Beauty and personal care generated higher retail value growth in Denmark in 2018 than the average of the review period, largely driven by a general increase in demand for premium and value-added products, while mass categories witnessed lower growth rates. Danish consumers continued to demonstrate strong interest in more natural products, as well as products offering specific benefits and functionality, despite the high level of maturity of beauty and personal care in Denmark.
A desire for moments of indulgence drove growth in most premium categories, including colour cosmetics, skin care, hair care and fragrances, all of which achieved stronger retail value growth in 2018 than their mass counterparts. The general premiumisation trend, coupled with a strong Danish economy and growing consumer confidence, led more consumers to purchase products with a premium positioning and price tag.
Beauty and personal care in Denmark continued to be led by large multinationals in terms of global brand owners (GBO) with L’Oréal Groupe, Coty, and Estée Lauder remaining the three leading players over the review period and in 2018. These leading companies, along with their counterparts, maintained their strong positions through continued innovation and strong marketing in order to capture consumers’ attention and demand.
The number of products carrying certifications continued to increase over the review period and into 2018. According to Ecolabelling Denmark, the total number of beauty and personal care products carrying the well-known eco label, the Nordic Swan, increased by almost half over the review period to well over 2,000 certified products in 2018.
Beauty and personal care in Denmark is expected to witness moderate value growth rates over the forecast period. Premium beauty and personal care is expected to remain the main growth engine with strong rates anticipated in most premium categories, while mass beauty and personal care is set to register more moderate growth rates.
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This industry report originates from Passport, our Beauty and Personal Care market research database.