Looking ahead to 2016, the UK deodorants market is forecast to post a CAGR of approximately 2% in value terms. Market growth is set to be predominantly boosted by promotional offers and discounting which will serve as the most influential factor for retailers when deciding to stock a certain product.
In 2011 the UK deodorants market grew at a compound annual growth rate of 5%, to reach a total market value of £604 million. 2011's growth averaged higher than the CAGR of 4% value growth recorded in 2010.
Segment wise, sprays continued to be the fastest growing segment within the UK deodorants market in 2011, posting a CAGR of 6%, to reach a market value of £460 million. Sprays constitute over three quarters of the deodorant category in the UK. In per capita terms the UK ranks as the leading country in the world in terms of expenditure on deodorant sprays, at over £7 per year.
The roll-on format captured approximately 19% of the UK deodorant market in 2011. Volumes of this format are usually lower as it is a design more commonly used by women than men. Roll-ons saw 5% value growth in 2011, while sticks declined by over 1%. It is however, more popular than the stick format which captures only around 4% of the market.
Unilever Home & Personal Care Ltd remained as the number one company in the UK deodorants market in 2011, controlling three out of the top five deodorant brands - Lynx, Sure and Dove. In total, Unilever Home & Personal Care had a 55% share in the UK deodorants market in 2011, reaching a total value of £334 million.
For more information on the UK deodorants market, see the latest research: UK Deodorants Market Report.