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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Denmark

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on beauty and personal care

The declining demand for beauty and personal care products as a result of the COVID-19 pandemic in 2020 has already been dramatic and sales are expected to continue to fall throughout the remainder of the year. Indeed, as a result of the lockdown and the phased reopening of the country, consumers continue to spend more time at home, and in numerous instances this new, enforced home-bound lifestyle is influencing product usage patterns and altering the nature and frequency of consumers’ personal care regimens.

COVID-19 country impact

As of 10 May 2020, Denmark has seen around 530 deaths due to COVID-19 and 10,600 cases. On 14 March borders were closed and public transport restrictions imposed, with compulsory seat reservations for long distance and regional trains and passenger capacity reduced by 80%.

Ongoing strong demand for natural/organic, safe products in 2019 drives certification trend

In 2018, according to Ecolabelling Denmark, the number of beauty and personal care products that display the well-known Nordic Swan eco label reached 2,000, and the number of products applying for that certification continued to rise in 2019. Indeed, in response to ongoing consumer interest in the health and wellness trend, demand for natural/organic, free from and related healthy and safe products continued to grow, and increased media focus on beauty and personal care products containing potentially harmful ingredients added to that demand.

Beauty and personal care continues to be characterised by consolidation in 2019

For the most part, large global companies continued to hold commanding value share leadership positions in beauty and personal care in 2019. Indeed, the top players--L'Oréal Danmark, Beiersdorf, Unilever Danmark, Estée Lauder Cosmetics and distributor of global brands E Sæther, amongst a few others—were present in numerous beauty and personal care product areas, leaving little value share for their smaller competitors to fight over.

Prolonged economic uncertainty to drive sluggish recovery over forecast period

The pandemic-related lockdown and phased reopening of the country in 2020 will be a testing time for beauty and personal care product sales. This will be followed by a less-than-robust sales rebound in 2021 and, ultimately, sales growth will revert to more normal—and much more moderate—rates during the remainder of the forecast period.

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Beauty and Personal Care Sample Report Beauty and Personal Care Data Sample

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Denmark for free (where applicable):

The Beauty and Personal Care in Denmark 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 Denmark?
What are the major brands in Denmark?
How are sales of mass versus premium beauty products evolving?
What are the key shifts in retail channel distribution?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

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Beauty and Personal Care in Denmark

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Ongoing strong demand for natural/organic, safe products in 2019 drives certification trend

Beauty and personal care continues to be characterised by consolidation in 2019

Prolonged economic uncertainty to drive sluggish recovery over forecast period

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2017-2024
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2016-2024

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Premium Beauty and Personal Care in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium beauty and personal care continues to grow in 2019

Consumers turning to e-commerce to secure premium beauty products at lower prices

L'Oréal Danmark continues to lead premium beauty and personal care in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 11 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 12 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 14 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 15 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 16 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024

Baby and Child-Specific Products in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Health-conscious parents continue to demand natural and safe products in 2019

Births continue to increase in 2019, helping to sustain category growth

McNeil Denmark continues to be leading player in baby and child-specific products in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Table 17 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 18 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 19 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 20 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 21 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 22 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2016-2019
Table 23 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 24 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2016-2019
Table 25 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 26 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 27 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024

Bath and Shower in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Bath and shower returns to growth in 2019 on the back of performance of hygienic products such as intimate wipes, liquid soap

Certification becoming standard, rather than a product differentiator

Colgate-Palmolive continues to hold commanding lead in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Table 28 Sales of Bath and Shower by Category: Value 2014-2019
Table 29 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 30 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 31 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 32 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 33 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 34 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 35 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 36 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024

Colour Cosmetics in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Negligible category growth overall, but sales of facial make-up rise on the back of popular BB/CC creams

E-commerce becomes an important channel in colour cosmetics

Bolstered by popular brands, L’Oréal Danmark maintains its lead in colour cosmetics in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within colour cosmetics

Recovery and opportunities

CATEGORY DATA

Table 37 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 38 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 40 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 41 LBN Brand Shares of Eye Make-up: % Value 2016-2019
Table 42 LBN Brand Shares of Facial Make-up: % Value 2016-2019
Table 43 LBN Brand Shares of Lip Products: % Value 2016-2019
Table 44 LBN Brand Shares of Nail Products: % Value 2016-2019
Table 45 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 46 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 47 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024

Deodorants in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Deodorant roll-ons remain a bright spot as value sales of deodorants overall continue to decline in 2019

Branded deodorants’ low unit prices make it difficult for private label to make a mark in 2019

Unilever Danmark keeps leadership position in deodorants in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within deodorants

Recovery and opportunities

CATEGORY DATA

Table 48 Sales of Deodorants by Category: Value 2014-2019
Table 49 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 50 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 51 NBO Company Shares of Deodorants: % Value 2015-2019
Table 52 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 53 LBN Brand Shares of Premium Deodorants: % Value 2016-2019
Table 54 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 55 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 56 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2019-2024

Depilatories in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Hair removal considered good grooming in 2019

Growing popularity of alternative hair removal methods threatens depilatories

Procter & Gamble Danmark retains commanding lead in depilatories in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within depilatories

Recovery and opportunities

CATEGORY DATA

Table 57 Sales of Depilatories by Category: Value 2014-2019
Table 58 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 59 Sales of Women's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 60 NBO Company Shares of Depilatories: % Value 2015-2019
Table 61 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 62 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 63 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024

Fragrances in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium fragrances continue to drive growth in 2019

Younger Danish consumers seek unique, unisex scents, eschew traditional scents

E Sæther A/S continues to leads fragrances in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within fragrances

Recovery and opportunities

CATEGORY DATA

Table 64 Sales of Fragrances by Category: Value 2014-2019
Table 65 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 66 NBO Company Shares of Fragrances: % Value 2015-2019
Table 67 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 68 LBN Brand Shares of Premium Men's Fragrances: % Value 2016-2019
Table 69 LBN Brand Shares of Premium Women's Fragrances: % Value 2016-2019
Table 70 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 71 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024

Hair Care in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Salon professional hair care continues to drive growth in 2019

Hair care certification becoming the rule rather than the exception

L'Oréal Danmark continues to increase its commanding value share in hair care in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within hair care

Recovery and opportunities

CATEGORY DATA

Table 72 Sales of Hair Care by Category: Value 2014-2019
Table 73 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 74 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 75 NBO Company Shares of Hair Care: % Value 2015-2019
Table 76 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 77 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 78 LBN Brand Shares of Colourants: % Value 2016-2019
Table 79 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 80 LBN Brand Shares of Styling Agents: % Value 2016-2019
Table 81 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 82 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 83 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 84 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024

Men's Grooming in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Premiumisation continues to drive value growth in 2019

Beards continue to grow and but shaving bounces back (slightly) in 2019

E Sæther A/S boosts value share and continues as strong leader in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within men’s grooming

Recovery and opportunities

CATEGORY DATA

Table 85 Sales of Men’s Grooming by Category: Value 2014-2019
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2019
Table 89 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2016-2019
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024

Oral Care in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Oral care continues to grow in 2019, boosted by popularity of whitening products

Increased demand for green and free from products

Colgate-Palmolive A/S retains its strong lead in oral care

2020 AND BEYOND

COVID-19 impact

Affected products within oral care

Recovery and opportunities

CATEGORY DATA

Table 94 Sales of Oral Care by Category: Value 2014-2019
Table 95 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 96 Sales of Toothbrushes by Category: Value 2014-2019
Table 97 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 99 NBO Company Shares of Oral Care: % Value 2015-2019
Table 100 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 101 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2016-2019
Table 102 LBN Brand Shares of Toothpaste: % Value 2016-2019
Table 103 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 104 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 105 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 106 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024

Skin Care in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Facial care continues to drive solid growth in skin care in 2019

K-beauty and J-beauty trends continue to emerge in Denmark in 2019

L'Oréal Danmark retains commanding lead in skin care in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within skin care

Recovery and opportunities

CATEGORY DATA

Table 107 Sales of Skin Care by Category: Value 2014-2019
Table 108 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 109 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 110 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 111 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 112 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 113 NBO Company Shares of Skin Care: % Value 2015-2019
Table 114 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 115 LBN Brand Shares of Basic Moisturisers: % Value 2016-2019
Table 116 LBN Brand Shares of Anti-agers: % Value 2016-2019
Table 117 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2016-2019
Table 118 LBN Brand Shares of General Purpose Body Care: % Value 2016-2019
Table 119 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 120 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 121 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024

Sun Care in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Product effectiveness, premium formats key to sales of sun care in 2019

Demand for more natural and safe products continues to drive certification trend

Beiersdorf leads sun care in 2019, followed closely by L'Oréal Danmark

2020 AND BEYOND

COVID-19 impact

Affected products within sun care

Recovery and opportunities

CATEGORY DATA

Table 122 Sales of Sun Care by Category: Value 2014-2019
Table 123 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 124 NBO Company Shares of Sun Care: % Value 2015-2019
Table 125 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 126 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 127 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 128 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024

Mass Beauty and Personal Care in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Mass beauty and personal care sees moderate growth in 2019

Meagre sales for private label in 2019

L'Oréal Danmark retains strong lead in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 129 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 130 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 131 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 132 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 133 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 134 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Beauty and Personal Care in Denmark

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on beauty and personal care

COVID-19 country impact

Ongoing strong demand for natural/organic, safe products in 2019 drives certification trend

Beauty and personal care continues to be characterised by consolidation in 2019

Prolonged economic uncertainty to drive sluggish recovery over forecast period

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Overview

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Table of Contents

Beauty and Personal Care in Denmark

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Ongoing strong demand for natural/organic, safe products in 2019 drives certification trend

Beauty and personal care continues to be characterised by consolidation in 2019

Prolonged economic uncertainty to drive sluggish recovery over forecast period

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Premium Beauty and Personal Care in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Premium beauty and personal care continues to grow in 2019

Consumers turning to e-commerce to secure premium beauty products at lower prices

L'Oréal Danmark continues to lead premium beauty and personal care in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Baby and Child-Specific Products in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Health-conscious parents continue to demand natural and safe products in 2019

Births continue to increase in 2019, helping to sustain category growth

McNeil Denmark continues to be leading player in baby and child-specific products in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Bath and Shower in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Bath and shower returns to growth in 2019 on the back of performance of hygienic products such as intimate wipes, liquid soap

Certification becoming standard, rather than a product differentiator

Colgate-Palmolive continues to hold commanding lead in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Colour Cosmetics in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Negligible category growth overall, but sales of facial make-up rise on the back of popular BB/CC creams

E-commerce becomes an important channel in colour cosmetics

Bolstered by popular brands, L’Oréal Danmark maintains its lead in colour cosmetics in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within colour cosmetics

Recovery and opportunities

CATEGORY DATA

Deodorants in Denmark

HEADLINES

PRE-COVID-19 PERFORMANCE

Deodorant roll-ons remain a bright spot as value sales of deodorants overall continue to decline in 2019

Branded deodorants’ low unit prices make it difficult for private label to make a mark in 2019

Unilever Danmark keeps leadership position in deodorants in 2019

2020 AND BEYOND