Sun care in the Netherlands experienced 8% growth in 2025, to reach EUR163 million, supported by a combination of favourable weather and rising average unit prices. The long and warm summer season significantly boosts consumer demand, driving volume sales to represent a 3% growth compared to the previous year. This positive growth underlines the robust performance of the category.

Bath and shower in the Netherlands recorded positive performance in 2025, with retail sales value reaching EUR410 million, representing a growth of 4% from the previous year. This growth is underpinned by strong consumer interest in lifestyle and wellness, reflecting a broader shift towards premiumisation and enhanced product functionality. The willingness of consumers to pay a premium for products that offer skin benefits, such as smoother skin or relief from dryness and itchiness, further fuel

Oral care in the Netherlands exhibited modest but consistent growth in 2025, reaching EUR528 million, marking a growth of 3% from 2024. This growth rate, while positive, is moderate compared to the robust increases in consumer expenditure and population size observed in the country, which supports long-term demand for personal care products.

Depilatories in the Netherlands experienced a continuing decline in 2025, both in retail volume and retail value terms. Retail value measured in current terms contracted by 1% to EUR57 million in 2025, reflecting a negative growth trend for the category. Despite this downturn, the broader economic context in the Netherlands is positive, with total population growing steadily to 18 million in 2025 and consumer expenditure remaining stable, indicating that economic capacity is not a major constra

Beauty and personal care in the Netherlands demonstrated resilient growth in 2025, supported by consumer confidence amidst moderate inflation and steady economic expansion. This positions the country favourably compared to regional peers, driven by rising per capita expenditure and demographic stability. The industry's appeal stems from consumers’ readiness to invest in premium and science-backed products, particularly in skin care and men’s grooming, alongside a growing preference for sustainab

In 2025, retail value for fragrances reached EUR736 million, reflecting a growth of 5% compared to the previous year. Fragrances in the Netherlands continued to record healthy growth, driven predominantly by the increasing demand for premium fragrances. This expansion aligns with the broader economic context, where consumer expenditure in the Netherlands is steadily rising, with total consumer spending forecasted at approximately EUR499 billion in 2025 and a total population of around 18 million

Men’s grooming in the Netherlands achieved a healthy increase in sales value in 2025, reaching EUR615 million in retail sales. This growth rate of 2% in 2025 follows a consistent upward trend from previous years, demonstrating resilience despite pressures in some segments. The population in the Netherlands is also expanding, reaching 18 million in 2025, supporting market expansion and potential demand for grooming products.

In 2025, skin care in the Netherlands achieved notable growth, reaching a retail sales value of EUR906 million, reflecting a 6% increase from 2024. This performance outpaced moderate real GDP growth of 2% and aligns with rising consumer expenditure trends, which continue to grow steadily, supported by a total population of approximately 18 million. The category’s expansion is supported by consumers’ increasing willingness to invest in advanced skin care products that offer tangible benefits for

Colour cosmetics in the Netherlands demonstrated positive sales growth in 2025, with total retail sales value reaching EUR667 million, marking a 4% increase from the previous year. This growth reflects a consumer trend of expanding beauty routines, influenced heavily by social media platforms such as TikTok and Instagram, which have transitioned from inspirational outlets to significant sales channels. Brands are adapting product designs to maximise visual appeal on social media, often prioritis

In 2025, the deodorants category in the Netherlands experienced a slight increase in value, despite volume declines in several categories, reflecting a shift towards premiumisation and more cautious consumer behaviour. Total retail sales value reached EUR247 million with a minimal growth of 1% compared to 2024.

In 2025, the baby and child-specific products category in the Netherlands reached a retail value of EUR111 million, reflecting a steady growth of 4% compared to the previous year. This growth rate, while positive, is moderate in comparison to the more accelerated growth seen in some categories, indicating a nuanced market dynamic. The population in the Netherlands in 2025 reached 18 million, showing a gradual increase which provides a stable base of consumers for this category. Additionally, con

In 2025, hair care in the Netherlands recorded healthy growth in retail sales value, reaching EUR922 million, representing a 4% increase from the previous year. This growth is notably driven by higher average prices and a consumer shift towards high-value products such as hair treatments, rather than volume increases alone. The Netherlands reflects a similar regional trend of consumers expanding their hair care routines. Consumers are buying additional products aimed at specific styling needs or

