TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: personal hygiene 2
Summary category level: bath & shower products 3
Summary category level: deodorants 4
Summary category level: soap 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Overview 17
Value Analysis 17
Volume Analysis 19
Chapter 4 Western Europe Personal Hygiene - Market Overview 21
Value analysis (US dollars), 2003?08 21
Value analysis (US dollars), 2008?13 22
Volume analysis, 2003?08 24
Volume analysis, 2008?13 25
Company share analysis 27
Distribution analysis 30
Expenditure and consumption per capita 32
Chapter 5 Leading Company Profiles 34
Unilever 34
Beiersdorf AG 36
Chapter 6 Category Analysis: Bath & Shower Products 38
Value analysis (US dollars), 2003?08 38
Value analysis (US dollars), 2008?13 39
Volume analysis, 2003?08 41
Volume analysis, 2008?13 42
Company share analysis 44
Distribution analysis 47
Expenditure and consumption per capita 49
Chapter 7 Category Analysis: Deodorants 51
Value analysis (US dollars), 2003?08 51
Value analysis (US dollars), 2008?13 52
Volume analysis, 2003?08 54
Volume analysis, 2008?13 55
Company share analysis 57
Distribution analysis 60
Expenditure and consumption per capita 62
Chapter 8 Category Analysis: Soap 66
Value analysis (US dollars), 2003?08 66
Value analysis (US dollars), 2008?13 67
Volume analysis, 2003?08 69
Volume analysis, 2008?13 70
Company share analysis 72
Distribution analysis 75
Expenditure and consumption per capita 77
Chapter 9 Research Methodology 79
Methodology overview 79
Secondary research 80
Market modeling 81
Creating an initial data model 81
Revising the initial data model 81
Creating a final estimate 82
Creating demographic value splits 82
Primary research 82
Data finalization 83
Ongoing research 83
Chapter 10 Appendix 84
Future readings 84
How to contact experts in your industry 84
Disclaimer 84

LIST OF FIGURES
Figure 1: Western Europe personal hygiene value and value forecast, 2003?13 ($m, nominal prices) 23
Figure 2: Western Europe personal hygiene category growth comparison, by value, 2003?13 23
Figure 3: Western Europe personal hygiene volume and volume forecast, 2003?13 (units, million) 26
Figure 4: Western Europe personal hygiene category growth comparison, by volume, 2003?13 26
Figure 5: Western Europe personal hygiene company share (top five companies), by value, 2007?08 (%) 29
Figure 6: Western Europe personal hygiene distribution channels, by value, 2007?08 (%) 31
Figure 7: Western Europe bath & shower products value and value forecast, 2003?13 ($m, nominal prices) 40
Figure 8: Western Europe bath & shower products category growth comparison, by value, 2003?13 40
Figure 9: Western Europe bath & shower products volume and volume forecast, 2003?13 (units, million) 43
Figure 10: Western Europe bath & shower products category growth comparison, by volume, 2003?13 43
Figure 11: Western Europe bath & shower products company share (top five companies), by value, 2007?08 (%) 46
Figure 12: Western Europe bath & shower products distribution channels, by value, 2007?08 (%) 48
Figure 13: Western Europe deodorants value and value forecast, 2003?13 ($m, nominal prices) 53
Figure 14: Western Europe deodorants category growth comparison, by value, 2003?13 53
Figure 15: Western Europe deodorants volume and volume forecast, 2003?13 (units, million) 56
Figure 16: Western Europe deodorants category growth comparison, by volume, 2003?13 56
Figure 17: Western Europe deodorants company share (top five companies), by value, 2007?08 (%) 59
Figure 18: Western Europe deodorants distribution channels, by value, 2007?08 (%) 61
Figure 19: Western Europe soap value and value forecast, 2003?13 ($m, nominal prices) 68
Figure 20: Western Europe soap category growth comparison, by value, 2003?13 68
Figure 21: Western Europe soap volume and volume forecast, 2003?13 (units, million) 71
Figure 22: Western Europe soap category growth comparison, by volume, 2003?13 71
Figure 23: Western Europe soap company share (top five companies), by value, 2007?08 (%) 74
Figure 24: Western Europe soap distribution channels, by value, 2007?08 (%) 76
Figure 25: Annual data review process 80

LIST OF TABLES
Table 1: Personal hygiene category definitions 8
Table 2: Personal hygiene distribution channels 9
Table 3: Western Europe personal hygiene value (country-wise), 2003?08 ($m, nominal prices) 17
Table 4: Western Europe personal hygiene value (country-wise) forecast, 2008–13 ($m, nominal prices) 18
