Beauty and Personal Care in Norway - Research and Markets

Beauty and personal care in Norway is experiencing a sustained period of growth, fuelled by a continuation of pandemic-era spending habits. While a correction was anticipated in 2022 following the initial boom, it materialised as relatively modest compared to the significant gains witnessed during the pandemic. This trend translated into strong value sales performance across most categories in 2023.

The Beauty and Personal Care in Norway 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.

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 NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Resurgence of mass beauty with a premium twist
Skin care and sun care: A focus on premiumisation within mass
Colour cosmetics and fragrances: Brands and price sensitivity

PROSPECTS AND OPPORTUNITIES

Mass beauty and personal care - Holding steady amidst premiumisation
The unrelenting force of low-cost stores
Grocery-heavy categories - A bridge between mass and premium

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 NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

A multitude of value drivers fuel premium growth
Fragrances and colour cosmetics: Distinct growth drivers
Colour cosmetics: Clean beauty and multifunctionality take centre stage

PROSPECTS AND OPPORTUNITIES

Stable value sales growth: A sustainable future
Niche and new brands: Catering to evolving preferences
Premiumisation beyond core categories: Everyday products take notice

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 NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Minimalism reigns supreme: Less is more for Norwegian parents
Declining birth rates compound the stagnation
A ray of sunshine: Sun care stands out

PROSPECTS AND OPPORTUNITIES

Limited growth potential: A reality check
Segmentation and pharmacy sales: A path forward?
Sun care: A beacon of hope

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 NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

A post-pandemic correction
Premiumisation takes hold in body wash
Unfulfilled potential: Bath additives and intimate washes

PROSPECTS AND OPPORTUNITIES

Price sensitivity takes centre stage
Premiumisation: A persistent force
Untapped potential in smaller categories

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 NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Colour cosmetics: A beacon of growth
Premiumisation reigns supreme
Embracing newness: A thirst for innovation

PROSPECTS AND OPPORTUNITIES

Growth with nuance
The digital landscape: A breeding ground for new trends
Value drivers: Clean beauty takes centre stage

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 NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

A market reaching saturation
Deodorant sticks: A beacon of premiumisation
Channel disruption and deodorant roll-ons

PROSPECTS AND OPPORTUNITIES

A product area with limited growth potential
The looming shadow of low-cost stores
A premium revival for deodorant sprays?

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 NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

A mature market with limited innovation
Subscription services: A potential disruptor
Skinification and the natural ingredient trend

PROSPECTS AND OPPORTUNITIES

A mature product area with limited growth potential
Declining appeal of advanced at-home hair removal solutions
A consolidated product area dominated by established players

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 NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

A fragrance boom beyond the pandemic
Mass market surprise: A youthful renaissance
The allure of premium: Niche, innovation, and image

PROSPECTS AND OPPORTUNITIES

A maturing product area with continued growth
Niche fragrances: A rising star
Established powerhouses: Maintaining allure

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 NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

A post-pandemic plateau with enduring habits
The allure of natural ingredients
The hair treatment boom

PROSPECTS AND OPPORTUNITIES

Premiumisation meets value
The rise of low-cost stores
Value drivers in a mature product area

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 NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

A mature product area with limited growth
The shaving struggle: Facial hair takes centre stage
Fragrances and skin care: Bright spots in a mature market

PROSPECTS AND OPPORTUNITIES

Sluggish growth with pockets of opportunity
Segmentation: A key strategy
A bleak outlook for traditional shaving

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2018-2023
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 95 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

A mature product area with price pressure
Electric toothbrushes: A source of value
Peripheral solutions: A gradual rise

PROSPECTS AND OPPORTUNITIES

A mature product area grapples with stagnation
Electric toothbrushes: A shining star in a mature product area
Peripheral solutions: A potential growth engine on the horizon

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2018-2023
Table 101 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 102 Sales of Toothbrushes by Category: Value 2018-2023
Table 103 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 105 NBO Company Shares of Oral Care: % Value 2019-2023
Table 106 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
Table 108 LBN Brand Shares of Toothpaste: % Value 2020-2023
Table 109 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 111 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Plateauing after a pandemic boom
A mass market shakeup
Premium powerhouses: Natural ingredients and innovation

PROSPECTS AND OPPORTUNITIES

Slower growth, but continued stability
Rise of the niche brands: A sign of informed consumers
Changing demographics: A wellspring of new opportunities

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2018-2023
Table 114 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 115 NBO Company Shares of Skin Care: % Value 2019-2023
Table 116 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
Table 118 LBN Brand Shares of Anti-agers: % Value 2020-2023
Table 119 LBN Brand Shares of Firming Body Care: % Value 2020-2023
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 122 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN NORWAYKEY DATA FINDINGS

2023 DEVELOPMENTS

Sunshine and sales: A fickle relationship
Mass outshines premium in aftersun and sun protection
Self-tanning: A glowing success story

PROSPECTS AND OPPORTUNITIES

Sunshine, self-tanning, and outdoor activities
Sun protection: A focus on efficacy and innovation
Aftersun: A niche but slowly expanding category

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2018-2023
Table 125 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 126 NBO Company Shares of Sun Care: % Value 2019-2023
Table 127 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 129 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

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