Beauty and Personal Care in the Netherlands

Beauty and Personal Care in the Netherlands

EXECUTIVE SUMMARY

Economic growth and rising importance of wellbeing and appearance boost growth

Innovation towards convenience and more natural products supports sales growth

E-commerce increasingly important in the Dutch market

Sales further polarised in 2018

Sustainability is set to remain the major trend in beauty and personal care

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in the Netherlands

HEADLINES

PROSPECTS

Online channels respond to the needs of young parents, boosting growth in sales through internet retailing

Value growth supported by rising interest in organic and natural products

Specific products for specific uses become more popular

COMPETITIVE LANDSCAPE

Zwitsal introduces natural brands

Private label is developing

Dutch brand Naïf is gaining ground

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in the Netherlands

HEADLINES

PROSPECTS

Bath and shower products continue to show positive value growth

Liquid soap continues positive growth

Bar soap products continues decline

COMPETITIVE LANDSCAPE

Natural/herbal ingredients becoming more important in bath and shower

Luxury brand LVMH registers positive value growth

Dutch player Rituals continues rapid growth

CATEGORY DATA

Table 21 Sales of Bath and Shower by Category: Value 2013-2018
Table 22 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 24 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 25 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 27 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in the Netherlands

HEADLINES

PROSPECTS

The shift towards online channels drives growth

Premium products continue to increase via segmentation

Facial make-up most responsible for growth

COMPETITIVE LANDSCAPE

Fast-fashion approach also successful in colour cosmetics

L’Oréal maintains its leading position in 2018

Beauty boxes on the rise

CATEGORY DATA

Table 30 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 33 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 34 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 35 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 36 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 37 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 38 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 39 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 40 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in the Netherlands

HEADLINES

PROSPECTS

The increasing use of price promotions piles pressure on value growth

Deodorant sprays continue to lead the category

COMPETITIVE LANDSCAPE

Nivea remains the leading umbrella brand in deodorants

Environmental benefits an increasingly important trend in deodorants

Growing demand for deodorant that promise to be effective and long-lasting

CATEGORY DATA

Table 41 Sales of Deodorants by Category: Value 2013-2018
Table 42 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 43 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 44 NBO Company Shares of Deodorants: % Value 2014-2018
Table 45 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 46 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 47 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 48 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 49 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in the Netherlands

HEADLINES

PROSPECTS

Price pressure is partially due to widened distribution

Volume declines are exacerbated by the emergence of rival products

Shaving is expected to remain the most popular method of depilation

COMPETITIVE LANDSCAPE

Gillette Venus remains on top

Alien players enter the depilatory market

Nivea flirts with the female depilatory market

CATEGORY DATA

Table 50 Sales of Depilatories by Category: Value 2013-2018
Table 51 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 52 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 53 NBO Company Shares of Depilatories: % Value 2014-2018
Table 54 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 55 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 56 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in the Netherlands

HEADLINES

PROSPECTS

Preference for premium products pushes value growth

Gift with purchase remains an important source of fragrances sales

Body mist wins ground in mass fragrances

COMPETITIVE LANDSCAPE

Organic, natural and gourmand scents on the rise

Fast-fashion retailers develop fast fragrances lines in the mass segment

Unisex receives the attention it deserves

CATEGORY DATA

Table 57 Sales of Fragrances by Category: Value 2013-2018
Table 58 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 59 NBO Company Shares of Fragrances: % Value 2014-2018
Table 60 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 61 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 62 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 63 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 64 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in the Netherlands

HEADLINES

PROSPECTS

Hair care slated for stronger growth over the forecast period

Natural ingredients increasingly relevant for hair care in the Netherlands

Price discounts on standard shampoos continue to suppress value growth

COMPETITIVE LANDSCAPE

Head and Shoulders further consolidates its position

Colourants registers negative volume growth

Products with natural ingredients have a distinct advantage

CATEGORY DATA

Table 65 Sales of Hair Care by Category: Value 2013-2018
Table 66 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 67 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 68 NBO Company Shares of Hair Care: % Value 2014-2018
Table 69 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 70 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 71 LBN Brand Shares of Colourants: % Value 2015-2018
Table 72 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 73 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 74 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 75 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 76 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 77 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in the Netherlands

HEADLINES

PROSPECTS

Increased general disposable income not evenly distributed

Traditionally popular distribution channels continue to lose share

The use of promotions continues to put pressure on prices

COMPETITIVE LANDSCAPE

Sustainability adds value, countering the negative price spiral

Online niche brands know how to attract and retain customers

CATEGORY DATA

Table 78 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 79 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 80 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 81 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 82 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 83 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in the Netherlands

HEADLINES

PROSPECTS

Men’s grooming slated for slow growth over the forecast period

Men’s shaving continues to lose market size

Promotional pressure set to continue limiting unit price growth

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its lead over main rivals Unilever and Beiersdorf

Pursuing the organic trend represents one way to compete in a mature category

Enduring popularity of beards to continue influencing the competitive environment

CATEGORY DATA

Table 84 Sales of Men’s Grooming by Category: Value 2013-2018
Table 85 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 87 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 88 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 89 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 90 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 91 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 92 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in the Netherlands

HEADLINES

PROSPECTS

Oral care records positive value growth thanks to the prevention trend

Sustained volume and value growth for electric/battery toothbrushes

Manual toothbrushes volume grows, while value growth lags behind

COMPETITIVE LANDSCAPE

GlaxoSmithKline maintains its strong lead in oral care

Internet retailing increasingly important for oral care

Colgate-Palmolive’s Elmex the fastest growing top brand within toothpaste

CATEGORY DATA

Table 93 Sales of Oral Care by Category: Value 2013-2018
Table 94 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 95 Sales of Toothbrushes by Category: Value 2013-2018
Table 96 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 97 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 98 NBO Company Shares of Oral Care: % Value 2014-2018
Table 99 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 100 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 101 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 102 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 103 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 104 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 105 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in the Netherlands

HEADLINES

PROSPECTS

Several factors to support positive growth in sales of premium brands

Premium brands continue to outperform mass products

COMPETITIVE LANDSCAPE

Premium skin care brands show higher values sales growth

Rituals continues to register rapid growth

Luxury brand LVMH expands its value shares across numerous categories

CATEGORY DATA

Table 106 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 107 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 108 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 109 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 110 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 111 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in the Netherlands

HEADLINES

PROSPECTS

Sales value growth continues to be inhibited by low unit prices

The natural/herbal trend to remain a vital component of skin care sales

Anti-agers to remain subject to increased consumer attention

COMPETITIVE LANDSCAPE

L’Oréal maintains its slender lead in skin care

Premium skin care brands show higher values sales growth

Acne products remain popular

CATEGORY DATA

Table 112 Sales of Skin Care by Category: Value 2013-2018
Table 113 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 114 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 115 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 116 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 117 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 118 NBO Company Shares of Skin Care: % Value 2014-2018
Table 119 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 120 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 121 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 122 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 123 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 124 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 125 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 126 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in the Netherlands

HEADLINES

PROSPECTS

Sun care registering positive growth as it forms part of the health and wellness trend

Hotter and drier summers to support sun care growth rates

Natural ingredients trends continues

COMPETITIVE LANDSCAPE

Sun care marketing strategies directly tied to healthy lifestyle trends in 2018

Private label enjoys a prime position within sun care

Promotional discount strategies remain important within sun care

CATEGORY DATA

Table 127 Sales of Sun Care by Category: Value 2013-2018
Table 128 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 129 NBO Company Shares of Sun Care: % Value 2014-2018
Table 130 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 131 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 132 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 133 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

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