Competitive Landscape
Unilever’S Strategic Premiumisation Shifts Market Dynamics and Reduces Share
Baby and child-specific products in the Netherlands exhibited a moderately concentrated landscape led by Unilever Nederland BV, which held a 21% share of retail sales value in 2025, down from 26% in 2020. This decline reflects Unilever’s deliberate strategy to reposition its flagship Zwitsal brand through a complete relaunch and significant price increases in 2025, aiming for stronger profitability despite a contraction in total sales value.
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Overview:
Understand the latest market trends and future growth opportunities for the Baby and Child-specific Products 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.
If you're in the Baby and Child-specific Products industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Baby and Child-specific Products in Netherlands report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baby and Child-specific Products in Netherlands?
- Which are the leading brands in Netherlands?
- How are products distributed in Netherlands?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Baby and Child-Specific Products in the Netherlands - Category analysis
Key Data Insights
Young Parents Embrace Social Media as Peer Validation Drives Safety-First Preferences
Young Parents Embrace Social Media as Peer Validation Drives Safety-First Preferences
Sun Care Drives Value Growth as Sustainability Grows in Importance
Naïf Leads Trend Adoption with Lifestyle and Eco-Conscious Innovations
Leading Brands to Shift to Premiumisation Amid Moderate Volume Growth
Safety, Sustainability and Digital Influence to Continue Influencing Buying Behaviour
Unilever’S Strategic Premiumisation Shifts Market Dynamics and Reduces Share
Health and Personal Care Stores Lead Distribution Driven by Product Range and Promotions
Beauty and Personal Care in the Netherlands - Industry Overview
Steady Growth Driven by Consumer Willingness to Spend and Digital Innovation
Key Data Insights
Steady Growth Driven by Consumer Willingness to Spend and Digital Innovation
Informed Consumers Show a Willingness to Pay a Premium for Dermocosmetics
Brands Leverage Sustainability to Drive Consumer Engagement
Consumers and Economic Factors Fuel Steady Growth in Personal Care Spending
Hair Care to Lead Value While Fragrances Leads Growth Momentum
Sustainability to Remain Influencial in Purchasing Behaviour
Leading Companies Strengthen Lead Amid Evolving Competitive Dynamics
Health and Beauty Specialists Lead Distribution as E-Commerce Gains Steady Ground
Country Reports Disclaimer
The following categories and subcategories are included:
Baby and Child-specific Products
- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
Baby and Child-specific Products
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Baby and Child-specific Products research and analysis database.
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