Skin Care in the Netherlands

PROSPECTS

Dutch consumers are open to paying for more advanced products

Skin care will be influenced by further segmentation, demand for more natural ingredients and increased interest in premium products. Investment in the category, with the introduction of more advanced products, will encourage consumers to choose more sophisticated and value-added products in skin care.

Concern about allergies and skin irritation influence demand

Demand for natural ingredients will continue to rise in the Netherlands. Sales of products marketed as natural will continue to fuel growth, as Dutch consumers choose products that help prevent skin irritation but also ensure they have confidence in the ingredients used in the production process.

More interest in anti-agers

Anti-agers will consolidate further in consumers’ preference over the forecast period, with a sustained good performance. Manufacturers will invest in increasing the range of products offered by focusing on segmentation.

COMPETITIVE LANDSCAPE

Multinationals account for the majority of sales

Large multinationals, including L’Oréal Nederland, Procter & Gamble Nederland, Unilever Nederland and Beiersdorf, accounted for the majority of value share in skin care in 2017. Manufacturers continued to invest in the introduction of more advanced products as extensions of the main brands within their assortment, adapting to focus on segmentation and addressing issues such as hydrated healthy skin and anti-ageing.

Concern for the skin and allergies

Vichy continued to innovate and consolidate its position as a leading dermatological brand, with the manufacturer pursuing more promotion in 2017. It aimed to push demand, but also erase the image that it may have amongst some consumers as an expensive alternative, with print advertisements incorporating not only information about the product, but also the suggested price.

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