Skin Care in Norway

PROSPECTS

High degree of product innovation drives dynamic pharmacy channel

The pharmacy channel has developed strongly throughout the review period and its main focus has been skin care products. The strong focus on customer service and loyalty clubs along with emphasising natural-orientated brands have been the main contributors to the strong performance.

Premiumisation trend continues to intensify

The premium skin care segment has outperformed that of mass alternatives for most of the review period and continued doing so in 2018 as well. The strong demand for more naturally-positioned products and Norwegian consumers’ rising preference for more niche brands have underpinned value growth throughout the review period.

Low-cost store concepts undermining value growth

While online sales of skin care have started to slow down, sales through low-cost store concepts, such as Europris, Loco, Nille and Normal, have boomed. Naturally, this trend is undermining value sales, especially for mass brands, such as Garnier, Simple and Dove, which are particularly prominent in these stores.

COMPETITIVE LANDSCAPE

L’Oréal Norge continues to lead value sales

L’Oréal Norge continued to lead skin care in 2018, accounting for almost one third of overall value sales. The beauty giant has an extremely wide product portfolio, which includes premium pharmacy brands, such as La Roche-Posay and Vichy, premium beauty brands mainly found in beauty specialist retailers, such as Biotherm and Lancôme, and widely-available mass brands, such as L’Oréal and Garnier.

Pharmacy brands register dynamic growth

The pharmacy channel continued to register highly dynamic value growth in 2018, resulting in the majority of pharmacy brands augmenting their positions. Aside from major pharmacy brands, such as La Roche-Posay, augmenting their shares, smaller recently-launched niche pharmacy brands, such as Cerave, Murad and Payot, added novelty value to the channel.

Natural brands perform strongly

Rising demand for naturally-positioned products has been one of the most apparent trends within skin care throughout the reivew period. Small niche specialised brands, such as Tromborg, Origins, Emma S and Rituals, have in particular performed well towards the end of the review period.

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