Bath and Shower in Denmark

PROSPECTS

Demand for more natural products drives the certification trend

The number of bath and shower products carrying certifications such as the Nordic Swan, increased, with over 300 Nordic Swan certified products by late 2018, largely driven by consumer demand as Danish consumers increasingly seek more natural products which they feel are safer to use. This is partly driven by the strong health and wellness trend and increased media attention on chemicals, allergens and other harmful substances.

Certification becoming less of a differentiator

With the health and wellness trend set to continue, it is likely that a growing segment of Danish consumers will turn towards more natural and organic products, leading to an increase in the number of products seeking certification. However, as certification becomes the standard rather than the exception it is no longer the competitive edge it previously was.

Shift from bar soap to liquid soap continues

Danish consumers continued to increasingly select liquid soap over bar soap in 2018. Thanks to media reports stating that bar soap harbours bacteria a large segment of consumers view liquid soap as more hygienic.

COMPETITIVE LANDSCAPE

Major players continue to lead

Colgate-Palmolive continued to lead bath and shower ahead of Unilever Danmark in 2018. The two leading players market some of the most popular brands in bath and shower in Denmark, including Sanex, Palmolive and Dove.

Opportunities for niche players

With the strong positions of the leading players and their popular brands, major shifts in the competitive landscape are unlikely over the forecast period. However, as trends continue to develop towards more natural and premium products, opportunities may evolve in niche segments such as premium, organic and natural bath and shower products.

Private label gains share

Private label bath and shower products, such as those marketed by the Matas drugstore chain and 365 Minirisk from Coop Danmark, increased their value share in 2018. Many Danish consumers purchase these products on a regular basis while doing their grocery shopping.

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