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: 145 | Publication date: Aug 2009
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; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Cosmetics and toiletries proved fairly resistant to economic slowdown
Cosmetics and toiletries recorded current value growth of 4% in 2008 despite the effects of the global financial crisis, which began to impact Danish consumer spending towards the end of the year. However, this was a slower performance than in the previous year, as well as compared to the review period value CAGR. Cosmetics and toiletries nonetheless proved fairly resistant to the economic slowdown. Despite growing price sensitivity, the market recorded positive value growth and was one of the best performing consumer product markets in 2008.
Polarised consumer preferences in 2008
In 2008, the economic slowdown polarised consumer preferences for cosmetics and toiletries, which during the review period shifted strongly towards the premium segment. Although growing at a considerably slower rate than the year before, demand for premium and masstige branded cosmetics remained dynamic in 2008, with natural/organics also emerging as a strong growth trend in skin care, sun care and baby care. Meanwhile, sales of toiletries such as bath and shower products, deodorants and oral hygiene shifted strongly towards private label and economy ranges. Across most cosmetics and toiletries sectors, mid-priced brands nonetheless performed significantly stronger than in 2007.
Nivea was the fastest growing brand
The mid-priced Nivea range was the fastest growing cosmetics and toiletries brand in 2008 in terms of value share increase. The strong performance was underpinned by renewed consumer price sensitivity, innovative product development in anti-ageing skin care and sun care products, and improved distribution through Denmark’s leading cosmetics and toiletries retailer, the Matas drugstore chain, where Nivea sun care products were given prominent shelf positions in 2008. In terms of the competitive landscape, another key development was the strong emergence of natural/organic brands such as Derma and Neutral. These were especially successful in baby care, as Danes are increasingly worried about dangerous additives and skin allergies.
Strong discounter growth
Driven by consumer price sensitivity, discounters gained significant share of the grocery retail market and thus also of cosmetics and toiletries distribution in 2008. This had a negative impact on cosmetics and toiletries market value growth. Discounters exerted a downward price pressure as market shares shifted towards private label and economy brands, especially within categories where grocery retailers are a key distribution channel, such as bath and shower products and oral hygiene. The trend nonetheless impacted considerably on most cosmetics and toiletries sectors in 2008. Further underpinning the tendency, discounters also continued to broaden their selections within most cosmetics and toiletries categories, including products such as deodorants, baby care and skin care, where supermarkets traditionally offer more choice.
Value growth of cosmetics and toiletries to slow further
Given the prospect of a prolonged economic downturn and growing consumer price sensitivity, average annual value growth of cosmetics and toiletries over the forecast period is expected to be much slower than growth in 2008 as well as compared to the review period CAGR. As the market strongly indicated in 2008, toiletries such as bath and shower products, oral hygiene and deodorants are more exposed to consumer price sensitivity and are expected, in terms of value growth, to record a considerably weaker performance than cosmetics-driven sectors or sectors with a strong trend towards natural/organic products. Thus, the most dynamically growing sectors over the forecast period are expected to include colour cosmetics, fragrances, baby care and sun care.
Table of contents
COSMETICS AND TOILETRIES IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Cosmetics and toiletries proved fairly resistant to economic slowdown
Polarised consumer preferences in 2008
Nivea was the fastest growing brand
Strong discounter growth
Value growth of cosmetics and toiletries to slow further
KEY TRENDS AND DEVELOPMENTS
Growing consumer price sensitivity as the global financial crisis hits Denmark
Strong discounter growth
Strong growth trend in natural/organic products
Strong demand for multifunctional cosmetics
Ethical consumption on the increase
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - DENMARK
BLUMøLLER A/S - COSMETICS AND TOILETRIES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Blumøller A/S: Key Facts
Summary 3 Blumøller A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Blumøller A/S: Competitive Position 2008
CEDERROTH A/S - COSMETICS AND TOILETRIES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Cederroth A/S: Key Facts
Summary 6 Cederroth A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Cederroth A/S: Competitive Position 2008
GUN-BRITT COIFFURE APS - COSMETICS AND TOILETRIES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Gun-Britt Coiffure ApS: Key Facts
Summary 9 Gun-Britt Coiffure Aps: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Gun-Britt Coiffure ApS: Competitive Position 2008
MATAS A/S - COSMETICS AND TOILETRIES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Matas A/S: Key Facts
Summary 12 Matas A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Matas A/S: Competitive Position 2008
SæTHER A/S, E - COSMETICS AND TOILETRIES - DENMARK
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Sæther A/S, E: Key Facts
Summary 15 Sæther A/S, E: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Table 15 Summary3 Sæther A/S, E: Competitive Position 2008
BABY CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 16 Sales of Baby Care by Subsector: Value 2003-2008
Table 17 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 18 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 19 Baby Care Company Shares by Retail Value 2004-2008
Table 20 Baby Care Brand Shares by Retail Value 2005-2008
Table 21 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 22 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 23 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 29 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 30 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 31 Bath and Shower Products Premium Brand Shares 2005-2008
Table 32 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 33 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 34 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Deodorants by Subsector: Value 2003-2008
Table 36 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 37 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 38 Deodorants Company Shares by Retail Value 2004-2008
Table 39 Deodorants Brand Shares by Retail Value 2005-2008
Table 40 Deodorants Premium Brand Shares 2005-2008
Table 41 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 42 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 43 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Hair Care by Subsector: Value 2003-2008
Table 45 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 46 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 47 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 48 Hair Care Company Shares by Retail Value 2004-2008
Table 49 Hair Care Brand Shares by Retail Value 2005-2008
Table 50 Styling Agents Brand Shares by Retail Value 2005-2008
Table 51 Colourants Brand Shares by Retail Value 2005-2008
Table 52 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 53 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 54 Hair Care Premium Brand Shares 2005-2008
Table 55 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 56 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 57 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 59 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 60 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 61 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 62 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 63 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 64 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 65 Lip Products Brand Shares by Retail Value 2005-2008
Table 66 Nail Products Brand Shares by Retail Value 2005-2008
Table 67 Colour Cosmetics Premium Brand Shares 2005-2008
Table 68 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 69 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 70 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Electric Shavers by Value 2004-2008
Table 72 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 73 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 74 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 75 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 76 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 77 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 78 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 79 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 80 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 81 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 82 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 83 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 84 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 85 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 86 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 87 Toothpaste Brand Shares by Retail Value 2005-2008
Table 88 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 89 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 90 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 92 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Sales of Fragrances by Subsector: Value 2003-2008
Table 94 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 95 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 96 Fragrances Company Shares by Retail Value 2004-2008
Table 97 Fragrances Brand Shares by Retail Value 2005-2008
Table 98 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 99 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 100 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 101 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 102 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 103 Sales of Skin Care by Subsector: Value 2003-2008
Table 104 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 105 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 106 Skin Care Company Shares by Retail Value 2004-2008
Table 107 Skin Care Brand Shares by Retail Value 2005-2008
Table 108 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 109 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 110 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 111 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 112 Skin Care Premium Brand Shares 2005-2008
Table 113 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 114 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 115 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 116 Sales of Depilatories by Subsector: Value 2003-2008
Table 117 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 118 Depilatories Company Shares by Retail Value 2004-2008
Table 119 Depilatories Brand Shares by Retail Value 2005-2008
Table 120 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 121 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 122 Sales of Sun Care by Subsector: Value 2003-2008
Table 123 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 124 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 125 Sun Care Company Shares by Retail Value 2004-2008
Table 126 Sun Care Brand Shares by Retail Value 2005-2008
Table 127 Sun Care Premium Brand Shares 2005-2008
Table 128 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 129 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 130 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013