It's not how you look, it's how you smell. And Brits are smelling pretty good if the latest market data on deodorants is anything to go by.
Sales were up over 5% year-on -ear, to just over £476m [TNS 52w/e 18 May, 2008].
Aerosols are also back in favour, with market share up one percentage point to 79.7% and sales up 6.3%. Sales of roll-ons were up just 1%, with market share falling.
With the rising dominance of the big four in beauty products, Boots, already usurped by Tesco as top deodorant seller, has been pushed into third by Asda, with Superdrug sixth.
Focus on health & beauty p35