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: 127 | Publication date: Jul 2008
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 premium trend driving up value sales
Continuing rises in disposable income meant that consumer demand for cosmetics and toiletries products shifted further up the price scale, away from economy and standard, towards the masstige and premium segments. This tendency is believed to have been the key driving force behind yet another strong performance in value terms in 2007. However, masstige overtook premium as the most dynamic price segment and thus value growth was not quite as dynamic as in 2006.
Depilatories most dynamic
Several positive trends are driving depilatories sales. Demand is increasing rapidly due to more and more women switching over from other hair removal methods. Innovation in women's razors and blades as well as in hair removers/bleaches is injecting added value into depilatories. Sales are also being further boosted by the Danish consumer market being very campaign driven and Danish women being very willing to try out new products.
Hair care the biggest gainer in actual terms
In actual terms, hair care sales easily saw the greatest growth. The premium trend in consumer demand impacted particularly strongly on this sector due to the strong presence of masstige brands as well as rapidly expanding distribution of premium salon hair care brands. Most notably, Danish hair care designer Gun-Britt Coiffure entered mass distribution in 2007 with the launch of Simply by Gun-Britt, a sister brand to the premium salon range GB by Gun-Britt.
L'Oréal Groupe the best performer in 2007
The L'Oréal Groupe revenues from its Danish sales increased by some DKr150 million in 2007, which resulted in a share increase of around 1%. The market leader therefore consolidated its position in 2007 as its wide portfolio of premium and masstige range brands suited well the trends in consumer demand. In addition, the company's global focus on sustainable development and social responsibility paid off on the Danish consumer market, which is among the most ethically aware in the world.
Growth forecast to slow down further
Euromonitor International forecasts slower value growth in the cosmetics and toiletries market in the period to 2012. It is expected that growth rates will decline gradually and eventually turn negative in the last two years of the forecast period. The domestic economy is projected to slow down, which will reawaken consumer price awareness and thus result in the maturity of key growth drivers such as the premium trend, as well as less demand for added-value products like cosmeceuticals. Economy and standard brands are therefore likely to perform better as the forecast period progresses, and marketing input may slow down.
Table of contents
COSMETICS AND TOILETRIES IN DENMARK : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong premium trend driving up value sales
Depilatories most dynamic
Hair care the biggest gainer in actual terms
L'Oréal Groupe the best performer in 2007
Growth forecast to slow down further
KEY TRENDS AND DEVELOPMENTS
Strong domestic economy driving the premium trend
Strong demand for added functionality products
Ethical consumption on the increase
Health and wellness is the latest emerging lifestyle trend
Danish market very campaign driven
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
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 2007
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 2007
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 2007
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 2007
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
Summary 16 Sæther A/S, E: Competitive Position 2007
BABY CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2002-2007
Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 18 Baby Care Company Shares by Retail Value 2003-2007
Table 19 Baby Care Brand Shares by Retail Value 2004-2007
Table 20 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 21 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 22 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 23 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 24 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 25 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 26 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 27 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 28 Bath and Shower Products Premium Brand Shares 2007
Table 29 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 30 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 31 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 32 Sales of Deodorants by Subsector: Value 2002-2007
Table 33 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 34 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 35 Deodorants Company Shares by Retail Value 2003-2007
Table 36 Deodorants Brand Shares by Retail Value 2004-2007
Table 37 Deodorants Premium Brand Shares 2007
Table 38 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 39 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 40 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 Retail Sales of Styling Agents by Type 2003-2007
Table 42 Sales of Hair Care by Subsector: Value 2002-2007
Table 43 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 44 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 45 Hair Care Company Shares by Retail Value 2003-2007
Table 46 Hair Care Brand Shares by Retail Value 2004-2007
Table 47 Styling Agents Brand Shares by Retail Value 2004-2007
Table 48 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 49 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 50 Hair Care Premium Brand Shares 2007
Table 51 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 52 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 53 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
COLOUR COSMETICS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 54 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 55 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 56 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 57 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 58 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 59 Colour Cosmetics Premium Brand Shares 2007
Table 60 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 61 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 62 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 64 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 65 Sales of Men's Razors and Blades by Type 2005-2007
Table 66 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 67 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 68 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 69 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 71 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 72 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 73 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 74 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 75 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 76 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 77 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 78 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 79 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 80 Sales of Fragrances by Subsector: Value 2002-2007
Table 81 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 82 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 83 Fragrances Company Shares by Retail Value 2003-2007
Table 84 Fragrances Brand Shares by Retail Value 2004-2007
Table 85 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 86 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 87 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 88 Sales of Skin Care by Subsector: Value 2002-2007
Table 89 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 90 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 91 Skin Care Company Shares by Retail Value 2003-2007
Table 92 Skin Care Brand Shares by Retail Value 2004-2007
Table 93 Skin Care Premium Brand Shares 2007
Table 94 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 95 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 96 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 97 Sales of Depilatories by Subsector: Value 2002-2007
Table 98 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 99 Depilatories Company Shares by Retail Value 2003-2007
Table 100 Depilatories Brand Shares by Retail Value 2004-2007
Table 101 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 102 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN DENMARK
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 103 Sales of Sun Care by Subsector: Value 2002-2007
Table 104 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 105 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 106 Sun Care Company Shares by Retail Value 2003-2007
Table 107 Sun Care Brand Shares by Retail Value 2004-2007
Table 108 Sun Care Premium Brand Shares 2007
Table 109 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 110 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 111 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012