Boston, MA -- (ReleaseWire) -- 07/14/2014 -- Deodorants witnessed current value growth for the third consecutive year, from 2011. However, looking at volume sales dynamics, it was evident that sales declined constantly. What saved the financial result for deodorants, were the numerous new launches, driving prices upwards with specific benefits and the convenience factor. Nevertheless, this did not lead to premiumisation, because of simultaneous launches by economy brands and private label.
Two companies fought for the leading position of deodorants, operating within a narrow share margin. Beiersdorf doo took the lead from Unilever Croatia doo in 2007 and has retained its position through to the end of the review period. Due to its umbrella brand Nivea, the company held 25% value share in 2013. Nivea is regularly advertised and has a plethora of new launches over the year. Second-ranked Unilever Croatia doo has a wider portfolio, consisting of three brands: Rexona, Dove and Axe, ranked in that order. Also ubiquitous in advertisements, the company is right behind the leader, with 23% value share.
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The forecast period will see advertising and promotions dictate the pace for deodorants. Aimed at women mainly, but increasingly targeting men, marketing is the essential tool in pushing sales. New possible trends include natural ingredients and increased demand for antiperspirants.
Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Croatia with research from Euromonitor's team of in-country analysts.
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If you're in the Deodorants industry in Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Deodorants in Croatia 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 Croatia?
- What are the major brands in Croatia?
- Which deodorant formats are seeing most dynamic growth?
- What are the key trends in product development?
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Product coverage: Deodorant Creams, Deodorant Pumps, Deodorant Roll-Ons, Deodorant Sprays, Deodorant Sticks, Deodorant Wipes.
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