Collapsing share puts Mum at risk

P&G’s Mum deodorant, launched in the Thirties, is rapidly losing market share to rivals such as Unilever’s Sure, bringing its future into question.

Estimates of share fluctuate considerably, but all sources agree that there has been a sharp decline in the past year. According to a health and beauty buyer, Mum currently holds just 1.6 per cent of the market by value, down from two per cent in 2000. A Mintel report (May 2001), however, says that although Mum’s market share declined by 54.5 per cent between 1998 and 2000, its share in 2000 was three per cent. According to Datamonitor, Mum’s market share in 2000 was 5.1 per cent.

Mum forms part of the Clairol portfolio recently acquired by Procter & Gamble (P&G) from Bristol Myers-Squibb.

Mum represents P&G’s re-entry into the UK women’s anti-perspirant market. Last year, it announced plans to scrap its Secret deodorant in western Europe (MW July 12, 2001).

A P&G spokeswoman says: “Mum has a solid core of loyal users and remains a stable small brand.”

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