Fragrances in Denmark

PROSPECTS

Growing demand for premium fragrances

While mass fragrances posted a further decline in current value terms in 2017, premium fragrances continued to record steady growth. Danish consumers are increasingly seeing the fragrance they use as a personal statement which says something about who they are as a person.

Increased focus on the health impact of perfume

One of the consequences of the health and wellness trend in Denmark has been an increased focus on the potentially adverse health effects of some of the ingredients used in beauty and personal care products. One of the ingredients which has received a great deal of attention in the Danish media is perfume, as it is increasingly being highlighted as a contributory factor to the growing number of allergies in Denmark.

COMPETITIVE LANDSCAPE

Fragrances remains a consolidated category

Fragrances in Denmark remained a highly consolidated category in GBO terms in 2017, being heavily dominated by three multinationals, Coty, L’Oréal and Puig, which together accounted for well over half of overall value sales. These companies offer a wide range of popular brands, including Paco Rabanne, Giorgio Armani, Hugo Boss and Calvin Klein, among many others.

Rapid growth of Normal changes the fragrances distribution landscape

The Normal chain of discount drugstores opened its 80th outlet in 2017 after five years of strong growth. The rapid expansion of Normal has already resulted in a shift in the retail landscape for beauty and personal care products, including fragrances.

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