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Report
Beauty and Personal Care in Denmark
Market Direction I 2023-04-24 I 118 Pages I Euromonitor
After dynamic growth in 2021, beauty and personal care witnessed limited current value growth in 2022 and a decline in retail volume sales, as consumption patterns began shift back to normal levels. A number of beauty and personal care categories had seen a strong rebound in current value sales in 2021, but such a pace of growth was unlikely to be sustainable in 2022 leading to either decline or a slowdown in value sales. High inflation had a negative impact on beauty and personal care in 2022,...
Euromonitor International's Beauty and Personal Care in Denmark report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Beauty and Personal Care in Denmark
Euromonitor International
May 2023
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN DENMARK
EXECUTIVE SUMMARY
Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 7 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Mass beauty and personal care faces slower growth
Colour cosmetics sees fastest value growth rates
E-commerce loses favour as retailers fully reopen
PROSPECTS AND OPPORTUNITIES
Slow start to forecast period for mass beauty and personal care
Product certifications remain key for mass brands
Private labels to challenge mass brands
CATEGORY DATA
Table 115 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 116 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 117 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 118 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 119 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 120 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Premium beauty and personal care witnesses significant slowdown
Premium fragrances retain strong position against mass fragrances
Premium skin care suffers as inflation rises
PROSPECTS AND OPPORTUNITIES
Premium beauty and personal care faces difficulty as high inflation prevails
Renewed focus on e-commerce channel
Natural trend and sustainability will shape innovations in premium beauty and personal care
CATEGORY DATA
Table 109 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 110 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 111 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 112 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 114 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Inflationary conditions spur current value growth but consumers buy fewer items overall
Baby and child-specific sun care posts robust retail volume growth as travel plans resume
Private labels draw further interest from manufacturers and consumers alike
PROSPECTS AND OPPORTUNITIES
Steady period of growth ahead for baby and child-specific products
Organic and natural products will become commonplace
Manufacturers need to refocus on differentiation
CATEGORY DATA
Table 98 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 99 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 100 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 101 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 102 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 103 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 104 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 105 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 106 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 107 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 108 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand patterns continue to normalise post-pandemic
Colgate-Palmolive consolidates leadership position
Private label gains value share
PROSPECTS AND OPPORTUNITIES
Muted growth ahead for bath and shower
Organic and natural products face hurdles as consumers make cutbacks
Intimate hygiene will prevail as most dynamic category
CATEGORY DATA
Table 8 Sales of Bath and Shower by Category: Value 2017-2022
Table 9 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 10 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 11 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 12 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 13 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 14 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 15 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 16 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Colour cosmetics posts solid growth as recovery continues
Lip products and colour cosmetic witness rebound
Inflationary pressures push appeal of mass cosmetics over premium
PROSPECTS AND OPPORTUNITIES
Growth to stabilise as consumer lifestyles return to normality
More brands to obtain product certifications in colour cosmetics
Natural beauty to remain a key driver
CATEGORY DATA
Table 17 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 18 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 20 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 21 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 22 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 23 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 24 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 25 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 26 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 27 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
DEODORANTS IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Deodorants witness robust value growth but consumers look for cheaper options amid rising costs of living
Online shopping loses some appeal as in-store shopping resumes
Natural deodorants with product certifications gain popularity
PROSPECTS AND OPPORTUNITIES
Roll-ons take on sprays to become most popular deodorant format
Price sensitivity will remain an issue at start of forecast period
Little change expected in competitive landscape
CATEGORY DATA
Table 28 Sales of Deodorants by Category: Value 2017-2022
Table 29 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 30 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 31 NBO Company Shares of Deodorants: % Value 2018-2022
Table 32 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 33 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 34 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 35 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 36 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Depilatories usage hindered by rising prices
Subscription services make their mark in depilatories
Consolidated competitive landscape remains
PROSPECTS AND OPPORTUNITIES
Depilatories face growing competition from permanent hair removal methods
Sustainable concerns will shape demand patterns
Retailers to persevere with private label developments
CATEGORY DATA
Table 37 Sales of Depilatories by Category: Value 2017-2022
Table 38 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 39 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 40 NBO Company Shares of Depilatories: % Value 2018-2022
Table 41 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 42 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 43 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Pace of retail volume growth slows markedly in fragrances
Retailers fully reopen providing a boost to store-based sales
Premium fragrances remain firm favourite among Danes
PROSPECTS AND OPPORTUNITIES
Slowdown in fragrance sales as economic conditions prevail in short term
Duty-free purchases resume as travel picks up post-pandemic
Price sensitivity will remain at start of forthcoming period
CATEGORY DATA
Table 44 Sales of Fragrances by Category: Value 2017-2022
Table 45 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 46 NBO Company Shares of Fragrances: % Value 2018-2022
Table 47 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 48 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 49 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 50 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 51 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Shift back to hair salons and inflation dampens growth in hair care
Styling agents back in vogue as socialising and office life is back on the agenda
Colourants witness lower demand as hair salons reopen
PROSPECTS AND OPPORTUNITIES
Hair care sales patterns to stabilise in the coming years
Natural and organic products to be an area of greater focus
Salon professional hair care faces weaker demand in short-term
CATEGORY DATA
Table 52 Sales of Hair Care by Category: Value 2017-2022
Table 53 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 54 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 55 NBO Company Shares of Hair Care: % Value 2018-2022
Table 56 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 57 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 58 LBN Brand Shares of Colourants: % Value 2019-2022
Table 59 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 60 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 61 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 62 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 63 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 64 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Mens grooming struggles amid inflationary pressures
Mens skin care witnesses decline as consumption patterns shift back to normality
Shaving subscription services capture consumers attention
PROSPECTS AND OPPORTUNITIES
Weaker growth anticipated in years ahead
Environmental concerns will weaken sales of single-use razors
Premium mens grooming brands to regain popularity in the medium-term
CATEGORY DATA
Table 65 Sales of Mens Grooming by Category: Value 2017-2022
Table 66 Sales of Mens Grooming by Category: % Value Growth 2017-2022
Table 67 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 68 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 69 NBO Company Shares of Mens Grooming: % Value 2018-2022
Table 70 LBN Brand Shares of Mens Grooming: % Value 2019-2022
Table 71 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 72 Forecast Sales of Mens Grooming by Category: Value 2022-2027
Table 73 Forecast Sales of Mens Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Oral care witnesses slump in demand amid price inflation
Therapeutic toothpastes attract consumers
Electric toothbrushes gain on battery formats
PROSPECTS AND OPPORTUNITIES
Oral care witnesses slowdown in sales following pandemic boost
Danish product certifications will elevate local brands
Electric toothbrushes face limited growth as high inflation persists
CATEGORY DATA
Table 74 Sales of Oral Care by Category: Value 2017-2022
Table 75 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 76 Sales of Toothbrushes by Category: Value 2017-2022
Table 77 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 78 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 79 NBO Company Shares of Oral Care: % Value 2018-2022
Table 80 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 81 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 82 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 83 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 84 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 85 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 86 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Skin care sales decline in 2022 following dynamic growth
Multifunctional products entice Danes providing convenience
Private label push by Danish retailers
PROSPECTS AND OPPORTUNITIES
Mass skin care to perform better than premium in the short term
Private label and mass brands will leverage product certifications to create competitive advantage
Natural beauty trends still has considerable leverage
CATEGORY DATA
Table 87 Sales of Skin Care by Category: Value 2017-2022
Table 88 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 89 NBO Company Shares of Skin Care: % Value 2018-2022
Table 90 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 91 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 92 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 93 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 94 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 95 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 96 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 97 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN DENMARK
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sun care boosted by rebound in travel and outdoor pursuits
Premium brands grow ahead of mass brands despite higher inflation
Baby and child-specific sun care outperforms other categories
PROSPECTS AND OPPORTUNITIES
Sun care faces slower period of growth
Focus on certifications to enhance quality perception
Sun care to benefit from year-round usage
CATEGORY DATA
Table 121 Sales of Sun Care by Category: Value 2017-2022
Table 122 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 123 NBO Company Shares of Sun Care: % Value 2018-2022
Table 124 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 125 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 126 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 127 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
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