Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants;
Depilatories; Fragrances; Hair care; Men' s grooming products; Oral hygiene;
Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Good performance in 2008 triggered by demand for innovations
The economic slowdown did not have a major effect in demand for cosmetics and
toiletries. The interest in personal care and image are apparent among the
Dutch, who are more willing to spend more for these products. All categories
experienced a better performance in 2008, because of a marked shift towards
more advanced formulae such as longer-lasting effects in colour cosmetics,
more effective ingredients to enhance dental care and options that provide
solutions such as firming in skin care or preventing hair loss in hair care.
Meanwhile, retail prices increased by approximately 10%, due to higher
distribution and production costs.
Dutch males widening the market
Men' s grooming products was once again the star within cosmetics and
toiletries, increasing at above industry growth. Mass-market manufacturers
such as Beiersdorf and L' Oréal are succeeding in increasing usage of less
developed categories such as skin care, while more products for men in hair
care and deodorants are inducing demand for male-specific products. For
example, new formulae, such as Beiersdorf' s Nivea for Men Hair Recharge
incorporates a shampoo and lotion whose formula helps prevent hair loss, were
supported by heavy advertising, which triggered men' s curiosity to try them.
L' Oréal leads and stimulates demand with innovations
Innovations were responsible for 80% of value growth in 2008. Innovations in
mature categories such as hair care and skin care were the key drivers of
growth overall. L' Oréal continued to consolidate its position as leader in
cosmetics and toiletries by introducing innovative formulae and supporting
them with high-profile television and print advertising. The launch of L' Oréal
Excell ' 10, a colourant that colours the hair in 10 minutes, triggered sales
in the stagnant colourants category in 2008.
Supermarkets grow
Drugstores continue to dominate the distribution of cosmetics and toiletries.
However, supermarkets saw steady growth in sales in 2008, as retailers gave
non-food products more attention in terms of display and promotion. Grocery
stores' main challenge is the limited shelf space available for cosmetics and
toiletries, resulting in a smaller assortment offer in comparison to
drugstores. Non-store sales were driven by internet retailing, as more Dutch
people used the internet not only for product information and to compare
prices, but also to buy online.
Manufacturers committed to boosting volume sales in less mature categories
Future growth in cosmetics and toiletries will be hindered by the high degree
of maturity existing in large categories such as hair care, deodorants and
skin care, where high penetration means that in volume terms the market is
unlikely to achieve much growth. Manufacturers will continue to resort to
innovation in order to build value growth, by inducing Dutch consumers to
shift to more value-added products.
Key attributes to shape future innovation will evolve around convenience,
image and health and will be represented by product improvement which focuses
on enhancing personal healthcare or solving a problem. Within skin care,
anti-ageing formulae incorporating the latest technology and innovations aimed
at maintaining healthy and younger looking skin will continue to drive demand.
In hair care, this will be formulae that solve problems such as hair loss. In
colour cosmetics, Dutch women will be attracted to more variety in colour, but
also to longer-lasting formulae and also products incorporating functional
elements such as anti-ageing.
Table of Contents
- COSMETICS AND TOILETRIES IN THE NETHERLANDS : MARKET INSIGHT
- EXECUTIVE SUMMARY
- Good performance in 2008 triggered by demand for innovations
- Dutch males widening the market
- L' Oréal leads and stimulates demand with innovations
- Supermarkets grow
- Manufacturers committed to boosting volume sales in less mature categories
- KEY TRENDS AND DEVELOPMENTS
- Lower economic growth and consumer confidence
- Ageing Dutch and interest in longevity among the youth drive demand
- Dutch men more narcissistic than ever
- L' Oréal stimulates demand for mass products with premium attributes
- Drugstores lead but supermarkets are growing share of sales
- MARKET DATA
- Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
- Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth
2003-2008
- Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
- Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
- Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value
2004-2008
- Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value
2004-2008
- Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
- Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
- Table 9 Sales of Cosmetics and Toiletries by Distribution Format: %
Analysis 2003-2008
- Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution
Format: % Analysis 2008
- Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value
2008-2013
- Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value
Growth 2008-2013
- Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
- Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth
2008-2013
- APPENDIX
- Gift Sets
- DEFINITIONS
- Summary 1 Research Sources
- LOCAL COMPANY PROFILES - NETHERLANDS
- ALFACO BV - COSMETICS AND TOILETRIES - NETHERLANDS
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 2 Alfaco BV: Key Facts
- Company Background
- Production
- Competitive Positioning
- Summary 3 Alfaco BV: Competitive Position 2008
- CARESSE COSMETICS BV - COSMETICS AND TOILETRIES - NETHERLANDS
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 4 Caresse Cosmetics BV: Key Facts
- Summary 5 Caresse Cosmetics BV: Operational Indicators
- Company Background
- Competitive Positioning
- Summary 6 Caresse Cosmetics: Competitive Position 2008
- DR HAUSCHKA SKIN CARE INC - COSMETICS AND TOILETRIES - NETHERLANDS
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 7 Dr Hauschka Skin Care Inc: Key Facts
- Company Background
- Production
- Competitive Positioning
- Summary 8 Dr Hauschka Skin Care Inc: Competitive Position 2008
- DR VAN DER HOOG COSMETICS BV - COSMETICS AND TOILETRIES - NETHERLANDS
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 9 Dr Van der Hoog Cosmetics BV: Key Facts
- Summary 10 Dr Van der Hoog Cosmetics BV: Operational Indicators
- Company Background
- Production
- Competitive Positioning
- Summary 11 Dr Van der Hoog Cosmetics BV: Competitive Position 2008
- RITUALS NEDERLAND BV - COSMETICS AND TOILETRIES - NETHERLANDS
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 12 Rituals Nederland BV: Key Facts
- Company Background
- Production
- Competitive Positioning
- Summary 13 Rituals Nederland BV: Competitive Position 2008
- BABY CARE IN THE NETHERLANDS
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 15 Sales of Baby Care by Subsector: Value 2003-2008
- Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
- Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
- Table 18 Baby Care Company Shares by Retail Value 2004-2008
- Table 19 Baby Care Brand Shares by Retail Value 2005-2008
- Table 20 Baby Care Premium Brand Shares 2005-2008
- Table 21 Baby Skin Care Brand Shares by Retail Value 2005-2008
- Table 22 Baby Sun Care Brand Shares by Retail Value 2005-2008
- Table 23 Forecast Sales of Baby Care by Subsector: Value 2008-2013
- Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth
2008-2013
- Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
- BATH AND SHOWER PRODUCTS IN THE NETHERLANDS
- Headlines
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 26 Sales of Bath and Shower Products by Subsector: Value 2003-2008
- Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth
2003-2008
- Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
- Table 29 Bath and Shower Products Company Shares by Retail Value
2004-2008
- Table 30 Bath and Shower Products Brand Shares by Retail Value 2005-2008
- Table 31 Bath and Shower Products Premium Brand Shares 2005-2008
- Table 32 Forecast Sales of Bath and Shower Products by Subsector: Value
2008-2013
- Table 33 Forecast Sales of Bath and Shower Products by Subsector: %
Value Growth 2008-2013
- Table 34 Forecast Bath and Shower Products Premium Vs Mass % Analysis
2008-2013
- DEODORANTS IN THE NETHERLANDS
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 35 Sales of Deodorants by Subsector: Value 2003-2008
- Table 36 Sales of Deodorants by Subsector: % Value Growth 2003-2008
- Table 37 Deodorants Premium Vs Mass % Analysis 2003-2008
- Table 38 Deodorants Company Shares by Retail Value 2004-2008
- Table 39 Deodorants Brand Shares by Retail Value 2005-2008
- Table 40 Deodorants Premium Brand Shares 2005-2008
- Table 41 Forecast Sales of Deodorants by Subsector: Value 2008-2013
- Table 42 Forecast Sales of Deodorants by Subsector: % Value Growth
2008-2013
- Table 43 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
- HAIR CARE IN THE NETHERLANDS
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 44 Sales of Hair Care by Subsector: Value 2003-2008
- Table 45 Sales of Hair Care by Subsector: % Value Growth 2003-2008
- Table 46 Hair Care Premium Vs Mass % Analysis 2003-2008
- Table 47 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
- Table 48 Hair Care Company Shares by Retail Value 2004-2008
- Table 49 Hair Care Brand Shares by Retail Value 2005-2008
- Table 50 Styling Agents Brand Shares by Retail Value 2005-2008
- Table 51 Colourants Brand Shares by Retail Value 2005-2008
- Table 52 Salon Hair Care Company Shares by Retail Value 2004-2008
- Table 53 Salon Hair Care Brand Shares by Retail Value 2005-2008
- Table 54 Hair Care Premium Brand Shares 2005-2008
- Table 55 Forecast Sales of Hair Care by Subsector: Value 2008-2013
- Table 56 Forecast Sales of Hair Care by Subsector: % Value Growth
2008-2013
- Table 57 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
- COLOUR COSMETICS IN THE NETHERLANDS
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 58 Sales of Colour Cosmetics by Subsector: Value 2003-2008
- Table 59 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
- Table 60 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
- Table 61 Colour Cosmetics Company Shares by Retail Value 2004-2008
- Table 62 Colour Cosmetics Brand Shares by Retail Value 2005-2008
- Table 63 Facial Make-up Brand Shares by Retail Value 2005-2008
- Table 64 Eye Make-up Brand Shares by Retail Value 2005-2008
- Table 65 Lip Products Brand Shares by Retail Value 2005-2008
- Table 66 Nail Products Brand Shares by Retail Value 2005-2008
- Table 67 Colour Cosmetics Premium Brand Shares 2005-2008
- Table 68 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
- Table 69 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth
2008-2013
- Table 70 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
- MEN' S GROOMING PRODUCTS IN THE NETHERLANDS
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 71 Sales of Men' s Grooming Products by Subsector: Value 2003-2008
- Table 72 Sales of Men' s Grooming Products by Subsector: % Value Growth
2003-2008
- Table 73 Sales of Men' s Razors and Blades by Type: % Value Breakdown
2005-2008
- Table 74 Men' s Grooming Products Company Shares by Retail Value 2004-2008
- Table 75 Men' s Grooming Products Brand Shares by Retail Value 2005-2008
- Table 76 Men' s Razors and Blades Brand Shares by Retail Value 2005-2008
- Table 77 Forecast Sales of Men' s Grooming Products by Subsector: Value
2008-2013
- Table 78 Forecast Sales of Men' s Grooming Products by Subsector: % Value
Growth 2008-2013
- ORAL HYGIENE IN THE NETHERLANDS
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 79 Sales of Oral Hygiene by Subsector: Value 2003-2008
- Table 80 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
- Table 81 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
- Table 82 Sales of Manual and Power Toothbrushes by Type: % Value Growth
2003-2008
- Table 83 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
- Table 84 Oral Hygiene Company Shares by Retail Value 2004-2008
- Table 85 Oral Hygiene Brand Shares by Retail Value 2005-2008
- Table 86 Toothpaste Brand Shares by Retail Value 2005-2008
- Table 87 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
- Table 88 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
- Table 89 Forecast Sales of Oral Hygiene by Subsector: % Value Growth
2008-2013
- Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: Value
2008-2013
- Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: %
Value Growth 2008-2013
- FRAGRANCES IN THE NETHERLANDS
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 92 Sales of Fragrances by Subsector: Value 2003-2008
- Table 93 Sales of Fragrances by Subsector: % Value Growth 2003-2008
- Table 94 Fragrances Premium Vs Mass % Analysis 2003-2008
- Table 95 Fragrances Company Shares by Retail Value 2004-2008
- Table 96 Fragrances Brand Shares by Retail Value 2005-2008
- Table 97 Men' s Premium Fragrances Brand Shares by Retail Value 2005-2008
- Table 98 Women' s Premium Fragrances Brand Shares by Retail Value
2005-2008
- Table 99 Forecast Sales of Fragrances by Subsector: Value 2008-2013
- Table 100 Forecast Sales of Fragrances by Subsector: % Value Growth
2008-2013
- Table 101 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
- SKIN CARE IN THE NETHERLANDS
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 102 Sales of Skin Care by Subsector: Value 2003-2008
- Table 103 Sales of Skin Care by Subsector: % Value Growth 2003-2008
- Table 104 Skin Care Premium Vs Mass % Analysis 2003-2008
- Table 105 Skin Care Company Shares by Retail Value 2004-2008
- Table 106 Skin Care Brand Shares by Retail Value 2005-2008
- Table 107 Facial Moisturisers Brand Shares by Retail Value 2005-2008
- Table 108 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
- Table 109 Firming/Anti-cellulite Body Care Brand Shares by Retail Value
2005-2008
- Table 110 General Purpose Body Care Brand Shares by Retail Value
2005-2008
- Table 111 Skin Care Premium Brand Shares 2005-2008
- Table 112 Forecast Sales of Skin Care by Subsector: Value 2008-2013
- Table 113 Forecast Sales of Skin Care by Subsector: % Value Growth
2008-2013
- Table 114 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
- DEPILATORIES IN THE NETHERLANDS
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 115 Sales of Depilatories by Subsector: Value 2003-2008
- Table 116 Sales of Depilatories by Subsector: % Value Growth 2003-2008
- Table 117 Depilatories Company Shares by Retail Value 2004-2008
- Table 118 Depilatories Brand Shares by Retail Value 2005-2008
- Table 119 Forecast Sales of Depilatories by Subsector: Value 2008-2013
- Table 120 Forecast Sales of Depilatories by Subsector: % Value Growth
2008-2013
- SUN CARE IN THE NETHERLANDS
- HEADLINES
- TRENDS
- COMPETITIVE LANDSCAPE
- PROSPECTS
- SECTOR DATA
- Table 121 Sales of Sun Protection by SPF: % Value Analysis 2006-2008
- Table 122 Sales of Sun Care by Subsector: Value 2003-2008
- Table 123 Sales of Sun Care by Subsector: % Value Growth 2003-2008
- Table 124 Sun Care Premium Vs Mass % Analysis 2003-2008
- Table 125 Sun Care Company Shares by Retail Value 2004-2008
- Table 126 Sun Care Brand Shares by Retail Value 2005-2008
- Table 127 Sun Care Premium Brand Shares 2005-2008
- Table 128 Forecast Sales of Sun Care by Subsector: Value 2008-2013
- Table 129 Forecast Sales of Sun Care by Subsector: % Value Growth
2008-2013
- Table 130 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013
