In 2024, sales of tissue and hygiene in Belgium recorded marginal retail value growth, while retail volume declined in categories including menstrual care and nappies/diapers/pants. The market underwent significant changes, primarily influenced by a combination of economic pressures, demographic shifts, and evolving consumer preferences. Ongoing economic challenges, including inflation, led to more cautious consumer spending. This particularly affected non-essential categories including paper to...
Euromonitor International's Tissue and Hygiene in Belgium report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, 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, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Tissue and Hygiene 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.
- Tissue and Hygiene in Belgium
- Euromonitor International
- March 2025
- List Of Contents And Tables
- TISSUE AND HYGIENE IN BELGIUM
- EXECUTIVE SUMMARY
- Tissue and hygiene in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retail developments
- What next for tissue and hygiene?
- MARKET INDICATORS
- Euromonitor International
- Table 1 Birth Rates 2019-2024
- Table 2 Infant Population 2019-2024
- Table 3 Female Population by Age 2019-2024
- Table 4 Total Population by Age 2019-2024
- Table 5 Households 2019-2024
- Table 6 Forecast Infant Population 2024-2029
- Table 7 Forecast Female Population by Age 2024-2029
- Table 8 Forecast Total Population by Age 2024-2029
- Table 9 Forecast Households 2024-2029
- MARKET DATA
- Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
- Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
- Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
- Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
- Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
- Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
- Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
- Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
- Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- MENSTRUAL CARE IN BELGIUM
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Economic pressures and shifting consumer preferences negatively impact sales
- Procter & Gamble Benelux SA retains its lead, however, share is lost to private label
- Discounters and non-grocery retailers increase distribution of menstrual care in 2024
- PROSPECTS AND OPPORTUNITIES
- A retail value and volume decline expected as demographic shifts and reusable products challenge growth
- Retail e-commerce will become increasingly embraced across the forecast period
- There is potential for the public sector to intervene more with menstrual care distribution
- CATEGORY DATA
- KEY DATA FINDINGS
- Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
- Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
- Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
- Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
- Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
- Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
- Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
- NAPPIES/DIAPERS/PANTS IN BELGIUM
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Retail volume and value continue to be challenged by the declining birth rate in Belgium
- Private label lead retail volume sales as consumers appreciate affordability
- Supermarkets lead while retail e-commerce increases its share of sales
- PROSPECTS AND OPPORTUNITIES
- While retail volume is anticipated to decline, premiumisation will boost value growth
- Retail e-commerce will play a more important role, offering a wider selection of goods
- Washable nappies/diapers/pants may gain ground and drive sales across the forecast period
- CATEGORY DATA
- KEY DATA FINDINGS
- Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
- Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
- Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
- Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
- Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
- Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
- RETAIL ADULT INCONTINENCE IN BELGIUM
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Light incontinence products boost growth, appealing to a broader consumer base
- Tena retains its lead while expanding its offerings with specialised products for men
- Convenience retailers and retail e-commerce drive growth as consumers appreciate easy accessibility
- PROSPECTS AND OPPORTUNITIES
- A steady increase in retail value is set to be driven by the ageing population and rising awareness
- Retail e-commerce is set to have an increasing role in the distribution of adult incontinence
- Male products, comfort and the sustainability are set to drive innovation
- CATEGORY DATA
- KEY DATA FINDINGS
- Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
- Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
- Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
- Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
- Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
- Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
- RX/REIMBURSEMENT ADULT INCONTINENCE IN BELGIUM
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- The ageing population in Belgium increases demand for RX/reimbursement adult incontinence products
- Ontex Global benefits from being the main supplier in Belgium
- PROSPECTS AND OPPORTUNITIES
- Ongoing and stable demand will be driven by the ageing population
- Government initiatives are expected to raise awareness of adult incontinence products
- CATEGORY DATA
- KEY DATA FINDINGS
- Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
- Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
- Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
- Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
- WIPES IN BELGIUM
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Eco-friendly options and premium features drive retail value growth in wipes
- Procter & Gamble retains its lead while Carrefour improves its share through its private label range
- Supermarkets lead while discounters benefit from offering affordable options
- PROSPECTS AND OPPORTUNITIES
- Retail value sales are set to benefit from an ongoing migration to bio-degradable goods
- Retail e-commerce grows as consumers are set to prioritise convenience
- Sustainability is expected to drive innovation in wipes, supporting an uplift in growth
- CATEGORY DATA
- KEY DATA FINDINGS
- Table 42 Retail Sales of Wipes by Category: Value 2019-2024
- Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024
- Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024
- Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024
- Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029
- Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
- RETAIL TISSUE IN BELGIUM
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Retail volume benefits from price promotions, which lead value sales to decline
- Sofidel retains its leadership despite losing share to affordable private label goods
- Discounters gain ground by appealing to cost-conscious consumers
- PROSPECTS AND OPPORTUNITIES
- Retail value is set to recover as sustainability and innovation boost sales
- The rising influence of discounters is expected to shape retail tissue
- Innovation is set to focus on sustainability and new products formats to drive value growth
- CATEGORY DATA
- KEY DATA FINDINGS
- Table 48 Retail Sales of Tissue by Category: Value 2019-2024
- Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024
- Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024
- Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024
- Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029
- Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
- AWAY-FROM-HOME TISSUE AND HYGIENE IN BELGIUM
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Ongoing value growth in AFH tissues despite a range of challenges
- AFH adult incontinence records a value uplift despite facing demand challenges
- Innovation in AFH tissue and hygiene prioritises sustainability, hygiene and efficiency
- PROSPECTS AND OPPORTUNITIES
- AFH adult incontinence and AFH wipers are set to be the strongest performers across the forecast period
- Health, manufacturing and cleaning services are set to drive ongoing demand for AFH tissue products
- Innovation is set to focus on sustainability, performance enhancements, and cost-effective solutions
- CATEGORY DATA
- KEY DATA FINDINGS
- Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
- Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
- Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
- Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
- Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
- Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
- Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
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