Table 5: Western Europe personal hygiene volume (country-wise), 2003?08 (units, million) 19
Table 6: Western Europe personal hygiene volume (country-wise) forecast, 2008–13 (units, million) 20
Table 7: Western Europe personal hygiene value, 2003?08 ($m, nominal prices) 21
Table 8: Western Europe personal hygiene value forecast, 2008?13 ($m, nominal prices) 22
Table 9: Western Europe personal hygiene volume, 2003?08 (units, million) 24
Table 10: Western Europe personal hygiene volume forecast, 2008?13 (units, million) 25
Table 11: Western Europe personal hygiene company share (top 20 companies) by value, 2007?08 (%) 27
Table 12: Western Europe personal hygiene value, by company, 2007?08 ($m, nominal prices) 28
Table 13: Western Europe personal hygiene distribution channels, by value, 2007?08 (%) 30
Table 14: Western Europe personal hygiene value, by distribution channel, 2007?08 ($m, nominal prices) 30
Table 15: Western Europe personal hygiene expenditure per capita, 2003?08 ($, nominal prices) 32
Table 16: Western Europe personal hygiene forecast expenditure per capita, 2008?13 ($, nominal prices) 32
Table 17: Western Europe personal hygiene consumption per capita, 2003?08 (units) 33
Table 18: Western Europe personal hygiene forecast consumption per capita, 2008?13 (units) 33
Table 19: Unilever key facts 34
Table 20: Beiersdorf AG key facts 36
Table 21: Western Europe bath & shower products value, 2003?08 ($m, nominal prices) 38
Table 22: Western Europe bath & shower products value forecast, 2008?13 ($m, nominal prices) 39
Table 23: Western Europe bath & shower products volume, 2003?08 (units, million) 41
Table 24: Western Europe bath & shower products volume forecast, 2008?13 (units, million) 42
Table 25: Western Europe bath & shower products company share (top 20 companies) by value, 2007?08 (%) 44
Table 26: Western Europe bath & shower products value, by company, 2007?08 ($m, nominal prices) 45
Table 27: Western Europe bath & shower products distribution channels, by value, 2007?08 (%) 47
Table 28: Western Europe bath & shower products value, by distribution channel, 2007?08 ($m, nominal prices) 47
Table 29: Western Europe bath & shower products expenditure per capita, 2003?08 ($, nominal prices) 49
Table 30: Western Europe bath & shower products forecast expenditure per capita, 2008?13 ($, nominal prices) 49
Table 31: Western Europe bath & shower products consumption per capita, 2003?08 (units) 50
Table 32: Western Europe bath & shower products forecast consumption per capita, 2008?13 (units) 50
Table 33: Western Europe deodorants value, 2003?08 ($m, nominal prices) 51
Table 34: Western Europe deodorants value forecast, 2008?13 ($m, nominal prices) 52
Table 35: Western Europe deodorants volume, 2003?08 (units, million) 54
Table 36: Western Europe deodorants volume forecast, 2008?13 (units, million) 55
Table 37: Western Europe deodorants company share (top 20 companies) by value, 2007?08 (%) 57
Table 38: Western Europe deodorants value, by company, 2007?08 ($m, nominal prices) 58
Table 39: Western Europe deodorants distribution channels, by value, 2007?08 (%) 60
Table 40: Western Europe deodorants value, by distribution channel, 2007?08 ($m, nominal prices) 60
Table 41: Western Europe deodorants expenditure per capita, 2003?08 ($, nominal prices) 62
Table 42: Western Europe deodorants forecast expenditure per capita, 2008?13 ($, nominal prices) 63
Table 43: Western Europe deodorants consumption per capita, 2003?08 (units) 64
Table 44: Western Europe deodorants forecast consumption per capita, 2008?13 (units) 65
Table 45: Western Europe soap value, 2003?08 ($m, nominal prices) 66
Table 46: Western Europe soap value forecast, 2008?13 ($m, nominal prices) 67
Table 47: Western Europe soap volume, 2003?08 (units, million) 69
Table 48: Western Europe soap volume forecast, 2008?13 (units, million) 70
Table 49: Western Europe soap company share (top 20 companies) by value, 2007?08 (%) 72
Table 50: Western Europe soap value, by company, 2007?08 ($m, nominal prices) 73
Table 51: Western Europe soap distribution channels, by value, 2007?08 (%) 75
Table 52: Western Europe soap value, by distribution channel, 2007?08 ($m, nominal prices) 75
Table 53: Western Europe soap expenditure per capita, 2003?08 ($, nominal prices) 77
Table 54: Western Europe soap forecast expenditure per capita, 2008?13 ($, nominal prices) 77
Table 55: Western Europe soap consumption per capita, 2003?08 (units) 78
Table 56: Western Europe soap forecast consumption per capita, 2008?13 (units) 78