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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Sweden

123 pages, May 2018

US$2,650

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Executive Summary

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Modest growth in beauty and personal care

Beauty and personal care saw rather modest growth during 2017 due to increasing maturity in many areas such as deodorants, bath and shower, depilatories, and hair care. Instead, premium beauty care, skin care, sun care, and colour cosmetics were the main growth drivers.

Holistic health trend in 2017

The major trend in 2017 was towards holistic health beauty care products suitable for an active lifestyle, more nutritious food, as well as high quality beauty products. People in Sweden are increasingly learning about the latest exercise trends and eating more wholesome food to avoid harmful ingredients.

Stronger growth of premium brands changes competitive landscape

L’Oréal is the largest player within beauty and personal care as it offers a large variety of well-recognised mass and premium brands in most areas such as L’Oréal Paris, Elvital, Garnier, Yves Saint Laurent, Armani and Biotherm. L’Oréal is followed by Unilever and Scandinavian Cosmetics, with the latter overtaking Beiersdorf, which has seen a decline in demand for its Nivea brand due to stronger demand for premium skin care.

Rising demand for K-beauty and advanced skin care

K-beauty (South Korean beauty products) continued to grow in popularity during 2017, with sheet masks (physical sheet applied to the face with a gel) performing particularly well. Some K-beauty products also include snail extracts, although these have not performed as well as facial masks.

Shift from apparel to beauty products expected over forecast period

Beauty and personal care products posted overall modest growth in both volume and value terms in 2017. Value growth was largely fuelled by the shift towards premium goods, with consumers increasingly seeking products that suit their personal needs.

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

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 Sweden 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 Sweden, 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 Sweden for free:

The Beauty and Personal Care in Sweden 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 Sweden?
What are the major brands in Sweden?
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 Sweden

EXECUTIVE SUMMARY

Modest growth in beauty and personal care

Holistic health trend in 2017

Stronger growth of premium brands changes competitive landscape

Rising demand for K-beauty and advanced skin care

Shift from apparel to beauty products expected over forecast period

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

Premium Beauty and Personal Care in Sweden

HEADLINES

PROSPECTS

Premium brands outperform mass ranges

Fragrances accounts for majority of premium sales

Share of premium products varies strongly

COMPETITIVE LANDSCAPE

L’Oréal continues to lead sales

Pharmacy premium brands see strong growth

Domestic brands focus on niche positioning

CATEGORY DATA

Table 11 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 12 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 13 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 14 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 15 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 16 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Sweden

HEADLINES

PROSPECTS

Double cleansing, layering, and facial mask trends boost volume sales

Facial masks posts strong growth

Product development and premiumisation expected to drive growth

COMPETITIVE LANDSCAPE

International brands dominate sales

Pharmacy brands on the rise

Ecological and natural skin care products to see strong growth

CATEGORY DATA

Table 17 Sales of Skin Care by Category: Value 2012-2017
Table 18 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 19 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 20 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 21 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 22 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 23 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 24 NBO Company Shares of Skin Care: % Value 2013-2017
Table 25 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 26 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 27 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 28 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 29 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 30 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 31 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 32 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Sweden

HEADLINES

PROSPECTS

Concerns over skin cancer and wrinkles boost sales

Higher SPF products fuelling growth

Self-tanning projected to remain most dynamic area

COMPETITIVE LANDSCAPE

Pharmacy brands outperforming conventional alternatives

Evy Technology posts strong growth

Quality, product development and recommendations key to growth

CATEGORY DATA

Table 33 Sales of Sun Care by Category: Value 2012-2017
Table 34 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 35 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 36 NBO Company Shares of Sun Care: % Value 2013-2017
Table 37 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 38 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 39 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 40 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 41 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

