Mass Beauty and Personal Care in Norway

PRE-COVID-19 PERFORMANCE

Rising popularity of pharmacy brands continues to boost mass segment

The ongoing and rising popularity of mass pharmacy brands was seen to continue to benefit mass beauty and personal care in Norway in 2019. Brands such as Cosmica (ACO Hud Norge AS) were cited as good examples of this, and continued to show positive growth in beauty and personal care overall.

Premiumisation within mass segment continues to add value, but indicates gradual switch from mass to premium products

Premiumisation within the mass segment continued to add value in 2019. This was particularly evident in the pharmacy channels, as products positioned themselves to adhere to the most popular trends for natural and organic products, with minimalistic packaging, and eco-friendly certifications.

L'Oréal maintains lead, but Orkla shows greatest innovations in “clean beauty” and pharmacy trends

L'Oréal Norge AS continued to lead in 2019, with a decent lead on Orkla Care AS, and with ACO Hud Norge AS in third place. Beyond this, the rest of the segment remains fragmented in company terms.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to decline by 4% in 2020 in 2019 constant value terms. However, this is more driven by the gradual switch from mass to premium beauty products, than caused by a direct impact of COVID-19.

Affected products within mass beauty and personal care

Norway has not yet seen any major impacts in beauty and personal care, directly caused by COVID-19. Whilst some sub-categories are being affected by purchasing trends and changes in lifestyle, this is to a smaller degree.

Recovery and opportunities

As the main challenge to mass beauty and personal care comes from the premium segment, mass product players have opportunities to upgrade their offerings to give them a more premium positioning. There is great scope for innovation in “clean beauty”, as Scandi-Beauty is a newer trend in Norway and therefore still gaining popularity.

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