Beauty and Personal Care in the Netherlands

Beauty and Personal Care in the Netherlands

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Mass brands show more resilience than premium in view of consumers’ lower concern with brand image while dealing with COVID-19

Manufacturers adapt to changes in distribution caused by the national lockdown

Retailers begin simplification of ranges in anticipation of economic difficulties to come which benefits the largest mass products

RECOVERY AND OPPORTUNITIES

Consumers’ focus on hygiene may lead retailers to give extra shelf space to hand soap to the detriment of other mass beauty and personal care categories

The performance of mass categories will differ depending on their change in relevance to consumers

New launches expected to focus on natural ingredients and sustainability

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Working from home and the closure of on-trade establishments causes sharp value decline in premium fragrances and colour cosmetics

Lockdown closure of department stores adds to strong decline in premium beauty and personal care

Uncertain economic impact of COVID-19 leads to consumer shift to more affordable options

RECOVERY AND OPPORTUNITIES

Uncertain economic outlook likely to underlie the delayed recovery of premium beauty and personal care

E-commerce set to develop further as more players invest in their online presence

Changing consumer attitudes due to altered work and social lives could have a long-term impact on premium beauty and personal care

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

An unaffected supply and periods of home seclusion support growth in baby and child-specific products in 2020

Baby and child-specific sun care declines as a result of travel restrictions and reduced outdoor activities

Niche players offering natural and clean products gain further traction in 2020 despite COVID-19’s economic impact

RECOVERY AND OPPORTUNITIES

The growing number of single-parent households buying smaller packaging formats is one factor behind the expected value growth of baby and child-specific products

Baby and child-specific sun care expected to recover in alignment with the resumption of global travel post-COVID-19

Increasing demand for skin- and eco-friendly baby and child-specific products expected to benefit niche players and encourage rival products from multinationals

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

A spike in demand for liquid soap and hand sanitisers drives strong value growth in bath and shower in 2020

Bar soap grows strongly due to out-of-stock issues with liquid soap and the eco trend which favours its more environmentally-friendly packaging

COVID-19 impacts the growth trends in other bath and shower categories

RECOVERY AND OPPORTUNITIES

Sales of bar and liquid soap expected to remain higher than before the outbreak of COVID-19 as consumers’ attention to hygiene persists

Strong growth potential of hand sanitisers expected to attract more brands following the introduction of Lifebuoy

Delay to the resumption of normal life will see players focus on present consumer demands for bath and shower products with natural or eco ingredients to boost sales

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Consumers’ reduced need for colour cosmetics during home seclusion exacerbates the existing decline in sales in 2020

Distribution changes in favour of e-commerce in 2020 due to store closures

L’Oréal Nederland benefits in 2020 from swift adaptation to e-commerce

RECOVERY AND OPPORTUNITIES

Recovery of colour cosmetics expected to be slow as the relaxation of COVID-19 measures depends on the national roll-out of vaccinations

Consumer habits developed as a result of the pandemic are likely to stick and hinder the growth of colour cosmetics

Prospects are bright for e-commerce sales of colour cosmetics

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Sales of deodorants decline despite a short period of panic buying at the start of the pandemic

Streamlining of product ranges by retailers is more advantageous to major players than to mid-market players

COVID-19 strengthens the trend towards products with natural ingredients

RECOVERY AND OPPORTUNITIES

Modest growth expected for deodorants over the forecast period following recovery in 2021

Niche players and natural ranges have the opportunity to expand on retail shelves

Deodorant creams set to perform best while sprays and roll-ons will remain most popular

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Fewer social occasions and working from home lead to a small decline in sales of depilatories

Lockdown closure of beauty salons boosts the shift towards home use of hair removers/bleaches

Natural and eco-friendly hair removal products begin to emerge

RECOVERY AND OPPORTUNITIES

Recovery is expected post-pandemic but the maturity of depilatories will hinder further growth

Change in consumer habits likely to support the volume growth of hair removers/bleaches

Women’s pre-shave expected to achieve the best value performance as manufacturers focus on skin-friendly formulas

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

A lack of social occasions causes a severe decrease in sales of fragrances

Premium fragrances is hardest hit by the closure of retail stores

Men’s fragrances fares better than women’s fragrances due to development room and a still growing consumer base

RECOVERY AND OPPORTUNITIES

Despite a positive growth forecast, fragrances is not expected to see a full recovery to its pre-pandemic value

New consumer behaviours such as working from home will affect the forecast period growth of fragrances

Unisex fragrances will continue to perform best as the boundaries between male and female products become more blurred

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Salon closures lead to significant decline in sales of salon professional hair care

Salon closures also lead to strong growth in colourants

Styling agents declines sharply due to enforced home seclusion and fewer opportunities for socialising

RECOVERY AND OPPORTUNITIES

Early recovery from the minimal impact of COVID-19 will be aided by the national vaccination programme

Increased focus on hygiene and disinfection products threatens the amount of shelf space allocated to some hair care categories

Natural care and styling and natural ingredients are likely to feature more heavily

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Working from home and fewer social occasions in 2020 increase the existing decline in men’s shaving

Channel shift observed for men’s shaving as consumers aim for one-stop shopping during lockdown

Procter & Gamble adapts its range to include beard care products

RECOVERY AND OPPORTUNITIES

Slow recovery expected due to men’s more relaxed attitude to personal grooming in the early part of the forecast period

Men’s shaving set to be outpaced by other men’s grooming categories

Players expected to focus on adding value

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Oral care displays resilience albeit due to a balance of conflicting trends

Mouthwashes/dental rinses receives a sales boost from consumers associating mouthwash with disinfectant properties

Dutch consumers not prepared to downgrade to more economical toothpaste

RECOVERY AND OPPORTUNITIES

Strong growth forecast for electric toothbrushes as consumers seek to take better care of their teeth

Fiercer competition among brands likely to limit the value development of toothpaste

Mouthwashes/dental rinses set to normalise while oral care marketing will centre on preventative health

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Facial care and body care suffer decline in 2020 due to consumers’ personal care routines being changed by staying at home more

Hand care enjoys double-digit sales growth linked to the increased attention to hand washing

Online sales mitigate the losses suffered by perfumeries and department stores

RECOVERY AND OPPORTUNITIES

Recovery in skin care likely to be delayed until after 2021 when COVID-19 measures are able to be relaxed

The persistence of increased hand washing will see ongoing high demand for hand care and new natural products

Facial care to benefit from brands adjusting to the COVID-19-related shifts in distribution

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

COVID-19 halt to travel abroad has a major impact on sales of sun care

Self-tanning fares better than sun protection and aftersun but still declines due to consumers having less opportunity to socialise

Natural positioning supports the growth of Naïf as other brands witness decline in 2020

RECOVERY AND OPPORTUNITIES

Slow recovery in sun care aligned with the resumption of travel

Economic uncertainty likely to suppress value growth in the forecast period

Environmentally-friendly and clean label products expected to see greater development in the forecast period

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

---