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Summary and extracts
1 Market overview
1.1 Definition and Introduction
The organic cosmetics market is a sub-segment of the cosmetics market. A cosmetic product includes any substance used to clean, moisturize or alter a person's skin, hair, nails or teeth.
Cosmetics can be divided into two categories:
- Beauty products which includes make-up, perfume, skin cream;
- Hygiene products which includes shampoo, soap, deodorant.
Natural and organic cosmetics are made from raw materials, ultimately causing less harm for the body and the environment. Organic cosmetic products are certified by various private labels such as BDIH , NaTrue or EcoCert. These aim to ensure that the usage of chemicals or products of animal origin such as silicone, paraben, PEG (polyethylene glycol), synthetic dyes and perfumes, etc., are not included in the end-product. However, as we will develop in section 4.3, labelling remains subject to uncertainty, and terms such as "organic" are often diluted.
The global market for organic cosmetics is booming. Sweden is also experiencing strong growth, driven mainly by increased consumer awareness and health trends.
The Swedish market is relatively concentrated when looking at company sales, where L'Oréal prevails in terms of market share. Moreover, E-commerce is gaining prominence as a distribution channel of organic cosmetics.
1.2 The global market's growth
Source: ****
The global market for organic and natural cosmetics is projected to grow at a strong pace of CAGR *.**% per year to reach $**.* billion in ****.
Europe is the largest consumer of this product category, followed by North America. Moreover, hair products will see the highest growth in demand (***) until **** according to ...
1.3 The domestic market signals strength
Source: ****
The Swedish market for organic cosmetics represented a mere *% of the total cosmetics market size in ****. Nevertheless, the market is growing at rapid pace, and between **** and **** the market is expected to demonstrate a CAGR of **.**%. This implies that in **** the market share of the organic cosmetics in Sweden will ...
1.4 International Trade
This section analyses Sweden’s trade with cosmetics. Data is retrieved from UN Comtrade and in particular we use the code **** – “Cosmetic and toilet preparations; beauty, make-up and skin-care preparations (***), manicure or pedicure preparations " in order to obtain the figures below.
Although this code is not specific to organic cosmetics per ...
2 Demand Analysis
2.1 Profile Analysis: The Swedish Consumer
Overview
In general, three types of customers can be identified for organic cosmetics: first, we find consumers who buy organic products to treat or mitigate skin problems. Secondly, we find a customer segment which looks to limit effects on for example the environment or animals involved in the production. By using ...
2.2 Demand Trends
Increasing life expectancy
Source: ****
The Swedish population is ageing and living longer. This is evident from the graph above, which shows that the life expectancy for women will increase from **.* years in **** to **.* in **** (***). For men, the increase will be *.* years which will put the life expectancy in **** to **.* years.
For ...
3 Market structure
3.1 Market Overview
Source: ****
*this is the distribution in **** for cosmetics overall, so it is a proxy for organic cosmetics and may vary slightly.
3.2 Production
According to COSMOS organic cosmetics contain five categories of ingredients:
Water; Mineral elements; Physically processed agro-ingredients; Chemically processed agro-ingredients; Other ingredients.
Each category of ingredients must comply with specific requirements and different regulations. In addition, it is necessary to identify the percentage of organic products in each category. For more information ...
3.3 Distribution
In Sweden, approximately ** natural and organic cosmetics brands are distributed through eight primary retailers which include The Body Shop, Medstop Apotek, Åhlens, Kronans Droghandel, Apoteket and Nature – Livets apotek, Life – Naturligt Hälsa, and Kicks.
The Swedish cosmetics market is characterized by intense competition in the sector and is dominated by ...
4 Analysis of the offer
4.1 Product Analysis
Labelling in cosmetics can cause confusion; for instance, products which are natural are not necessarily organic. The FDA states that they have no exact definition of organic cosmetics, and the same applies in Sweden. Nevertheless, in general, if different criterions are adhered to, it is plausible to assume that a product ...