Baby and Child-Specific Products in Sweden

HEADLINES

PROSPECTS

Concerned parents demanding mild and natural products

Internet sales growth remains limited

Scope to increase sun protection usage

COMPETITIVE LANDSCAPE

International Nordic brands outperform baby and child-specific products

Pharmacy channel growing in importance

Small brands gaining sales share

CATEGORY DATA

Table 42 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 43 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 44 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 45 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 46 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 47 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 48 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 49 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 50 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 51 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 52 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Sweden

HEADLINES

PROSPECTS

Premiumisation continues to drive sales

Bar soap and talcum powder see continued decline

Eco-brands on the rise

COMPETITIVE LANDSCAPE

International mass brands dominate sales

Premium niche spa products see strong growth

Differentiation key to performance over forecast period

CATEGORY DATA

Table 53 Sales of Bath and Shower by Category: Value 2012-2017
Table 54 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 55 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 56 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 57 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 58 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 59 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 60 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 61 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Sweden

HEADLINES

PROSPECTS

More socially acceptable to show interest in colour cosmetics

Strong variation between colour cosmetics areas

Colour cosmetics to further boost sales

COMPETITIVE LANDSCAPE

Mass brands dominate sales

Gentle make-up brands perform well

Targeted marketing and authenticity attracting young consumers

CATEGORY DATA

Table 62 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 63 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 64 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 65 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 66 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 67 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 68 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 69 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 70 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 71 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 72 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 73 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 74 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Sweden

HEADLINES

PROSPECTS

High maturity limits growth

Cream deodorants benefit from growing interest in ecological and natural products

Demand for deodorant sprays continues to fall

COMPETITIVE LANDSCAPE

International mass brand dominate sales

Brands distributed via pharmacies see stronger growth

Shift from aluminium-containing to ecological and natural brands

CATEGORY DATA

Table 75 Sales of Deodorants by Category: Value 2012-2017
Table 76 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 77 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 78 NBO Company Shares of Deodorants: % Value 2013-2017
Table 79 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 80 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 81 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 82 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 83 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Sweden

HEADLINES

PROSPECTS

Beauty salon and hair removal device growth limits sales

Declining average unit prices

New product launches required to fuel growth

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead sales

Private label and cheaper ranges see strong growth in 2017

Brands expected to compete on price and product development

CATEGORY DATA

Table 84 Sales of Depilatories by Category: Value 2012-2017
Table 85 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 86 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 87 NBO Company Shares of Depilatories: % Value 2013-2017
Table 88 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 89 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 90 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Sweden

HEADLINES

PROSPECTS

Premium fragrances drive sales

Niche fragrances continue to grow in popularity

Layering trend on the rise in 2017

COMPETITIVE LANDSCAPE

International premium brands dominate sales

Internet retailing facilitates growth of smaller brands

Most consumers remain brand or price loyal

CATEGORY DATA

Table 91 Sales of Fragrances by Category: Value 2012-2017
Table 92 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 93 NBO Company Shares of Fragrances: % Value 2013-2017
Table 94 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 95 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 96 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 97 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 98 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Sweden

HEADLINES

PROSPECTS

Strong maturity limits growth

Strong fall in demand for 2-in-1 products, perms and relaxants

Development of ecological and natural hair care

COMPETITIVE LANDSCAPE

Mass brands dominate sales

Domestic brands more prominent in niche areas

Brands focusing on differentiation and niche positioning

CATEGORY DATA

Table 99 Sales of Hair Care by Category: Value 2012-2017
Table 100 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 101 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 102 NBO Company Shares of Hair Care: % Value 2013-2017
Table 103 NBO Company Shares of Salon Hair Care: % Value 2013-2017
Table 104 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 105 LBN Brand Shares of Colourants: % Value 2014-2017
Table 106 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 107 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 108 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 109 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 110 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 111 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Sweden

HEADLINES

PROSPECTS

Mass brands continue to lead sales

Mass colour cosmetics posts strong growth

Hair care and baby and child-specific products lead mass sales

COMPETITIVE LANDSCAPE

International brands continue to lead sales

Private label on the rise

Cheaper mass ecological beauty brands set to gain sales share

CATEGORY DATA

Table 112 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 113 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 114 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 115 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 116 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 117 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Sweden

