Cosmetics And Toiletries in Norway
Euromonitor International's Cosmetics And Toiletries in Norway 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: 148 | Publication date: May 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
Healthy growth continues for cosmetics & toiletries in Norway
In 2008, current value sales of cosmetics and toiletries recorded steady growth. The global credit crisis did not reach Norway until late 2008 and did not have an impact on consumer spending, including cosmetics and toiletries until early 2009. Health and wellbeing remains important to most Norwegians, who tend to take good care of themselves. Products that offer real added value have recorded the best performance. In recent decades, the Norwegian economy was one of the best performers in the industrialised world and Norwegians are confident that Norway’s strong economic foundation will help it overcome global economic challenges.
Cosmetics and toiletries products need to be eco-friendly
Awareness of eco-friendly cosmetics and toiletries in the general population is likely to grow during the forecast period. With more concern over the environment, Norwegian consumers will be selective and focus on purchasing products that are environmentally friendly. Interest groups increasingly have the power to impact on the success or failure of various brands, even those of major players. Leading brands must therefore ensure all the ingredients in their products are environmentally friendly and engage in responsible marketing, either directly informing consumers that products are environmentally friendly or through philanthropic work related to the environment.
The Swan label is also an important means for cosmetics and toiletries players to communicate the environmentally-friendly characteristics of their products. This label enables new players to easily position their brands as eco-friendly, especially in the mass-market. Niche brands are expected to increasingly use this eco-label to differentiate their brands from the competition.
Multinational players dominate cosmetics and toiletries in Norway
Of the many companies supplying cosmetics and toiletries to Norwegian consumers, multinationals lead. The leading players are L’Oréal, Lilleborg, Procter & Gamble, Midelfart Sonesson, Engelschiøn Marwell Hauge and Beiersdorf. Lilleborg is the only domestic player among the leaders. Midelfart Sonesson and Engelschiøn Marwell Hauge are primarily distributors of international brands, while the remaining companies are local subsidiaries of multinationals.
Retailers upgrade shopping experience
2008 witnessed the further development of retail concepts to make shopping more comfortable, fun and convenient. Gimle Parfymeriet opened Norway’s first organic perfumery in Oslo. Pharmacies have upgraded their stores and stepped up marketing campaigns and services. Other health and beauty retailers are adopting multi-channel distribution strategies. Two perfumery chains, Gimle Parfymeriet and Esthetique, launched websites to promote their products. Tahitian Noni meanwhile combines a retail outlet in central Oslo with catalogue sales and direct sales offering multiple means of purchasing.
Slowdown due to economic uncertainty
The global economic recession began to have an impact on Norwegian consumers in 2009 and this will continue to affect growth in the early years of the forecast period. However, the recession will be less severe in Norway than in other countries such as the US or UK, since the Norwegian economy is shored up by significant oil and gas exports. In Norway the recession will manifest itself in terms of slowing year-on-year growth rates rather than an actual decline in sales.
Some product categories, including oral hygiene, are already mature and are not expected to see significant changes in consumption during the forecast period. The fastest growth is expected for sun care products due to more sales of premium and specialist products through pharmacies and specialists. Continued increases in Norwegians travelling abroad will also help sales of sun care. Amongst the larger cosmetics and toiletries sectors, fragrances, colour cosmetics and skin care are forecast to be the most dynamic, the latter due to an ageing population and growth in “cosmeceuticals”.
Table of contents
COSMETICS AND TOILETRIES IN NORWAY : MARKET INSIGHT
EXECUTIVE SUMMARY
Healthy growth continues for cosmetics & toiletries in Norway
Cosmetics and toiletries products need to be eco-friendly
Multinational players dominate cosmetics and toiletries in Norway
Retailers upgrade shopping experience
Slowdown due to economic uncertainty
KEY TRENDS AND DEVELOPMENTS
Economic crisis hits Norway
Focus on elderly Norwegians
Natural/organic ingredients
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
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NORWAY
BONAVENTURA SALES AS - COSMETICS AND TOILETRIES - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bonaventura Sales AS : Key Facts
Summary 3 Bonaventura Sales AS : Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Bonaventura AS : Competitive Position 2008
DERMANOR AS - COSMETICS AND TOILETRIES - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Dermanor AS: Key Facts
Summary 6 Dermanor AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Dermanor AS : Competitive Position 2008
ENGELSCHIøN MARWELL HAUGE AS - COSMETICS AND TOILETRIES - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Engelschiøn Marwell Hauge AS : Key Facts
Summary 9 Engelschiøn Marwell Hauge AS : Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Engelschiøn Marwell Hauge AS : Competitive Position 2008
LILLEBORG AS - COSMETICS AND TOILETRIES - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Lilleborg AS : Key Facts
Summary 12 Lilleborg AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Lilleborg AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Lilleborg AS : Competitive Position 2008
MIDELFART SONESSON AS - COSMETICS AND TOILETRIES - NORWAY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Midelfart Sonesson AS : Key Facts
Summary 16 Midelfart Sonesson AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Midelfart Sonesson AS: Competitive Position 2008
BABY CARE IN NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Care Premium Brand Shares 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 NORWAY
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 NORWAY
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 NORWAY
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 NORWAY
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 NORWAY
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 NORWAY
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 NORWAY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
Summary 18 Key Launches 2008
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 NORWAY
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 NORWAY
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 NORWAY
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