Competitive Landscape
Leading Manufacturers Strengthen Dominance through Strategic Brand Performance
The deodorants landscape in the Netherlands remained concentrated, with significant dominance by a few key manufacturers. Unilever Nederland BV holds the largest share at 48% in 2025, followed by Beiersdorf NV at 19%.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants 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 Deodorants 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 Deodorants 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 Deodorants 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?
Deodorants in the Netherlands - Category analysis
Key Data Insights
Steady Value Growth Amid Volume Decline Driven by Premiumisation and Consumer Caution
Steady Value Growth Amid Volume Decline Driven by Premiumisation and Consumer Caution
Brands Drive Sustainability Shift with Refillable and Skin-Friendly Solutions
Sustainable Product Innovation to Continue Driving Growth
Deodorant Sprays Maintain Dominance While Sticks Lead Value Growth
Ingredient Transparency to Reshape Product Strategies and Channels
Leading Manufacturers Strengthen Dominance through Strategic Brand Performance
Specialists Gain Share as Supermarkets Face Pressure Amid Shifting Distribution
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:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set 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 Deodorants research and analysis database.
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