Mass Beauty and Personal Care in Sweden

PROSPECTS

Mass brands continue to lead sales

Mass brands continued to dominate beauty and personal care in 2017. This can be attributed to socio-economic factors in Sweden, with the two lowest income groups accounting for 78% of the population.

Mass colour cosmetics posts strong growth

Growing interest in beauty products and the improving economic outlook helped to boost sales of premium products at the expense of mass beauty and personal care options in all areas with the exception of colour cosmetics in 2017. This can be attributed to the good performance of the leading Isadora, Maybelline, L’Oréal Paris and Depend brands.

Hair care and baby and child-specific products lead mass sales

Hair care and baby and child-specific products accounted for a fairly small proportion of overall premium brand sales in 2017, with the rather fixed position of leading players creating an obstacle for premium brands. Demand for premium products within hair care remains limited as such products do not differentiate their offering strongly enough to convince consumers to pay a higher price, especially considering the large proportion of salon professional hair care, which already offers more advanced products and has increased distribution in other retailers, such as beauty specialist stores.

COMPETITIVE LANDSCAPE

International brands continue to lead sales

L’Oréal remained the leading player in 2017, offering a large range of brands across most areas. The company’s success within colour cosmetics can be attributed to the popularity of brands such as L’Oréal Paris, NYX and Maybelline.

Private label on the rise

Private label ranges performed well during 2017 as many pharmacy chains, grocery stores and beauty specialist retailers focused on expanding their offerings. Social economic groups E and A grew rapidly in 2017, with increasing economic inequality projected to further fuel demand for economy brands.

Cheaper mass ecological beauty brands set to gain sales share

Many ecological and natural products are rather expensive compared to conventional mass products in Sweden. Most consumers are therefore still purchasing cheaper mass brands as they are unwilling to pay for higher prices.

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