Romanians buy only 1 deodorant per year

Consumer goods manufacturer Unilever has chosen the slogan “Romanian women use five times less deodorant than British women”, pointing to the low consumption in Romania, despite market growth of 20% per year. Deodorant sales per capita went up from 0.8 units per year in 2005, to 1.12 units/year at present, but it is much lower than in other European countries, such as Hungary, where consumption amounted to 2.5 units/year in 2007 and Germany, where 3.5 units are used per year and the UK, with 5.1 units per capita per year. “The low usage of deodorant on the Romanian market should also be considered against a background of a low penetration of this product category. For instance, women’s deodorants are bought in around 47% of the households,” Ramona Bloju, Deo Brand Building Manager with Unilever South Central Europe, told ZF. The company continues to be leader in terms of the value of sales on the deodorant market, with a 24.8% market share in July-August 2008, according to Unilever data.