Premium Beauty and Personal Care in Norway

PROSPECTS

Premium products become more readily available in alternative channels

Premium beauty and personal care products gradually became more readily available in alternative channels during the review period, such as online stores, chemists/pharmacies, discount drugstores and beauty specialist retailers. This trend continued to intensify in 2017, with pure online player blivakker.

Naturally-positioned products gain ground in most premium categories

Virtually all premium beauty and personal care categories experienced the strong development of products containing natural ingredients and products with free-from claims in 2017. The rising demand for natural products is present within most industries in Norway.

Premium brands struggle to gain share in everyday products

Whilst premium beauty and personal care brands gained at the expense of mass brands in most categories throughout the review period, premium brands struggled to gain share in everyday products, such as body wash/shower gel and liquid soap. The main reason is that mass brands offer similar features as premium brands in bath and shower, resulting in consumers being unwilling to pay a premium.

COMPETITIVE LANDSCAPE

L’Oréal leads premium beauty and personal care

Beauty and personal care giant L’Oréal Norge held the leading position in the premium segment in value terms in 2017. The company reinforced its leading position during the review period by focusing on product diversification, especially when it comes to its pharmacy brands, incorporating more premium qualities and focusing on digital engagement.

Niche brands display dynamic growth and gain ground

The strong premiumisation trend within beauty and personal care in Norway, coupled with rising channel fragmentation, has resulted in retailers turning towards more premium niche brands to add value. Consumer demand for more personalised and individual products underpinned this development.

The continued launch of brands with a natural positioning

There were numerous new entrants with a natural positioning in Norway in 2017, such as Juicy Beauty, Mádara and Esse Organic Skincare. Furthermore, the solid growth seen by chemists/pharmacies was partly a result of a strong focus on natural products which are free from chemicals, and suitable for dry and sensitive skin.

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