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Netherlands personal care appliances market dominated by top two players with a 60% share of revenues in 2013
Personal Care Appliances in the Netherlands - a new market research report on 2014-05-01 03:13:01
The economic downfall had a mixed impact on personal care appliances in the Netherlands during 2013. Most products recorded volume and value sales decline in 2013, as Dutch consumers appeared to prioritise the purchase of cooking/kitchen appliances above personal care. Yet, the increase in hair care appliances seemed to be a direct result of lower consumer spending during difficult economic times. Hair care appliances and oral care appliances were the only two growth areas in 2013, responsible for marginal overall value growth of total personal care appliances.

Personal care appliances was fairly polarised in terms of the competitive landscape in 2013. On the one hand, two players held a strong grip at the top, accounting for 60% volume share. On the other hand, there were a good number of other players present instead of the competition being consolidated. This is because while oral care appliances is quite consolidated, the rest of the products including hair care appliances and body shavers have a less consolidated environment.

Personal care appliances is expected to show steady volume growth over the forecast period, as consumers will continue to take care of personal care and hygiene. However, as the economic circumstances are set to improve during the second half of the review period, more people are expected to yearn for personal treatment outside of the home. Hair and body professionals will again be considered to be the best option for optimal care and this will limit volume growth of personal care appliances over the forecast period.

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