Cosmetics And Toiletries in Sweden
Euromonitor International's Cosmetics And Toiletries in Sweden 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: 121 | Publication date: Jun 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
Strong economy and increasing disposable incomes spur growth
The growth of the Swedish economy was strong in 2006, resulting in increasing disposable incomes and a general boom in retail expenditure. As a result of greater spending power many consumers shifted to more premium products, particularly in products such as fragrances and colour cosmetics. In the case of colour cosmetics, this stimulated growth despite a change in fashion towards a more natural look, with consumers buying more expensive products in more subtle shades rather than eschewing colour cosmetics completely. Overall, the country’s economic performance and the increased propensity of consumers to buy higher value goods underpinned the growth of the cosmetics and toiletries market in 2006.
but pricing competition at retail level has negative impact
While the strong Swedish economy and increased affordability of higher value products to consumers spurred growth in the cosmetics and toiletries market in 2006, this was to some degree offset by pricing competition at retail level, particularly between supermarkets/hypermarkets and discounters. This placed downwards pressure in the retail prices of many cosmetics and toiletries, dampening value growth somewhat, for example in oral hygiene and bath and shower products. Moreover, the continuous rise in the penetration of private label products in supermarkets and hypermarkets further stifled growth.
Demographic trends and consumer education impact sales
The ageing of the Swedish population and increasing awareness among consumers of health issues, particularly in relation to exposure to the sun, for example, contributed to the shift towards higher value products in 2006. Skin care and sun care were particularly successful in terms of value growth in 2006. While the former benefited from the growing number of older consumers in the country, consumers’ increasing concerns with the dangers of the sun boosted demand for sun protection products. Depilatories benefited from a successful marketing campaign and the fact that the sector was generally underdeveloped, while sun care remained strong thanks to a sunny summer and an ongoing debate of harms of UV radiation.
Multinationals continue to control the market
The cosmetics and toiletries market in Sweden is largely controlled by a relatively small number of multinational players, such as Unilever Group, L’Oréal, Beiersdorf, Procter & Gamble, Henkel and Colgate-Palmolive. The strength of these companies is thanks to their greater ability to implement effective advertising and promotional strategies, and their capacity to invest in new product developments. However, these companies also suffered from the shift to more premium products in 2006 to some degree, as well as decreasing retail prices in the mass segment, where they were most active.
Growth expected to continue, albeit slowing
The cosmetics and toiletries market is expected to continued demonstrating growth in coming years, with a continuous shift towards higher value products with added value properties. However, growth is likely to be more moderate than that seen at the end of the review period due to a relative slowdown in the country’s economic performance. The position of the existing large players in the cosmetics and toiletries market is expected to be maintained, with their grip on the market making the entry of new players difficult. Despite this, polarisation is likely to continue, with some consumers trading up to more expensive products offering added value features, while other are increasingly attracted to the value offered by private label products, which are likely to gain greater shelf space in supermarkets and hypermarkets.
Table of contents
COSMETICS AND TOILETRIES IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong economy and increasing disposable incomes spur growth
but pricing competition at retail level has negative impact
Demographic trends and consumer education impact sales
Multinationals continue to control the market
Growth expected to continue, albeit slowing
KEY TRENDS AND DEVELOPMENTS
Strong economy and increasing disposable incomes spur growth
Retail competition drags down unit prices, stifles value growth
Growth in private label penetration saturated in 2006
Demographic trends – baby boom and ageing population
Multinationals continue to dominate
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 - SWEDEN
ACO HUD AB - COSMETICS AND TOILETRIES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 1 ACO Hud AB: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
FACE STOCKHOLM AB - COSMETICS AND TOILETRIES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Face Stockholm AB: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Face Stockholm AB: Competitive Position 2006
HARDFORD AB - COSMETICS AND TOILETRIES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Hardford AB: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 5 Hardford AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 6 Hardford AB: Competitive Position 2006
INVIMA AB - COSMETICS AND TOILETRIES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Invima AB: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Invima AB: Competitive Position 2006
BABY CARE IN SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 Retail Sales of Razors and Blades by Type: % Analysis 2001-2006
Table 59 Forecast Sales of Men's Grooming Products by Subsector: Value 2006-2011
Table 60 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2006-2011
ORAL HYGIENE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Sales of Oral Hygiene by Subsector: %Value Growth 2001-2006
Table 62 Oral Hygiene Company Shares by Retail Value 2002-2006
Table 63 Oral Hygiene Brand Shares by Retail Value 2003-2006
Table 64 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
Table 65 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
Table 66 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
Table 67 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
Table 68 Manual and Power Brush Company Shares by Retail Value 2002-2006
Table 69 Manual and Power Brush Brand Shares by Retail Value 2003-2006
Table 70 Retail Sales of Toothpaste by Type: % Analysis 2001-2006
Table 71 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
Table 72 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
FRAGRANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Sales of Fragrances by Subsector: Value 2001-2006
Table 74 Sales of Fragrances by Subsector: % Value Growth 2001-2006
Table 75 Fragrances Company Shares by Retail Value 2002-2006
Table 76 Fragrances Brand Shares by Retail Value 2003-2006
Table 77 Forecast Sales of Fragrances by Subsector: Value 2006-2011
Table 78 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
SKIN CARE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 79 Sales of Skin Care by Subsector: Value 2001-2006
Table 80 Sales of Skin Care by Subsector: % Value Growth 2001-2006
Table 81 Sales of Facial Care by Subsector: Value 2001-2006
Table 82 Sales of Facial Care by Subsector: % Value Growth 2001-2006
Table 83 Sales of Facial Cleansers by Subsector: Value 2001-2006
Table 84 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
Table 85 Sales of Body Care by Subsector: Value 2001-2006
Table 86 Sales of Body Care by Subsector: % Value Growth 2001-2006
Table 87 Skin Care Company Shares by Retail Value 2002-2006
Table 88 Skin Care Brand Shares by Retail Value 2003-2006
Table 89 Forecast Sales of Skin Care by Subsector: Value 2006-2011
Table 90 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
Table 91 Forecast Sales of Facial Care by Subsector: Value 2006-2011
Table 92 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
Table 93 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
Table 94 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
Table 95 Forecast Sales of Body Care by Subsector: Value 2006-2011
Table 96 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
Table 97 Skin Care Premium Vs Mass % Analysis 2001-2006
Table 98 Skin Care Premium Brand Rankings 2006
DEPILATORIES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 99 Sales of Depilatories by Subsector: Value 2001-2006
Table 100 Sales of Depilatories by Subsector: % Value Growth 2001-2006
Table 101 Depilatories Company Shares by Retail Value 2002-2006
Table 102 Depilatories Brand Shares by Retail Value 2003-2006
Table 103 Forecast Sales of Depilatories by Subsector: Value 2006-2011
Table 104 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
SUN CARE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 105 Sales of Sun Care by Subsector: Value 2001-2006
Table 106 Sales of Sun Care by Subsector: % Value Growth 2001-2006
Table 107 Sun Care Company Shares by Retail Value 2002-2006
Table 108 Sun Care Brand Shares by Retail Value 2003-2006
Table 109 Forecast Sales of Sun Care by Subsector: Value 2006-2011
Table 110 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
Table 111 Sun Care Premium Vs Mass % Analysis 2001-2006
Table 112 Sun Care Premium Brand Rankings 2006
Table 113 Retail Sales of Sun Protection by Factor: % Analysis 2002-2006