Executive Summary

Jun 2019
PROSPECTS
Men’s grooming slated for slow growth over the forecast period

men’s grooming is unlikely to register particularly high growth rates over the forecast period. While consistently positive value and volume growth are expected overall, the extent of this growth is likely to be limited.

Men’s shaving continues to lose market size

The positive growth expected in men’s grooming over the forecast period is set to be due mainly to the strong performance expected in men’s toiletries, while men’s deodorants, men’s hair care and men’s fragrances are all slated for positive volume growth as well. These sales trends are a reflection of the rising interest that Dutchmen are taking in their appearance and their increasing propensity to purchase beauty and personal care products that are specifically marketed as being designed for men.

Promotional pressure set to continue limiting unit price growth

Another issue that men’s grooming is facing as it struggles to generate positive value growth is high levels of maturity of demand. Categories such as mass men’s hair care, men’s razors and blades, men’s pre-shave and men’s post-shave have generated little or no positive growth in recent years and this is unlikely to change over the forecast period.

COMPETITIVE LANDSCAPE
Procter & Gamble maintains its lead over main rivals Unilever and Beiersdorf

2018 saw multinational fmcg giant Procter & Gamble continue to lead sales in men’s grooming. The popularity of its men’s shaving brand Gillette is the primary reason for this position.

Pursuing the organic trend represents one way to compete in a mature category

In light of structurally negative growth rates in a relatively mature category, selling competitive products is becoming increasingly difficult. However, innovation that relates to the organic trend remains one sure way to remain competitive.

Enduring popularity of beards to continue influencing the competitive environment

The most significant background trend impacting men’s grooming in recent years has been the increasing ubiquity of wearing beards. As in other countries, the beard trend, often linked with the ‘hipster’ youth subtribe, causes Dutch men generally to shave less.

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Men's Grooming in the Netherlands

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming 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 Men's Grooming industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming 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 Men's Grooming in Netherlands?
  • What are the major brands in Netherlands?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

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.

Men's Grooming in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Men’s grooming slated for slow growth over the forecast period
Men’s shaving continues to lose market size
Promotional pressure set to continue limiting unit price growth

COMPETITIVE LANDSCAPE

Procter & Gamble maintains its lead over main rivals Unilever and Beiersdorf
Pursuing the organic trend represents one way to compete in a mature category
Enduring popularity of beards to continue influencing the competitive environment

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming 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 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources