Executive Summary

Jun 2019
PROSPECTS
Increased general disposable income not evenly distributed

Ongoing growth in the Dutch economy has had a range of effects that support stable and positive growth in mass beauty and personal care, including a lower unemployment rate and increased consumer confidence. However, the overall slight increase being seen in disposable incomes is not evenly distributed across all socioeconomic segments.

Traditionally popular distribution channels continue to lose share

2018 saw a further erosion of the position of traditionally popular retail channels for mass beauty and personal care, including drugstores/parapharmacies and supermarkets. This was mainly due to the fierce competition coming from rival channels, while low sales growth also contributed to the situation.

The use of promotions continues to put pressure on prices

One way in which retailers in declining channels have sought to attract customers and minimise volume sales declines is by offering beauty and personal care products under price discounts. Indeed, the review period saw a significant increase in the frequency of price promotions in all major beauty and personal care categories.

COMPETITIVE LANDSCAPE
Sustainability adds value, countering the negative price spiral

The leading brands in mass beauty and personal care are constantly innovating to counter the pressure coming from the ongoing negative price spiral. One of the most notable introductions in 2018 was Unilever’s launch of Love Beauty and Planet, a brand that offers a wide collection of vegan, natural and sustainable product at affordable prices.

Online niche brands know how to attract and retain customers

Although internet retailing is still a minor distribution channel for sales of beauty and personal care, its position is constantly improving as consumers become more interested in the convenience and low prices that internet retailing represents. Younger generations in particular are already accustomed to buying many of their beauty and personal care products online, making it increasingly essential for brands to have a strong online presence, especially if they seek to connect with millennials.

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Mass Beauty and Personal Care in the Netherlands

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Overview

Discover the latest market trends and uncover sources of future market growth for the Mass Beauty and Personal 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 Mass Beauty and Personal Care industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Mass Beauty and Personal 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 Mass Beauty and Personal Care in Netherlands?
  • What are the major brands in Netherlands?
  • What pricing movements are seen across mass beauty brands?
  • What are the key product development trends?
  • How are sales of mass beauty and personal care 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.

Mass Beauty and Personal Care in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Increased general disposable income not evenly distributed
Traditionally popular distribution channels continue to lose share
The use of promotions continues to put pressure on prices

COMPETITIVE LANDSCAPE

Sustainability adds value, countering the negative price spiral
Online niche brands know how to attract and retain customers

CATEGORY DATA

Table 1 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 4 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 5 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 6 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 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 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 16 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources