Skin Care in the Netherlands

PROSPECTS

Sales value growth continues to be inhibited by low unit prices

In most skin care categories, unit prices are hardly developing as promotional and conditional discount strategies are by now ubiquitous as it is virtually mandatory for brands to engage in discounting to remain competitive. This scenario makes it difficult for even fairly strong volume growth to translate into value growth.

The natural/herbal trend to remain a vital component of skin care sales

Demand for skin care product made using natural ingredients is set to continue developing for the foreseeable future. Indeed, rising sales of products that are explicitly marketed as natural are set to continue driving overall category growth as Dutch consumers generally perceive products with natural and/or herbal ingredients to be more helpful in preventing skin irritation, in addition to being naturally healthier.

Anti-agers to remain subject to increased consumer attention

Anti-agers is set to remain popular among an expanding consumer base during the forecast period, with sustained positive and stable growth rates expected in both volume and value terms. This is set to apply to mass and premium anti-agers alike.

COMPETITIVE LANDSCAPE

L’Oréal maintains its slender lead in skin care

L’Oréal remained the leading player in skin care in 2018, remaining marginally ahead of its arch rival Beiersdorf. L’Oréal’s strength in the category is based on its presence in most skin care categories, with the company offering more than one brand in numerous areas of skin care.

Premium skin care brands show higher values sales growth

As a rule of thumb, premium skin care brands perform better than their mass counterparts in The Netherlands, in terms of sales value growth. This also held true in most skin categories in 2018, with premium categories tending to slightly outperform their mass counterparts.

Acne products remain popular

Within the context of growing concerns about skin irritation and/or inflammation, and in light of positive economic growth and high consumer confidence in recent years, acne treatments have enjoyed rising popularity. The category has seen retail value sales increase steadily in recent years and this applies to both premium brands and mass products.

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