Beauty and Personal Care Packaging in Sweden

PRE-COVID-19 PERFORMANCE

Sustainability concerns and packaging properties define brand identities

During 2019, packaging sustainability concerns and trends took over as the dominant drivers of market development. Several large retailers launched sustainability programmes, varying widely in scope and reach.

Exploiting sustainability as a new category driver

Meanwhile, retailers and larger brands increasingly exploit sustainability and recycling for consumer loyalty and brand renewal. For example, Swedish retailer Åhléns launched a recycling initiative part of its consumer loyalty programme – early movers such as Kicks have already operated programmes of this type for some years – allowing consumers to return used cosmetics containers in return for store credits.

Glass, paper, carton – or none – over plastic

As sustainability issues become the dominating driver for packaging development and renewal, more and more players are engaging in aggressive product development. This trend has been confirmed by several recent studies, such as one by research and consultancy company Smurfit Kappa, indicating a clear preference among consumers for sustainable, paper and carton-based packaging.

2020 AND BEYOND

COVID-19 impact

While the impact of COVID-19 is still ongoing for the beauty and personal care packaging market in Sweden, it has differed slightly from other countries, not least because of the government’s decision not to apply a universal lockdown or to force retail outlets, foodservice establishments and businesses to close. However, the Public Health Agency of Sweden’s advice to the local population has still been to avoid leaving their homes whenever possible, which, when combined with a natural fear among many locals of catching COVID-19 as well as the almost complete shutdown of international (and domestic) tourism, is resulting in a sharp decline in sales of beauty and personal care items and therefore demand for related packaging, at least during the first two quarters of 2020.

Recovery and opportunities

Beauty and personal care packaging is expected to record marginal value growth over the forecast period, in spite of any negative effects felt from the impact of COVID-19 in 2020. In 2021, the market is predicted to bounce back strongly thanks to returning purchasing power, which will influence many Swedes to make their postponed purchases and return to their normal shopping patterns for beauty and personal care.

Files are delivered directly into your account within a few minutes of purchase.