Skin care drove growth in beauty and personal care during 2018, as it took over the role of the “trendy” category from colour cosmetics. Colour cosmetics showed more modest growth in this year, as natural beauty was more popular, due to influences from South Korea and Japan (K-beauty and J-beauty).
Sun care also saw strong current value and volume growth in 2018, due to the extremely hot and sunny spring and summer, which boosted sales of sun protection, as Swedes spent more time outside. Consumers were also more cautious about sun exposure as they increasingly understood the correlation between skin cancer and sun exposure, and were increasingly likely to apply sunscreen during the many weeks of more than 30°C heat.
Swedes’ rising disposable incomes and growing interest in beauty and personal care helped drive sales of premium brands in 2018. International mass brands dominate, as they generally have widespread distribution and are available at affordable prices.
Sales of skin care products and new product developments exploded in 2018, as products from South Korea and Japan continued to enter the Swedish market. Sheet masks, essences, facial cleansing products and serums were amongst the products which showed very strong performances during the year.
The demand for premium products and skin care products is expected to remain high throughout the forecast period. However, sun care is expected to exhibit more modest growth, as the same extreme temperatures as seen in 2018 are not anticipated.
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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.
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This industry report originates from Passport, our Beauty and Personal Care market research database.