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: 152 | Publication date: Aug 2009
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- 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
Slower growth in 2008 as consumers become more price-sensitive
Increasing maturity and the poorer economic growth in Sweden prevented sales of cosmetics and toiletries from growing more strongly in 2008. Demand for more expensive and luxury products started to decline, particularly towards the end of the year. As a result, far lower growth rates compared with the average for the review period were recorded in fragrances, colour cosmetics, skin care and bath additives, in which premium products historically drove growth.
Price competition increases towards the end of 2008
Due to the tougher economic climate and the increased price-sensitivity of Swedish consumers, many retailers were forced to lower their prices in order to attract customers in 2008. This development became particularly evident towards the end of the year, when the global financial crisis became ever more pronounced. Sveriges Riksbank (Sweden’s central bank) rapidly increased interest rates in 2007, and accelerated the pace in 2008. As the level of debt in Sweden is high, rising interest rates started to dig holes in consumers’ purses, and some therefore started to switch to mass positioned brands in 2008, or even private label products.
Fragmented is market dominated by multinationals
The Swedish cosmetics and toiletries market is fragmented and led by multinationals and their local subsidiaries in Sweden; led by L'Oréal AB, followed by Procter & Gamble Sweden AB and Beiersdorf AB in 2008. The leading Swedish company in the top 10 ranking was Invima AB, which was ranked ninth in terms of retail value sales in 2008. The leading multinationals achieved their strong positions decades ago, thanks to economies of scale, which gave them an advantage in terms of product development, and the ability to invest in advertising and promotional support for their products.
Non-grocery retailers is the most important distribution channel
Non-grocery retailers was the leading distribution channel for cosmetics and toiletries in Sweden in 2008. Within this category, health and beauty retailers dominate, mainly since they sell the largest proportion of more expensive products, such as colour cosmetics and premium skin care products. Grocery retailers, mainly supermarkets/hypermarkets, is also an important channel in terms of distribution of cosmetics and toiletries. These outlets capture large volume sales of more basic cosmetics and toiletries products, such as hair care products, deodorants, oral hygiene products and bath and shower products. Consumers making food purchases also buy these products at the same time.
Poor economic outlook is set to hamper growth
As a result of the poor economic outlook for Sweden, the cosmetics and toiletries market is predicted to see slightly slower constant value growth in the forecast period compared with the review period. However, the impact of the weakening economy is not expected to be too dramatic. Demand for premium products is not only spurred by rising disposable incomes, but is part of a long term trend of increasing expenditure on luxury cosmetics and toiletries in Sweden. Indeed, Euromonitor International believes that there is long term potential for more premium cosmetics and toiletries. As consumer confidence is predicted to return in the medium to long term, and as those with jobs realise that they actually have higher disposable incomes as interest rates are predicted to remain at record lows in 2009 and 2010, sales of higher priced, more premium products will gradually recover. There is no doubt, however, that premium products are in for a bumpy ride in the next two or three years.
Table of contents
COSMETICS AND TOILETRIES IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Slower growth in 2008 as consumers become more price-sensitive
Price competition increases towards the end of 2008
Fragmented is market dominated by multinationals
Non-grocery retailers is the most important distribution channel
Poor economic outlook is set to hamper growth
KEY TRENDS AND DEVELOPMENTS
Swedish economy grinds to a halt in late 2008
The Swedish population is ageing
Fragmented market dominated by multinationals
Private label penetration accelerates slightly in 2008
Internet retailing increases
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 - SWEDEN
ACO HUD AB - COSMETICS AND TOILETRIES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 ACO Hud AB: Key Facts
Summary 3 ACO Hud AB: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 ACO Hud AB: Competitive Position 2008
CLEAN CHEMICAL SWEDEN AB - COSMETICS AND TOILETRIES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Clean Chemical Sweden AB: Key Facts
Summary 6 Clean Chemical Sweden AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Clean Chemical Sweden AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Clean Chemical Sweden AB: Competitive Position 2008
FACE STOCKHOLM AB - COSMETICS AND TOILETRIES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Face Stockholm AB: Key Facts
Summary 10 Face Stockholm AB: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 11 Face Stockholm AB: Competitive Position 2008
HARDFORD AB - COSMETICS AND TOILETRIES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Hardford AB: Key Facts
Summary 13 Hardford AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Hardford AB: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Hardford AB: Competitive Position 2008
INVIMA AB - COSMETICS AND TOILETRIES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Invima AB: Key Facts
Summary 17 Invima AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Invima AB: Competitive Position 2008
BABY CARE IN SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
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 SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 80 Sales of Manual Toothbrushes by Type: % Value Analysis 2004-2008
Table 81 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 82 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 83 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 84 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 85 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 86 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 87 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 88 Toothpaste Brand Shares by Retail Value 2005-2008
Table 89 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 90 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 91 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 92 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 93 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 94 Sales of Fragrances by Concentration: % Value Analysis 2004-2009
Table 95 Sales of Fragrances by Subsector: Value 2003-2008
Table 96 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 97 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 98 Fragrances Company Shares by Retail Value 2004-2008
Table 99 Fragrances Brand Shares by Retail Value 2005-2008
Table 100 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 101 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 102 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 103 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 104 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 105 Sales of Skin Care by Subsector: Value 2003-2008
Table 106 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 107 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 108 Skin Care Company Shares by Retail Value 2004-2008
Table 109 Skin Care Brand Shares by Retail Value 2005-2008
Table 110 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 111 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 112 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 113 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 114 Skin Care Premium Brand Shares 2005-2008
Table 115 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 116 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 117 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 118 Sales of Depilatories by Subsector: Value 2003-2008
Table 119 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 120 Depilatories Company Shares by Retail Value 2004-2008
Table 121 Depilatories Brand Shares by Retail Value 2005-2008
Table 122 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 123 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 124 Sales of Sun Protection by Factor: % Value Analysis 2004-2008
Table 125 Sales of Sun Protection by Formulation: % Value Analysis 2004-2008
Table 126 Sales of Sun Care by Subsector: Value 2003-2008
Table 127 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 128 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 129 Sun Care Company Shares by Retail Value 2004-2008
Table 130 Sun Care Brand Shares by Retail Value 2005-2008
Table 131 Sun Care Premium Brand Shares 2005-2008
Table 132 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 133 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 134 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013