Shampoos market in Denmark

Earlier Report Observations

The shampoo market in Denmark grew moderately from 15 418 thousand US dollars in 2018 to 16 012 thousand in 2019, supported by increasing consumer awareness of personal hygiene and a shift towards natural and organic products, alongside the entry of new players with specialized offerings. The market then surged by 52% to 24 278 thousand in 2020, primarily due to the COVID-19 pandemic, which boosted demand for basic hygiene items and accelerated the adoption of e-commerce as a key distribution channel.

After the pandemic peak, the market contracted by 16% to 20 286 thousand in 2021, as rising raw material prices increased production costs and retail prices. During this period, new product segments like 2-in-1 shampoos emerged, and consumer preferences continued to move towards sustainable options such as shampoo bars, influenced by tightened EU cosmetics legislation. In 2022, the market rebounded sharply by 31% to 26 635 thousand, driven by the launch of new natural products like Medimix Total Care Shampoo and sustainability initiatives from major players like Henkel, alongside a 27% increase in import prices that elevated the market's value.

The market value declined by 16% to 22 510 thousand in 2023, a year that saw major brands like Procter & Gamble and L'Oréal expanding their product lines with herbal and anti-dandruff shampoos, while competition intensified. By 2024, the market contracted sharply by 35% to 14 619 thousand, even as import and export prices rose significantly and investments in product innovation and sustainability continued.

Production shampoos in Denmark

In value, 2018-2021, K $ US

In 2021, Denmark's shampoo production was valued at 12 488 thousand US dollars, marking a significant year-on-year decrease of 16.9%. Over the period from 2018 to 2021, production increased by 18.8%, which translates to an annualized growth rate of 5.9%. The lowest production value was recorded in 2019 at 9 521 thousand US dollars, while the peak occurred in 2020 with 15 027 thousand US dollars. The largest annual increase was observed in 2020, reaching 57.8%.

Annual dynamics of production in Denmark in value, 2018-2021, K $ US

Exports shampoos from Denmark

Exports in kind, t

Denmark's shampoo export volume has risen for the second year in a row. In 2021, exports totaled 8 964 tonnes, showing a slight increase of 1.6% compared to the previous year. From 2018 to 2021, export volume decreased by 9.7%, averaging an annual decline of 3.4%. The lowest volume was recorded in 2019 at 8 589 tonnes. The largest annual decline occurred in 2019 with a drop of 13.5%, while the largest increase was in 2020 at 2.7%.

Annual dynamics of product's exports from Denmark in kind, 2018-2021, t

Between 2018 and 2021, Sweden, Norway, and Finland were the leading destinations for Denmark's shampoo exports by volume. Sweden accounted for 38.8% of exports, Norway for 27.6%, and Finland for 14.2%. Together, these three countries represented 80.6% of total export flows.

Structure of product's exports in kind by countries, 2018-2021

World map of product's exports from Denmark in kind, 2018-2021

Exports in value, K $ US

After two years of decline, Denmark's shampoo exports have rebounded. In 2021, exports reached 47 817 thousand US dollars, reflecting a substantial increase of 24.9% compared to 2020. Over the 2018-2021 period, exports grew by 8.7%, with a compound annual growth rate of 2.8%. The lowest value was recorded in 2020 at 38 284 thousand US dollars. The largest annual decline occurred in 2019 with an 11.3% drop.

Annual dynamics of product's exports from Denmark in value, 2018-2021, K $ US

From 2018 to 2021, Norway, Sweden, and Finland were the primary destinations for Denmark's shampoo exports by value. Norway accounted for 30.2% of exports, Sweden for 27.7%, and Finland for 9.3%. Collectively, these three countries made up 67.2% of total export value.

Structure of product's exports in value by countries, 2018-2021

World map of product's exports from Denmark in value, 2018-2021

Imports shampoos to Denmark

Imports in kind, t

Denmark's shampoo import volume has increased for the second consecutive year. In 2021, imports amounted to 12 916 tonnes, representing a modest rise of 2.1% from the previous year. Over the 2018-2021 period, import volume grew by 4.9%, with a compound annual growth rate of 1.6%. The lowest volume was recorded in 2019 at 11 916 tonnes. The largest annual decline occurred in 2019 with a 6.5% decrease, while the largest increase was in 2020 at 10.0%.

Annual dynamics of product's imports to Denmark in kind, 2018-2021, t

Between 2018 and 2021, France, Italy, and Poland were the main sources of Denmark's shampoo imports by volume. France accounted for 29.2% of imports, Italy for 17.0%, and Poland for 16.8%. Together, these three countries contributed 63.0% of total import volume.

Structure of product's imports in kind by countries, 2018-2021

World map of product's imports to Denmark in kind, 2018-2021

Imports in value, K $ US

Denmark's shampoo import value has risen for the second year in a row. In 2021, imports totaled 55 616 thousand US dollars, showing a notable increase of 17.0% compared to 2020. From 2018 to 2021, import value increased by 13.8%, averaging an annual growth rate of 4.4%. The lowest value was recorded in 2019 at 45 476 thousand US dollars. The largest annual decline occurred in 2019 with a 7.0% drop.

Annual dynamics of product's imports to Denmark in value, 2018-2021, K $ US

Over the 2018-2021 period, Sweden, France, and Germany were the top contributors to Denmark's shampoo imports by value. Sweden accounted for 23.1% of imports, France for 16.5%, and Germany for 11.8%. Collectively, these three countries represented 51.4% of total import value.

Structure of product's imports in value by countries, 2018-2021

World map of product's imports to Denmark in value, 2018-2021