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Colour Cosmetics in
Sweden

Country Report

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Executive Summary

Jun 2019
PROSPECTS
A slowdown in growth in colour cosmetics due to the natural beauty trend

Colour cosmetics saw modest growth in 2018, as the holistic beauty trend involved a focus on natural beauty rather than strong make-up. The holistic beauty trend entails a focus on health and wellbeing, such as physical exercise, wholesome foods, ecological products and natural ingredients in beauty products.

Premium colour cosmetics drives sales

Disposable incomes increased in Sweden over the last couple of years, and Swedes shifted their spending from apparel and footwear to beauty products. These two variables encouraged consumers to spend more on beauty products, boosting average unit prices in colour cosmetics.

Diverse performances amongst colour cosmetics categories

Due to the strong demand for facial care, facial make-up displayed one of the strongest growth rates in colour cosmetics in 2018, with products such as foundation/concealer, BB/CC creams, highlighters and primers driving sales. Eye make-up also saw growth due to premiumisation and continued sales of mascara and eye liner.

COMPETITIVE LANDSCAPE
Mass products dominate colour cosmetics

Mass products continued to dominate colour cosmetics in 2018, as several brands have a rather strong position, with widespread distribution, large portfolios and competitive prices. L’Oréal Sverige was the largest player within colour cosmetics in Sweden in 2018, as it offers some of the largest brands, such as L’Oréal, Maybelline and NYX.

Finding ways to reach consumers

Social media and influencers have become growing forces for establishing marketing strategies which target specific consumer groups. An example of this was the acne treatment brand Basiron in 2017, which used a strategy including marketing channels such as YouTube and Spotify, as well as influencers, to reach out to younger consumers.

New innovative and premium brands are expected to perform well

Consumers are exhibiting a stronger interest in quality, and therefore increasingly appreciate premium brands, which are expected to show a better performance than mass brands in the forecast period. Chanel was one of the best-performing brands in 2018, as it opened three beauty concept stores in late 2017, which continued growing during 2018.

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Colour Cosmetics in Sweden

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Overview

Discover the latest market trends and uncover sources of future market growth for the Colour Cosmetics 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 Colour Cosmetics industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Colour Cosmetics 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 Colour Cosmetics in Sweden?
  • What are the major brands in Sweden?
  • What are the key innovation trends in make up?
  • What is the evolution of mass colour cosmetics versus their premium counterparts?

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.

Colour Cosmetics in Sweden - Category analysis

HEADLINES

PROSPECTS

A slowdown in growth in colour cosmetics due to the natural beauty trend
Premium colour cosmetics drives sales
Diverse performances amongst colour cosmetics categories

COMPETITIVE LANDSCAPE

Mass products dominate colour cosmetics
Finding ways to reach consumers
New innovative and premium brands are expected to perform well

CATEGORY DATA

Table 1 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 2 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 4 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 5 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 6 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 7 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 8 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 9 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 10 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 11 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Beauty and Personal Care in Sweden - Industry Overview

EXECUTIVE SUMMARY

Skin care boosts sales in beauty and personal care
The extreme weather conditions drive sales in sun care
Premium brands drive growth in beauty and personal care
Acids, eco brands and natural brands are major topics
Premiumisation and skin care will drive growth in the forecast period

MARKET DATA

Table 12 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 13 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 17 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 18 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 19 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 20 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 21 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources