New Market Study Published: Deodorants in Italy
Deodorants sales are no longer characterised by seasonality, as they once were, when a peak in sales was registered during the warmest periods of the year. This trend drove sales up to 2009, due largely to the growing attention consumers are placing on their personal hygiene, although the first signs of stagnation were already evident in 2010 with an increase of less than 1% in current value terms across the category as a whole and no growth in 2011.
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