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Beauty and personal care suffered a very slight decline in overall current value sales in 2020. Due to the impact of COVID-19, there were categories which recorded extreme growth, such as bath and shower due to the leap in demand for liquid soap as consumers paid more attention to hand hygiene in an attempt to stop the rapid spread of the virus. This was balanced by other categories which suffered major decline, including fragrances, colour cosmetics and sun care. Consumers had much less need fo...
Euromonitor International's Beauty and Personal Care in Netherlands report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Beauty and Personal Care market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesMASS BEAUTY AND PERSONAL CARE IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
Mass brands show more resilience than premium in view of consumers' lower concern with brand image while dealing with COVID-19
Manufacturers adapt to changes in distribution caused by the national lockdown
Retailers begin simplification of ranges in anticipation of economic difficulties to come which benefits the largest mass products
RECOVERY AND OPPORTUNITIES
Consumers' focus on hygiene may lead retailers to give extra shelf space to hand soap to the detriment of other mass beauty and personal care categories
The performance of mass categories will differ depending on their change in relevance to consumers
New launches expected to focus on natural ingredients and sustainability
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
Working from home and the closure of on-trade establishments causes sharp value decline in premium fragrances and colour cosmetics
Lockdown closure of department stores adds to strong decline in premium beauty and personal care
Uncertain economic impact of COVID-19 leads to consumer shift to more affordable options
RECOVERY AND OPPORTUNITIES
Uncertain economic outlook likely to underlie the delayed recovery of premium beauty and personal care
E-commerce set to develop further as more players invest in their online presence
Changing consumer attitudes due to altered work and social lives could have a long-term impact on premium beauty and personal care
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
An unaffected supply and periods of home seclusion support growth in baby and child-specific products in 2020
Baby and child-specific sun care declines as a result of travel restrictions and reduced outdoor activities
Niche players offering natural and clean products gain further traction in 2020 despite COVID-19's economic impact
RECOVERY AND OPPORTUNITIES
The growing number of single-parent households buying smaller packaging formats is one factor behind the expected value growth of baby and child-specific products
Baby and child-specific sun care expected to recover in alignment with the resumption of global travel post-COVID-19
Increasing demand for skin- and eco-friendly baby and child-specific products expected to benefit niche players and encourage rival products from multinationals
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025BATH AND SHOWER IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
A spike in demand for liquid soap and hand sanitisers drives strong value growth in bath and shower in 2020
Bar soap grows strongly due to out-of-stock issues with liquid soap and the eco trend which favours its more environmentally-friendly packaging
COVID-19 impacts the growth trends in other bath and shower categories
RECOVERY AND OPPORTUNITIES
Sales of bar and liquid soap expected to remain higher than before the outbreak of COVID-19 as consumers' attention to hygiene persists
Strong growth potential of hand sanitisers expected to attract more brands following the introduction of Lifebuoy
Delay to the resumption of normal life will see players focus on present consumer demands for bath and shower products with natural or eco ingredients to boost sales
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2015-2020 Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025COLOUR COSMETICS IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
Consumers' reduced need for colour cosmetics during home seclusion exacerbates the existing decline in sales in 2020
Distribution changes in favour of e-commerce in 2020 due to store closures
L'Oreal Nederland benefits in 2020 from swift adaptation to e-commerce
RECOVERY AND OPPORTUNITIES
Recovery of colour cosmetics expected to be slow as the relaxation of COVID-19 measures depends on the national roll-out of vaccinations
Consumer habits developed as a result of the pandemic are likely to stick and hinder the growth of colour cosmetics
Prospects are bright for e-commerce sales of colour cosmetics
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025DEODORANTS IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
Sales of deodorants decline despite a short period of panic buying at the start of the pandemic
Streamlining of product ranges by retailers is more advantageous to major players than to mid-market players
COVID-19 strengthens the trend towards products with natural ingredients
RECOVERY AND OPPORTUNITIES
Modest growth expected for deodorants over the forecast period following recovery in 2021
Niche players and natural ranges have the opportunity to expand on retail shelves
Deodorant creams set to perform best while sprays and roll-ons will remain most popular
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2015-2020 Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 57 NBO Company Shares of Deodorants: % Value 2016-2020 Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025DEPILATORIES IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
Fewer social occasions and working from home lead to a small decline in sales of depilatories
Lockdown closure of beauty salons boosts the shift towards home use of hair removers/bleaches
Natural and eco-friendly hair removal products begin to emerge
RECOVERY AND OPPORTUNITIES
Recovery is expected post-pandemic but the maturity of depilatories will hinder further growth
