Beauty and Personal Care Packaging in the Netherlands

PRE-COVID-19 PERFORMANCE

Sustainability-focused packaging continues to lead the way in 2019

In line with the global movement towards greater sustainability and ecological responsibility, development in beauty and personal care packaging in the Netherlands in 2019 was mainly centred around producing environmentally friendly solutions. Premium brands, especially, continued to focus on natural ingredients, sustainable sourcing, clean labels and recycled and recyclable packaging.

Environmental concerns prompt a return to old-style packaging, free-from claims come under fire, and Lancôme launches the world’s slimmest fragrance bottle

One consequence of rising environmental awareness has been the resurgence of traditional packaging design, which is proving to be popular among Dutch consumers, particularly the younger generations. For example, the Love Beauty and Planet brand offers toothpastes in aluminium tubes, due to their being easier to recycle than traditional squeezable plastic toothpaste tubes.

Small sizes surge though economy packs offer value to increasingly price-sensitive consumers

Smaller sized packaging witnessed robust growth in 2019, albeit from a relatively low base. Ongoing demographic changes in the Netherlands, such as an ageing population and a rise in the smaller households continued to fuel rising demand for greater choice in small packaging options in beauty and personal care.

2020 AND BEYOND

COVID-19 impact

Overall growth in beauty and personal care packaging is improving slightly from 2019, though it remains low. The rise in growth can be accounted for by a consumer focus on products to optimise personal hygiene in the effort to prevent the spread of COVID-19, with some early stockpiling boosting sales.

Recovery and opportunities

Beauty and personal care packaging will see a slight rise in overall growth from the end of 2020, with continued low growth throughout the forecast period, similar to the pattern seen during the review period. Bath and shower packaging will register the highest CAGR by far, with the category’s growth continuing at a significantly higher rate than during the review period, though it reached its peak in 2020 at the height of the pandemic.

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