Beauty and Personal Care in Denmark
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 7 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Baby and Child-Specific Products in Denmark
Inflationary conditions spur current value growth but consumers buy fewer items overall
Baby and child-specific sun care posts robust retail volume growth as travel plans resume
Private labels draw further interest from manufacturers and consumers alike
Steady period of growth ahead for baby and child-specific products
Organic and natural products will become commonplace
Manufacturers need to refocus on differentiation
Table 8 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 9 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 10 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 11 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 12 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 13 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 14 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 15 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 16 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 17 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 18 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in Denmark
Demand patterns continue to normalise post-pandemic
Colgate-Palmolive consolidates leadership position
Private label gains value share
Muted growth ahead for bath and shower
Organic and natural products face hurdles as consumers make cutbacks
Intimate hygiene will prevail as most dynamic category
Table 19 Sales of Bath and Shower by Category: Value 2017-2022
Table 20 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 21 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 22 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 23 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 24 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 25 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 26 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 27 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in Denmark
Colour cosmetics posts solid growth as recovery continues
Lip products and colour cosmetic witness rebound
Inflationary pressures push appeal of mass cosmetics over premium
Growth to stabilise as consumer lifestyles return to normality
More brands to obtain product certifications in colour cosmetics
Natural beauty to remain a key driver
Table 28 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 29 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 30 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 31 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 32 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 33 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 34 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 35 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 36 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 37 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 38 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Deodorants in Denmark
Deodorants witness robust value growth but consumers look for cheaper options amid rising costs of living
Online shopping loses some appeal as in-store shopping resumes
Natural deodorants with product certifications gain popularity
Roll-ons take on sprays to become most popular deodorant format
Price sensitivity will remain an issue at start of forecast period
Little change expected in competitive landscape
Table 39 Sales of Deodorants by Category: Value 2017-2022
Table 40 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 42 NBO Company Shares of Deodorants: % Value 2018-2022
Table 43 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 45 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in Denmark
Depilatories usage hindered by rising prices
Subscription services make their mark in depilatories
Consolidated competitive landscape remains
Depilatories face growing competition from permanent hair removal methods
Sustainable concerns will shape demand patterns
Retailers to persevere with private label developments
Table 48 Sales of Depilatories by Category: Value 2017-2022
Table 49 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 50 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 51 NBO Company Shares of Depilatories: % Value 2018-2022
Table 52 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 53 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 54 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
Fragrances in Denmark
Pace of retail volume growth slows markedly in fragrances
Retailers fully reopen providing a boost to store-based sales
Premium fragrances remain firm favourite among Danes
Slowdown in fragrance sales as economic conditions prevail in short term
Duty-free purchases resume as travel picks up post-pandemic
Price sensitivity will remain at start of forthcoming period
Table 55 Sales of Fragrances by Category: Value 2017-2022
Table 56 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 57 NBO Company Shares of Fragrances: % Value 2018-2022
Table 58 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 59 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 60 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 61 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 62 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in Denmark
Shift back to hair salons and inflation dampens growth in hair care
Styling agents back in vogue as socialising and office life is back on the agenda
Colourants witness lower demand as hair salons reopen
Hair care sales patterns to stabilise in the coming years
Natural and organic products to be an area of greater focus
Salon professional hair care faces weaker demand in short-term
Table 63 Sales of Hair Care by Category: Value 2017-2022
Table 64 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 65 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 66 NBO Company Shares of Hair Care: % Value 2018-2022
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 68 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 69 LBN Brand Shares of Colourants: % Value 2019-2022
Table 70 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 71 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 72 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 73 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 74 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 75 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in Denmark
Men’s grooming struggles amid inflationary pressures
Men’s skin care witnesses decline as consumption patterns shift back to normality
Shaving subscription services capture consumer’s attention
Weaker growth anticipated in years ahead
Environmental concerns will weaken sales of single-use razors
Premium men’s grooming brands to regain popularity in the medium-term
Table 76 Sales of Men’s Grooming by Category: Value 2017-2022
Table 77 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 78 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 79 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 80 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 81 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 82 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 83 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 84 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in Denmark
Oral care witnesses slump in demand amid price inflation
Therapeutic toothpastes attract consumers
Electric toothbrushes gain on battery formats
Oral care witnesses slowdown in sales following pandemic boost
Danish product certifications will elevate local brands
Electric toothbrushes face limited growth as high inflation persists
Table 85 Sales of Oral Care by Category: Value 2017-2022
Table 86 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 87 Sales of Toothbrushes by Category: Value 2017-2022
Table 88 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 89 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 90 NBO Company Shares of Oral Care: % Value 2018-2022
Table 91 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 92 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 93 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 94 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 95 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 96 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 97 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in Denmark
Skin care sales decline in 2022 following dynamic growth
Multifunctional products entice Danes providing convenience
Private label push by Danish retailers
Mass skin care to perform better than premium in the short term
Private label and mass brands will leverage product certifications to create competitive advantage
Natural beauty trends still has considerable leverage
Table 98 Sales of Skin Care by Category: Value 2017-2022
Table 99 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 100 NBO Company Shares of Skin Care: % Value 2018-2022
Table 101 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 102 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 103 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 104 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 105 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 106 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 107 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 108 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in Denmark
Sun care boosted by rebound in travel and outdoor pursuits
Premium brands grow ahead of mass brands despite higher inflation
Baby and child-specific sun care outperforms other categories
Sun care faces slower period of growth
Focus on certifications to enhance quality perception
Sun care to benefit from year-round usage
Table 109 Sales of Sun Care by Category: Value 2017-2022
Table 110 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 111 NBO Company Shares of Sun Care: % Value 2018-2022
Table 112 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 113 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 114 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 115 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in Denmark
Premium beauty and personal care witnesses significant slowdown
Premium fragrances retain strong position against mass fragrances
Premium skin care suffers as inflation rises
Premium beauty and personal care faces difficulty as high inflation prevails
Renewed focus on e-commerce channel
Natural trend and sustainability will shape innovations in premium beauty and personal care
Table 116 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 117 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 118 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 119 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 120 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 121 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in Denmark
Mass beauty and personal care faces slower growth
Colour cosmetics sees fastest value growth rates
E-commerce loses favour as retailers fully reopen
Slow start to forecast period for mass beauty and personal care
Product certifications remain key for mass brands
Private labels to challenge mass brands
Table 122 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 123 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 124 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 125 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 126 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 127 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027