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Tuesday, June 7, 2022Market

Export: preparing for the Danish market

Export : se préparer au marché danois

The cosmetics sector in Denmark is dynamic and mature. In 2020, it had a turnover of 1.3 billion euros. Danes have a high purchasing power and spend an average of 224 euros per year on their cosmetic care. This country offers interesting development prospects. Team France Export has collected all the relevant data to know about the market.

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The Danes enjoy a GDP of $59,770 per year. As a result, they do not hesitate to put the price in their cosmetics. “We can see a trend towards premiumization in the years to come,” says Business France. “The impact of the health crisis has been less important than in other countries. The impact of the health crisis has been less significant than in other countries, so a shift in demand towards lower cost products has not been observed in Denmark in 2020. On the contrary, it is the prestige segment that continues to grow.”

Market characteristics
The Danish market is very competitive. The major groups are present, as are local brands (Gosh!, Tromborg, Nilens Jord, Derma, Rudolph Care, Beauté Pacifique, etc.). With 265 outlets and a turnover of 560 million euros, it can boast of being the leader in beauty in the country.

“Rituals, The Body Shop and Sephora are the only foreign players to have physical stores in Denmark,” adds Business France. “Note that e-commerce heavyweights such as Zalando and Boozt have entered the cosmetics sector and are slowly but surely eroding market share.”

Positioning of the French offer
The French offer is present in all distribution networks, …

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