Hair Care in Denmark

PROSPECTS

Growing trend towards certification driven by consumer demand

The number of hair care products with certification labels such as the Nordic Swan and the Asthma and Allergy Association’s Blue Wreath again increased in 2018. The health and wellness trend and media focus on chemicals, allergens and other harmful substances were the main driving factors behind growing demand for more natural and safe products, which in turn led manufacturers to focus on certifying products in order to convince consumers that their products are safe to use.

Salon professional hair care drives growth

Other than the very small medicated shampoos category, salon professional hair care recorded the strongest retail value growth in hair care in 2018 as Danish consumers increasingly looked to premium products to provide the performance and quality they expect from their hair care products. The strong Danish economy also helped drive demand for salon professional hair care products, as did increased distribution and availability in both online and retail channels.

COMPETITIVE LANDSCAPE

Increased consolidation in hair care

L'Oréal Danmark maintained its leading position in hair care in Denmark in 2018 with a significant retail value share. The second ranked player, Henkel Danmark, also increased its value share, making hair care even more consolidated.

Little change expected over the forecast period

It is expected the L'Oréal Danmark and Henkel Danmark will continue to monitor current market trends over the forecast period and launch new products in order to sustain their leading positions. It is therefore unlikely that the competitive landscape will witness any major shifts in terms of the leading players.

Limited private label sales in hair care

Private label value sales in hair care remained limited and witnessed marginal declines over the review period and in 2018. Hair care in Denmark is characterised by strong brands and these can often be found at promotional discounts in retail stores, limiting the price advantage generally held by private label products.

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