Premium Beauty and Personal Care in Sweden

PROSPECTS

Premium brands outperform mass ranges

Premium beauty and personal care continued to display much stronger growth than mass brands during 2017 due to rising consumer disposable incomes and growing interest in beauty products. Swedish consumers’ disposable incomes grew by 5% in 2017 and are expected to increase by 24% over the forecast period, thus allowing consumers to spend more on beauty and personal care.

Fragrances accounts for majority of premium sales

Fragrances is the area with the highest proportion of premium brands, with this trend expected to continue throughout the forecast period. Consumer brand loyalty and growing interest in niche and luxury ranges will further help to reinforce this trend.

Share of premium products varies strongly

Fragrances is the sole area where sales of premium products are higher than for mass products. However, several other areas have very strong premium sales shares.

COMPETITIVE LANDSCAPE

L’Oréal continues to lead sales

L’Oréal remains the leading premium player, offering a large assortment of products in most areas, including brands such as Vichy, Biotherm, Lancôme and La Roche-Posay. Most of these brands have a longstanding presence and are widely distributed in beauty specialist retailers and pharmacy chains.

Pharmacy premium brands see strong growth

Since the first private pharmacy chain opened in 2010, the pharmacy beauty and personal care area has changed, with shelf-space designated for these products, product launches and the launch of new brands fuelling strong growth. These brands are particularly popular within skin and sun care, although sales are also growing in other areas.

Domestic brands focus on niche positioning

Domestic premium brands mainly focus on differentiating themselves from established international ranges. Premium colour cosmetics brands such as Make Up Store have niche positioning in colour cosmetics for consumers with a strong interest in make-up, offering mainly vegan products.

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