To help French cosmetic brands in their internationalization strategy, the Team France Export of Business France has listed all the countries of interest. The Netherlands is part of this selection. Here are all the key points to understand the dutch market and seduce its inhabitants.
The Dutch cosmetics market is worth 2.4 billion euros. The products are mainly distributed through drugstores and perfumeries.
“Promotions play an important role. Almost 40% of cosmetics, 70% of hair care and 41% of make-up products are sold on this basis,” comments Business France.
Supermarkets account for 20% of sales. The offer is quite limited. It is the same for pharmacies and parapharmacies. On the other hand, institutes and other spas are starting to stand out by offering products with “professional” expertise.
Trends
Due to Covid, consumers bought more hygiene products than makeup or perfume. Online shopping has also exploded (56% in 2020 versus 27% in 2019).
Digital now plays a prominent role in the promotion and sale of cosmetics.
The Dutch are keen to “catch up” and want to try new things… but not at any cost. And in this crisis context, they are even more in demand for discounts.
Market characteristics
The local offer is very developed. We find as well:
• Large groups
• Premium and mid-range brands
• Start-ups and indie brands
Positioning of the French offer
Care products from France enjoy strong credibility. All the major players are present on the territory (L’Oréal, LVMH, L’Occitane …
