Beauty and Personal Care

Baby and child-specific products continued to see robust growth in 2022 as the post COVID-19 recovery continued. Current value growth was partly driven by higher inflation rates, but this resulted in weaker volume growth as some consumers reigned in…

Bath and shower continued to see demand patterns normalise in 2022 following the dynamic sales increase caused by the COVID-19 pandemic in 2020. Although current value sales declined, levels remained above pre-pandemic sales providing another buoyant…

After dynamic growth in 2021, beauty and personal care witnessed limited current value growth in 2022 and a decline in retail volume sales, as consumption patterns began shift back to normal levels. A number of beauty and personal care categories had…

Colour cosmetics continued to post solid growth in 2022 as the post COVID-19 recovery continued and Danish life returned to greater normality. With consumers returning to work and socialising more retail volume sales remained robust in 2022 despite…

Deodorants continued to see solid current value growth in 2022 as life in Denmark returned to greater normality following the COVID-19 pandemic. As consumers again spent more time socialising, going to work and visiting the gym, deodorant usage…

Depilatories continued to see positive growth in 2022 as consumer lifestyles in Denmark returned to normal levels following the COVID-19 pandemic. Consumers once again spent more time socialising, going to work and enjoying activities outside the…

Fragrances witnessed a more difficult year in 2022 after the surge in demand in the previous year. Current value growth was partly driven by price increases as inflation rates rose markedly in 2022. Lower consumer confidence became a pressing issue…

Current value growth was largely driven by inflation in 2022 with rising prices contributing to a small decline in retail volume sales. However, the shift back to using hair salons post pandemic was the main cause of lower demand for hair care…

Mass beauty and personal care in Denmark continued to see positive value growth in 2022 as the post COVID-19 recovery continued albeit at a much lower pace of growth. Current value sales was partly driven by higher inflation rates, which worked in…

After a strong recovery in 2021 men’s grooming continued to see positive value growth in 2022. Although life returned to more normality, with consumers returning to work and socialising more in 2022, demand patterns moderated. Men’s grooming products…

Demand for oral care fell slightly in 2022 with most categories reporting a small decline in volume sales. Overall value sales growth remained positive as higher inflation pushed prices up, but more price-conscious spending behaviour hampered volume…

In a marked contrast to the dynamic current value growth in 2021, premium beauty and personal care recorded marginal value growth in 2022. Higher inflation has been a key issue for the premium segment in Denmark, which was more severely impacted than…

Following dramatic sales growth in 2021, skin care sales slumped in 2022 in retail volume and current value terms as consumption levels began to subside to more normal levels. Indeed, overall skin care sales remained well above pre-pandemic levels in…

As life returned to greater normality following the COVID-19 pandemic, travel and outdoor activities were more frequently undertaken. With more time spent exposed to the sun, demand for sun care products increased as Danes commonly use sun protection…