"Deodorants in Denmark" now available at Fast Market Research

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.

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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

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