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