In early 2021, premium beauty and personal care continued to suffer from many consumers’ avoidance of physical retail locations, in order to minimise contact with others and the risk of contagion with regard to Coronavirus (COVID-19) in Sweden. With many brands depending on the in-person, in-store experience to generate sales, this consumer behaviour caused problems for premium beauty and personal care retailing.
The second half of 2021 saw significantly improved market conditions for premium brands, which experienced a surge in renewed consumer demand. This compensated for the slow or absent recovery in premium beauty and personal care categories in early 2021.
Despite significantly improving market conditions, particularly in the second half of 2021, premium beauty and personal care manufacturers had to work hard to maintain their positions, due partly to competition with higher-quality mass brands to capture returning consumers. Many players were hard pressed to manage the recovery process, leaving significant opportunities for others that were able to maintain their positions and retain sufficient reserves to invest in tools and initiatives to capture shares.
Premium beauty and personal care is expected to continue to benefit from the robust consumer interest in indulgence consumption at home. With telecommuting and work-from-home schemes becoming a standard feature of work life in larger cities, particularly among many intended users of premium beauty and personal care products, consumers are likely to continue to spend considerable amounts on premium products for home indulgence.
Premium beauty and personal care categories are projected to see considerable improvement in demand over the forecast period. This is partly due to a rebound effect after enforced isolation and growing consumer interest in home indulgence consumption during the COVID-19 pandemic.
Also somewhat paradoxically, Swedish consumers’ willingness to spend on high-quality beauty and personal care products is expected to increase. This is set to particularly favour brands capable of making a credible claim for organic and ecological product properties, and all types of premium dermocosmetics.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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.
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