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Beauty and Personal Care in Denmark

May 2021
USD 2,650
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in Denmark report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Beauty and Personal Care in Denmark?
  • Which are the leading brands in Denmark?
  • How are products distributed in Denmark?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in Denmark

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Denmark

KEY DATA FINDINGS

2020 IMPACT

Mass products benefitted from wider distribution in 2020
Products used for personal appearance felt the most negative impact from the pandemic
Shift to e-commerce results in players scrambling to improve online capabilities

RECOVERY AND OPPORTUNITIES

Gradual recovery expected in the forecast period
Slowdown expected for categories that benefitted from the pandemic
Slower growth anticipated within e-commerce

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Denmark

KEY DATA FINDINGS

2020 IMPACT

Mandated store closures impacted premium brands to a greater extent in 2020
Premiumization continued despite the pandemic
Lower prices continued to attract consumers to e-commerce

RECOVERY AND OPPORTUNITIES

Recovery will begin in 2021 as restrictions are loosened
Demand for certain products will normalise as hygiene concerns dwindle
Consumers will continue turning to e-commerce to secure premium beauty products at lower prices

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Denmark

KEY DATA FINDINGS

2020 IMPACT

Sun care products hit hardest by COVID-19 restrictions in 2020
Private label performed well amidst growing price-sensitivity
McNeil Denmark continued to be leading player in baby and child-specific products

RECOVERY AND OPPORTUNITIES

Most product areas expected to rebound in 2021
Convenience and affordability of e-commerce will continue the channel’s sales
Development of private label ranges will be the focus for grocery retailers

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Denmark

KEY DATA FINDINGS

2020 IMPACT

Hyper-focus on hygiene boosted bath and shower sales in 2020
Government loosened restrictions to meet surging demand for hand sanitiser
Colgate-Palmolive continued to hold a commanding lead amidst mounting competitive pressure

RECOVERY AND OPPORTUNITIES

Slowdown expected in 2021
More moderate growth expected for e-commerce in the forecast period
Competitive landscape may be shaken up by small niche players and private label

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020 Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Denmark

KEY DATA FINDINGS

2020 IMPACT

Face masks and limited social occasions negated the need for colour cosmetics in 2020
Sets/kits saw lower sales due to fewer gifting occasions
E-commerce became an even more important channel amid home seclusion

RECOVERY AND OPPORTUNITIES

Gradual recovery expected in forecast period as consumers adjust to new normal
Players and retailers likely to focus on bolstering e-commerce sales
Popular brands will continue leading the competitive landscape

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Denmark

KEY DATA FINDINGS

2020 IMPACT

Home seclusion limited usage occasions of deodorants in 2020
Shift to e-commerce witnessed despite minimal reductions in in-store availability
Deodorant roll-ons and sticks were most preferred amongst consumers

RECOVERY AND OPPORTUNITIES

Slow recovery expected as restrictions are lifted in the forecast period
Minimal changes expected in the competitive landscape
Stronger availability of deodorants expected on e-commerce sites

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020 Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 57 NBO Company Shares of Deodorants: % Value 2016-2020 Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Denmark

KEY DATA FINDINGS

2020 IMPACT

More time spent at home dampened demand for depilatories in 2020
Consumers migrated to e-commerce to avoid unnecessary risks
Strong lead of top players makes it almost impossible for private label to compete

RECOVERY AND OPPORTUNITIES

Slow recovery expected as consumers will remain price-sensitive in the beginning of the forecast period
Growing popularity of alternative hair removal methods will threaten depilatories
Online sales set to continue strengthening

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020 Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 66 NBO Company Shares of Depilatories: % Value 2016-2020 Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Denmark

KEY DATA FINDINGS

2020 IMPACT

Fragrances were surprisingly minimally impacted by COVID-19 in 2020
Reduced gifting occasions caused trouble for sets/kits
Sales boomed through e-commerce as certain retailer shut their doors

RECOVERY AND OPPORTUNITIES

More social opportunities will spur growth in the forecast period
Premiumization trend will support healthy value growth
As more online fragrance retailers emerge, brick-and-mortar retailers will react with the launch of omnichannel sales programmes

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020 Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 72 NBO Company Shares of Fragrances: % Value 2016-2020 Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Denmark

KEY DATA FINDINGS

2020 IMPACT

Closure of hair salons negatively impacted salon professional hair care in 2020
Products such as colourants benefited from home seclusion and the closure of hair salons
The pandemic created a perfect environment for e-commerce to flourish

RECOVERY AND OPPORTUNITIES

Quick recovery ahead in the forecast period
Demand for natural and organic hair care could present an opportunity for smaller players
Success of e-commerce will lure more online retailers in hair care

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020 Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 81 NBO Company Shares of Hair Care: % Value 2016-2020 Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 84 LBN Brand Shares of Colourants: % Value 2017-2020 Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Denmark

KEY DATA FINDINGS

2020 IMPACT

Men’s grooming products used to upkeep appearance struggled with lockdown in 2020
The pandemic’s impact on hygiene-awareness bolstered sales of certain men’s grooming products
Economic uncertainty did not restrain demand for premium products

RECOVERY AND OPPORTUNITIES

Sustained healthy growth expected in the forecast period
Premiumisation will continue driving value growth
Opportunities for development of e-commerce and subscription services

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2015-2020 Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020 Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020 Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020 Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025 Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Denmark

KEY DATA FINDINGS

2020 IMPACT

Consumers need to “feel clean” boosted oral care in 2020
The pandemic accelerated the downward trend for battery toothbrushes
More e-commerce grocery shopping supported sales of oral care

RECOVERY AND OPPORTUNITIES

Danes’ high value on good oral health will support growth in the forecast period
Expansion of online grocery shopping will bolster oral care sales
Modern grocery retailers will continue dominating sales

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020 Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 102 Sales of Toothbrushes by Category: Value 2015-2020 Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 105 NBO Company Shares of Oral Care: % Value 2016-2020 Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Denmark

KEY DATA FINDINGS

2020 IMPACT

Most skin care regimes continued at home in 2020 supporting sales
Limited social occasions restrained demand for skin care sets/kits
Consumers turned towards online shopping amid the pandemic

RECOVERY AND OPPORTUNITIES

Sustained growth expected in the forecast period
Opportunity for further development of private label
Players will continue to develop their e-commerce capabilities

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020 Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 115 NBO Company Shares of Skin Care: % Value 2016-2020 Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Denmark

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and limited travel plans negated the need for sun care in 2020
Self-tanning products performed the best
Beiersdorf and L'Oréal Danmark continued dominating sun care in Denmark

RECOVERY AND OPPORTUNITIES

Loosening restrictions will lead sun care to bounce back in the forecast period
Superior effectiveness of premium sun protection will drive value sales
Lines between sun care and skin care likely to blur

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020 Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 126 NBO Company Shares of Sun Care: % Value 2016-2020 Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
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This report originates from Passport, our Beauty and Personal Care research and analysis database.

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