Premium Beauty and Personal Care in Sweden

PROSPECTS

Premium beauty and personal care grows faster than mass

Premium products accounted for a considerably lower share of sales in beauty and personal care than mass products in 2018. Higher prices deter most of the population from purchasing these more expensive products.

Premium fragrances far outperforms mass fragrances

The mass segment dominates all product categories apart from fragrances in Sweden. Premium brands from the top apparel designers are the best-selling brands in fragrances in value terms; amongst which are Hugo Boss, Giorgio Armani, Yves Saint Laurent and Christian Dior, as they supply a large range of scents and continuously launch new products, whilst also offering classical signature scents.

Premium adult sun care is the only category to decline

Within premium beauty and personal care, premium adult sun care was the only category to decline in 2018, mainly due to the strong decline of self-tanning. Declining demand was seen as the spring and summer were exceptionally hot and sunny, enabling Swedes to get a natural tan.

COMPETITIVE LANDSCAPE

L’Oréal Sverige leads premium beauty and personal care

L’Oréal Sverige remained the leader in premium beauty and personal care in 2018, with a diverse portfolio of brands, such as Lancôme, Biotherm, Vichy, La Roche-Posay, salon professional hair care brand Kérastase, and luxury brand Yves Saint Laurent, amongst others. Its diverse top-ranked brands in skin care, and to a lesser extent hair care and colour cosmetics, have enabled the company to main its lead.

Prestige brands outperform premium pharma brands

Premium pharma brands displayed modest growth in 2018, as consumers turned to mass pharma products at the expense of premium products. Sun care was the most dynamic pharma category in 2018, with consumers already holding a high level of trust in the brands ACO and Eucerin in this category.

Niche, ecological and natural brands exhibit the strongest growth

Most ecological and natural brands are in the premium segment in Sweden. These have experienced strong growth, as consumers are willing to pay a higher price as they appreciate products which are gentle to their skin; skin care is the largest product category for ecological and natural brands.

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