Change in consumer habits likely to support the volume growth of hair removers/bleaches
Women's pre-shave expected to achieve the best value performance as manufacturers focus on skin-friendly formulas
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2015-2020 Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 66 NBO Company Shares of Depilatories: % Value 2016-2020 Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025FRAGRANCES IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
A lack of social occasions causes a severe decrease in sales of fragrances
Premium fragrances is hardest hit by the closure of retail stores
Men's fragrances fares better than women's fragrances due to development room and a still growing consumer base
RECOVERY AND OPPORTUNITIES
Despite a positive growth forecast, fragrances is not expected to see a full recovery to its pre-pandemic value
New consumer behaviours such as working from home will affect the forecast period growth of fragrances
Unisex fragrances will continue to perform best as the boundaries between male and female products become more blurred
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2015-2020 Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 72 NBO Company Shares of Fragrances: % Value 2016-2020 Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025HAIR CARE IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
Salon closures lead to significant decline in sales of salon professional hair care
Salon closures also lead to strong growth in colourants
Styling agents declines sharply due to enforced home seclusion and fewer opportunities for socialising
RECOVERY AND OPPORTUNITIES
Early recovery from the minimal impact of COVID-19 will be aided by the national vaccination programme
Increased focus on hygiene and disinfection products threatens the amount of shelf space allocated to some hair care categories
Natural care and styling and natural ingredients are likely to feature more heavily
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2015-2020 Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 81 NBO Company Shares of Hair Care: % Value 2016-2020 Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 84 LBN Brand Shares of Colourants: % Value 2017-2020 Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025MEN'S GROOMING IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
Working from home and fewer social occasions in 2020 increase the existing decline in men's shaving
Channel shift observed for men's shaving as consumers aim for one-stop shopping during lockdown
Procter & Gamble adapts its range to include beard care products
RECOVERY AND OPPORTUNITIES
Slow recovery expected due to men's more relaxed attitude to personal grooming in the early part of the forecast period
Men's shaving set to be outpaced by other men's grooming categories
Players expected to focus on adding value
CATEGORY DATA
Table 91 Sales of Men's Grooming by Category: Value 2015-2020 Table 92 Sales of Men's Grooming by Category: % Value Growth 2015-2020 Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 95 NBO Company Shares of Men's Grooming: % Value 2016-2020 Table 96 LBN Brand Shares of Men's Grooming: % Value 2017-2020 Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 98 Forecast Sales of Men's Grooming by Category: Value 2020-2025 Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025ORAL CARE IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
Oral care displays resilience albeit due to a balance of conflicting trends
Mouthwashes/dental rinses receives a sales boost from consumers associating mouthwash with disinfectant properties
Dutch consumers not prepared to downgrade to more economical toothpaste
RECOVERY AND OPPORTUNITIES
Strong growth forecast for electric toothbrushes as consumers seek to take better care of their teeth
Fiercer competition among brands likely to limit the value development of toothpaste
Mouthwashes/dental rinses set to normalise while oral care marketing will centre on preventative health
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2015-2020 Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 102 Sales of Toothbrushes by Category: Value 2015-2020 Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 105 NBO Company Shares of Oral Care: % Value 2016-2020 Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025SKIN CARE IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
Facial care and body care suffer decline in 2020 due to consumers' personal care routines being changed by staying at home more
Hand care enjoys double-digit sales growth linked to the increased attention to hand washing
Online sales mitigate the losses suffered by perfumeries and department stores
RECOVERY AND OPPORTUNITIES
Recovery in skin care likely to be delayed until after 2021 when COVID-19 measures are able to be relaxed
The persistence of increased hand washing will see ongoing high demand for hand care and new natural products
Facial care to benefit from brands adjusting to the COVID-19-related shifts in distribution
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2015-2020 Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 115 NBO Company Shares of Skin Care: % Value 2016-2020 Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025SUN CARE IN THE NETHERLANDS
KEY DATA FINDINGS
2020 IMPACT
COVID-19 halt to travel abroad has a major impact on sales of sun care
Self-tanning fares better than sun protection and aftersun but still declines due to consumers having less opportunity to socialise
Natural positioning supports the growth of Naif as other brands witness decline in 2020
RECOVERY AND OPPORTUNITIES
Slow recovery in sun care aligned with the resumption of travel
Economic uncertainty likely to suppress value growth in the forecast period
Environmentally-friendly and clean label products expected to see greater development in the forecast period
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2015-2020 Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 126 NBO Company Shares of Sun Care: % Value 2016-2020 Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025