Overall mass beauty and personal care saw a decline in current value sales in 2021, reflecting a weaker performance compared to 2020. COVID-19 disrupted demand and retail sales patterns causing upswings in some categories and declines in other.
Mass fragrances was the strongest growth category in 2021 benefitting from home seclusion and a reduction in international travel. Fragrances were seen as something of a treat during the pandemic to make consumers feel special.
The premiumisation trend continued to put pressure on mass beauty and personal care products in 2021, as a growing segment of consumers traded up to premium products. Compared to many other countries the Danish economy has come through the pandemic relatively strongly due to government support programs offering support to consumers.
Mass beauty and personal care is set to return to current value growth in 2022 and will continue to strengthen throughout the remainder of the forecast period. The year 2021 saw a correction in some categories such as bath and shower, a trend that is expected to continue in 2022 as pandemic restrictions are totally removed and normal life patterns return.
As consumers return to working more in the office and resume more normal patterns of socialising the demand for mass colour cosmetics is expected to increase strongly in 2022 and 2023 leading to a solid recovery across the forecast period. Consumers will be keen to reinvest in cosmetics to replenish supplies, boosting retail volume and value sales in all mass colour cosmetics categories.
As the economy fully recovers from the pandemic and consumer confidence and purchasing power return to normal levels the premiumisation trend is also expected to continue over the forecast period. This will put pressure on mass players who will increasingly need to find new ways to compete with premium products.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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