Beauty and Personal Care in Sweden - Research and Markets

Despite a high degree of maturity, the beauty and personal care market in Sweden displayed a slight upturn in retail volume in 2022, commensurate with an increase in the size of the population, which in turn, was spurred by immigration. Moreover, while the impact of COVID-19 on beauty and personal care products in Sweden was relatively modest compared to many other Western European countries, thanks to the government’s less strict approach to the pandemic, a revival in international travel, comb...

The Beauty and Personal Care in Sweden 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.

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BEAUTY AND PERSONAL CARE IN SWEDEN

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 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 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 SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Improved performance in 2022, thanks to consumers’ value-for-money focus
Dermocosmetics brands grow in importance
Mass colour cosmetics and fragrances lose share to their premium counterparts, despite high number of new product launches

PROSPECTS AND OPPORTUNITIES

Mass products will be outplaced by premium offerings, as trend towards trading up continues
Commodified categories of bath and shower, deodorants and skin care will benefit from premiumisation and skinification trends
Shift in focus towards pharmacies, thanks to continued interest in dermocosmetics

CATEGORY DATA

Table 72 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 73 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 74 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 75 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 76 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 77 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027

PREMIUM BEAUTY AND PERSONAL CARE IN SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Return to pre-pandemic lifestyles revives premiumisation trend
Artisanal products with “clean” beauty credentials fuel growth in skin care, while niche fragrances gain further appeal
Affordable premium brands gain traction

PROSPECTS AND OPPORTUNITIES

Premium brands will continue to benefit from home indulgence trend, although inflationary pressures will restrict growth potential
Demographic trends will have positive impact on sales
Digital marketing will remain important, especially for niche offerings

CATEGORY DATA

Table 78 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 79 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 80 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 81 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 82 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 83 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027

BABY AND CHILD-SPECIFIC PRODUCTS IN SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Continued growth expected, despite rising inflation and falling birth rate
Sun care products will lead growth
Parents will continue to seek out natural, additive-free options

PROSPECTS AND OPPORTUNITIES

Further decline in the national birth rate will have negative impact on volumes, but parents will continue to spoil their offspring.
“Less is more” approach will characterise baby and child-specific products, with niche brands gaining traction
Sun care will continue to lead growth, in keeping with return to pre-pandemic outdoor activities

CATEGORY DATA

Table 84 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 85 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 86 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 87 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 88 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 89 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 90 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 91 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 92 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 93 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 94 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027

BATH AND SHOWER IN SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Stagnant performance for bath and shower in 2022
Declining use of hand sanitisers restricts value growth
Burgeoning sport and exercise trend has positive impact on body wash/shower gel

PROSPECTS AND OPPORTUNITIES

Improved performance expected, thanks to premiumisation trend
Body powder and suffers from old fashion image, while traditional bar soap has potential, thanks to growing sustainability concerns
Hand sanitisers have had their heyday

CATEGORY DATA

Table 95 Sales of Bath and Shower by Category: Value 2017-2022
Table 96 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 97 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 98 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 99 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 100 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 101 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 102 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 103 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027

COLOUR COSMETICS IN SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Make-up sales are boosted by return to normal routines
Premiumisation trend continues in 2022
Mass brands up investment in new launches

PROSPECTS AND OPPORTUNITIES

Premiumisation trend look set to continue, although continued popularity of low-cost retailers could restrict value performance
Digital marketing will be crucial for niche brands
An ageing, more ethnically diverse population will create opportunities for further development

CATEGORY DATA

Table 104 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 105 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 106 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 107 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 108 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 109 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 110 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 111 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 112 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 113 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 114 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027

DEODORANTS IN SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
No upsurge in demand for deodorants in 2022, due to their essential nature
Deodorant sprays and sticks benefit from premiumisation trend, while deodorant creams continue to be valued for their sustainable credentials
Having been well-placed to benefit from shift towards e-commerce, growth in online sales slows in 2022

PROSPECTS AND OPPORTUNITIES

Further growth expected, led by deodorant creams
Burgeoning popularity of low-cost stores, notably Normal, could dampen value growth
Sustainability issues will shape new product development

CATEGORY DATA

Table 115 Sales of Deodorants by Category: Value 2017-2022
Table 116 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 117 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 118 NBO Company Shares of Deodorants: % Value 2018-2022
Table 119 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 120 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 121 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 122 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 123 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027

