Premium Beauty and Personal Care in Denmark

PROSPECTS

Premium beauty and personal care continues to record steady growth

Premium beauty and personal care continued to perform well in 2017, recording steady current value growth in many categories, including fragrances, hair care and skin care. The growth of premium products has to a certain extent come at the expense of mass products, which saw a decline in value sales in many categories.

Growing interest in premium natural and organic products

One of the consequences of the health and wellness trend, which swept through Denmark over the review period, has been increasing demand for more natural and organic products. This trend has been further strengthened by rising media attention surrounding the potentially harmful side-effects of some of the ingredients used in beauty and personal care products.

COMPETITIVE LANDSCAPE

Premium beauty and personal care remains consolidated

Premium beauty and personal care in Denmark remained highly consolidated throughout the review period, continuing to be dominated by three multinational GBOs, namely L’Oréal, Estée Lauder and Coty. Together, the three companies accounted for well over half of overall value sales in premium beauty and personal care as they market many of the most popular brands in Denmark and benefit from strong distribution networks.

Online retailing becoming increasingly important

Danish consumers are some of the most prolific online shoppers in Europe, with a growing number of Danes using the internet to conduct product research as well as make purchases. As demand for premium products is increasing, so is the number of online stores offering premium beauty and personal care items at prices which are often lower than those found in many physical retail outlets.

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