Super premium beauty and personal care has seen enhanced sales in both 2020 (bar in the case of super premium colour cosmetics, the only sub-category in declines) and into 2021 (with all sub-categories seeing positive growth). This ongoing growth is driven by consumers’ reinforced interest in health, wellbeing and personal care, as well as brands’ investments into having an omnichannel presence.
Super premium beauty brands in Sweden have started to offer refill options for the products. For example, lipsticks Rouge Hermès and Rouge Dior, which were launched in 2020, attract environmentally conscious consumers with wider range of colours available as refills in 2021.
The year of 2020 was marked by an increased interest in skin care, which resulted in noticeable changes in the competitive environment in super premium beauty and personal care. Chanel preserved its leadership position in 2020, but was noticeably challenged by Clarins with a more extensive skin care portfolio.
Super premium beauty and personal care will maintain similarly-robust growth over the forecast period, as long as the leading brands successfully convey the values of sustainability and wellness. Swedish consumers are expected to prioritise the sustainability actions of producers, among which are recycled packaging, carbon offsetting, fair working conditions and sustainable transportation.
Scandinavian-inspired and locally produced beauty and personal care products will enhance their appeal for local consumers, as well as for international tourists in Sweden, within the super-premium segment. Scandinavian skin care products are generally associated with strong commitments to minimalism and simplicity, in both ingredients and aesthetics, as well as vegan and cruelty-free ingredients.
Online shopping for super premium beauty has seen accelerated development during the time of the COVID-19 pandemic years. It is easy for consumers to shop online for the beauty products they already know and trust, and this has also been enhanced by the growing availability of international brands through online shops.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Super Premium Beauty and Personal Care industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.See All of Our Definitions
This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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