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Beauty and Personal Care in Sweden

Published Jun 04, 2025
Length 122 Pages
SKU # EP20081126

Description

2024 was another strong year for beauty and personal care in Sweden, with solid value growth driven by premiumisation, ingredient-led product development, and a growing focus on skin health and routine building. While volume growth remained modest due to category maturity and cautious consumer spending, brands and retailers continued to add value through ingredient-led innovation, multifunctional formats, and a greater emphasis on performance and personalisation. The Swedish market also saw incr...

Euromonitor International's 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 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

122 Pages
Beauty and Personal Care in Sweden
Euromonitor International
June 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN SWEDEN
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Premiumisation presents challenges and opportunities for the mass segment
Competitive landscape becoming more polarised
Consumers demanding more from the products they buy
PROSPECTS AND OPPORTUNITIES
Bright outlook for the mass segment as players focus on providing added value
ow-cost retailers could drive increased price competition
Mass brands will look to balance quality with affordability
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumers show willingness to pay more for clearly defined benefits
Competition heating up as new players present new ideas to the market
Consumers showing an increasing interest in product ingredients
PROSPECTS AND OPPORTUNITIES
Skinification trend set to play a central role in the premium segment
Competitive landscape expected to become more fragmented
Functionality, efficacy and sustainability expected to be drivers of innovation
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Category benefits from premiumisation but challenges remain
Private label winning share with strong value proposition
Sales shifting online but with a strong focus on pharmacies
PROSPECTS AND OPPORTUNITIES
A brighter outlook for baby and child-specific products despite falling birth rates
Parent showing a greater understand of the importance of using baby and child-specific sun care
Innovation expected to focus on more targeted solutions and packaging
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Mixed performances seen across bath and shower as hygiene habits evolve
Polarisation remains a feature of a fragmented market
E-commerce gains share but grocery retailers remains the key distribution channel
PROSPECTS AND OPPORTUNITIES
Sales expected to be fuelled by premiumisation
Simple, natural and sensitive products set to be the big winners
Ingredient-led claims and fragrances expected to influence new product development
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Colour cosmetics benefit from changing attitudes to beauty in Sweden
Polarisation remains a feature of the market
Beauty specialists retain a key role in the distribution landscape
PROSPECTS AND OPPORTUNITIES
Multifunctional products expected to drive growth
Social media likely to have a growing influence on sales of colour cosmetics
Clean, functional and inclusive products set to be a feature of innovation
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sales stagnate due to category maturity and a lack of interest in innovation
Premium brands among the top performers but mass brands still dominate
Distribution informed by product type
PROSPECTS AND OPPORTUNITIES
Polarisation set to remain a feature of deodorants
Low cost retailers a threat to growth
Skin-friendly formulas and fragrances likely to be a feature of innovation
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Depilatories suffers from category maturity
Estrid continues to shake up the market with a fresh approach to depilatories
Distribution landscape evolving as Estrid brings new ideas to the market
PROSPECTS AND OPPORTUNITIES
Skinification trend set to remain a key driver of value growth
Environmental and financial concerns expected to inform market demand
Limited opportunities for real innovation
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Premiumisation the key growth driver in fragrances in 2024
Premium brands remain on top as affordable luxuries
Fragrances benefit from an omnichannel approach to retailing
PROSPECTS AND OPPORTUNITIES
Niche premium fragrances set to be the growing focus of demand
Younger consumers expected to invest in their fragrance wardrobes
Sustainability, personalisation and digital tools set to be the focus of innovation
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Premiumisation trend fuels strong growth in hair care
Competition becoming more fragmented
Distribution landscape evolving as more consumers turn to specialist products
PROSPECTS AND OPPORTUNITIES
Premiumisation set to remain a feature of hair care
Clean and ethical products likely to prove popular
Hair care set to become more diversified as consumers become more demanding
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Moderate growth seen in 2024 with limited interest in male-specific products
Gillette maintains its lead but competition heats up
Distribution shifting towards health and beauty specialists and e-commerce
PROSPECTS AND OPPORTUNITIES
Many men still to be convinced of the benefits of using specialist products
Beard trend spells bad news for men’s shaving
Innovation set to focus on encouraging men to expand their beauty and personal care routines
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Oral care benefiting from growing interest in more advanced products
Well-known brands continue to dominate sales in oral care
Grocery retailers lose ground as consumers look for better value
PROSPECTS AND OPPORTUNITIES
Market maturity could limit volume growth but premiumisation should present new opportunities
Consumers going electric
Convenience and sustainability likely to be a feature of new product development
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumers remain willing to invest in healthy skin
Competition intensifies as consumers embrace a wide range of products
Distribution evolving with consumers shifting away from grocery retailers
PROSPECTS AND OPPORTUNITIES
Multifunctional products expected to find favour as demand for skin care grows
Younger consumers eager to experiment with new products
Skin care set to remain a hotbed of innovation
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 SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Unusually warm weather drives demand for sun protection in 2024
Competition intensifies as players look to offer consumers more for their money
Pharmacies lead sales but e-commerce gaining ground
PROSPECTS AND OPPORTUNITIES
Bright outlook for sun care
Self-tanning expected to benefit from premiumisation
Skinification, convenience and sustainability set to inform innovation
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

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