

Reassurance around product functionality and efficiency will likely remain a key factor for consumers in their purchases of deodorants. Many brands already promise 24-hour or 48-hour protection, with these claims rapidly becoming the norm.

...while natural and free from become key features

However, the category is also feeling the impact of the healthy living trend and the promise of strong protection does not negate the simultaneous demand for more natural and free from products which are safe to use. The challenge for manufacturers over the forecast period will be to develop products that are increasingly natural and safe to use without compromising on the long-term protection consumers have become accustomed to.

COMPETITIVE LANDSCAPE
Deodorants characterised by major global players

Unilever Danmark continued to lead deodorants in Denmark with a solid advantage over the second-placed player, Colgate-Palmolive, with Beiersdorf in third place. Together the three leading players accounted for a substantial share of deodorants in 2018.

No major shift expected, but opportunities in niches

As the brands marketed by the leading players are likely to remain amongst the most popular with Danish consumers, it is unlikely that any major shift will occur in the competitive landscape over the forecast period. However, opportunities may exist for smaller players in more niche segments such as natural, organic and premium deodorants as consumer interest in these types of deodorants continues to grow.

Inexpensive brands make it difficult for private label

With strong brands such as Axe, Rexona, Sanex and Nivea widely available in Denmark and often with promotional discounts, it has been difficult for private label deodorants to gain any significant value share. As the popular brands are already available at relatively low prices, unit price has largely become an insignificant factor in the competition between private label and branded deodorants.

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Deodorants in Denmark

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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?

Why buy 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

This industry report originates from Passport, our Beauty and Personal Care market research database.

Deodorants in Denmark - Category analysis

HEADLINES

PROSPECTS

Demand for deodorant sprays continues to fall
Functionality and product efficacy remain key attributes...
...while natural and free from become key features

COMPETITIVE LANDSCAPE

Deodorants characterised by major global players
No major shift expected, but opportunities in niches
Inexpensive brands make it difficult for private label

CATEGORY DATA

Table 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 7 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Beauty and Personal Care in Denmark - Industry Overview

EXECUTIVE SUMMARY

Healthy value growth despite maturity
Strong demand for premium products
The leading players consolidate their positions
Consumer demand for natural products drives the certification trend
Positive value growth expected over the forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources