Executive Summary

Jun 2019
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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Hair Care in Denmark

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Overview

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

The Hair Care in Denmark 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 Hair Care in Denmark?
  • What are the major brands in Denmark?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products performing?

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.

Hair Care in Denmark - Category analysis

HEADLINES

PROSPECTS

Growing trend towards certification driven by consumer demand
Salon professional hair care drives growth

COMPETITIVE LANDSCAPE

Increased consolidation in hair care
Little change expected over the forecast period
Limited private label sales in hair care

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 6 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 7 LBN Brand Shares of Colourants: % Value 2015-2018
Table 8 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 9 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 10 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 11 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 12 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 13 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Denmark - Industry Overview

EXECUTIVE SUMMARY

Healthy value growth despite maturity
Strong demand for premium products
The leading players consolidate their positions
Consumer demand for natural products drives the certification trend
Positive value growth expected over the forecast period

MARKET DATA

Table 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources