Premium Beauty and Personal Care in Norway

PROSPECTS

Naturally-positioned products remain key driver of value growth

The majority of premium beauty and personal care categories continued to experience positive value sales development in 2018 and a main contributing reason for this is rising demand for naturally-positioned products. The rising demand for natural products is present within most industries in Norway.

Pharmacy channel’s service-orientated nature boosts sales of premium brands

The pharmacy channel continued to register strong value share gains in terms of premium beauty and personal care products in 2018. The channel has successfully managed to build a wide customer group by focusing on natural high-quality skin care, personalised service and educated staff, building loyalty through customer clubs and product diversification.

Everyday hygiene products continue to struggle

The majority of premium beauty and personal care categories have registered a strong value sales development throughout the review period. However, everyday products, such as bath and shower, deodorants and even hair care, have not experienced the same level of premiumisation as skin care, fragrances or colour cosmetics.

COMPETITIVE LANDSCAPE

Beauty giant L’Oréal Norge consolidates leading position

The Norwegian subsidiary of the beauty giant L’Oréal continued to lead value sales of premium beauty and personal care products in 2018, augmenting its position further to account for well over one third of overall value sales. A strong focus on product diversification, premium pharmacy brands and digital engagement have resulted in the company maintaining its leading position despite a high degree of competition.

Engelschiøn Marwell Hauge augments its position through acquisition

The Norwegian beauty and personal care distributor and dominant force within premium fragrances, Engelschiøn Marwell Hauge (EMH), augmented its position in 2018. During the year, the brand management company that acquired EMH in 2016, acquired another Norwegian distributor, Solis, resulting in its brands being transferred to EMH.

Niche brands and pharmacy brands register most dynamic growth

While many leading premium beauty and personal care brands, such as Biotherm, increased their value share in 2018, the most dynamic growth was mainly registered by smaller niche brands along with premium pharmacy brands. Origins and Tromborg are two selective brands mainly sold within beauty specialist retailers that registered strong growth in 2018 as a result of their strong emphasis on natural ingredients.

Files are delivered directly into your account within a few minutes of purchase.