Hair Care in Denmark

PROSPECTS

Growing demand for salon professional hair care

While the wider hair care category posted a marginal decline in current value terms in 2017, salon professional hair care continued to record moderate growth. This performance can be partly attributed to the improving Danish economy, which has led to a rise in consumer confidence and increased interest in premium products.

Consumers showing more interest in natural and organic hair care products

Natural and organic hair care offerings are rapidly becoming more popular in Denmark due to consumers’ increasing concerns about the potentially harmful ingredients used in some products. This trend has been further fuelled by magazine articles and blogs highlighting the possible adverse effects of some ingredients.

COMPETITIVE LANDSCAPE

Consolidation continues in hair care in Denmark

Hair care in Denmark became increasingly consolidated over the review period. In 2017, the three leading players, L’Oréal, Henkel and Wella, continued to grow their combined value share, accounting for close to two-thirds of overall value sales.

Rapid growth of Normal changes the hair care distribution landscape

The Normal chain of discount drugstores, which offers a range of hair care products from popular brands such as L'Oréal and Schwarzkopf, continued to record dramatic growth in 2017, while also opening its 80th store. The chain, which was launched in 2013, has caused some disruption to the Danish hair care retail landscape by luring customers with its low prices and no-frills concept.

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