Cosmetics And Toiletries in the Netherlands
Euromonitor International's Cosmetics And Toiletries in the Netherlands market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 121 | Publication date: May 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Value improvement amid higher demand for innovations
After a period of price pressure, the cosmetics and toiletries industry witnessed healthy growth during 2007. Manufacturers and retailers placed more emphasis on generating value, inducing demand for and switches to more expensive or value-added products, creating an improvement in unit prices after the price war that emerged in late 2003. The introductions of new added-value products were well received by Dutch consumers, who showed a willingness to spend more for cosmetics and toiletries that provide extra value.
Tanning formulas popular due to rising image consciousness
Dutch consumers are increasingly aware about their image and willing to spend more money on products to improve their general appearance. Introductions in skin care, such as body lotions and facial care products with a “tanning” effect, were warmly received by consumers. These products are appreciated for their healthcare attributes as well as the extra positive effect they have on personal image. Unilever and Beiersdorf introduced a wide variety of products within the “tanning” line, and provided wide marketing support and in-store promotion for their products.
Dutch males fuel demand for skin care
Rapid growth of male grooming products continued into 2007, driven by smaller ranges such as skin care. In addition to new innovative introductions, such as Nivea Face Care Summer Sunshine, demand is being further stimulated by new introductions such as the first mass market body care for men by Nivea. Dutch men have a very open attitude towards mal grooming products, paving the way for the rapid development of cosmetics and toiletries for men, in comparison to other countries.
Rising trend towards natural ingredients
Although natural cosmetics and toiletries remained niche in the Netherlands, they are experiencing a surge in popularity, fuelled by common consumer concerns such as allergies and skin conditions. Despite being present in the country for many years, some natural cosmetics and toiletries products are growing in importance and building a consumer base through intensified promotion and expanded distribution.
Large manufacturers with technologically-advanced formulas win share
The cosmetics and toiletries industry remains fairly concentrated among four larger multinationals including Unilever, L’Oréal, Procter & Gamble and Sara Lee. Manufacturers began introducing more frequent and innovative products in order to stimulate curiosity and build demand. They also began combating the competitive nature of private label present in most ranges with products that aim to emulate quality and a multitude of attributes. L’Oréal consolidated its position as industry leader with more mass products that incorporate features often previously only found in premium cosmetics and toiletries, often presenting products with a luxury appeal.
Table of contents
COSMETICS AND TOILETRIES IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Value improvement amid higher demand for innovations
Tanning formulas popular due to rising image consciousness
Dutch males fuel demand for skin care
Rising trend towards natural ingredients
Large manufacturers with technologically-advanced formulas win share
KEY TRENDS AND DEVELOPMENTS
Improved economic conditions set new path for growth
Price war settles down
Intensified interest and concern over personal image impact sales
Natural products gain ground
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NETHERLANDS
BIODERMAL BV - COSMETICS AND TOILETRIES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Biodermal BV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Biodermal: Competitive Position 2007
DR VAN DER HOOG COSMETICS BV - COSMETICS AND TOILETRIES - NETHERLANDS
STRATEGIC DIRECTION
Summary 4 Dr Van der Hoog Cosmetics BV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Dr Van der Hoog BV: Competitive Position 2007
SABON NED BV - COSMETICS AND TOILETRIES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Sabon BV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
SOAP STORY BV, THE - COSMETICS AND TOILETRIES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 7 The Soap Story BV: Key Facts
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
BABY CARE IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2002-2007
Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 18 Baby Care Company Shares by Retail Value 2003-2007
Table 19 Baby Care Brand Shares by Retail Value 2004-2007
Table 20 Baby Care Premium Brand Shares 2007
Table 21 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 22 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 25 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 27 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 28 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 29 Bath and Shower Products Premium Brand Shares 2007
Table 30 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 31 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 32 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Deodorants by Subsector: Value 2002-2007
Table 34 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 35 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 36 Deodorants Company Shares by Retail Value 2003-2007
Table 37 Deodorants Brand Shares by Retail Value 2004-2007
Table 38 Deodorants Premium Brand Shares 2007
Table 39 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 40 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 41 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Hair Care by Subsector: Value 2002-2007
Table 43 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 44 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 45 Hair Care Company Shares by Retail Value 2003-2007
Table 46 Hair Care Brand Shares by Retail Value 2004-2007
Table 47 Styling Agents Brand Shares by Retail Value 2004-2007
Table 48 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 49 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 50 Hair Care Premium Brand Shares 2007
Table 51 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 52 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 53 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
Table 54 Retail Sales of Styling Agents by Type 2003-2007
Table 55 Retail Sales of Salon Hair Care by Subsector 2003-2007
COLOUR COSMETICS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 57 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 58 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 59 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 60 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 61 Colour Cosmetics Premium Brand Shares 2007
Table 62 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 63 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 64 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 66 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 67 Sales of Men's Razors and Blades by Type 2005-2007
Table 68 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 69 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 70 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 71 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
Table 72 Retail Sales of Electric Shavers 2003-2007
ORAL HYGIENE IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 74 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 75 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 76 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 77 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 78 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 79 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 80 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 81 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 82 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 83 Sales of Fragrances by Subsector: Value 2002-2007
Table 84 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 85 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 86 Fragrances Company Shares by Retail Value 2003-2007
Table 87 Fragrances Brand Shares by Retail Value 2004-2007
Table 88 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 89 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 90 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 91 Sales of Skin Care by Subsector: Value 2002-2007
Table 92 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 93 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 94 Skin Care Company Shares by Retail Value 2003-2007
Table 95 Skin Care Brand Shares by Retail Value 2004-2007
Table 96 Skin Care Premium Brand Shares 2007
Table 97 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 98 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 99 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 100 Sales of Depilatories by Subsector: Value 2002-2007
Table 101 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 102 Depilatories Company Shares by Retail Value 2003-2007
Table 103 Depilatories Brand Shares by Retail Value 2004-2007
Table 104 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 105 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Sales of Sun Care by Subsector: Value 2002-2007
Table 107 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 108 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 109 Sun Care Company Shares by Retail Value 2003-2007
Table 110 Sun Care Brand Shares by Retail Value 2004-2007
Table 111 Sun Care Premium Brand Shares 2007
Table 112 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 113 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 114 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012