In 2025, mass beauty and personal care in the Netherlands experienced steady growth, with retail value reaching EUR2.6 billion, representing 3% growth. The performance contrasts positively against the regional context of Western Europe, where economic growth is moderate, with a projected real GDP growth rate of 2% in 2025, and inflation stabilising at 3%. Consumer expenditure continues to increase, with total consumer spending increasing in 2025, supporting ongoing demand for beauty and personal

Premium beauty and personal care in the Netherlands reached EUR1.5 billion in 2025, reflecting a robust growth of 6% compared to the previous year. This growth outpaced real GDP growth of 2% for the same year, indicating a strong consumer preference for premium products despite broader economic conditions. Consumer expenditure in the Netherlands shows a consistent upward trajectory, which underpins the expanding market for premium beauty and personal care products. The population is also steadil

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

In 2025, away-from-home tissue and hygiene in the Netherlands delivered continued value growth with total sales reaching EUR350 million, an increase of 4%. This growth occurred despite tight budgets, persistent staff shortages, and rising labour costs that continue to pressure the sector. Businesses are responding by prioritising efficiency over lower prices. They are adopting high-capacity dispensing systems and technologies that reduce service time and product usage per visitor. This shift is

Nappies/diapers/pants in 2025 exhibited muted retail volume growth, reaching 899 million units, a clear slowdown compared to previous years and consistent with the trend across Western Europe. Retail value sales increased by 4% to reach EUR320 million in the same year, however, this was notably less reliant on pure price increases than in the inflation-driven years of 2022 and 2023. Easing price pressure allows manufacturers to focus on extracting more value by driving premiumisation and innovat

Menstrual care in 2025 saw retail volume sales decline to 1286 million units, while retail value sales increased at a current value CAGR?of 2% to reach EUR172 million, as pricing and mix played a more central role than rising consumption. This pattern aligns with ongoing price sensitivity among shoppers, who continue to seek out lower-cost options after a period of high inflation, while manufacturers and retailers focus on containing price rises for standard products and boosting the prominence

In 2025, wipes in the Netherlands recorded retail current value sales of EUR139 million, reflecting a continued upward trajectory after years of strong expansion. Growth reached 3% in retail value terms, slightly slowed from 2023 and 2024, as the market adjusted to stabilising input costs and easing inflation. Performance s is better than many non-durable consumer goods in Western Europe, where high single-use plastic scrutiny and changing consumption habits shape demand. Lower input costs for f

In 2025, tissue and hygiene in the Netherlands sustained steady value growth, signalling ongoing resilience despite a stabilising environment following earlier price volatility. The market is highly attractive due to its high penetration, robust consumer demand for everyday essentials, and an evolving landscape driven by innovation in convenience, sustainability, and premiumisation, with further upside from demographic shifts such as an expanding population aged 65 and over. Success requires bra

Retail tissue in 2025 achieved steady performance in retail current value terms, with growth to EUR640 million in an increase of 2% compared to the previous year, while retail volume rose marginally by 0.4% to 135,000 tonnes. This mirrors wider Western European dynamics, where inflationary pressures have started to ease and input costs, particularly for pulp, have moderated, reducing the pressure for aggressive price increases. Against a backdrop of cautious grocery spending and continued price

In 2025, total value sales for rx/reimbursment adult incontinence in the Netherlands increased by 1% in current terms to EUR149 million. In contrast, the category continued a pattern of volume decline, with volume sales falling from 410 million units in 2024 to 403 million units in 2025, representing a decrease of 2%. This downward trend has been present for several years, driven by both demographic and behavioural factors.

Retail adult incontinence in the Netherlands saw robust growth in 2025, driven by demographic shifts and evolving consumer attitudes. Retail volume reached 129 million units, reflecting a growth of 3% and retail current value reached EUR50 million, up 6% from the previous year. This performance stands out in a Western European context where demand for adult incontinence products is structurally supported by ageing populations; the Netherlands has been particularly dynamic due to faster increases

In 2025, the dishwashing market in the Netherlands saw a continued shift towards premiumisation, driven by consumer demand for high effectiveness and convenience. As such, automatic dishwashing remained both the largest and best-performing category with retail value sales increasing by 6% in current terms to EUR173 million. Consumers continue to prioritise premium products boasting advanced ingredients like enzymes, disinfectants and fragrances, justifying higher prices. Busy lifestyles are boos