Mass beauty and personal care encountered difficulties in the early review period, but registered an upswing in the wake of the COVID-19 pandemic, before experiencing a level of stabilisation in 2022. As consumers continue to focus more on value for money, especially if inflation remains high, they may opt for mass brands.
Low-cost store concepts led by Normal are predicted to continue to have a major impact on mass beauty and personal care. Normal is one of the most successful store concepts across industries in Norway, with a focus on well-known brands like Ajax (surface care), Gillette (men’s grooming), L’Oréal (hair care) and Maybelline in cosmetics and Palmolive and Nivea in bath and shower.
Mass categories that are strong in grocery stores, such as bath and shower, hair care and deodorants, brands that incorporate premium qualities, such as natural and clean ingredients, minimalistic and clean designs, recyclable packaging and well-known labels like The Swan Ecolabel and the Norwegian Asthma and Allergy Association, are well placed to gain retail value shares. The brands likely to benefit from such qualities and positioning include Neutral, Dr Greve, Klar, Rå fra Define and Love Beauty & Planet.
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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.
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.
If you're in the Mass Beauty and Personal Care industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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