Summary of our market study

The global deodorant market, which comprises products like antiperspirant sprays, roll-ons, sticks, gels, creams, and fragrances, has experienced significant growth with an expected value of $38.13 billion by 2028, advancing with an annual growth rate of 5.40% from 2021. Trends indicate a shift towards natural and organic products as consumers become increasingly conscious of the environmental impact and potential health benefits. The Italian deodorant market, a major segment in the country's cosmetics industry, saw a drop in turnover by 13 percentage points in 2020 from €12 billion in 2019 to €10.6 billion amidst the COVID-19 pandemic. However, the industry displayed resilience with a projected recovery by the end of 2021, estimated at 6.7%, amounting to €11.306 billion in production value. Italy's deodorant production surged by 46% in 2021 compared to 2020, reaching a production value of €310 million. The nation also positioned itself as a strong exporter, with deodorant exports increasing by 25% and imports by 8% in the last 5 years. In terms of market structure, Italy's deodorant market remains fragmented with multiple small players and private labels, though large groups like Unilever, with its dominant Dove brand, hold significant shares. The COVID-19 pandemic led to reduced usage of deodorants due to less frequent social interaction, but it also accelerated innovation in the sector, with a notable surge in men's cosmetics launches in 2021, including new deodorant products. The Italian market showed a trend towards natural and organic cosmetic products, emphasizing sustainability and environmental consciousness. Regulations such as EU Regulation No. 1223/2009 ensure product safety and compliance, further shaping the market dynamics. Major distributors and industrial groups make up the segmented deodorant landscape in Italy, with Auchan Retail and Unilever being notable actors with turnovers of €31.627 billion and €1.37 billion, respectively, as of 2020..Demand for Deodorants in Italy: Preferences Skewing Towards Natural and Organic Solutions In the Italian deodorant market, a shift towards natural and environmentally friendly products has become a discernible trend. Consumers are increasingly drawn to organic cosmetic products, signifying a heightened awareness of not just skin care but also environmental impact. This inclination has been mirrored in the deodorant segment, where a growing number of users opt for products they perceive as kinder to their skin and the planet. Notably, vapor format deodorants are gaining favor due to their reduced environmental footprint, in contrast to their aerosol counterparts. There's a clear demand for different types of deodorant products, including spray, roll-on, stick, cream, and gel formulations. Each has its own niche, with sprays commonly used for their convenience and roll-on for their precision and lasting protection. Brands like Dove, Lycia, Breeze, Infasil, and Borotalco are vying for consumer loyalty through diverse product offerings that cater to sensitivity, effectiveness, and fragrance preferences. Amid all these trends, there is, however, a counterpoint. The COVID-19 pandemic introduced a phase where deodorant use saw a decline. With lockdowns and less need for social appearance, this category of personal care witnessed a temporary dip in sales. The youth, particularly, were reported to have reduced their use of deodorants during this period. Regarding market shares, Unilever commands a sizable portion, claiming approximately a fifth of the market, thanks largely to its Dove brand. Smaller companies and private labels collectively account for half the market space, manifesting a highly fragmented industry. Despite this, large groups and key players hold their ground with notable shares, emphasizing a competitive environment where brand loyalty is significant. Prices of personal hygiene items, including deodorants, have seen a consistent rise over a year, following a general inflationary trend. This increase is reflective of broader economic factors rather than specific market interventions. In terms of sales, specific channels dominate the distribution of deodorants, with specialty drug outlets leading the way, followed by supermarkets and hypermarkets. It is these outlets that have seen dynamic changes, with shifts in sales figures and a keen eye on how the industry is bouncing back in the wake of the pandemic. In summary, the Italian market showcases strong demand for deodorants characterized by a preference for naturally-derived products, a wide array of formats, and brand options for different consumer needs. Despite a dip during the pandemic, recovery is on.Key Players in the Italian Deodorant Market: Unilever, Angelini Pharma, and Procter & Gamble ### Leaders of Freshness and Fragrance The Italian deodorant market is characterized by vibrant competition and innovation, spearheaded by prominent companies that have established a strong presence both locally and globally. Among these, Unilever, Angelini Pharma, and Procter & Gamble stand out as dominant forces, each offering a unique portfolio of products and engaging in strategic marketing efforts that resonate with diverse consumer needs and preferences. #### Unilever's Dominance with Dove & Co Unilever, a global FMCG giant, commands significant attention in the Italian deodorant market. Its portfolio includes the wildly popular Dove brand, known for its gentle formulations designed for sensitive skin. Unilever's product range doesn't stop there; it also includes Axe, which is known for its bold scents and youthful, edgy marketing campaigns targeting a primarily male demographic. With a product lineup that is both extensive and diverse, Unilever has managed to secure a substantial slice of the market share. #### Angelini Pharma's Italian Expertise Operating under the umbrella of Angelini Group, Angelini Pharma is another heavyweight in the Italian deodorant market. Distinguished by its pharmaceutical heritage, Angelini Pharma brings a degree of scientific rigor and dermatological expertise to its formulations. The brand has captured the loyalty of consumers, especially those looking for products that are effective and suitable for sensitive skin or addressing specific dermatological needs. Their Infasil brand is one example, offering a range of deodorants that promise efficacy without compromising on skin care. #### Procter & Gamble's Global Reach Procter & Gamble Italy, the Italian subsidiary of the global Procter & Gamble corporation, is not to be underestimated in the deodorant industry. P&G's extensive portfolio of personal care products let it secure a place in Italian bathrooms with brands that are known for performance and reliability. Their marketing strategies and brand recognition further bolster their position in the market, illustrating the company’s commitment to meeting the hygiene and personal care needs of consumers in Italy and beyond. ### Drawing Fresh Lines in the Market These market leaders continue to innovate and carve out their spaces, either by responding to trends towards natural and organic products or by leveraging their reputation for quality and consumer trust. While Unilever and Procter & Gamble adopt a more global strategy, Angelini Pharma appeals to local preferences and health-centered values. Together, these companies set

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Summary and extracts

1 Market Overview

1.1 Definition and presentation

Deodorant is a cosmetic product designed to eliminate or mitigate particularly unpleasant body odors. It is usually marketed in the form of a spray, roll-on, stick, or other modality. The scope of this market is limited to body deodorants and does not include the indoor deodorant segment.

The global deodorant market is expected to reach a value of $38.13 billion by 2028, thus registering an annual growth rate of 5.40 percent from 2021, growth that will be driven mainly by North America and Canada. In particular, within the market, the spray deodorant segment is the most successful among consumers.

The Italian deodorant market represents the most significant share of the Italian cosmetics market and has experienced modest growth rates in recent years. In terms of distribution, the most widely used distribution channel on the Italian scene appears to be large-scale organized distribution, followed by pharmacies and finally perfumeries. Of growing interest to consumers also appears to be e-commerce, which has recorded a strong increase in sales mainly due to the possibility of obtaining discounts or lowered prices.

A particularly notable trend emerging in this market is the growing consumer preference for natural cosmetic products based on the consideration that greener products can provide more benefits to the body. This inclination has also been strongly found in the deodorant segment, where an increasing number of consumers prefer to purchase natural products with the aim of not only avoiding irritation but also reducing the environmental impact of using cosmetic products, which are known to have a high negative effect on the environment due to the materials used in their composition. In this regard, deodorants in vapor format are increasingly appreciated since the absence of gas allows these products to significantly reduce their environmental impact.

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Latest news

Beiersdorf démarre la production de son usine de cosmétiques à Leipzig - 04/05/2023
Beiersdorf (Nivea) clôture un exercice 2022 en hausse de 10,2 % - 01/03/2023

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Unilever Italia
Procter & Gamble Italia
Carrefour Italia
Esselunga s.p.a
Angelini Pharma

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