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Beauty and Personal Care in
Norway

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Executive Summary

Jun 2019
Consumers trade up resulting in continued stable value growth in 2018

Beauty and personal care in Norway continued to register stable value sales development in 2018, predominantly driven by a strong premiumisation trend. Norwegian consumers are consistently searching for quality products and display a strong willingness to experiment with new products and brands.

Low-cost store concepts boom in popularity

While booming growth through online stores and pharmacies has attracted the majority of attention within beauty and personal care during the review period, attention has shifted towards low-cost or discount store concepts in 2017 and 2018 following the introduction of new chains such as Normal and Loco. Norwegian consumers are relatively price insensitive, but they have become accustomed to frequent discounts and enjoy buying well-known brands to lower prices.

Beauty giants control competitive landscape but losing share

There has been a strong shift towards niche brands within beauty and personal care in 2018. However, beauty giants, such as L’Oréal Norge, Orkla Care and Engelschiøn Marwell Hauge (EMH) and Procter & Gamble Norge, continue to dominate sales.

Niche selective brands display the most dynamic growth

Beauty and personal care has been characterised by a notable decline in well-known mass brands, such as L’Oréal Paris, Max Factor, IsaDora and Maybelline, in 2018, while niche selective brands have registered vibrant growth. The majority of leading pharmacy brands, such as Cosmica, La Roche-Posay and Cliniderm, registered strong development in 2018, while new pharmacy brands, such as Idun Minerals, Murad and CeraVe, have registered booming growth.

Stable value growth expected

Beauty and personal care in Norway is projected to display stable value sales development over the forecast period, albeit the high degree of channel fragmentation, with booming popularity of low-cost store concepts and continued strong growth within internet retailing, is expected to limit more dynamic growth. The continued expansion of Normal and Loco along with other stores with competitive prices will result in downward pressure on unit prices and manufacturers’ margins.

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Beauty and Personal Care in Norway

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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 Norway 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 Norway, 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 Norway for free (where applicable):

The Beauty and Personal Care in Norway 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 Norway?
  • What are the major brands in Norway?
  • 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.

Beauty and Personal Care in Norway

EXECUTIVE SUMMARY

Consumers trade up resulting in continued stable value growth in 2018
Low-cost store concepts boom in popularity
Beauty giants control competitive landscape but losing share
Niche selective brands display the most dynamic growth
Stable value growth expected

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Norway

HEADLINES

PROSPECTS

Extraordinary summer boosts sales of baby and child-specific sun care
Natural ingredients and labelling remain essential for concerned parents
Demographic factors expected to have positive influence on sales

COMPETITIVE LANDSCAPE

Well-known mainstream brands continue to lead value sales
Pharmacy brands gain value share
Private label maintains strong position

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Norway

HEADLINES

PROSPECTS

Strong emphasis on natural free from ingredients adds value
Grocery channel continues to account for majority of sales
Bar soap, bath additives and talcum powder continue to struggle

COMPETITIVE LANDSCAPE

Orkla consolidates category dominance
Private label brands struggle with rising competition
Pharmacy brands gaining in popularity

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2013-2018
Table 23 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 25 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 26 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 28 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Norway

HEADLINES

PROSPECTS

Already strong premiumisation trend continues to intensify
Low-cost store concepts are gaining rapidly in popularity
Social media engagement becomes increasingly important

COMPETITIVE LANDSCAPE

Premium selective brands gain at the expense of widely distributed brands
Colour cosmetics remains fairly consolidated
Very strong growth for sole pharmacy brand within colour cosmetics

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 35 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 36 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 37 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 38 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in Norway

HEADLINES

PROSPECTS

High degree of maturity hinders growth
Deodorant sprays and creams continue to lead the decline
Grocery channel losing share but remains dominant

COMPETITIVE LANDSCAPE

Orkla Care continues to lead value sales
Pharmacy brands augment value share
Mature environment results in slow-moving competitive landscape

CATEGORY DATA

Table 42 Sales of Deodorants by Category: Value 2013-2018
Table 43 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 45 NBO Company Shares of Deodorants: % Value 2014-2018
Table 46 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 48 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in Norway

HEADLINES

PROSPECTS

More advanced hair removal solutions are becoming increasingly popular
Natural ingredients and more advanced solutions add value to depilatories
Clinics continue to report rising demand for hair removal treatments

COMPETITIVE LANDSCAPE

Gillette continues to lead sales in women’s pre-shave and razors and blades
Veet maintains dominant position within hair removers/bleaches
Very consolidated competitive landscape limits possibilities for new entrants

CATEGORY DATA

Table 51 Sales of Depilatories by Category: Value 2013-2018
Table 52 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 54 NBO Company Shares of Depilatories: % Value 2014-2018
Table 55 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 56 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Norway

HEADLINES

PROSPECTS

Niche fragrances gaining in popularity
New product launches result in strong growth of women’s fragrances
Retailers hope to educate consumers in creating fragrance wardrobes

COMPETITIVE LANDSCAPE

Solis joins EMH in Scandinavian Cosmetics Group further consolidating the competitive landscape
L’Oréal Norge maintains position as second largest player
Premium brands continue to notably outperform mass brands

CATEGORY DATA

Table 58 Sales of Fragrances by Category: Value 2013-2018
Table 59 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 60 NBO Company Shares of Fragrances: % Value 2014-2018
Table 61 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 64 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Norway

HEADLINES

PROSPECTS

Low-cost store concept rapidly gains in popularity and undermines value sales
Hair care struggles to add value
Hair care sold through hair salons struggles with rising competition

COMPETITIVE LANDSCAPE

L’Oréal maintains leading position
Leading brands consolidate their already strong value share
Pharmacy brands struggle to gain value share within hair care

CATEGORY DATA

Table 66 Sales of Hair Care by Category: Value 2013-2018
Table 67 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 69 NBO Company Shares of Hair Care: % Value 2014-2018
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 71 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 72 LBN Brand Shares of Colourants: % Value 2015-2018
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 74 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 76 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Norway

HEADLINES

PROSPECTS

Mass pharmacy brands add value
Low-cost store concepts undermine value sales
The premiumisation trend remains strong

COMPETITIVE LANDSCAPE

L’Oréal Norge and Orkla Care lead value sales
Pharmacy brands continue to gain value share
Private label expansion remains limited

CATEGORY DATA

Table 79 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 80 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 81 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 82 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 83 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 84 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Norway

HEADLINES

PROSPECTS

Men’s skin care remains main driver of value growth
Beard grooming is becoming increasingly popular
Segmentation within men’s crooming continues to be an area for growth

COMPETITIVE LANDSCAPE

Gillette continues to dominate men’s shaving
L’Oréal Norge gains share with its Biotherm Homme and L’Oréal Men Expert brands
Engelschiøn Marwell Hauge reinforces its dominant position in men’s fragrances

CATEGORY DATA

Table 85 Sales of Men’s Grooming by Category: Value 2013-2018
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 89 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Norway

HEADLINES

PROSPECTS

Recommendations from dentists drive continued growth of electric toothbrushes
Product claims become increasingly popular within toothpaste
Rising importance of oral care boosts sales of supplementary products

COMPETITIVE LANDSCAPE

Colgate-Palmolive Norge maintains leading position
Orkla continues to strengthen its position
Oral-B and Philips lead electric toothbrushes

CATEGORY DATA

Table 94 Sales of Oral Care by Category: Value 2013-2018
Table 95 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 96 Sales of Toothbrushes by Category: Value 2013-2018
Table 97 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 99 NBO Company Shares of Oral Care: % Value 2014-2018
Table 100 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 101 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 102 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 103 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 104 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 105 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 106 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Norway

HEADLINES

PROSPECTS

Naturally-positioned products remain key driver of value growth
Pharmacy channel’s service-orientated nature boosts sales of premium brands
Everyday hygiene products continue to struggle

COMPETITIVE LANDSCAPE

Beauty giant L’Oréal Norge consolidates leading position
Engelschiøn Marwell Hauge augments its position through acquisition
Niche brands and pharmacy brands register most dynamic growth

CATEGORY DATA

Table 107 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 108 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 109 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 110 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 111 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Norway

HEADLINES

PROSPECTS

High degree of product innovation drives dynamic pharmacy channel
Premiumisation trend continues to intensify
Low-cost store concepts undermining value growth

COMPETITIVE LANDSCAPE

L’Oréal Norge continues to lead value sales
Pharmacy brands register dynamic growth
Natural brands perform strongly

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2013-2018
Table 114 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 115 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 116 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 117 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 118 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 119 NBO Company Shares of Skin Care: % Value 2014-2018
Table 120 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 121 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 122 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 123 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 124 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 125 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 126 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 127 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Norway

HEADLINES

PROSPECTS

Record-breaking spring and summer results in booming growth
Higher-factor sun protection continues to add value
Focus on natural products and personalised service benefits pharmacies

COMPETITIVE LANDSCAPE

L’Oréal Norge consolidates leading position
Pharmacy brands continue to gain value share
Most non-pharmacy brands lose value share

CATEGORY DATA

Table 128 Sales of Sun Care by Category: Value 2013-2018
Table 129 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 130 NBO Company Shares of Sun Care: % Value 2014-2018
Table 131 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 132 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 133 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 134 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023