Premium Beauty and Personal Care in Denmark

PROSPECTS

Premium beauty and personal care continues to grow

The solid performance witnessed in premium beauty and personal care over the review period continued in 2018, with most categories including colour cosmetics, skin care, hair care and fragrances achieving positive value growth as the premiumisation trend continued, partly driven by a strong Danish economy and growing consumer confidence, which encouraged more consumers to purchase products with premium positioning and price tags.

Premium beauty and personal care to outperform mass products

Growth will, to some extent, be at the expense of mass beauty and personal care, which is set to witness more moderate growth rates. In order to counter the competition from premium products it is likely that manufacturers of mass products will focus on launching new products which focus on popular attributes such as natural, free-from and additional benefits.

A shift towards internet retailing in search of lower prices

As in the mass categories, premium beauty and personal care is witnessing a shift in distribution, with internet retailing having a greater impact and more consumers turning to online stores such as beautycos.dk and stylepi.

COMPETITIVE LANDSCAPE

E Sæther continues to lead premium beauty and personal care

E Sæther continued to lead premium beauty and personal care in Denmark in 2018. E Sæther is the local distributor for many premium brands, including Max Factor, Chanel, Hugo Boss and Calvin Klein.

New product launches expected

The three leading players, E Sæther, L’Oréal Danmark, and Estée Lauder Cosmetics, market a wide range of popular brands in Denmark and are expected to continue to launch new products over the forecast period to maintain their leading positions. Therefore, it is unlikely that any major changes will occur in the positions of the leaders over the forecast period.

Omni-channel experience becomes increasingly important

Danish consumers are becoming increasingly willing to spend money on experience over products. In response, premium players have become better at offering true omni-channel and holistic brand experiences, engaging consumers across all channels.

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