Sun Care in the Netherlands

PROSPECTS

Higher protection with skin care functions

Aiming to prevent sun damage, the trend in sun protection will be focused on promoting products with higher UV protection, as Dutch consumers are aware of and concerned about the harmful effects of unprotected sun exposure. Manufacturers will respond with more promotion of higher UV products, including SPF50 and higher.

Manufacturers adapt packaging to meet different usage occasions

Manufacturers will continue to rely on innovation and product improvement in order to inject value into the sun care category during the forecast period. Dutch consumers are open to spending more money on products that provide extra value in terms of protection or convenience.

Increased demand for natural ingredients

Due to higher the incidence of skin allergies, sun protection will also be impacted by more launches of therapeutic products. Products which are pH-neutral and fragrance-free will gain popularity amongst consumers wanting to avoid skin irritation.

COMPETITIVE LANDSCAPE

Skin care manufacturers promote sun care products as natural line extensions

Biodermal is a brand of Dutch origin with a long-established presence and strong loyalty in skin care, which also offers sun care products. The manufacturer intensified in-store promotional actions during 2017, including price discount activity at drugstore chains such as Kruidvat and Trekpleister, leading to an increase in its share.

Consumers are willing to spend more

Demand for higher sun protection is encouraging more people to spend on more expensive brands, and manufacturers responded with intensified advertising and new products. Premium brand Avène Eau Thermale is gaining an increased presence and exposure in the Dutch market, as the manufacturer invested in trade marketing activities aimed at enhancing its presence and display.

Retailers offer quality private label lines

Private label is highly competitive within sun care, with the main retailers renewing their products and meeting the current trends towards higher protection and skin-hydrating ingredients. Etos relaunched its sun care line in 2017, promoting higher UV factors and offering smaller packs for people to carry with them.

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