Herbal/Traditional Products in the Netherlands

PROSPECTS

Healthy growth as consumers seek more natural options

Herbal/traditional products continued to see healthy current value growth in 2018, as such products maintained high demand amongst Dutch consumers. Growing numbers of Dutch consumers are seeking more natural options to OTC products, which are safer for human health as well as more environmentally-friendly.

Reliance on cough and cold remedies and dietary supplements

The performance of herbal/traditional products will remain dependent on the sales of two particular categories: cough, cold and allergy (hay fever) remedies and dietary supplements. Most sales in herbal/traditional products were generated through these two categories in 2018.

Blurring boundaries and regulatory changes are potential threats to growth

Despite the potential benefits for sales of herbal/traditional products brought about by the trend towards healthier and more natural lifestyles amongst the Dutch population, this also harbours certain risks. Growing numbers of OTC products are being labelled as natural or with added natural ingredients.

COMPETITIVE LANDSCAPE

Lofthouse of Fleetwood remains the leader, thanks to its Fisherman’s Friend brand

Lofthouse of Fleetwood remained the leading player in herbal/traditional products in 2018, thanks to its Fisherman’s Friend medicated confectionery brand. The brand has a long-standing presence in the Dutch market and is widely available through modern grocery retailers.

Herbal/traditional products remains highly fragmented

Herbal/traditional products remains a fragmented category, with numerous manufacturers present, both domestic and international players. The most important international manufacturers in herbal/traditional products include Lofthouse of Fleetwood, Vemedia and Richardson-Vicks.

Private label remains strong

Private label remained strong in herbal/traditional products in 2018. As in most consumer health categories in the Netherlands, private label constitutes a serious competitor for branded players in herbal/traditional products, due to the increasing price-consciousness of Dutch consumers and the recent increase in activity amongst retailers which offer private label products in the category.

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