Premium Beauty and Personal Care in the Netherlands

PROSPECTS

Several factors to support positive growth in sales of premium brands

The positive growth that is expected in premium beauty and personal care over the forecast period can be explained by reference to two major factors. First, the growing Dutch economy has a range of effects that support positive and stable growth in premium sales.

Premium brands continue to outperform mass products

Due to various factors such as the rising interest in indulgence and strong growth in the Dutch economy, premium beauty and personal care products maintain a slight advantage over their mass counterparts. The forecast period is set to see both premium and mass products generate positive value growth, although growth rates are set to be slightly higher for premium products.

COMPETITIVE LANDSCAPE

Premium skin care brands show higher values sales growth

As a general rule of thumb, premium skin care brands tend to outperform their mass counterparts, especially in terms of value growth. This held true across most categories of beauty and personal care in 2018, particularly in skin care, where premium brands have long outperformed mass alternatives.

Rituals continues to register rapid growth

The Dutch brand Rituals continues its rapid expansion at both domestic and international level. Rituals is currently in the process of opening numerous stores on weekly basis both in the Netherlands and abroad and this is helping it to maintain double digit growth rates.

Luxury brand LVMH expands its value shares across numerous categories

Luxury player LVMH registered positive growth across several beauty and personal care categories in 2018, a reflection of its growing presence in premium beauty and personal care at global level. LVMH’s perfume and cosmetics division is becoming an increasingly important part of the overall company’s operations and in the Netherlands this holds true for almost all beauty and personal care categories in which the multinational player is present.

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