Beauty and Personal Care in Norway

Beauty and Personal Care in Norway

EXECUTIVE SUMMARY

Premiumisation contributes to stable value growth

Channel fragmentation continues

Beauty giants reinforce their positions

Different factors shape product development

Stable growth expected, but growth potential remains

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Norway

HEADLINES

PROSPECTS

Concerned parents increasingly opt for natural products

Demographic factors will put pressure on volume sales

Certification and labelling add credibility

COMPETITIVE LANDSCAPE

Segmentation adds value for leading manufacturers

Nappy/diaper brands benefit from high exposure

Different levels of recognition for certification labels

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Norway

HEADLINES

PROSPECTS

Natural ingredients and free-from add value

The Norwegian climate leads to an emphasis on products marketed for dry skin

The shift from bar soap to liquid soap continues

COMPETITIVE LANDSCAPE

Orkla Care reinforces its lead

Grocery retailers continues to lead distribution

Stronger development for mass brands

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2012-2017
Table 23 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 25 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 26 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 28 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Norway

HEADLINES

PROSPECTS

Value growth slows despite trading up

New store concepts contribute to channel fragmentation

Social media influencer engagement benefits new brands

COMPETITIVE LANDSCAPE

L’Oréal maintains its lead

The wave of new brands trades on natural qualities

A move away from a minimalist approach

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 33 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 34 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 35 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 36 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 37 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 38 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 39 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 40 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 41 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 42 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 43 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Norway

HEADLINES

PROSPECTS

Natural ingredients and rising segmentation add value to a mature category

Gender segmentation is key to marketing deodorants

Deodorant sprays and creams continue to struggle

COMPETITIVE LANDSCAPE

Orkla Care reinforces its lead

Pharmacy brands gain value share

The launch of more natural products

CATEGORY DATA

Table 44 Sales of Deodorants by Category: Value 2012-2017
Table 45 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 46 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 47 NBO Company Shares of Deodorants: % Value 2013-2017
Table 48 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 49 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 50 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 51 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 52 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Norway

HEADLINES

PROSPECTS

Advanced at-home hair removal solutions gain popularity

Clinics report an increase in demand for hair removal treatments

Natural ingredients add value to depilatories

COMPETITIVE LANDSCAPE

Gillette dominates women’s pre-shave and razors and blades

Veet remains the dominant brand in hair removers/bleaches

The launch of products containing natural ingredients

CATEGORY DATA

Table 53 Sales of Depilatories by Category: Value 2012-2017
Table 54 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 55 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 56 NBO Company Shares of Depilatories: % Value 2013-2017
Table 57 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 58 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 59 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Norway

HEADLINES

PROSPECTS

Fredrik & Louisa focuses on niche fragrances

Men’s fragrances underpins value growth

Duty-free continues to affect sales

COMPETITIVE LANDSCAPE

A Norwegian distributor maintains its leading position

A wave of new premium fragrance brands trade on novelty value

A rising focus on niche fragrances

CATEGORY DATA

Table 60 Sales of Fragrances by Category: Value 2012-2017
Table 61 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 62 NBO Company Shares of Fragrances: % Value 2013-2017
Table 63 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 64 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 65 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 66 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 67 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Norway

HEADLINES

PROSPECTS

The rising focus on premium products in grocery retailers adds value

Salon professional hair care brands are more readily available

Dry shampoo benefits from the strong exercise trend

COMPETITIVE LANDSCAPE

L’Oréal reinforces its dominance with new product launches

The continued strength of the leader

Kérastase introduces the first smart hair brush

CATEGORY DATA

Table 68 Sales of Hair Care by Category: Value 2012-2017
Table 69 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 70 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 71 NBO Company Shares of Hair Care: % Value 2013-2017
Table 72 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 73 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 74 LBN Brand Shares of Colourants: % Value 2014-2017
Table 75 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 76 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 77 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 78 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Norway

HEADLINES

PROSPECTS

Premiumisation both drives and constrains value growth

Mass pharmacy brands boost sales

Digital engagement drives growth in colour cosmetics

COMPETITIVE LANDSCAPE

L’Oréal and Orkla reinforce their lead

Aiming to add value to everyday products

Private label expansion remains limited

CATEGORY DATA

Table 81 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 82 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 83 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 84 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 85 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 86 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Norway

HEADLINES

PROSPECTS

Men’s grooming develops at a modest pace

Segmentation within men’s hair care remains an area for growth

The rising availability of men’s grooming brands in chemists/pharmacies

COMPETITIVE LANDSCAPE

Procter & Gamble reinforces its dominance in men’s shaving

L’Oréal focuses on combination products within bath and shower

The launch of more exclusive-looking ranges by L’Oréal

CATEGORY DATA

Table 87 Sales of Men’s Grooming by Category: Value 2012-2017
Table 88 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 89 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 90 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 91 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 92 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 93 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 94 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 95 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Norway

HEADLINES

PROSPECTS

The shift towards electric toothbrushes continues to add value

Whitening products continue to gain popularity

Expenditure on supplementary oral care products increases

COMPETITIVE LANDSCAPE

Oral care remains highly consolidated

Oral-B and Philips dominate electric toothbrushes

The first toothpaste for children with the Swan Ecolabel

CATEGORY DATA

Table 96 Sales of Oral Care by Category: Value 2012-2017
Table 97 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 98 Sales of Toothbrushes by Category: Value 2012-2017
Table 99 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 100 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 101 NBO Company Shares of Oral Care: % Value 2013-2017
Table 102 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 103 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 104 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 105 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 106 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 107 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 108 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Skin Care in Norway

HEADLINES

PROSPECTS

Chemists/pharmacies continues to gain importance

Naturally-positioned products continue to gain ground

K-Beauty – the next big beauty craze

COMPETITIVE LANDSCAPE

L’Oréal strengthens its lead in skin care

New launches by L’Oréal

Mass and premium pharmacy brands gain value share

CATEGORY DATA

Table 109 Sales of Skin Care by Category: Value 2012-2017
Table 110 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 111 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 112 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 113 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 114 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 115 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 116 NBO Company Shares of Skin Care: % Value 2013-2017
Table 117 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 118 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 119 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 120 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 121 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 122 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 123 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 124 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Norway

HEADLINES

PROSPECTS

Rising demand for higher SPFs continues to boost value sales

Consumer tests by the Norwegian Consumer Council creates disagreement

No Indian summer, but better than the previous year

COMPETITIVE LANDSCAPE

Pharmacy brands lead and drive value sales

Beauty brands face competition from skin care and colour cosmetics

Pharmacy brands are expected to remain successful

CATEGORY DATA

Table 125 Sales of Sun Care by Category: Value 2012-2017
Table 126 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 127 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 128 NBO Company Shares of Sun Care: % Value 2013-2017
Table 129 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 130 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 131 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 132 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 133 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

Premium Beauty and Personal Care in Norway

HEADLINES

PROSPECTS

Premium products become more readily available in alternative channels

Naturally-positioned products gain ground in most premium categories

Premium brands struggle to gain share in everyday products

COMPETITIVE LANDSCAPE

L’Oréal leads premium beauty and personal care

Niche brands display dynamic growth and gain ground

The continued launch of brands with a natural positioning

CATEGORY DATA

Table 134 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 135 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 136 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 137 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 138 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 139 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

---