The personal care market is driven by growing consumer awareness and the inclination to use these products, as well as by the rise of disposable incomes. The demand for multifunctional personal care and cosmetics led to constant product improvements and developments. This market dynamic results in a competitive landscape, something that is also seen in the Benelux regions.

Looking at the turnover of the cosmetic industry in the Benelux in 2015, the Netherlands generated the most at approximately 2.9 billion euros, whereas Belgium and Luxembourg saw the turnover amount to roughly 2.1 billion euros. The value of essential oils, cosmetics and fragrances imported to the Benelux was slightly over six billion euros, of which the Netherlands made up more than three billion euros. Export values were higher, at approximately 6.6 billion euros in the Benelux, with Belgium contributing a little less than three billion euros.

In the Netherlands, domestic sales value of cosmetic products amounted to almost 2.4 billion euros in 2016, down slightly from 2015. When looking at the sales value of personal care products , hair care generated the highest sales at more than 300 million euros. Cosmetics went up to approximately 266 million euros, whereas oral care saw value amount to 264 million euros. Increasing customer demand for personal care influences the sales value of products. Furthermore, male consumers pay increasing attention to their appearance compared to even few years ago. The annual revenue from men's cosmetics in 2016 rose to 322 million euros, roughly ten million euros more than in 2015.

In Belgium, looking at the use of body care products , shower gel was used most frequently, by roughly 63 percent of respondents who answered an online survey concerning personal care. Deodorant came second among roughly 60 percent, whereas 45 percent of customers mentioned hand lotion. Looking at hair care products loyalty in 2016, 18.5 percent of consumers were loyal to their product, but most either switched or chose mixed brands.

When looking at Luxembourg, Germany was its leading exporter with the most oils, cosmetics and fragrances . In 2016, export to Germany was worth 78 million euros. For comparison, export of personal care products to Belgium amounted to a little over ten million euros . However, Belgium was the leading supplier of essential oils and fragrances to Luxembourg , with an export value of roughly 48 million euros. Germany came third, with approximately 29 million euros of oils, cosmetics and fragrances exported to Luxembourg.

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