Executive Summary

Jun 2019
PROSPECTS
Men’s skin care remains main driver of value growth

While Norwegian men have been scarce in the number of beauty and personal care products that they have added to their daily beauty routine, men’s skin care, mainly in the form of moisturisers and to a certain extent facial cleansers, has become a common inclusion. A rising focus on male-specific skin care products in all channels has contributed to rising popularity.

Beard grooming is becoming increasingly popular

Similar to many countries, beards have become popular among Norwegian men with several beard trends emerging, ranging from wild uncontained beards to styled versions. This has resulted in a boom in beauty products for beards, such as oils, balms and shampoos towards the end of the review period.

Segmentation within men’s crooming continues to be an area for growth

While segmentation within men’s grooming has intensified throughout the review period, 2-for-1 products remain common and Norwegian men continue to buy skin care products not specifically marketed towards men. Many of the best-selling bath and shower brands, especially in the grocery channel, are multi-solution products.

COMPETITIVE LANDSCAPE
Gillette continues to dominate men’s shaving

Procter & Gamble Norge continues to dominate value sales of men’s shaving with its well-known Gillette brand. Gillette has near monopoly status within razors and blades along with a very strong position in pre-shave.

L’Oréal Norge gains share with its Biotherm Homme and L’Oréal Men Expert brands

L’Oréal Norge continues to lead value sales of men’s toiletries and consolidated its leading position in 2018. The company has been particularly successful with its Biotherm Homme brand within the premium segment, especially within skin care, and with its L’Oréal brand.

Engelschiøn Marwell Hauge reinforces its dominant position in men’s fragrances

Scandinavian Cosmetics Group, which acquired Engelschiøn Marwell Hauge (EMH) in 2016, acquired another Norwegian beauty and personal care distributor, Solis, in 2018. The acquisition resulted in all of Solis’s brands, such as Cristiano Ronaldo, Bvlgari and Issey Miyake, being transferred to EMH.

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Men's Grooming in Norway

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Norway with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Norway, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Norway market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in Norway?
  • What are the major brands in Norway?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Norway - Category analysis

HEADLINES

PROSPECTS

Men’s skin care remains main driver of value growth
Beard grooming is becoming increasingly popular
Segmentation within men’s crooming continues to be an area for growth

COMPETITIVE LANDSCAPE

Gillette continues to dominate men’s shaving
L’Oréal Norge gains share with its Biotherm Homme and L’Oréal Men Expert brands
Engelschiøn Marwell Hauge reinforces its dominant position in men’s fragrances

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Norway - Industry Overview

EXECUTIVE SUMMARY

Consumers trade up resulting in continued stable value growth in 2018
Low-cost store concepts boom in popularity
Beauty giants control competitive landscape but losing share
Niche selective brands display the most dynamic growth
Stable value growth expected

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources