Executive Summary

Jun 2019
PROSPECTS
Hair care slated for stronger growth over the forecast period

Over the forecast period, hair care is expected to record sales growth at a higher rate than during the review period. While recent years have seen the category struggle due to maturity and price erosion from price promotions, growth rates are set to benefit from solid economic growth, rising incomes and the greater focus on personal grooming.

Natural ingredients increasingly relevant for hair care in the Netherlands

The trend towards more natural products and healthier lifestyles is becoming more important with each passing year. Consumers are increasingly acting on their desires to lead natural, healthy lives.

Price discounts on standard shampoos continue to suppress value growth

Volume and current value growth rates remain roughly in line in standard shampoos and this is due to the effects of price discounting. For most of the review period, volume growth have been in line with current value growth rates in the category and this has been due mainly to the effects of price promotions on unit prices.

COMPETITIVE LANDSCAPE
Head and Shoulders further consolidates its position

Procter & Gamble Nederland further consolidated its fifth position in hair care in 2018 by supporting its second strongest brand Head & Shoulders. During the year, the brand was subject to strong promotion in drugstores/parapharmacies chains such as Etos and Kruidvat, mainly price discounts.

Colourants registers negative volume growth

Demand for colourants is already relatively mature in the Netherlands. Indeed, the category entered negative volume growth territory in 2018 as limited innovation and promotion continued to ensure that relatively few people are interested in these products.

Products with natural ingredients have a distinct advantage

Most hair care categories have already reached a high degree of maturity. Innovation therefore remains difficult, while sales remain under pressure from low unit prices and promotional activity.

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Hair Care in the Netherlands

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Overview

Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Hair Care industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Hair Care in Netherlands market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Hair Care in Netherlands?
  • What are the major brands in Netherlands?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products performing?

Why 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 industry report originates from Passport, our Beauty and Personal Care market research database.

Hair Care in the Netherlands - Category analysis

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 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 6 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 7 LBN Brand Shares of Colourants: % Value 2015-2018
Table 8 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 9 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 10 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 11 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 12 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 13 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in the Netherlands - Industry Overview

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 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources