Executive Summary

Jun 2019
PROSPECTS
Oral care records positive value growth thanks to the prevention trend

While many beauty and personal care categories are under pressure from maturity and unit price erosion, oral care in the Netherlands has managed to maintain fairly strong positive growth and this is set to remain the case throughout the forecast period. While demand is relatively mature, especially in essential categories such as toothpaste and manual toothbrushes, the positive growth being seen in oral care is mostly due to the increased societal attention being paid to healthy lifestyles and this includes taking regular action to prevent the onset of oral health problems.

Sustained volume and value growth for electric/battery toothbrushes

Electric and battery toothbrushes and their respective replacement units categories are expected to continue registering stable positive sales growth rates throughout the forecast period. This positive growth is set to be seen in both volume and value terms and is likely to apply to all battery and electric toothbrush categories.

Manual toothbrushes volume grows, while value growth lags behind

As in many beauty and personal care categories in the Netherlands, sales of manual toothbrushes are heavily dependent on promotional discounts. While manual toothbrushes is set to continue registering positive volume throughout the forecast period, the category is coming under pressure from the increasing consumer interest in power toothbrushes.

COMPETITIVE LANDSCAPE
GlaxoSmithKline maintains its strong lead in oral care

2018 saw UK-based multinational GlaxoSmithKline well out in front in oral care. Indeed, GlaxoSmithKline’s value share within oral care exceeded those of competitors such as Unilever and Colgate-Palmolive by an order of magnitude.

Internet retailing increasingly important for oral care

The Dutch retailing market is known plays host to one of the fastest growing internet retailing scenes in Europe. This also holds true for sales of oral care.

Colgate-Palmolive’s Elmex the fastest growing top brand within toothpaste

The largest oral care category in terms of value sales is toothpaste and the top five brands in the category are all offered by Unilever, GlaxoSmithKline and Colgate-Palmolive. However, it was Colgate-Palmolive’s Elmex that was the fastest growing brand among this top-5 in 2018, logging the highest value growth rate for the second consecutive year.

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Oral Care in the Netherlands

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Overview

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

The Oral 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 Oral Care in Netherlands?
  • What are the major brands in Netherlands?
  • Which type of toothpaste is most popular?
  • How are sales of manual versus power toothbrushes faring?

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.

Oral Care in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Oral care records positive value growth thanks to the prevention trend
Sustained volume and value growth for electric/battery toothbrushes
Manual toothbrushes volume grows, while value growth lags behind

COMPETITIVE LANDSCAPE

GlaxoSmithKline maintains its strong lead in oral care
Internet retailing increasingly important for oral care
Colgate-Palmolive’s Elmex the fastest growing top brand within toothpaste

CATEGORY DATA

Table 1 Sales of Oral Care by Category: Value 2013-2018
Table 2 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 3 Sales of Toothbrushes by Category: Value 2013-2018
Table 4 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 5 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 6 NBO Company Shares of Oral Care: % Value 2014-2018
Table 7 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 9 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 10 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 12 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 13 Forecast Sales of Toothbrushes 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 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources