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Mens Grooming Products in Denmark
Euromonitor International, Nov 2007, Pages: 26
Our Mens Grooming Products 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 (2001-2006), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2011 illustrate how the market is set to change.
Product coverage: mens pre-shave, razors, post-shave, bath and shower products, deodorants, hair care, skin care.
Data coverage: market sizes (historic and forecasts), company shares and brand shares.
Why buy this report?
- Get a detailed picture of the mens grooming industry ;
- 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
EXECUTIVE SUMMARY
Mature Cosmetics and Toiletries Maintains Growth
Cosmetics and toiletries is largely mature in Denmark, with wide household penetration for most products. However, a number of factors enabled continued sales growth in 2006. Firstly, there was a growing focus on value-added products among both players and consumers, which aided value growth. Consumers responded enthusiastically to cosmetics and toiletries with additional anti-ageing, skin care or sun protection benefits.
There was also growing interest in products with a natural or organic positioning and cosmetics and toiletries for sensitive skin. In addition, the male consumer base expanded, with younger men increasingly interested in grooming.
Sun Care Most Dynamic As Consumer Awareness Grows
Sun care saw the most dynamic growth within cosmetics and toiletries in 2006. Growth was assisted by strong public education campaigns, with more consumers thus using sun protection when exposed to the sun. In addition, growth was driven by an unusually long and hot summer and by players driving volume growth through price promotions. An increasing range of private label sun care also attracted consumers’ attention.
Multinationals Lead But Face Growing Competition From Private Label Multinationals lead Danish cosmetics and toiletries, with the top three players being L'Oréal, Lever Fabergé and Beiersdorf. These players have wide ranges and well-trusted brands with a long presence in Denmark. They also
benefit from wide distribution, strong marketing support and frequent new product development. However, many of the leading multinationals lost share to private label in 2006. Pharmacies/drugstores retailer Matas was particularly active in expanding its range of good quality private label cosmetics and toiletries, with a growing focus on value-added products.
Supermarkets/hypermarkets Struggles To Maintain Share
Supermarkets/hypermarkets is the leading retailer in cosmetics and toiletries. Many Danish consumers have a highly pragmatic attitude to cosmetics and toiletries, preferring basic products and picking these up along with their weekly shop. However, the growing focus on value-added products saw the share of supermarkets/hypermarkets slip in 2006. Meanwhile, specialists gained share, as did pharmacies/drugstores, with this channel largely benefiting from the growth of leading retailer Matas.
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