Home Care in Belgium
Home care in Belgium remained under pressure in 2023, with high inflation leading to price hikes and consumers prioritising their spending in order to save money. As a result, many consumers bought and used home care products with much less frequency than usual during the year. Those categories whose products are often regarded as non-essential, such as toilet care and polishes, suffered significantly. Meanwhile, in laundry care players focused on increasing the concentration levels of their lau...
Euromonitor International's Home Care in Belgium market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report??
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
- Home Care in Belgium
- Euromonitor International
- February 2024
- List Of Contents And Tables
- HOME CARE IN BELGIUM
- EXECUTIVE SUMMARY
- Home care in 2023: The big picture
- 2023 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- MARKET INDICATORS
- Table 1 Households 2018-2023
- MARKET DATA
- Table 2 Sales of Home Care by Category: Value 2018-2023
- Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
- Table 4 NBO Company Shares of Home Care: % Value 2019-2023
- Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
- Table 7 Distribution of Home Care by Format: % Value 2018-2023
- Table 8 Distribution of Home Care by Format and Category: % Value 2023
- Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- LAUNDRY CARE IN BELGIUM
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Laundry care spirals further downwards
- Products become greener and more concentrated
- Liquid tablet detergents makes a comeback
- PROSPECTS AND OPPORTUNITIES
- Slow decline forecast
- Sustainability and convenience will continue to central value creators
- Distribution shake-up expected
- CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2018-2023
- CATEGORY DATA
- Table 12 Sales of Laundry Care by Category: Value 2018-2023
- Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
- Table 14 Sales of Laundry Aids by Category: Value 2018-2023
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
- Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
- Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
- Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
- Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
- Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
- Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
- Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
- Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
- Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
- DISHWASHING IN BELGIUM
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Maturity brings stability
- Premiumisation continues despite price sensitivity
- Dreft boosts hand dishwashing with new packaging formats
- PROSPECTS AND OPPORTUNITIES
- Dishwashing can expect stable volume sales for the forecast period
- Premiumisation to remain key growth driver
- Convenience will remain central to consumer demand
- CATEGORY INDICATORS
- Table 26 Household Possession of Dishwashers 2017-2022
- CATEGORY DATA
- Table 27 Sales of Dishwashing by Category: Value 2018-2023
- Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
- Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
- Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
- Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
- Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
- SURFACE CARE IN BELGIUM
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Inflation prompts consumers to use less product
- Sustainability trends and demand for convenience continue to drive purchasing decisions
- Retailers’ shelves see rationalisation while e-commerce rises
- PROSPECTS AND OPPORTUNITIES
- Surface care to slide downwards during forecast period
- Sustainability will continue to inform innovation
- Multi-purpose cleaners to fare better than the rest
- CATEGORY DATA
- Table 33 Sales of Surface Care by Category: Value 2018-2023
- Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
- Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
- Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
- Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
- Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
- Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
- Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
- Table 41 Forecast Sales of Surface Care by Category: Value 2023-2028
- Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
- BLEACH IN BELGIUM
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Bleach benefits from high inflation
- Bleach tablet format boosts overall category
- Colgate-Palmolive retains lead though private label remains force to be reckoned with
- PROSPECTS AND OPPORTUNITIES
- Bleach set to return to struggles in forecast period
- A lack of innovation will continue to limit growth potential
- Rising competitive threat from other home care categories
- CATEGORY DATA
- Table 43 Sales of Bleach: Value 2018-2023
- Table 44 Sales of Bleach: % Value Growth 2018-2023
- Table 45 NBO Company Shares of Bleach: % Value 2019-2023
- Table 46 LBN Brand Shares of Bleach: % Value 2020-2023
- Table 47 Forecast Sales of Bleach: Value 2023-2028
- Table 48 Forecast Sales of Bleach: % Value Growth 2023-2028
- TOILET CARE IN BELGIUM
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Toilet care still tumbling downwards in 2023
- Toilet care positioned as air care for the bathroom
- Toilet liquids/foam remains the largest product area, and sustainability makes some strides
- PROSPECTS AND OPPORTUNITIES
- Further decline in demand for toilet care
- Sustainability focus offers potential for expansion
- Rim blocks holds growth potential
- CATEGORY DATA
- Table 49 Sales of Toilet Care by Category: Value 2018-2023
- Table 50 Sales of Toilet Care by Category: % Value Growth 2018-2023
- Table 51 NBO Company Shares of Toilet Care: % Value 2019-2023
- Table 52 LBN Brand Shares of Toilet Care: % Value 2020-2023
- Table 53 Forecast Sales of Toilet Care by Category: Value 2023-2028
- Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
- POLISHES IN BELGIUM
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Economic woes fuel polishes’ persistent descent in 2023
- Limited product offer hinders growth in grocery channels
- Competitive landscape remains stable as demand slumps
- PROSPECTS AND OPPORTUNITIES
- Evolving demand to further undermine sales in polishes
- Polishing increasingly seen as old-fashioned habit
- Shift to more casual footwear renders shoe polish unnecessary
- CATEGORY DATA
- Table 55 Sales of Polishes by Category: Value 2018-2023
- Table 56 Sales of Polishes by Category: % Value Growth 2018-2023
- Table 57 NBO Company Shares of Polishes: % Value 2019-2023
- Table 58 LBN Brand Shares of Polishes: % Value 2020-2023
- Table 59 Forecast Sales of Polishes by Category: Value 2023-2028
- Table 60 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
- AIR CARE IN BELGIUM
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- Air care suffers from products’ perception as non-essential
- Ambience and naturalness remain key category drivers
- Reckitt Benckiser retains the lead thanks to strong portfolio
- PROSPECTS AND OPPORTUNITIES
- Growth to be curbed by waning demand for unnatural air care products
- Naturalness trend to gather pace
- Expansion of non-grocery channels
- CATEGORY DATA
- Table 61 Sales of Air Care by Category: Value 2018-2023
- Table 62 Sales of Air Care by Category: % Value Growth 2018-2023
- Table 63 Sales of Air Care by Fragrance: Value Ranking 2021-2023
- Table 64 NBO Company Shares of Air Care: % Value 2019-2023
- Table 65 LBN Brand Shares of Air Care: % Value 2020-2023
- Table 66 Forecast Sales of Air Care by Category: Value 2023-2028
- Table 67 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
- HOME INSECTICIDES IN BELGIUM
- KEY DATA FINDINGS
- 2023 DEVELOPMENTS
- 2023’s cooler summer undermines volume sales in home insecticides
- Home insecticides go green with Henkel still in the lead
- Visibility key to sustaining sales
- PROSPECTS AND OPPORTUNITIES
- Global warming creates ideal conditions for insect proliferation
- The demand for safer and greener home insecticides is set to grow
- Slow approval process likely to limit disruption to the competitive landscape
- CATEGORY DATA
- Table 68 Sales of Home Insecticides by Category: Value 2018-2023
- Table 69 Sales of Home Insecticides by Category: % Value Growth 2018-2023
- Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
- Table 71 NBO Company Shares of Home Insecticides: % Value 2019-2023
- Table 72 LBN Brand Shares of Home Insecticides: % Value 2020-2023
- Table 73 Forecast Sales of Home Insecticides by Category: Value 2023-2028
- Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
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