Herbal/Traditional Products in the Netherlands

PROSPECTS

Dutch consumers increasingly choose herbal/traditional options over OTC

Herbal/traditional products continued to record stable current value growth in 2019, as Dutch consumers associate them with being healthier, more natural and non-processed compared to some OTC products. An increasing number of consumers are seeking more natural options to OTC consumer health which they perceive to be safer for their health and more environmentally friendly.

Strongest performance for herbal/traditional topical analgesics driven by older demographics

Herbal/traditional topical analgesics recorded the highest current value and retail volume growth in 2019, rising from a low sales base. Topical products are generally gaining in popularity as a way to directly target pain without the need to consume pills.

Performance of largest category herbal/traditional cough, cold and allergy (hay fever) remedies linked to seasonal fluctuations

Herbal/traditional cough, cold and allergy (hay fever) remedies and herbal/traditional dietary supplements continued to hold the highest value share within the overall category in 2019. While demand for the latter remains strong throughout the year, sales of herbal/traditional cough, cold and allergy hay fever) remedies are linked to seasonal factors, and fluctuate depending on the incidence of flu during the winter and whether the flu season is prolonged.

COMPETITIVE LANDSCAPE

Lofthouse of Fleetwood retains fragile lead in highly fragmented landscape

Lofthouse of Fleetwood Ltd retained its leadership of a highly fragmented competitive landscape in 2019, although it lost value share to the increasing number of smaller players entering herbal/traditional products. The player owes its leadership to the popularity of its medicated confectionery brand Fisherman’s Friend which has a long-standing presence in the Netherlands and is widely available from modern grocery retailers.

Strong performances by smaller players offer competition to leader

A number of players recorded stronger performances in value growth and share terms compared to the leader, with Omega Pharma Nederland BV recording one of the highest current value growth rates due to its dietary supplements brand Bional, and Vemedia BV, which dominates herbal/traditional sleep aids with its brands Valdispert, Melatomatine and its highly successful Sleepzz, which is gaining in popularity due to its use of melatonin. It also remained the dominant leader of herbal/traditional digestive remedies with its Norit brand.

Private label loses ground in largest categories due to increasing number of smaller brands entering

While private label holds fairly strong value share within herbal/traditional products in the Netherlands, it lost some ground in 2019 within its strongest categories of herbal/traditional cough, cold and allergy (hay fever) remedies and herbal/traditional dietary supplements with an increasing number of smaller brands entering, as rising disposable incomes amongst the Dutch encourage them to purchase products that they perceive to offer specific value. However, it is likely to retain a respectable presence with more price-conscious consumers continuing to purchase trusted private label lines from Kruidvat.

Files are delivered directly into your account within a few minutes of purchase.