Competitive Landscape
Rituals and Unilever Shape Landscape Concentration Amid Shifting Shares
The bath and shower landscape in the Netherlands demonstrated moderate concentration. Unilever Nederland BV remains the clear leader with an 18% share in 2025, though this represents a steady decline from 22% in 2020, reflecting ongoing challenges for the company’s mainstream brands such as Dove and Axe.
Green Soap’S Eco-Approach and Lifestyle Branding Fuel Rapid Growth
Among emerging companies, the Green Soap Company stands out as a high-growth domestic player, propelled by its Marcel’s Green Soap brand. This company has leveraged strong distribution gains across categories beyond hand soap, including its expanding shower range, to achieve significant sales value growth in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Netherlands report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Netherlands?
- Which are the leading brands in Netherlands?
- How are products distributed in Netherlands?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in the Netherlands - Category analysis
Key Data Insights
Steady Growth Driven by Lifestyle and Skinification Trends
Steady Growth Driven by Lifestyle and Skinification Trends
Body Wash/Shower Gel Dominates Retail Value Amid Diverse Consumer Preferences
Albert Heijn’S Refill-First Range Exemplifies Sustainability’S Rising Impact
Steady Growth to Be Supported by Skinification and Hygiene Awareness
Brands Innovate with Sustainability and Premiumisation to Reshape Consumer Engagement
Rituals and Unilever Shape Landscape Concentration Amid Shifting Shares
Green Soap’S Eco-Approach and Lifestyle Branding Fuel Rapid Growth
Health and Beauty Specialists and Supermarkets Maintain Lead Driven by Promotions and Assortment
Beauty and Personal Care in the Netherlands - Industry Overview
Steady Growth Driven by Consumer Willingness to Spend and Digital Innovation
Key Data Insights
Steady Growth Driven by Consumer Willingness to Spend and Digital Innovation
Informed Consumers Show a Willingness to Pay a Premium for Dermocosmetics
Brands Leverage Sustainability to Drive Consumer Engagement
Consumers and Economic Factors Fuel Steady Growth in Personal Care Spending
Hair Care to Lead Value While Fragrances Leads Growth Momentum
Sustainability to Remain Influencial in Purchasing Behaviour
Leading Companies Strengthen Lead Amid Evolving Competitive Dynamics
Health and Beauty Specialists Lead Distribution as E-Commerce Gains Steady Ground
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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