Bath and Shower in Denmark - Berlingske

[Pages:3]BATH AND SHOWER IN DENMARK

15 Jul 2014

HEADLINES

The bath and shower category posts current value growth of 1%, to reach DKK457 million in 2013 Strong discounting and regular advertising impacts category performance in 2013 Bath additives sees the fastest growth in 2013, with a rise of 5% The majority of categories within bath and shower see slight unit price rises in 2013 Colgate-Palmolive A/S leads sales in 2013, recording a value share of 31% Bath and shower is expected to register a 1% decline at constant 2013 prices over the forecast period as a whole

COMPETITIVE LANDSCAPE

The bath and shower category is dominated by five companies. Colgate-Palmolive A/S led value sales in 2013 with a 31% share, followed by Unilever Denmark A/S (19%), Matas A/S (11%), The Body Shop BS Danmark A/S (8%) and Beiersdorf A/S (7%).

Although Colgate-Palmolive, present with the Sanex and Palmolive brands, saw a slight rise in value sales, it actually posted a slight drop in share to 31% in 2013. Sanex has a good reputation among customers; the brand offers value for money and is marketed as being natural and skin friendly.

? Euromonitor International 2014



NATIONAL BRAND OWNERS AND THEIR BRANDS

Company Name (NBO) Actavis Nordic AS

Beiersdorf A/S

Body Shop BS Danmark A/S, The Cederroth A/S Clarins SA Colgate-Palmolive A/S Coop Danmark A/S Dansk Kosmetik Salg A/S Doetsch Grether & Cie AG Eastport ApS GlaxoSmithKline Consumer HealthCare A/S Gosh Cosmetics A/S L'Or?al Danmark A/S

Matas A/S

Oriflame International ApS Pharma-Vinci A/S Procter & Gamble Danmark A/S PZ Cussons Plc SCA Hygiene Products A/S SuperGros A/S

Unilever Danmark A/S

Urtekram A/S We-Ha Kosmetik Werner Petersen A/S Yves Rocher Su?de AB Source: Passport by Euromonitor International

Brand (GBO) Decubal (Actavis Group) Eucerin (Beiersdorf AG), Nivea Bath Care (Beiersdorf AG), Nivea for Men (Beiersdorf AG) The Body Shop (L'Or?al Groupe) Family Fresh (Cederroth AB), Savett (Cederroth AB) Clarins (Clarins SA) Palmolive (Colgate-Palmolive Co), Sanex (Colgate-Palmolive Co) Irmas H?nds?be (Private Label) Alosan (Dansk Kosmetik Salg A/S) Fenjal (Doetsch Grether & Cie AG) Smartcare Intim (Eastport ApS) Lactacyd (Omega Pharma NV) Kaos (Tjellesen A/S, E) Biotherm (L'Or?al Groupe) Comwell Spalosophy (Private Label), Matas (Private Label), Plaisir (Private Label) Oriflame (Oriflame Cosmetics SA) Vivag (Pharma-Vinci A/S) Hugo Boss (Procter & Gamble Co, The) Imperial Leather (PZ Cussons Plc) Natusan Baby (Johnson & Johnson Inc) Best Flydende H?nds?be (Private Label) Axe (Unilever Group), Deny (Unilever Group), Dove (Unilever Group), Lux (Unilever Group), Neutral (Unilever Group), Radox (Unilever Group) Urtekram (Urtekram International A/S) Danapin (We-Ha Kosmetik Werner Petersen A/S) Yves Rocher (Yves Rocher SA)

? Euromonitor International 2014



FORECAST

DEFINITIONS AND METHODOLOGY

Bath and Shower This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.

Methodology This report is derived from Euromonitor International's Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques:

National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis

International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis

? Euromonitor International 2014



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