HEADLINES

PROSPECTS

Increasingly acceptable for Swedish males to care about their appearance

Beard care and men’s hairstyle products drive sales

Growing interest in shaving presents growth opportunities

COMPETITIVE LANDSCAPE

Procter & Gamble remains sales leader

Barber trend changes competitive landscape within men’s shaving

Ecological skin care brands lead men’s skin care

CATEGORY DATA

Table 118 Sales of Men’s Grooming by Category: Value 2012-2017
Table 119 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 120 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 121 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 122 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 123 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 124 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 125 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 126 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Sweden

HEADLINES

PROSPECTS

Advances in technology impact electrical toothbrushes

Legislative pressure to impact whitening craze?

Potential for channel developments to negatively impact value growth

COMPETITIVE LANDSCAPE

Promotions key to boosting sales share

Differentiation helps attract consumers

Demand for mouthwashes impacted by dentists

CATEGORY DATA

Table 127 Sales of Oral Care by Category: Value 2012-2017
Table 128 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 129 Sales of Toothbrushes by Category: Value 2012-2017
Table 130 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 131 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 132 NBO Company Shares of Oral Care: % Value 2013-2017
Table 133 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 134 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 135 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 136 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 137 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 138 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 139 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Sweden

New Report Guarantee

Executive Summary

New Report Guarantee

Modest growth in beauty and personal care

Holistic health trend in 2017

Stronger growth of premium brands changes competitive landscape

Rising demand for K-beauty and advanced skin care

Shift from apparel to beauty products expected over forecast period

Samples

Overview

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Table of Contents

Beauty and Personal Care in Sweden

EXECUTIVE SUMMARY

Modest growth in beauty and personal care

Holistic health trend in 2017

Stronger growth of premium brands changes competitive landscape

Rising demand for K-beauty and advanced skin care

Shift from apparel to beauty products expected over forecast period

MARKET DATA

SOURCES

Premium Beauty and Personal Care in Sweden

HEADLINES

PROSPECTS

Premium brands outperform mass ranges

Fragrances accounts for majority of premium sales

Share of premium products varies strongly

COMPETITIVE LANDSCAPE

L’Oréal continues to lead sales

Pharmacy premium brands see strong growth

Domestic brands focus on niche positioning

CATEGORY DATA

Skin Care in Sweden

HEADLINES

PROSPECTS

Double cleansing, layering, and facial mask trends boost volume sales

Facial masks posts strong growth

Product development and premiumisation expected to drive growth

COMPETITIVE LANDSCAPE

International brands dominate sales

Pharmacy brands on the rise

Ecological and natural skin care products to see strong growth

CATEGORY DATA

Sun Care in Sweden

HEADLINES

PROSPECTS

Concerns over skin cancer and wrinkles boost sales

Higher SPF products fuelling growth

Self-tanning projected to remain most dynamic area

COMPETITIVE LANDSCAPE

Pharmacy brands outperforming conventional alternatives

Evy Technology posts strong growth

Quality, product development and recommendations key to growth

CATEGORY DATA

Baby and Child-Specific Products in Sweden

HEADLINES

PROSPECTS

Concerned parents demanding mild and natural products

Internet sales growth remains limited

Scope to increase sun protection usage

COMPETITIVE LANDSCAPE

International Nordic brands outperform baby and child-specific products

Pharmacy channel growing in importance

Small brands gaining sales share

CATEGORY DATA

Bath and Shower in Sweden

HEADLINES

PROSPECTS

Premiumisation continues to drive sales

Bar soap and talcum powder see continued decline

Eco-brands on the rise

COMPETITIVE LANDSCAPE

International mass brands dominate sales

Premium niche spa products see strong growth

Differentiation key to performance over forecast period