Skin care in Sweden continued to defy some expectations throughout the Coronavirus (COVID-19) pandemic, with consumption growth gathering speed during 2020 and demand peaking during 2021 to reach record levels. Consumption was driven by a combination of the consumer focus on personal hygiene and wellbeing and at-home indulgence, the growing professionalisation of skin care players and greater acceptance of the effectiveness of these products.
In 2021, as in previous years, skin care products used to alleviate dry skin, eczema and other problems caused by the dry and cold climate common to Sweden, remained products of necessity for large parts of the consumer audience. This factor helped spur consumer interest in skin care as an indulgence during the pandemic.
While a significant portion of e-commerce sales remained controlled by existing players, such as the major pharmacy chains, smaller and nimbler challengers operating across multiple categories, particularly in mass skin care and colour cosmetics, continued to pose a growing threat to established manufacturers and companies. Although no longer a new phenomenon in 2021, these companies were able to capitalise on social media and the wider internet as marketing channels and on a significantly faster to-market speeds, compared to international conglomerates.
Skin care sales are expected to develop positively in 2022 and beyond, although retail volume and value (constant 2021 prices) growth rates are projected to slow as the forecast period progresses. Consumption is predicted to remain healthy as consumers continue to engage in both public and at-home indulgence consumption of skin care products and other goods of perceived luxury or sensation.
A lasting effect of the COVID-19 period, the home indulgence trend, is expected to become a more widespread and a more established phenomenon in the short to medium term. In this vein, premium skin care brands are likely to continue to be challenged by fast-moving domestic brands.
E-commerce is becoming a major channel and exerting significant price pressure on competing retail formats. Meanwhile, domestic challengers and a shifting consumer focus towards dermocosmetics blur the line between mass and premium in skin care.
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This is the aggregation of facial care, body care, hand care and skin care sets/kits.See All of Our Definitions
This report originates from Passport, our Skin Care research and analysis database.
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