Moderate growth in value sales in 2012
Beauty and personal care registered quite moderate value growth during 2012 at a slightly higher rate than during 2011. The rising concern about maintaining a well groomed appearance and the wider availability of new beauty products helped increase sales in beauty and personal care products throughout the review period. Products in categories such as deodorants, oral care and sun care are not particularly sensitive to economic fluctuations and the influence of the global financial crisis. Nail products, hair loss treatments and mouthwashes/dental rinses registered the strongest constant value growth in beauty and personal care during 2012.
Concerns grow about harmful ingredients as consumer seek to look younger
The increasing concern about the potential for beauty products to contain harmful ingredients was reflected in rising value sales during 2012 for products which are considered to be safer. Independent pressure groups and individual consumers alike are now reviewing product tests and reviews before purchasing beauty products. This situation has affected mainly those products which are not positioned as being ‘safe’. In addition, the interest of increasing numbers of Swedish consumers on looking younger and preventing ageing helped to increase value sales of both mass anti-agers and premium anti-agers during 2012, with each category increasing by 6% in value. More skin care companies are now offering skin care products in Norway that include anti-aging properties, high SPF sun protection levels and antioxidants.
Strong investment on new product development in some categories
Norway’s leading beauty and personal care players such as L’Oréal Norge have developed a wider variety of new products within their existing product lines in order to meet shifting consumers demand. New ingredients, eco-labels, hybrid products and higher quality were some of the main elements used in new product launches in the industry towards the end of the review period. Many beauty and personal care companies are developing more products for different consumers segments such as children, adult men and women and the elderly. Value-added products are now available in a range of categories including hair care, colour cosmetics and skin care.
Store-based and online retailers extend their beauty and personal care product lines
Many chemists/pharmacies outlets in Norway now offer a very wide selection of beauty and personal care products. Vitusapotek, for instance, now offers L’Occitane products, while beauty specialist retailer Vita recently opened its first Vita exclusive outlet offering only premium beauty products. In addition, many retailers are now offering beauty and personal care products through online channels, including www.vita.no, www.apotek1.no and www.vitusapotek.no. Stronger competition between beauty and personal care retailing websites such as www.feelunique.com, www.lookfantastics.com or www.blivakker.no is now seen as a strong threat to the leading store-based retailers of beauty and personal care products, many of which are not in a position to compete with their internet retailing rivals in terms of unit price.
A very modest increase is expected over the forecast period.
Beauty and personal care in Norway is expected to register a slightly higher constant value growth over the forecast period than the growth recorded over the review period. The Norwegian economy is expected to continue to perform well during the forecast period, with high employment rates and stronger disposable income levels among consumers set to boost spending on beauty and personal care products. Skin care is one category which is expected to register strong constant value growth during the forecast period, with growth driven by the rapid growth of acne treatments and facial cleansers. Intense price competition is set to lead to consumers searching for products which offer good value for money in terms of quality and product benefits.
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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.