Bath and Shower in Denmark

PROSPECTS

Demand increasing for products with additional benefits

Danish consumers are becoming more demanding when it comes to bath and shower, increasingly looking for products which offer additional benefits such as more exotic scents or moisturisers. In order to respond to this demand, a large number of products, for example in body wash/shower gel, are now available in a range of different scents or with added ingredients such as aloe vera or honey to provide moisturising effects.

Danish consumers seeking more natural products

As in many other categories of beauty and personal care, demand is rising for bath and shower products with natural and organic ingredients and free-from claims. This development is partly due to a high level of media attention surrounding chemicals, allergens and other harmful substances.

COMPETITIVE LANDSCAPE

Normal changes the bath and shower retail landscape

The discount drugstore chain Normal, which offers a range of popular bath and shower products, has achieved strong growth since its first store was opened in 2013. By 2017, the chain had more than 80 outlets.

Major players continue to lead the category

Bath and shower in Denmark remained a consolidated category in 2017, with the two leading players, Colgate-Palmolive and Unilever, together accounting for approaching half of overall value sales. Their positions can be attributed to the strength of their various brands, including Sanex, Palmolive and Dove, which all benefit from strong distribution as well as a high level of consumer awareness.

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