Cosmetics And Toiletries in Belgium
Euromonitor International's Cosmetics And Toiletries 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, 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 illustrate how the market is set to change.
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Tables: 149 | Publication date: May 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Innovation and price increases save the market
2008 was not a favourable year for cosmetic and toiletries. As many other countries, Belgium was affected by the credit crunch of autumn and its impact on the economy. Consumer confidence and consumption further declined during the second half of the year. Even so, like 2007, 2008 was characterised by an exceptionally high level of innovation in cosmetics and toiletries. Mass brands continued to upgrade towards a masstige positioning in skin care, which urged premium players to overbid with superpremium offerings. Strong price increases due to inflation, but also due to changes in the size of packaging, resulted in current value growth remaining positive in 2008, in line with the CAGR over the review period.
More protection and convenience
One of the main buzzwords in 2008 was protection. Despite the bad weather in summer 2008, the impressive double-digit current value growth of sun care due to increasing use of high and very high SPF protection reflected this trend. This was also exemplified by the development of more natural bath and shower products and colour cosmetics, although glamorous touches and the latest high-tech discoveries still drove sales in strategic skin care and colour cosmetics. Convenience was the common theme running through several products, such as body wash/shower gel and oral hygiene. However, converse to 2007, men’s grooming products did not see such dynamic growth in 2008, despite the interest by the male population in looking more presentable. This stemmed from the sudden saturation of blade systems in 2008, which were victims of their success in 2007.
L’Oréal leads the way in a concentrated competitive environment
L’Oréal Groupe was still the outright leader in an increasingly concentrated environment by virtue of multiple local subsidiaries and brands present in almost every distribution outlet and at every market level. At NBO level, L'Oréal Belgilux SA was also market leader. Its main contender, Beiersdorf NV SA, differentiated itself from others with the penetration of its unique Nivea umbrella brand and its focus on new promising segments. The two outsiders, Procter & Gamble Benelux SA NV and Unilever Belgium NV, came from household care and other markets, and were mainly present in toiletries.
Supermarkets, discounters and aggressive perfumeries
Grocery retailers, the primary distribution channel for cosmetics and toiletries, continued to strengthen its position owing to the dynamism of the aforementioned mainstream players, but also thanks to the emergence of discounters. Health and beauty retailers recorded mixed results. Independent perfumeries declined, but Planet Parfum, and mainly ICI Paris XL, forged ahead, owing to increasingly aggressive discounting strategies. Despite a wide presence in Belgium and strong credibility amongst consumers, the share of chemists/pharmacies began to decline in 2008 due to the growing exposure of their dermo-cosmetic brands to competition from mass brands.
Unfavourable outlook in the short term
The outlook for cosmetics and toiletries remains uncertain according to most sources, with most predicting a slightly weaker performance in the five forecast years than seen over the review period. Before a possible bounce in the middle of the forecast period, the performance of the Belgian economy is expected to stagnate and possibly decline. The probable stagnation of bath and shower products, hair care, fragrances and other premium products will act as a drag on overall sales. Competition could also become more intense between mass and premium brands and even distribution channels, leading to “a possible war between channels and price platforms”. However, the growth in the market in constant value terms over the forecast period should remain positive, owing to the expected dynamism of deodorants, men’s grooming products and predominantly skin care.