DEPILATORIES IN SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Unremarkable growth in 2022, with growing demand for urban consumers offset by increasing popularity of salon waxing
Skinification trend adds value
Alternative depilation methods and sustainability concerns fail to make an impact

PROSPECTS AND OPPORTUNITIES

Growth will be hampered by high degree of maturity
Natural formulas will gain traction
Niche and private label products will pose competition to leading players

CATEGORY DATA

Table 11 Sales of Depilatories by Category: Value 2017-2022
Table 12 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 13 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 14 NBO Company Shares of Depilatories: % Value 2018-2022
Table 15 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 16 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 17 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027

FRAGRANCES IN SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Full recovery in 2022, thanks to indulgence trend, with shift back towards store-based retailing
Premiumisation trend continues, with niche brands performing particularly well
Celebrity endorsed brands fuel growth in mass fragrances

PROSPECTS AND OPPORTUNITIES

Solid performance expected, thanks to normalisation of daily lifestyles
Premium offerings will lead growth, thanks to growing popularity of artisanal offerings
Unisex fragrances and premium fragrance sets will gain traction

CATEGORY DATA

Table 18 Sales of Fragrances by Category: Value 2017-2022
Table 19 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 20 NBO Company Shares of Fragrances: % Value 2018-2022
Table 21 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 22 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 23 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 24 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 25 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027

HAIR CARE IN SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
High degree of saturation limits opportunities for value growth
Salon brands benefit from home influence trends, as well as growing online presence
“Clean” formulations will find their niche in a mature market

PROSPECTS AND OPPORTUNITIES

Trend towards commoditisation will place downward pressure on value sales
Continued shift in favour of “clean labels”
New entrants will turn to e-commerce to circumnavigate strength of established players in store-based retailing

CATEGORY DATA

Table 26 Sales of Hair Care by Category: Value 2017-2022
Table 27 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 28 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 29 NBO Company Shares of Hair Care: % Value 2018-2022
Table 30 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 31 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 32 LBN Brand Shares of Colourants: % Value 2019-2022
Table 33 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 34 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 35 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 36 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 37 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 38 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027

MEN'S GROOMING IN SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Return to pre-pandemic work and social lifestyles fuels growth in 2022
Stable development for men’s shaving products, with premiumisation and value-for-money trends growing simultaneously
Opportunities to trade up in men’s toiletries

PROSPECTS AND OPPORTUNITIES

Steady growth expected, driven by a growing interest in premium brands
Scope for further development of men’s toiletries
Further segmentation in skin care

CATEGORY DATA

Table 39 Sales of Men’s Grooming by Category: Value 2017-2022
Table 40 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 41 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 42 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 43 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 44 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 45 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 46 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 47 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027

ORAL CARE IN SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
No noticeable rebound in 2022, thanks to essential nature of oral care products
Electric toothbrushes remain key driver of growth
Sustainability focus adds value in mature subcategories of toothpaste and manual toothbrushes

PROSPECTS AND OPPORTUNITIES

Growing maturity will present a challenge to manufacturers, alongside a waning demand for denture care products
Electric toothbrushes will remain key driver of growth, thanks to technological advancements by the leading players
Sustainability trends will grow in prominence

CATEGORY DATA

Table 48 Sales of Oral Care by Category: Value 2017-2022
Table 49 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 50 Sales of Toothbrushes by Category: Value 2017-2022
Table 51 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 52 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 53 NBO Company Shares of Oral Care: % Value 2018-2022
Table 54 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 55 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 56 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 57 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 58 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 59 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 60 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027

SKIN CARE IN SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Continuation of healthy growth trend in 2022
Rising popularity of dermocosmetic brands
Niche, artisanal offerings gain traction, with “clean beauty” and affordable premium lines proving to be winners with consumers

PROSPECTS AND OPPORTUNITIES

At-home indulgence trend will support further growth
Ageing, more diverse population will provide opportunities within skin care
Leading players will face increasing competition from domestic brands, which have the ability to tap into local preferences

CATEGORY DATA

Table 61 Sales of Skin Care by Category: Value 2017-2022
Table 62 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 63 NBO Company Shares of Skin Care: % Value 2018-2022
Table 64 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 65 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 66 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 67 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 68 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 69 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 70 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 71 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027

SUN CARE IN SWEDEN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Sun care leads growth in beauty and personal care in 2022, thanks to return of international tourism and buoyant outdoor activity trend
Sun protection products benefit from inclusion of skin care attributes, as premiumisation trend continues
Self-tanning sees stronger focus on natural effects

PROSPECTS AND OPPORTUNITIES