Cosmetics And Toiletries in Denmark
Euromonitor International's Cosmetics And Toiletries in Denmark market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 125 | Publication date: Nov 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Mature cosmetics and toiletries maintains growth
Cosmetics and toiletries is largely mature in Denmark, with wide household penetration for most products. However, a number of factors enabled continued sales growth in 2006. Firstly, there was a growing focus on value-added products among both players and consumers, which aided value growth. Consumers responded enthusiastically to cosmetics and toiletries with additional anti-ageing, skin care or sun protection benefits. There was also growing interest in products with a natural or organic positioning and cosmetics and toiletries for sensitive skin. In addition, the male consumer base expanded, with younger men increasingly interested in grooming.
Sun care most dynamic as consumer awareness grows
Sun care saw the most dynamic growth within cosmetics and toiletries in 2006. Growth was assisted by strong public education campaigns, with more consumers thus using sun protection when exposed to the sun. In addition, growth was driven by an unusually long and hot summer and by players driving volume growth through price promotions. An increasing range of private label sun care also attracted consumers’ attention.
Multinationals lead but face growing competition from private label
Multinationals lead Danish cosmetics and toiletries, with the top three players being L'Oréal, Lever Fabergé and Beiersdorf. These players have wide ranges and well-trusted brands with a long presence in Denmark. They also benefit from wide distribution, strong marketing support and frequent new product development. However, many of the leading multinationals lost share to private label in 2006. Pharmacies/drugstores retailer Matas was particularly active in expanding its range of good quality private label cosmetics and toiletries, with a growing focus on value-added products.
Supermarkets/hypermarkets struggles to maintain share
Supermarkets/hypermarkets is the leading retailer in cosmetics and toiletries. Many Danish consumers have a highly pragmatic attitude to cosmetics and toiletries, preferring basic products and picking these up along with their weekly shop. However, the growing focus on value-added products saw the share of supermarkets/hypermarkets slip in 2006. Meanwhile, specialists gained share, as did pharmacies/drugstores, with this channel largely benefiting from the growth of leading retailer Matas.
Steady growth in forecast period
Cosmetics and toiletries is expected to see continued constant value growth during the forecast period, albeit at a slightly lower rate than seen during the review period. Growth will continue to be underpinned by the introduction and growing appeal of value-added products. However, strong price competition and the continuing expansion of private label is expected to constrain constant value unit price growth and thus to hinder overall value sales growth.
Table of contents
COSMETICS AND TOILETRIES IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Mature cosmetics and toiletries maintains growth
Sun care most dynamic as consumer awareness grows
Multinationals lead but face growing competition from private label
Supermarkets/hypermarkets struggles to maintain share
Steady growth in forecast period
KEY TRENDS AND DEVELOPMENTS
Danish economy boosts sales
Consumer concern over potentially hazardous ingredients
Natural and organic products seen as a safer option
Border trading and illegal imports see explosive growth
Ageing population and low birth rate have an impact
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2001-2006
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2001-2006
Table 3 Cosmetics and Toiletries Company Shares by NBO Retail Value 2002-2006
Table 4 Cosmetics and Toiletries Company Shares by GBO Retail Value 2002-2006
Table 5 Cosmetics and Toiletries Brand Shares by Retail Value 2003-2006
Table 6 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2006
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2006
Table 9 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - DENMARK
BLUMøLLER A/S - COSMETICS AND TOILETRIES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Blumøller A/S: Key Facts
Summary 2 Blumøller A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Blumøller A/S: Competitive Position 2006
COLGATE-PALMOLIVE A/S - COSMETICS AND TOILETRIES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Colgate-Palmolive A/S: Key Facts
Summary 5 Colgate-Palmolive A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Colgate-Palmolive A/S: Competitive Position 2006
L'ORéAL DANMARK A/S - COSMETICS AND TOILETRIES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 7 L'Oréal Danmark A/S: Key Facts
Summary 8 L'Oréal Danmark A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 L'Oréal Danmark A/S: Competitive Position 2006
MATAS A/S - COSMETICS AND TOILETRIES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Matas A/S: Key Facts
Summary 11 Matas A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Matas A/S: Competitive Position 2006
SæTHER A/S, E - COSMETICS AND TOILETRIES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Sæther A/S, E: Key Facts
Summary 14 Sæther A/S, E: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Sæther A/S, E: Competitive Position 2006
BABY CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 11 Sales of Baby Care by Subsector: Value 2001-2006
Table 12 Sales of Baby Care by Subsector: % Value Growth 2001-2006
Table 13 Baby Care Company Shares by Retail Value 2002-2006
Table 14 Baby Care Brand Shares by Retail Value 2003-2006
Table 15 Forecast Sales of Baby Care by Subsector: Value 2006-2011
Table 16 Forecast Sales of Baby Care by Subsector: % Value Growth 2006-2011
Table 17 Baby Care Premium Vs Mass % Analysis 2001-2006
BATH AND SHOWER PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 18 Sales of Bath and Shower Products by Subsector: Value 2001-2006
Table 19 Sales of Bath and Shower Products by Subsector: % Value Growth 2001-2006
Table 20 Bath and Shower Products Company Shares by Retail Value 2002-2006
Table 21 Bath and Shower Products Brand Shares by Retail Value 2003-2006
Table 22 Forecast Sales of Bath and Shower Products by Subsector: Value 2006-2011
Table 23 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2006-2011
Table 24 Bath and Shower Products Premium Vs Mass % Analysis 2001-2006
Table 25 Bath and Shower Products Premium Brand Rankings 2006
DEODORANTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Deodorants by Subsector: Value 2001-2006
Table 27 Sales of Deodorants by Subsector: % Value Growth 2001-2006
Table 28 Deodorants Company Shares by Retail Value 2002-2006
Table 29 Deodorants Brand Shares by Retail Value 2003-2006
Table 30 Forecast Sales of Deodorants by Subsector: Value 2006-2011
Table 31 Forecast Sales of Deodorants by Subsector: % Value Growth 2006-2011
Table 32 Deodorants Premium Vs Mass % Analysis 2001-2006
Table 33 Deodorants Premium Brand Rankings 2006
HAIR CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Hair Care by Subsector: Value 2001-2006
Table 35 Sales of Hair Care by Subsector: % Value Growth 2001-2006
Table 36 Hair Care Company Shares by Retail Value 2002-2006
Table 37 Hair Care Brand Shares by Retail Value 2003-2006
Table 38 Forecast Sales of Hair Care by Subsector: Value 2006-2011
Table 39 Forecast Sales of Hair Care by Subsector: % Value Growth 2006-2011
Table 40 Hair Care Premium Vs Mass % Analysis 2001-2006
Table 41 Hair Care Premium Brand Rankings 2006
Table 42 Styling Agents by Type 2001-2006
Table 43 Styling Agents Brand Shares by Retail Value 2003-2006
Table 44 Salon Hair Care Company Shares by Retail Value 2002-2006
Table 45 Salon Hair Care Brand Shares by Retail Value 2003-2006
COLOUR COSMETICS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Colour Cosmetics by Subsector: Value 2001-2006
Table 47 Sales of Colour Cosmetics by Subsector: % Value Growth 2001-2006
Table 48 Colour Cosmetics Company Shares by Retail Value 2002-2006
Table 49 Colour Cosmetics Brand Shares by Retail Value 2003-2006
Table 50 Forecast Sales of Colour Cosmetics by Subsector: Value 2006-2011
Table 51 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2006-2011
Table 52 Colour Cosmetics Premium Vs Mass % Analysis 2001-2006
Table 53 Colour Cosmetics Premium Brand Rankings 2006
MEN'S GROOMING PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 54 Sales of Men's Grooming Products by Subsector: Value 2001-2006
Table 55 Sales of Men's Grooming Products by Subsector: % Value Growth 2001-2006
Table 56 Men's Grooming Products Company Shares by Retail Value 2002-2006
Table 57 Men's Grooming Products Brand Shares by Retail Value 2003-2006
Table 58 Forecast Sales of Men's Grooming Products by Subsector: Value 2006-2011
Table 59 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2006-2011
ORAL HYGIENE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 60 Sales of Oral Hygiene by Subsector: %Value Growth 2001-2006
Table 61 Oral Hygiene Company Shares by Retail Value 2002-2006
Table 62 Oral Hygiene Brand Shares by Retail Value 2003-2006
Table 63 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
Table 64 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
Table 65 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
Table 66 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
Table 67 Manual and Power Brush Company Shares by Retail Value 2002-2006
Table 68 Manual and Power Brush Brand Shares by Retail Value 2003-2006
Table 69 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
Table 70 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
FRAGRANCES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Fragrances by Subsector: Value 2001-2006
Table 72 Sales of Fragrances by Subsector: % Value Growth 2001-2006
Table 73 Fragrances Company Shares by Retail Value 2002-2006
Table 74 Fragrances Brand Shares by Retail Value 2003-2006
Table 75 Forecast Sales of Fragrances by Subsector: Value 2006-2011
Table 76 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
SKIN CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 77 Sales of Skin Care by Subsector: Value 2001-2006
Table 78 Sales of Skin Care by Subsector: % Value Growth 2001-2006
Table 79 Sales of Facial Care by Subsector: Value 2001-2006
Table 80 Sales of Facial Care by Subsector: % Value Growth 2001-2006
Table 81 Sales of Facial Cleansers by Subsector: Value 2001-2006
Table 82 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
Table 83 Sales of Body Care by Subsector: Value 2001-2006
Table 84 Sales of Body Care by Subsector: % Value Growth 2001-2006
Table 85 Skin Care Company Shares by Retail Value 2002-2006
Table 86 Skin Care Brand Shares by Retail Value 2003-2006
Table 87 Forecast Sales of Skin Care by Subsector: Value 2006-2011
Table 88 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
Table 89 Forecast Sales of Facial Care by Subsector: Value 2006-2011
Table 90 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
Table 91 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
Table 92 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
Table 93 Forecast Sales of Body Care by Subsector: Value 2006-2011
Table 94 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
Table 95 Skin Care Premium Vs Mass % Analysis 2001-2006
Table 96 Skin Care Premium Brand Rankings 2006
DEPILATORIES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 97 Sales of Depilatories by Subsector: Value 2001-2006
Table 98 Sales of Depilatories by Subsector: % Value Growth 2001-2006
Table 99 Depilatories Company Shares by Retail Value 2002-2006
Table 100 Depilatories Brand Shares by Retail Value 2003-2006
Table 101 Forecast Sales of Depilatories by Subsector: Value 2006-2011
Table 102 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
SUN CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 103 Sales of Sun Care by Subsector: Value 2001-2006
Table 104 Sales of Sun Care by Subsector: % Value Growth 2001-2006
Table 105 Sun Care Company Shares by Retail Value 2002-2006
Table 106 Sun Care Brand Shares by Retail Value 2003-2006
Table 107 Forecast Sales of Sun Care by Subsector: Value 2006-2011
Table 108 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
Table 109 Sun Care Premium Vs Mass % Analysis 2001-2006
Table 110 Sun Care Premium Brand Rankings 2006