2013 sees better performance than in the previous two years
Beauty and personal care had overall moderate growth from 2011 – 2013 with slightly higher growth in 2013 compared to the previous two years. The growth was mainly driven by strong value growth anti-agers, facial cleansing wipes, mouthwashes/dental rinses, nail products and self-tanning. The categories that experienced the highest decrease in current value during 2013 were bath additives, deodorant creams, electric toothbrushes, hair loss treatments, mass fragrances, mass men’s bath and shower and medicated shampoos. Other categories mainly had sluggish value growth throughout the year.
Consumers more wary about quality and ingredients of products before purchase
Consumers tended to do more research on beauty and personal care products before purchasing them, and more resources in the form of product tests, blogs and internet forums made this easier than before. This put extra pressure on the players within the industry to launch better quality products, and was a crucial driver in success or failure of certain products. The tests that had the most focus were those based on certain unhealthy ingredients in products, which were normally carried out by different organisations such as Forbrukerrådet (Consumer Council of Norway) and Grønn Hverdag (Green Everyday). There was also a range of more subjective tests, blogs and forums available that were mainly reviewed by the younger generation of consumers, and some of these also gave advice on which products were more healthy or ethically advantageous, which was something about which Norwegian consumers of beauty and personal care products were increasingly concerned.
Better quality ingredients and ethical positioning crucial in competition
Many new products in 2013 were promoted with no parabens, no palm oil and the Nordic Ecolabel (Swan-label). Due to the increasing trend of demand for higher quality products, many companies saw a need to improve their product formulae to be free from, for example, allergenic substances and endocrine disrupters. Ethical demands similarly made it necessary to reconsider workers’ rights in the production process. Animal testing and palm oil were especially contentious in the review period, and from March 2013 it became illegal to import or distribute all new products that are tested on animals into the EU and EEA.
Beauty specialist retailers see increased competition from other channels
The share of sales through beauty specialist retailers channel in Norway was decreasing, mainly due to increased share of chemists/pharmacies, internet retailing and duty-free shops. This especially affected fragrances, colour cosmetics and skincare. The focus of many beauty specialist retailers in 2013 was to find different approaches to recover the shares. Amongst others, there was a strong focus on shoppers’ experience and presentation of the products. Some players conveyed messages about false products sold via the internet. Due to the competition between the channels, it is likely that there will be some interesting dynamics within the channels in the Norwegian market in the forecast period.
Further growth expected throughout the forecast period
Beauty and personal care in Norway is expected to register a marginally higher constant value growth in the forecast period compared to the review period. Consumer confidence is expected to stay strong among Norwegians in the forecast period, and it is likely that this will affect the willingness to buy better and higher quality products. It is also likely that beauty specialist retailers in particular will continue introducing new approaches to give customers an enhanced shopping experience, and that this will further increase sales in the form of more spontaneous shopping.
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Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Norway with research from Euromonitor's team of in-country analysts.
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The Beauty and Personal Care in Norway market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Beauty and Personal Care in Norway?
- What are the major brands in Norway?
- How are sales of mass versus premium beauty products evolving?
- What are the key shifts in retail channel distribution?
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This industry report originates from Passport, our Beauty and Personal Care market research database.