Sales are concentrated to hypermarkets and drugstores

Retail sales of deodorants are still highly concentrated: from value sales hypermarkets had a 42 percent share and drugstores were at 38, informs the Nielsen Retail Index about the March 2010-February 2011 period. The market’s annual value was above HUF 14 billion: value sales stagnated, volume sales were up 1 percent. Manufacturer brands were strong as private labels did not manage to carve out more from the cake – they had a 3.5-percent value share. The category’s shelf space practically doubles with secondary placements as the summer approaches. After surveying 23 hypermarkets, Nielsen concluded that in stores with the largest floor space deodorants get a 10-percent bigger shelf space on average than shower gels. Still, hypermarkets’ revenues from deodorant sales were only 3 percent bigger than shower gels’