Mass Beauty and Personal Care in Sweden

PROSPECTS

Mass brands account for the largest share within beauty and personal care

Swedes’ interest in beauty products and the latest beauty trends increased in 2018; despite this, many consumers dislike spending money on premium products, and prefer budget or mass products. Out of the socioeconomic groups A to E, D is the largest group, covering consumers who in general are rather price-sensitive.

Mass skin care brands are popular

Most categories within premium beauty and personal care saw stronger growth than those in mass beauty and personal care in 2018, due to the improving economic outlook and increasing disposable incomes. The interest in beauty and personal care has led to stronger interest in niche brands.

Mass pharma brands help to drive sales

Demand for mass pharma brands was the driving force behind the growth of mass beauty and personal care in 2018. The largest pharma brands are the Swedish brand ACO and Beiersdorf’s Eucerin.

COMPETITIVE LANDSCAPE

L’Oréal Sverige leads mass beauty and care

L’Oréal Sverige led mass beauty and personal care in value terms in 2018. It has a large portfolio of well-recognised brands, but is especially prominent in colour cosmetics and hair care.

Mass pharmacy and niche brands gain value share

Pharmacy brands have been gaining value share, as they are associated with quality. Chemists/pharmacies expended quickly over the review period and increased their focus on beauty and personal care.

Low penetration of mass ecological brands in the Swedish market

Mass beauty and personal care has rather low penetration of ecological and natural products, despite high demand. Some new brands entered the market in 2018, including the private label line of the grocery store ICA.

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