Following a decline in 2020, premium beauty and personal care saw a solid recovery in current retail value and volume terms in 2021. Fragrances was one of the main growth drivers in 2021 as consumer demand increased.
The premiumisation trend continued to support growth in premium BPC in 2021 as many consumers favour premium over mass beauty and personal care products. The Danish economy came through the pandemic relatively strong and with many government support programs the vast majority of consumers felt very little financial impact from the pandemic.
Premium beauty and personal care saw strong growth in e-commerce sales in 2021. Growth was sustained throughout the year as consumers spent more time at home and made use of online shopping over in-store shopping since it minimized the risk of contracting COVID-19.
In 2022, premium beauty and personal care will see current value sales rise at a lower, but steady growth rate in comparison to the growth seen in 2021. Categories that were the most severely impacted by the pandemic, such as premium colour cosmetics, are expected to return to positive growth in 2022, which will be continued throughout the forecast period.
As the Danish economy fully recovers from the pandemic and consumer confidence and purchasing power returns to normal levels, the premiumisation trend is expected to gain momentum. The growing demand for premium beauty and personal care is likely to attract niche players, whilst existing international players will leverage their strong brand portfolios and marketing weight to create new premium alternatives.
Premium e-commerce value sales are set to continue rising over the forecast period, putting pressure on all store-based retail channels. The pace of growth in e-commerce will remain lower than what was seen during the pandemic, as many consumers return to their previous shopping habits in-store.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Denmark 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 Premium Beauty and Personal Care industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!