Sweden is a small country, but the standard of living is comfortable with a GDP per capita of about €48,440. The cosmetic market is stable and mature. This is why the Team France Export of Business France has classified this country among the areas of interest to consider for French brands wishing to gain new territories. Here is a list of all the details to know about Sweden.
Swedes spend an average of 193 € per year on cosmetics. The beauty market is therefore dynamic. In 2020, it was worth €2.29 billion and was divided as follows:
• Skin care (24% of sales)
• Make-up (21%)
• Hair care (16%)
• Oral hygiene (10%)
• Shower products (9%)
• Perfumes (9%)
• Other (11%)
Trends
The Covid-19 crisis has largely influenced consumer habits. They have massively turned to hygiene products.
They are also looking for “greener” and more minimalist formulas.
Another consequence of the pandemic is the boom in e-commerce. Today, it is no longer possible to sell cosmetics in Sweden without having a strong digital presence (Internet and social networks).
Market characteristics “Most of the cosmetics and perfume products in Sweden are imported. However, there are some important local brands such as IsaDora, Oriflame, Maria Nila, ACO and CCS,” explains Business France. “Other smaller companies manufacture natural care products (Björk & Berries, Estelle & Thilde, Rosenserien, Manasi 7, etc.). In addition, the health crisis has allowed the rapid evolution of challengers such as Ida Warg, Löwengrip and CAIA Cosmetics positioned on the mass market but which borrow the codes of the premium sector.”
Positioning of the French …
