Cosmetics
Cosmetics and Toiletries

Cosmetics And Toiletries in Sweden

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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.

Tables: 134  |  Publication date: May 2008
Cost: 
GBP1200.00

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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; 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

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