The replacement toothbrush head market is growing steadily in the Dutch FMCG sector. Consumers are becoming more aware of oral hygiene. At the same time, demand for sustainable personal care products is increasing. This article shares insights from the distributor search for the British brand MlarCN. The research was carried out in the Netherlands during the summer of 2019
MlarCN replacement toothbrush heads
MlarCN is a British company that started producing replacement toothbrush heads in 2011. It sells products through its own e-commerce site. In addition, the company supplies retailers and wholesalers across the UK. Each year, it sells around 2 million units. These are available in major UK retail chains such as Boots, Home Bargains, B&M Bargains, Poundworld, Poundstretcher, and Savers (part of AS Watson Group). In the UK, MlarCN's most popular products, the Oral-B compatible toothbrush heads, are sold at 66% lower than Oral-B’s recommended retail price.
MlarCN, which has proven its quality and reliability domestically, has received an excellent rating of 9.3 out of 10 from over 2,000 customers on Trustpilot.com. The company aims to continue its success in the Netherlands and fill the gap between private labels and the world’s leading global brands.
Market situation for non-food products in the Netherlands
The Netherlands ranks as the seventh-largest economy in Europe and the fifth in the eurozone. It maintains stable industrial relations. Moreover, the country stands out as a key transportation hub. It plays a vital role in global FMCG markets. This strength comes from its position as one of Europe’s main logistics and distribution centers. In addition, the Dutch retail market has one of the fastest-growing internet retail scenes in Europe.
Dutch retailers reshape regional markets with cross-border expansion
Dutch retail chains are expanding into neighboring countries. As a result, prices have dropped significantly—especially in Belgium, where competition used to be weak. One major change occurred when Belgium’s Delhaize Group merged with the Dutch retailer Albert Heijn.
Many personal care categories face pressure from market saturation and pricing. However, the oral care market in the Netherlands remains relatively strong. It is expected to keep growing in the coming years. While demand stays stable for basics like toothpaste and manual toothbrushes, interest in healthy lifestyles continues to boost the sector’s overall growth.
Electric toothbrush sales grow steadily in the Dutch e-commerce market
Electric toothbrushes and their replacement units in the Netherlands are expected to maintain steady sales growth in both volume and value. This trend likely applies to all electric toothbrush categories. At the same time, the Dutch retail market stands out as one of Europe’s fastest-growing e-commerce scenes. This growth also reflects in the rising online sales of oral care products.
Supermarkets and prices in the Netherlands
Supermarket chains in the Netherlands can be categorized into five groups: Albert Heijn, SuperUnie, and Jumbo, as well as Aldi and Lidl. Other common store chains include Kruidvat, Etos, and DA/DIO, which are the oldest non-food retailers in the Netherlands.
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The non-food market in the Netherlands is influenced by the discount retailer Action. Starting with 8 stores in the Netherlands in 1994, Action now has 1,000 stores across the Netherlands, Belgium, Germany, Austria, Luxembourg, France, and Poland. Since Action focuses on selling all products at the lowest possible prices, it is seen that other retail chains struggle to keep prices and demands high. Looking at the price levels of different retail chains, it is evident that unit prices vary.
All of these factors present both a risk and an opportunity for MlarCN. If MlarCN can match Action’s targeted price levels, it could achieve significant sales volumes.
The Netherlands as the closest foreign market for the UK
CuB Consultants assisted MlarCN in initiating its first export by searching for distributor candidates in the Netherlands. We also contacted retailers such as supermarkets, health/beauty stores, discounters, and e-commerce specialists. During meetings at three distributors' facilities in the Netherlands, the distributors demonstrated serious interest in working together, and plans for the next steps were made.
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If you want more information about electric toothbrushes, FMCG, personal care products, or the retail market in the Netherlands, contact us. We can arrange a call with our consultant who managed this distributor search project in the Netherlands for a UK company.
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