The UK may be one of the largest and most innovative deodorant and antiperspirant markets in the world, but unlike its French neighbour it is also mature, making any spurts of growth in either value or volume unlikely. Another factor at play in this category is shopping behaviour, with consumers using offers to stock up on their favourite deodorants. So how has the past year been for the brands? Donna Rankin, Senior Brand Manager for Soft & Gentle (Godrej) tells Cosmetics Business Markets: “It’s been a tough one, to be honest. The number and depth of promotions in the last year has increased significantly, making it difficult for all brands to compete.”
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Featured companies
- Companies:
- Beiersdorf
- L'Oreal
- Crabtree and Evelyn
- Euromonitor International
- This Works
- COTY
- Tesco
- Kantar
- Unilever
- British Aerosol Manufacturers Association BAMA
- Roger and Gallet
- Crystal Spring
- Asda
- Godrej Consumer Products
