With COVID-19 greatly reducing opportunities for leisure activities such as travel, eating out, attending cultural events etc, many Norwegians reoriented discretionary spending to the purchase of higher-end or more luxurious goods in 2020. This reinforced the long-term trend towards premiumisation in beauty and personal care categories such as skin care, fragrances and colour cosmetics.
Strong demand for mass pharmacy brands – ie those primarily sold via chemists/pharmacies – such as Cliniderm and Cosmica remained a key driver of growth in mass beauty and personal care current value sales in 2020. Such brands offer broad and well-diversified product ranges, and are typically free from potentially harmful ingredients and suitable for those with sensitive skin.
While the fallout of COVID-19 saw e-commerce register the fastest value sales growth of any channel in Norwegian beauty and personal care in 2020, low-cost or discount store concepts continued to gain ground in the distribution of mass products. Examples included variety stores chain Europris and discount drugstores/parapharmacies operator Normal.
Several mass beauty and personal care categories are expected to see volume sales slow or decline over the forecast period as Norwegians continue to migrate to premium alternatives. This migration will be supported by high disposable incomes, and could receive an additional boost as the economic climate improves in the wake of COVID-19.
The growing popularity of mass pharmacy brands will continue to boost current value sales across mass beauty and personal care over the forecast period, especially in categories such as mass skin care and mass sun care. These products compare favourably with premium pharmacy brands in terms of quality, but retail at more competitive prices.
The review period saw a number of multinational beauty and personal care brands adapt to the rising expectations of Norwegians by introducing higher quality but reasonably priced mass ranges offering natural ingredients and other added-value properties. L'Oréal was among the most active players in this regard, launching L'Oréal Botanicals, L’Oréal Barber Shop and L’Oréal Casting Crème Gloss, for example.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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