The supplier: retailers must offer value
The supplier: retailers must offer value
Grocer, August 9, 2008 by Murray Bisschop
The male deodorant category is split into two areas–body sprays and anti-perspirants. Younger men are the main purchasers of body sprays while older men buy anti-perspirants. The deodorants category is highly competitive and only true innovation drives usage; there is a direct correlation between NPD and market growth.
The biggest opportunity in the category is skincare, which has about a 14% penetration. L’Oreal and Nivea have done a good job in creating the men’s skincare category but we think our products need a more no-nonsense image
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