Skin Care in Denmark

PROSPECTS

Strong certification trend driven by consumer demand

The strong health and wellness trend and increased media focus on chemicals, allergens and other harmful substances resulted in strong demand for more natural skin care products in 2018. This encouraged manufacturers to focus on obtaining certifications as a means of gaining consumer trust, with an increasing number of products carrying certifications such as the Nordic Swan over the review period.

Facial care drives growth in skin care

Danish consumers are increasingly focused on maintaining a youthful and healthy appearance and facial care plays an important role in this. Subsequently, facial care recorded strong retail value growth in 2018, with anti-agers and moisturisers achieving the strongest growth.

K-beauty and J-beauty trends emerge

The K-beauty and J-beauty trends (popular South Korean and Japanese skin care and cosmetics products), are slowly beginning to emerge in Denmark with the availability of these products increasing in line with consumer awareness and demand. One of the most popular categories in K-beauty is facial masks, with a large variety of single-use facial masks from brands such as Holika and Mizon available at relatively low price points, while J-beauty is more focused on cosmetics products from brands such as Shiseido.

COMPETITIVE LANDSCAPE

L'Oréal Danmark retains its lead

L'Oréal Danmark continued to lead skin care in 2018 with a solid lead over Estée Lauder Cosmetics and Beiersdorf in second and third places, respectively. Skin care in Denmark remained consolidated, with these three leading players accounting for a significant proportion of retail value sales in 2018, They market some of the most popular skin care brands in Denmark, including Clinique, L'Oréal Dermo-Expertise, Biotherm, and Nivea.

Little changes expected in the competitive environment

It is expected that the leading players in skin care will continue to monitor market trends and launch new products in order to maintain and build on their leading positions, with the leaders’ positions likely to remain unchanged over the forecast period. However, as Danish consumers are increasingly demanding more natural, organic and premium products it is likely that opportunities will arise for smaller players in these niche segments and a number of new players and products are anticipated to be introduced over the forecast period.

Internet retailing continues to advance

Internet retailing recorded dynamic value growth in 2018. Traditional sales channels such as department stores and traditional grocery retailers struggled to retain customers as the appeal of cheaper products and home delivery drew a growing number of consumers to online shopping.

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