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Promotions No Longer Enough To Boost Sales Of Personal Care Products, Analysts Say

November 10, 2014: 12:00 AM EST
Promotion campaigns are becoming less effective in driving retail sales of personal care products, according to market analysts. For example, sales of personal care products slowed down across Europe in 2013, with growth rate falling by -0.2 percent in terms of value to just below €28 billion, while volume sales were flat, according to IRI. Data revealed that “on average every third product in personal care is sold on deal”. Deodorants and sun preps are the most heavily promoted products. In Europe, more than 43 percent are sold on deal, and 57 percent for sun preps in the United States.   Retailers in the UK offer the highest volume on deal, with 56 percent of products sold via promotional activities.
Emily Mayer, IRI, "Have Consumers Had Enough of Promotions?", Happi.com , November 10, 2014, © Rodman Media
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