Table of contents
COSMETICS AND TOILETRIES IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
Innovation and price increases save the market
More protection and convenience
L’Oréal leads the way in a concentrated competitive environment
Supermarkets, discounters and aggressive perfumeries
Unfavourable outlook in the short term
KEY TRENDS AND DEVELOPMENTS
Bleak prospects for the economy, policy, purchasing power and thus maybe C&T
Seeking more time, protection and cocooning
Demographic segmentation to still pay off
Scientific discoveries still drive sales, despite a growing preoccupation for health and ecology
More favourable ground for multiple retailers and chained specialists
Ambivalent impact on the competitive environment
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BELGIUM
BIOVER NV - COSMETICS AND TOILETRIES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Biover NV: Key Facts
Summary 3 Biover NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
ECOVER PRODUCTS NV - COSMETICS AND TOILETRIES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Ecover Belgium NV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 5 Ecover Belgium NV: Production 2008
COMPETITIVE POSITIONING
OMEGA PHARMA NV - COSMETICS AND TOILETRIES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Omega Pharma Belgium NV: Key Facts
Summary 7 Omega Pharma NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Omega Pharma Belgium NV: Production 2008
COMPETITIVE POSITIONING
Summary 9 Omega Pharma Belgium NV : Competitive Position 2008
RECKITT BENCKISER SA NV - COSMETICS AND TOILETRIES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Reckitt Benckiser SA NV: Key Facts
Summary 11 Reckitt Benckiser SA NV: Operational Indicators
COMPANY BACKGROUND & PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Reckitt Benckiser SA NV: Competitive Position 2008
WIDMER AG, LOUIS - COSMETICS AND TOILETRIES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Louis Widmer NV: Key Facts
Summary 14 Louis Widmer NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Louis Widmer NV: Competitive Position 2008
BABY CARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Care Premium Brand Shares 2005-2008
Table 21 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 22 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 23 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 24 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 25 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 27 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 28 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 29 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 30 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 31 Bath and Shower Products Premium Brand Shares 2005-2008
Table 32 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 33 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 34 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Deodorants by Subsector: Value 2003-2008
Table 36 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 37 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 38 Deodorants Company Shares by Retail Value 2004-2008
Table 39 Deodorants Brand Shares by Retail Value 2005-2008
Table 40 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 41 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 42 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Hair Care by Subsector: Value 2003-2008
Table 44 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 45 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 46 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 47 Hair Care Company Shares by Retail Value 2004-2008
Table 48 Hair Care Brand Shares by Retail Value 2005-2008
Table 49 Styling Agents Brand Shares by Retail Value 2005-2008
Table 50 Colourants Brand Shares by Retail Value 2005-2008
Table 51 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 52 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 53 Hair Care Premium Brand Shares 2005-2008
Table 54 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 55 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 56 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 58 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 59 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 60 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 61 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 62 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 63 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 64 Lip Products Brand Shares by Retail Value 2005-2008
Table 65 Nail Products Brand Shares by Retail Value 2005-2008
Table 66 Colour Cosmetics Premium Brand Shares 2005-2008
Table 67 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 68 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 69 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Electric Shavers by Value 2004-2008
Table 71 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 72 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 73 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 74 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 75 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 76 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 77 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 78 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 79 Sales of Manual Toothbrushes by Type: % Value Analysis 2004-2009
Table 80 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 81 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 82 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 83 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 84 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 85 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 86 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 87 Toothpaste Brand Shares by Retail Value 2005-2008
Table 88 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 89 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 90 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 92 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 93 Sales of Fragrances by Concentration: % Value Analysis 2004-2009
Table 94 Sales of Fragrances by Subsector: Value 2003-2008
Table 95 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 96 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 97 Fragrances Company Shares by Retail Value 2004-2008
Table 98 Fragrances Brand Shares by Retail Value 2005-2008
Table 99 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 100 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 101 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 102 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 103 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Sales of Skin Care by Subsector: Value 2003-2008
Table 105 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 106 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 107 Skin Care Company Shares by Retail Value 2004-2008
Table 108 Skin Care Brand Shares by Retail Value 2005-2008
Table 109 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 110 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 111 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 112 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 113 Skin Care Premium Brand Shares 2005-2008
Table 114 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 115 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 116 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 117 Sales of Depilatories by Subsector: Value 2003-2008
Table 118 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 119 Depilatories Company Shares by Retail Value 2004-2008
Table 120 Depilatories Brand Shares by Retail Value 2005-2008
Table 121 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 122 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 123 Sales of Sun Protection by Factor: % Value Analysis 2004-2009
Table 124 Sales of Sun Protection by Formulation: % Value Analysis 2004-2009
Table 125 Sales of Self-Tanning by Formulation: % Value Analysis 2004-2009
Table 126 Sales of Sun Care by Subsector: Value 2003-2008
Table 127 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 128 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 129 Sun Care Company Shares by Retail Value 2004-2008
Table 130 Sun Care Brand Shares by Retail Value 2005-2008
Table 131 Sun Care Premium Brand Shares 2005-2008
Table 132 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 133 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 134 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013