4.2 Price Analysis
Source: ****
The graph above depicts the evolution of prices in the Swedish cosmetics market. In particular, we use the code **** “Cosmetics” from the Swedish National Statistics Office (***) to identify the evolution of prices.
The base year is ****, where the value is ***; accordingly, a value of *** means that, on average, prices have ...
4.3 Supply Trends
Labelling and certification
Although there are no bodies with exact defintions of an organic product, labelling is an important step in the process of identifying products which adhere to the organic paradigm. However, many consumers express a difficulty in navigating through the djungle of different labels. The fact that so many ...
5 Regulation
5.1 Current Regulation
Regulation within cosmetics is strict, and in particular there are specific rules and guidelines around marketing.
Sweden is impacted by EU regulation. On this level, we find the following guidelines:
Regulation (***); Regulation (***) No ***/**** of ** July **** laying down common criteria for the justification of claims used in relation to cosmetic products
Moreover, ...
6 Positioning of the players
6.1 Segmentation
- Estée Lauder
- IsaDora (Invima AB)
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Latest news
Beauty: Estée Lauder cautious about 2024 - 02/05/2024
- - Acquisition of Tom Ford for $2.3 billion
- - Double-digit growth in Clinique sales, across all geographic regions
Estée Lauder unable to keep pace with L'Oréal - 20/08/2023
- Estée Lauder saw sales fall by 10% to $15.9 billion in its offbeat 2022/2023 full year
- Estée Lauder acquired the Tom Ford brand for $2.3 billion.
Estée Lauder buys a breath of fashion air with Tom Ford - 16/11/2022
- Estée Lauder's acquisition of Tom Ford: $2.3 billion.
- Foundation of the Tom Ford brand: 2005.
- Estée Lauder has owned the Tom Ford Beauty license since: 2006.
- Estée Lauder fourth-quarter fragrance sales: $579 million.
- Estimated potential of Tom Ford Beauty for Estée Lauder: over one billion euros in two years.
- Tom Ford will remain the brand's creator until the end of 2023.
Estée Lauder acquires Tom Ford for $2.3 billion | Estée Lauder acquires Tom Ford for $2.3 billion - 16/11/2022
- - Estée Lauder buys Tom Ford for $2.3 billion
- - The deal is expected to close in the first half of 2023.
- - Tom Ford founded his label in 2005.
- - Tom Ford Beauty launched its fragrance and make-up line in 2006 with Estée Lauder.
- - Estée Lauder expects Tom Ford Beauty to sell $1 billion worth of products a year within two years
- - Tom Ford's license to Ermenegildo Zegna for apparel, accessories and underwear lines is extended and expanded.
- - The license currently granted to Marcolin for Tom Ford eyewear will also be extended.
Cosmetics: Chinese confinements affect Estée Lauder - 18/08/2022
- Estée Lauder is the potential buyer of Tom Ford, valued at 2.5 billion euros.
- - The group is forecasting sales growth of between 3% and 5% for fiscal 2023, below the expected growth of 7%.
- - China is Estée Lauder's leading market, where the company is impacted by health restrictions and the Covid19 zero policy.
- - Asia-Pacific generated just over a billion euros in the fourth quarter, down 23% year-on-year.
- - Hainan Island welcomed 81 million travelers in 2021, with tourist numbers up 25.5%.
- - Estée Lauder forecasts adjusted earnings per share of between 5% and 7% for 2023, well below the 10.5% forecast. s.
Estée Lauder to close 10-15% of its stores worldwide - 26/08/2020
- Closure of 10 to 15% of Estée Lauder stores.
- Reduction of 1,500 to 2,000 positions.
- Main impact zones: Europe and North America.
- Stores affected: Estée Lauder, Bobbi Brown, La Mer, Too Faced flagships and mainly M.A.C. boutiques.
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the organic cosmetics market | Sweden
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