Beauty and pharmacy consumer behavior landscape
In Scandinavia, the pharmacy chains are often regionally operated whereas the health and beauty retailers dominate all Scandinavian or the Nordics markets at once. As Sweden and Norway have larger market share when it comes to consumers who are willing to spend, retailers therefore choose to operate their physical or non-physical e-commerce stores accordingly to meet the demand. An attributing factor to this is
the high usage of different devices in Sweden especially, when it comes to beauty purchases. As well as a change seen in Norwegian consumer’s shopping behavior when it came to both cosmetics and beauty during 2020. Which then also impacted Norwegian shoppers’ attitudes regarding
planned online beauty purchases in post-covid era.
Popular segments and products
Alike other European countries make-up and cosmetics declined compared to previous year which was seen in retail sales and brand rankings during the pandemic. As of 2020 the leading brand among cosmetics, beauty and personal care in Sweden was ACO, a personal care and hygiene brand sold in Swedish pharmacies. In the cosmetics and make-up category however L’Oreal and Clinique dominated retail sales in both Denmark and Sweden, keeping their positions steady as in previous years. As a reflection of the leading hygiene brand in Sweden however, the pharmaceutical segment generated majority of sales online and offline in all Scandinavian countries. With the popular category being non-prescripted drugs as well as other goods services which accounted for
just over 70 percent of retail sales in Sweden in 2020. Compared to medicines and over the counter goods. A development which was fueled not only be e-commerce but also the market share development which have taken place for instance in Norway over the last 10 years where the leading pharmacy chains have nearly doubled their
store count.
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