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Beauty and Personal Care in Denmark

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    Report

  • 118 Pages
  • April 2023
  • Region: Denmark
  • Euromonitor International
  • ID: 2347477
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,...

The 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.
The publisher 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, the publisher has a unique capability to develop reliable information resources to help drive informed strategic planning.

Table of Contents

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
  • Men’s grooming struggles amid inflationary pressures
  • Men’s skin care witnesses decline as consumption patterns shift back to normality
  • Shaving subscription services capture consumer’s attention
PROSPECTS AND OPPORTUNITIES
  • Weaker growth anticipated in years ahead
  • Environmental concerns will weaken sales of single-use razors
  • Premium men’s grooming brands to regain popularity in the medium-term
CATEGORY DATA
  • Table 65 Sales of Men’s Grooming by Category: Value 2017-2022
  • Table 66 Sales of Men’s 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 Men’s Grooming: % Value 2018-2022
  • Table 70 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
  • Table 71 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
  • Table 72 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
  • Table 73 Forecast Sales of Men’s 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