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MARKET OVERVIEW

1.1 Definition and scope of the study

A deodorant is a cosmetic product, marketed as a spray or in the from of a roll-on, whose main purpose is to mask body odour. A popular variation of deodorant is antiperspirant, which both masks unpleasant odours and reduces the flow of body perspiration. The room deodorizer segment is not considered in this study.

The deodorant market in France is worth several hundred million euros and it has been growing steadily for the past few years. The deodorant market, which is particularly competitive, is divided between the world leaders in cosmetics and consumer goods (L'Oreal, Unilever, etc.), and the private labels. The deodorant market players are relying on a compressed format (carbon footprint reduced by 25%, using 25% less aluminium and 50% less propellant) to gain market share, following the example of Unilever.

The market for deodorants should eventually move towards greater transparency, with greater consideration of the demands of consumer associations concerning the product composition (aluminum salts, etc.). Consumers are increasingly preferring the products free of components that affect the body's skin. Aluminium-free, alcohol-free and ACH-free deodorants are various variations of deodorants that are gaining popularity among consumers. With the growing awareness of the adverse health effects of aluminium salts in deodorants, the demand for these products has increased considerably, especially among women. Cadmium, for example, has launched a range of deodorants without aluminium salts, alcohol and parabens. In addition, this product has a 48% higher efficiency against humidity. Companies such as Nivea have also introduced aluminum-free deodorants.

1.2 A growing global market

The size of the global market for antiperspirants and deodorants was estimated at US$**.* billion in **** and was expected to grow at a CAGR of *.*% over the period ****-**** to reach US$**.* billion in ****. 

Size of the antiperspirants and deodorants market and forecasts World, ****-****, billions of US$   Source: ****

This market ...

1.3 A national market that manages to resist

The beauty and hygiene market in difficulty

For several years now, the French market for hygiene-beauty products has been falling, particularly in mass retailing: it was worth *.** billion euros in ****, down -*.*% in year-to-year sales compared to the previous year. The market is suffering from a strong trend towards deconsumerism and ...

1.4 Foreign trade

France is mainly an exporter of deodorants. [***] In ****, the total amount of deodorant exports is estimated at ***.* million euros against ***.* million euros of imports - a coverage rate (***) of ***%.

Foreign trade of deodorants by value France, ****-****, millions of euros Source: ****

The amount of imports increased slightly compared to ****, a total ...

DEMAND ANALYSIS

2.1 Household consumption of toiletries and hygiene articles is falling

According to data provided by INSEE, household consumption of perfumes and toiletries declined by -*.*% in ****, a decline that is expected to continue in **** to -*%.

Household consumption of perfumes and toiletries France, ****-****, Base *** in **** Source: ****

2.2 The difficulties of the male deodorant segment

There are two types of demand in this market: demand for women's products and demand for men's products. While the consumption of female deodorants is rather stable, with a penetration rate increasing by * points in **** to reach **.*%, the consumption of male deodorants continues to lose in number of users with a ...

2.3 The special needs of consumers

There are many different types of deodorants, suitable for all types of applications. Among them, deodorants for sensitive, reactive or intolerant skin are very popular with consumers, as shown in the following graph: 

Survey: "Which of the following products did you buy as self-medication in the last ** months to treat your ...

2.4 Growing consumer mistrust

In recent years, deodorants and antiperspirants have been confronted with growing consumer mistrust, prompted by the publication of medical and scientific studies denouncing that the use of these products could promote the development of breast cancer. Indeed, an observed resurgence of breast cancers located next to the armpit has given rise ...

MARKET STRUCTURE

3.1 Production concentrated in Ile-de-France

According to ACOSS data, the number of establishments specializing in the manufacture of perfumes and toiletries registered under NAF code **.**Z "Manufacture of perfumes and toiletries" has increased from *** establishments in **** to *** establishments in ****. The year **** marked a peak in the number of registered establishments, with ** more establishments than in ****. 

Number ...

3.2 Supermarkets, the main distribution channels

As with the entire hygiene and beauty sector, deodorants can be distributed through different types of channels:

Large-scale distribution Pharmacies and parapharmacies Selective Perfumery Specialist shops

In regards to the hygiene-beauty sector, mass retailing the main distribution channel, with **.*% of sales in value in ****, followed by pharmacies and parapharmacies with *.*% of ...

3.3 Unilever dominates the market

Among the main players in the deodorant market in France, Unilever leads the way with a **% market share in value in ****, up *.*% (***): Dove stands out in particular with *.*% market share, up *.**%. [***] 

Market shares in value of the main players in the deodorants market France, ****-****, in % Source: ****

The market includes a ...

ANALYSIS OF THE OFFER

4.1 The success of sprays and the decline of antiperspirants

There are different types of deodorants, based on three main criteria:

The end user: man or woman; The shape: spray, ball, stick, cream, etc. Composition: antibacterial and antifungal agents (***), perfumes, alcohol or ethanol, etc.

According to figures from LSA Conso, sprays are by far the most used deodorant type in France: ...

4.2 Rising producer prices

Basic deodorants cost an average of *.** euros. [***]

Note that the category considered is "Perfumes and Personal Care Products", which is broader than the focus of our study. Nevertheless, it is interesting to give these figures to indicate the overall trend of producer prices in the industry. Prices in the perfumes and ...

4.3 Main supply trends

The success of natural and organic deodorants

Consumers are increasingly attracted to organic cosmetic products, especially personal care products such as deodorants. Organic is a real trend on the beauty and hygiene market: if it still represents only *% of sales in value on women's products in ****, it shows a very strong ...

REGULATION

5.1 NAF Code

To compile statistics on the deodorant market in France, two different NAF (***) codes were used in this study.

**.**: Shaving preparations; body deodorants and antiperspirants; bath preparations; other cosmetic, perfumery or toilet preparations n.e.c [***]

*.*.* Articles for personal hygiene, well-being and beauty products [***]

This subclass includes the following items:

Toilet ...

5.2 The Cosmetic Regulation n°1223/2009

The Regulations n°****/**** the Cosmetics Regulation is one of the main regulatory texts at European level for the cosmetics market.

Designation of a responsible person

For each product placed on the market, companies must designate a Responsible Person (***). The Responsible Person can be the manufacturer, the importer if the manufacturer is ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Unilever
  • L'Oréal
  • Colgate Palmolive
  • Beiersdorf

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