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Beauty and Personal Care in Denmark

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    Report

  • 124 Pages
  • May 2025
  • Region: Denmark
  • Euromonitor International
  • ID: 2347477
The Danish economy continued improving in 2024 and saw lower inflation than in previous years, benefiting beauty and personal care. Reduced inflation and interest rates, plus rising real incomes and improved consumer confidence, resulted in overall higher consumer spending. Although many local consumers still prioritised spending on travel and experiences, beauty and personal care recorded sustained positive growth in most categories.

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 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 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.

Table of Contents

EXECUTIVE SUMMARY
  • Beauty and personal care in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for beauty and personal care?
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Greater consumer confidence slows demand for mass products
  • L’Oréal Groupe leads, while Yves Rocher rises fastest
  • Pronounced shift away from mass and towards premium products
PROSPECTS AND OPPORTUNITIES
  • Sales will be supported by improved economic outlook
  • Natural trend likely to accelerate
  • Higher investment in private label
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Improved economic conditions prove good for premium products in 2024
  • Estée Lauder leads, ahead of L’Oréal Groupe
  • Continued shift from mass to premium
PROSPECTS AND OPPORTUNITIES
  • Premium products will see further growth during forecast period
  • Natural beauty trend to remain key
  • E-commerce as fastest riser
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Sales supported by rising consumer confidence and demographic trends in 2024
  • Kenvue as largest GBO, with Karo Healthcare leading growth
  • Health and beauty specialists remain preferred outlets for category purchases
PROSPECTS AND OPPORTUNITIES
  • Sun care will lead growth during forecast period
  • Organic and natural trends to gain traction
  • E-commerce set to see most robust rises in distribution
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Positive growth for bath and shower in 2024
  • Colgate as leading GBO, with Beiersdorf recording robust rises
  • Grocery retail remains local preference for buying bath and shower products
PROSPECTS AND OPPORTUNITIES
  • Positive economic outlook will support modest sales during forecast period
  • Natural and organic trends remain central
  • Little hope for future of bar soaps
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2019-2024
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Colour cosmetics sees continued growth in Denmark in 2024
  • Estée Lauder leads, with Chanel showing strong dynamism
  • Health and beauty specialists holds highest value share in 2024
PROSPECTS AND OPPORTUNITIES
  • Solid growth forecast for colour cosmetics in Denmark
  • Continued focus on natural beauty
  • E-commerce channel will remain ahead in distribution
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
  • Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
  • Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Deodorants does well in Denmark in 2024
  • Unilever leads with well-known brands
  • Deodorants in Denmark are frequently purchased while grocery shopping
PROSPECTS AND OPPORTUNITIES
  • Deodorant roll-ons to lead overall growth
  • Rising demand for natural and safe variants
  • E-commerce to see fastest expansion
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2019-2024
  • Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
  • Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
  • Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
  • Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Razors and blades remain most popular products within depilatories in 2024
  • Procter & Gamble maintains GBO leadership through popular Gillette brand
  • Grocery retail remains ahead in distribution of depilatories in Denmark
PROSPECTS AND OPPORTUNITIES
  • Moderate growth anticipated for depilatories during forecast period
  • Single-use razors set for persistent decline
  • Subscription-based sales models likely to expand
CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2019-2024
  • Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
  • Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
  • Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
  • Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Premium products drive overall growth for fragrances in 2024
  • Coty leads with popular brands
  • Most fragrances bought through health and beauty specialists
PROSPECTS AND OPPORTUNITIES
  • Brighter economic context will see further growth for fragrances in forecast period
  • Smaller pack sizes to become more prevalent
  • Online sales keep on rising
CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2019-2024
  • Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
  • Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
  • Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
  • Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Hair loss treatments leads overall growth for hair care in 2024
  • L'Oréal Groupe leads
  • Hair care products form part of grocery shopping basket
PROSPECTS AND OPPORTUNITIES
  • Hair care to see further expansion throughout forecast period
  • Rising demand for natural and organic options
  • Continued decline forecast for perms and relaxants
CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2019-2024
  • Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
  • Table 81 NBO Company Shares of Hair Care: % Value 2020-2024
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
  • Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024
  • Table 84 LBN Brand Shares of Colourants: % Value 2021-2024
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
  • Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Popularity of premium fragrances supports sales in men’s grooming in 2024
  • Procter & Gamble leads through Gillette
  • Health and beauty specialists holds highest value share, while e-commerce sees fastest growth
PROSPECTS AND OPPORTUNITIES
  • Accelerating premiumisation trend will help push sales
  • Men’s grooming still holds potential for further growth
  • E-commerce to go from strength to strength
CATEGORY DATA
  • Table 91 Sales of Men’s Grooming by Category: Value 2019-2024
  • Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
  • Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
  • Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
  • Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024
  • Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
  • Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
  • Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
  • Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Oral care sees continued positive growth in Denmark in 2024
  • Clear lead for Colgate
  • Discounters as favourite stores for oral care purchases
PROSPECTS AND OPPORTUNITIES
  • Steady growth projected for oral care
  • Natural and organic trends continue to accelerate
  • Rising interest in therapeutic offerings
CATEGORY DATA
  • Table 100 Sales of Oral Care by Category: Value 2019-2024
  • Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024
  • Table 102 Sales of Toothbrushes by Category: Value 2019-2024
  • Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024
  • Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
  • Table 105 NBO Company Shares of Oral Care: % Value 2020-2024
  • Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024
  • Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
  • Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024
  • Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029
  • Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
  • Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029
  • Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Growth turns positive for skin care in 2024
  • Estée Lauder overtakes L’Oréal Groupe
  • Health and beauty specialists holds highest share of skin care distribution
PROSPECTS AND OPPORTUNITIES
  • Shift towards premium products will persist throughout forecast period
  • Higher demand for natural ingredients
  • E-commerce will benefit further from superior offer of convenience
CATEGORY DATA
  • Table 113 Sales of Skin Care by Category: Value 2019-2024
  • Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024
  • Table 115 NBO Company Shares of Skin Care: % Value 2020-2024
  • Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024
  • Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
  • Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024
  • Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024
  • Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
  • Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
  • Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029
  • Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN DENMARKKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Sun protection drives sun care in 2024
  • L'Oréal Groupe and Beiersdorf dominate
  • Grocery retail holds highest value share among distribution channels
PROSPECTS AND OPPORTUNITIES
  • Sun care faces bright future in Denmark
  • Rising interest in skin care should support growth in year-round use of sun care
  • E-commerce will continue to see fastest growth in distribution share
CATEGORY DATA
  • Table 124 Sales of Sun Care by Category: Value 2019-2024
  • Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024
  • Table 126 NBO Company Shares of Sun Care: % Value 2020-2024
  • Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024
  • Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
  • Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029
  • Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029