Competitive Landscape
Leading Companies Navigate Format Shifts to Maintain Dominance
The men’s grooming landscape in the Netherlands in 2025 remained moderately concentrated, with a few key players holding significant shares. Unilever Nederland BV leads with a 16% share of retail sales value, followed by Procter & Gamble Nederland BV at 12%.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Men's Grooming in Netherlands report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Men's Grooming in Netherlands?
- Which are the leading brands in Netherlands?
- How are products distributed in Netherlands?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in the Netherlands - Category analysis
Key Data Insights
Steady Sales Growth Driven by Fragrances and Lifestyle Trends
Steady Sales Growth Driven by Fragrances and Lifestyle Trends
Axe and Unilever Leverage Influencers and Athletes to Shift Perceptions and Boost Engagement
Consumers Expected to Embrace Sophisticated Grooming, Driving Steady Value Growth
Men’S Fragrances to Surge in Value as Toiletries Remain Essential
Health Trends and Unisex Appeal to Reshape Men’S Grooming Landscape
Leading Companies Navigate Format Shifts to Maintain Dominance
Health and Beauty Specialists Maintain Dominance through Loyalty and Broad Appeal
Beauty and Personal Care in the Netherlands - Industry Overview
Steady Growth Driven by Consumer Willingness to Spend and Digital Innovation
Key Data Insights
Steady Growth Driven by Consumer Willingness to Spend and Digital Innovation
Informed Consumers Show a Willingness to Pay a Premium for Dermocosmetics
Brands Leverage Sustainability to Drive Consumer Engagement
Consumers and Economic Factors Fuel Steady Growth in Personal Care Spending
Hair Care to Lead Value While Fragrances Leads Growth Momentum
Sustainability to Remain Influencial in Purchasing Behaviour
Leading Companies Strengthen Lead Amid Evolving Competitive Dynamics
Health and Beauty Specialists Lead Distribution as E-Commerce Gains Steady Ground
Country Reports Disclaimer
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsWhy 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 report originates from Passport, our Men's Grooming research and analysis database.
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