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: 134 | Publication date: May 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
Continuous increasing disposable incomes spur growth
Thanks to a strong economy, and resulting increasing disposable incomes, cosmetics and toiletries saw strong growth in 2007. With higher incomes, many consumers shifted to more premium products, while in some product areas, increasing incomes also benefited volume consumption. Cosmetics and toiletries also continued to benefit from a strong health and beauty trend, which caused overall expenditure to increase, and led to strong growth in cosmetics and toiletries in 2007.
Price competition less pronounced in 2007
Between 2004 and 2006, supermarkets/hypermarkets, accounting for the lion’s share of the dominant mass segment, experienced a threat from rapidly expanding discounters. This led to price competition in the mass segment in 2005 and 2006 which resulted in generally decreasing prices and impacted negatively on value growth. In 2007, however, there was a lot less focus on pricing. Many retailers also increased their margins and prices, while consumers also focused less on prices due to rising disposable incomes.
High profile products most successful in 2007
Skin care, fragrances and colour cosmetics were the most successful product sectors in terms of value growth in 2007. All these sectors benefited mainly from a shift to more premium products and brands, as well as new product developments. Skin care particularly benefited from an ageing Swedish population, as well as increasing promotion and product developments aimed at older consumers. Colour cosmetics benefited from a trend where it was popular to change one’s look and appearance often. This caused many women to carry a larger variety of products with them and hence increased sales. Sun care was the only sector within cosmetics and toiletries to suffer decline in 2007 as a result of poor summer weather in that year.
Multinationals continue to control the market
A handful of multinationals, namely Lever Fabergé, L'Oréal, Beiersdorf, Procter & Gamble, Henkel and Colgate-Palmolive, together dominated the market in 2007. Strong positions stemmed from economies of scale which enabled them to spend more on product development, promotion and advertising. Domestic companies held niche positions and the largest Swedish companies, such as Cederroth and ACO Hud, were in fact owned by foreign multinationals. A number of the leading companies lost share in 2007, however, as a result of consumers shifting to more premium brands, such as Gucci, Kanebo and Clarins, which were also owned by multinational companies.
Slower economic growth set to dampen sales
Cosmetics and toiletries growth is expected to remain in line with the developments of the review period, although there is some concern as to how the global economy will perform and its impact on the Swedish economy. Most industry sources agree that economic growth will be less rapid and disposable incomes will increase at a less rapid pace over the forecast period. While this may lead to some trading down from more premium products, many industry sources suggest that sales will also be driven by increasing expenditure overall, which will counteract any decline.
Table of contents
COSMETICS AND TOILETRIES IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Continuous increasing disposable incomes spur growth
Price competition less pronounced in 2007
High profile products most successful in 2007
Multinationals continue to control the market
Slower economic growth set to dampen sales
KEY TRENDS AND DEVELOPMENTS
Continuous Strong Economy Led to Very Strong Growth in 2007
Ageing Population
Multinationals Dominate
Private Label Penetration Increase Less Rapidly in 2007
MARKET INDICATORS
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
Sources
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 2007
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 2007
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 2006
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 2007
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 2006
BABY CARE IN SWEDEN
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 Baby Care Premium Brand Shares 2007
Table 21 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 22 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 25 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 27 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 28 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 29 Bath and Shower Products Premium Brand Shares 2007
Table 30 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 31 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 32 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Deodorants by Subsector: Value 2002-2007
Table 34 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 35 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 36 Deodorants Company Shares by Retail Value 2003-2007
Table 37 Deodorants Brand Shares by Retail Value 2004-2007
Table 38 Deodorants Premium Brand Shares 2007
Table 39 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 40 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 41 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Retail Sales of Styling Agents by Type 2003-2007
Table 43 Retail Sales of Salon Hair Care by Subsector 2003-2007
Table 44 Sales of Hair Care by Subsector: Value 2002-2007
Table 45 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 46 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 47 Hair Care Company Shares by Retail Value 2003-2007
Table 48 Hair Care Brand Shares by Retail Value 2004-2007
Table 49 Styling Agents Brand Shares by Retail Value 2004-2007
Table 50 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 51 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 52 Hair Care Premium Brand Shares 2007
Table 53 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 54 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 55 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
COLOUR COSMETICS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 57 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 58 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 59 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 60 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 61 Colour Cosmetics Premium Brand Shares 2007
Table 62 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 63 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 64 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Retail Sales of Electric Shavers 2003-2007
Table 66 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 67 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 68 Sales of Men's Razors and Blades by Type 2005-2007
Table 69 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 70 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 71 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 72 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Retail Sales of Toothpaste by Type: % Analysis 2003-2007
Table 74 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 75 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 76 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 77 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 78 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 79 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 80 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 81 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 82 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 83 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 84 Sales of Fragrances by Subsector: Value 2002-2007
Table 85 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 86 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 87 Fragrances Company Shares by Retail Value 2003-2007
Table 88 Fragrances Brand Shares by Retail Value 2004-2007
Table 89 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 90 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 91 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 92 Sales of Skin Care by Subsector: Value 2002-2007
Table 93 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 94 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 95 Skin Care Company Shares by Retail Value 2003-2007
Table 96 Skin Care Brand Shares by Retail Value 2004-2007
Table 97 Skin Care Premium Brand Shares 2007
Table 98 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 99 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 100 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 101 Sales of Depilatories by Subsector: Value 2002-2007
Table 102 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 103 Depilatories Company Shares by Retail Value 2003-2007
Table 104 Depilatories Brand Shares by Retail Value 2004-2007
Table 105 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 106 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 107 Retail Sales of Sun Protection by Factor: % Analysis 2003-2007
Table 108 Sales of Sun Care by Subsector: Value 2002-2007
Table 109 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 110 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 111 Sun Care Company Shares by Retail Value 2003-2007
Table 112 Sun Care Brand Shares by Retail Value 2004-2007
Table 113 Sun Care Premium Brand Shares 2007
Table 114 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 115 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 116 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012