Premium Beauty and Personal Care in Norway

PRE-COVID-19 PERFORMANCE

Premiumisation and Scandi-Beauty trends drive sales and innovations

The premiumisation trend continued in Norway in 2019. Norwegians are affluent consumers who take great pride in their appearances, and have been seen to trade up from mass to premium products across almost all categories in beauty and personal care.

Pharmacy channel continues to benefit premium segment and competition heats up with new launches

The increasingly popular pharmacy channel also benefitted the premium segment in 2019. Pharmacies have been gaining strength over the review period and continued to be robust in 2019.

L'Oréal maintains lead, as pharmacy brands inspire competition with innovative products following the latest trends

L'Oréal Norge AS continued to lead in 2019, thanks to its extensive portfolio of globally-recognised and respected beauty and personal care products scanning multiple categories. The majority of the player’s large and well-known L'Oréal Luxe brands, such as Lancôme, Yves Saint Laurent, Giorgio Armani, Biotherm, and Kiehl’s, continued to perform well in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of premium beauty and personal care are expected to decline by 10% in 2020 in 2019 constant value terms, however this is attributed to a lowering of unit prices as opposed to as a direct impact from COVID-19.

Affected products within premium beauty and personal care

Premiumisation looks set to remain a trend in Norway, as Norwegian consumers are typically affluent and not price-sensitive. As per noted in mass beauty and personal care, whilst there have been some changes to purchasing patterns and trends in certain sub-categories, the overall segment remains relatively unaffected by any impacts of COVID-19 thus far.

Recovery and opportunities

Opportunities in the premium segment continue to centre around the trends for “clean beauty” and Scandi-beauty. As this is still a relatively new trend in Norway, it will continue to gain appeal over time and it offers great scope for innovation with organic, natural and sustainable products.

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