Boston, MA -- (ReleaseWire) -- 07/08/2014 -- Deodorants recovered from crisis and volume sales started to increase in 2013. However, the category recorded marginal volume sales growth and unit prices also stagnated, thus value sales growth remained marginal. Price competition remained strong in deodorants and manufacturers kept down prices with frequent discounting. Innovations mostly targeted cream deodorants that became the fastest growing category in 2013. As deodorants has already reached maturity, manufacturers looked for niche segments to increase sales. Unilever positioned its new cream deodorants for wealthy and active women, who look for maximum protection and can afford more expensive products.
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Unilever Magyarorszag Kft maintained its leading position in deodorants accounting for 29% of value sales. Unilever marketed such popular brands as Rexona, Axe, Dove and Baba, and the company launched new products in 2013 to strengthen its market position. Procter & Gamble Magyarorszag Nagykereskedelmi Kft ranked second with 13% due to the success of Old Spice that was the best-selling brand in deodorants in 2013. Coty Hungary Kft ranked third with 11%, primarily thanks to the adidas brand, which was the third top brand in deodorants. Coty marketed other well-known, international brands as well e.g. Esprit and Celine Dion.
Deodorants is expected to record still stagnant value sales in the forthcoming years; nevertheless, the former declining trend will stop and constant growth will turn positive. Slight positive change will be driven by slowly improving household incomes. The mature category will see a limited amount of innovations, which will bring new fragrances or natural ingredients to the market. Therefore, constant growth will remain marginal with a CAGR of 1% at constant 2013 prices predicted to 2018.
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The Deodorants in Hungary 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:
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- 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.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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