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Beauty and Personal Care in Sweden

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    Report

  • 124 Pages
  • April 2024
  • Region: Sweden
  • Euromonitor International
  • ID: 2555757
Beauty and personal care in Sweden remained stable in terms of volume sales in 2023. However, value growth was significant due to a powerful trend towards premiumisation and high inflation. Swedes view beauty and personal care products as essential, meaning they are unlikely to cut back on quality, even in challenging economic times.

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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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 2023: The big picture
  • 2023 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 2018-2023
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Resilience and reinvention in the face of premiumisation
  • Dermocosmetics and premium sun care go mass
  • The power of brands in fragrances and colour cosmetics
PROSPECTS AND OPPORTUNITIES
  • Stable performance and strategic adaptation
  • The rise of low-cost stores and the impact on grocery-focused categories
  • Beauty and personal care retailers drive growth in key categories
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
PREMIUM BEAUTY AND PERSONAL CARE IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • A premium surge fuelled by innovation and personalisation
  • Niche brands carve out a space in a crowded market
  • Clean beauty takes centre stage
PROSPECTS AND OPPORTUNITIES
  • Unstoppable growth and evolving consumer preferences
  • Blurring the lines between categories
  • The rise of affordable premium
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
BABY AND CHILD-SPECIFIC PRODUCTS IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Minimalist approach and evolving segmentation
  • Birth rates and baby and child-specific toiletries
  • Baby and child-specific sun care: A dynamic category
PROSPECTS AND OPPORTUNITIES
  • Stable growth fuelled by segmentation and clean beauty
  • Clean beauty takes centre stage
  • Sun care: A bright outlook
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
BATH AND SHOWER IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • A mature product area with premium aspirations
  • Diverging fortunes in the soap category
  • Premiumisation gains traction in body wash/shower gel
PROSPECTS AND OPPORTUNITIES
  • Stability reigns with premiumisation as the engine
  • Liquid innovation and design emphasis for soaps and shower gels
  • Niche potential in intimate washes and bath additives
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2018-2023
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
COLOUR COSMETICS IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Thriving on premiumisation and innovation
  • Premiumisation reigns supreme as clean beauty takes centre stage
  • Mass market stays relevant with innovation and inclusivity
PROSPECTS AND OPPORTUNITIES
  • Premiumisation persists
  • Mass colour cosmetics adapts
  • The rise of niche brands and digital influence
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
  • Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
  • Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
DEODORANTS IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Stagnant sales and the rise of discount stores
  • Deodorant roll-ons: A saturated market under pressure
  • Deodorant sticks: A premium niche carving out growth
PROSPECTS AND OPPORTUNITIES
  • Stagnant growth with pockets of opportunity
  • Roll-ons and sticks: The mainstays
  • A niche revival for sprays and creams?
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2018-2023
  • Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
  • Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
  • Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
  • Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
DEPILATORIES IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Stagnant growth and the rise of discount stores
  • Estrid: Disrupting the duopoly with a subscription model
  • Skinification: A driver of value
PROSPECTS AND OPPORTUNITIES
  • Estrid: Disrupting with convenience and skinification
  • Limited impact from alternatives and continued focus on skin benefits
CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2018-2023
  • Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
  • Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
  • Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
  • Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
FRAGRANCES IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • A premium deluge: A quest for distinction
  • A mass market revival: Familiar faces return
  • Diverging approaches to growth in mass vs premium fragrances
PROSPECTS AND OPPORTUNITIES
  • Premiumisation takes centre stage
  • Beyond traditional categories: The rise of premium sets
  • Maintaining momentum: A market reaching maturity
CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2018-2023
  • Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
  • Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
  • Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
  • Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
HAIR CARE IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • A booming market with nuanced growth
  • Hair treatments: A growing obsession
  • Salon professional brands take centre stage
PROSPECTS AND OPPORTUNITIES
  • A tale of two cities: Premiumisation vs. value
  • Natural takes centre stage
  • Segmentation drives personalisation
CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2018-2023
  • Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
  • Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
  • Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
  • Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
  • Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
MEN'S GROOMING IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • A growing focus on targeted products
  • Shaving: A market in flux
  • Skin care: Balancing mass and premium
PROSPECTS AND OPPORTUNITIES
  • A category poised for expansion: Segmentation is key
  • Shaving: Adapting to evolving preferences
  • Skin care: Unveiling hidden potential
CATEGORY DATA
  • Table 122 Sales of Men’s Grooming by Category: Value 2018-2023
  • Table 123 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
  • Table 124 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
  • Table 125 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
  • Table 126 NBO Company Shares of Men’s Grooming: % Value 2019-2023
  • Table 127 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
  • Table 128 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
  • Table 129 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
  • Table 130 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028
ORAL CARE IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • A mature product area with steady growth
  • Electric toothbrushes: Powering up
  • Peripheral products: Stepping up to the plate
PROSPECTS AND OPPORTUNITIES
  • Embracing stability
  • Innovation inspires growth
  • The road ahead
CATEGORY DATA
  • Table 91 Sales of Oral Care by Category: Value 2018-2023
  • Table 92 Sales of Oral Care by Category: % Value Growth 2018-2023
  • Table 93 Sales of Toothbrushes by Category: Value 2018-2023
  • Table 94 Sales of Toothbrushes by Category: % Value Growth 2018-2023
  • Table 95 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
  • Table 96 NBO Company Shares of Oral Care: % Value 2019-2023
  • Table 97 LBN Brand Shares of Oral Care: % Value 2020-2023
  • Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
  • Table 99 LBN Brand Shares of Toothpaste: % Value 2020-2023
  • Table 100 Forecast Sales of Oral Care by Category: Value 2023-2028
  • Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
  • Table 102 Forecast Sales of Toothbrushes by Category: Value 2023-2028
  • Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
SKIN CARE IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Indulgence at home: A lingering trend
  • Premiumisation reigns supreme
  • Mass skin care muscles up
PROSPECTS AND OPPORTUNITIES
  • A premium powerhouse
  • Niche brands take centre stage
  • Demographics drive growth
CATEGORY DATA
  • Table 104 Sales of Skin Care by Category: Value 2018-2023
  • Table 105 Sales of Skin Care by Category: % Value Growth 2018-2023
  • Table 106 NBO Company Shares of Skin Care: % Value 2019-2023
  • Table 107 LBN Brand Shares of Skin Care: % Value 2020-2023
  • Table 108 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
  • Table 109 LBN Brand Shares of Anti-agers: % Value 2020-2023
  • Table 110 LBN Brand Shares of Firming Body Care: % Value 2020-2023
  • Table 111 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
  • Table 112 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
  • Table 113 Forecast Sales of Skin Care by Category: Value 2023-2028
  • Table 114 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
SUN CARE IN SWEDENKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Sun protection reigns supreme
  • Self-tanning makes a comeback
  • Weather dependence and rising awareness
PROSPECTS AND OPPORTUNITIES
  • Sunshine and education drive growth
  • Innovation reshapes sun protection and aftersun
  • Self-tanning gets smarter
CATEGORY DATA
  • Table 115 Sales of Sun Care by Category: Value 2018-2023
  • Table 116 Sales of Sun Care by Category: % Value Growth 2018-2023
  • Table 117 NBO Company Shares of Sun Care: % Value 2019-2023
  • Table 118 LBN Brand Shares of Sun Care: % Value 2020-2023
  • Table 119 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
  • Table 120 Forecast Sales of Sun Care by Category: Value 2023-2028
  • Table 121 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028