Following a steep decline in 2020, super premium beauty and personal care is poised to register healthy growth in total current value sales in 2021. Similarly, all product categories have seen volume sales rebound after having posted negative results in this respect the previous year.
Super premium fragrances are often purchased as gifts in the Netherlands and demand is traditionally quite seasonal, typically peaking in the lead up to occasions such as Christmas, Mother’s Day etc. However, manufacturers are increasingly pursuing more segmented strategies geared towards reducing seasonality and encouraging specific demographics to regularly buy these products for themselves.
With non-essential retailers forced to close under a nationwide lockdown during the early months of the year and many consumers now more wary of visiting such stores due to fear of contracting COVID-19, the value share of e-commerce in super premium beauty and personal care has continued to increase in 2021. Dutch consumers – particularly older people – have become more comfortable buying these products online since the beginning of the pandemic, and many have developed a greater appreciation for the convenience, wider range of choices and capacity for easier price comparison this method offers as compared to in-store purchases.
Super premium beauty and personal care is set to develop positively over the forecast period, with all categories projected to expand consistently in volume and current value terms. Overall demand is likely to pick up in the short term as Dutch people start spending more time outside the home and inbound tourism increases in line with the anticipated easing of the pandemic.
Super premium skin care should continue to witness a high level of new product development activity over the forecast period. In particular, more players in this category are expected to introduce women’s and men’s products formulated to reduce the signs of skin ageing, as well as variants made with all-natural ingredients that are gentler on sensitive skin.
With environmental concerns increasingly influencing the purchasing decisions of Dutch consumers, over the forecast manufacturers of super premium beauty and personal care products will continue working to improve their sustainability credentials. For example, companies are expected to focus on reducing carbon emissions and plastic packaging waste, while also increasing their use of natural ingredients and adopting more socially responsible sourcing policies.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.See All of Our Definitions
This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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