Super premium beauty and personal care products were negatively impacted by the closure of retailers in the first quarter of 2020 and a decline in consumer confidence leading to lower demand. While independent specialist retailers remained opened and chained-based and department stores tried to encourage their customers to shop online, the fall in sales was evident across the different categories during this period.
Fragrances posted a better performance in view of a general market downturn, with manufacturers introducing new products. With a lower consumer base due to decline in incoming tourism, retailers focused on promoting fragrances to benefit from the fact that more consumers had increased disposable incomes as a result of restrictions and the closures of cafés and restaurants.
Leading player Chanel BV is one of the most dynamic manufacturers, with frequent product introductions and intensive promotion and advertising. Chanel continues to invest in new product development, backed with effective communication and in-store promotion and recorded further share and sales growth in 2020.
Manufacturers and retailers expect a slow and gradual improvement in demand in the period 2021-2025 as more stores open and marketing activity and new product development encourage consumer interest. Dior consolidated its position in the category with continuing investment in new product development and a focus on expanding the consumer base.
As restrictions regarding COVID-19 ease at the retail channel level, retailers foresee that more people will resort to purchasing products online and visiting the physical stores to see and test the products. Larger chained-based retailers are also encouraging their clients to purchase products online, a trend which is likely to further reinforce the position of e-commerce in the coming years.
There is a marked trend and interest among Dutch consumers in sustainable and natural products in beauty and personal care products. The trend is also gradually being seen within luxury categories in 2020 as consumers are keen to opt for natural ingredients and products with an artisanal production process.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal Care industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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