Disposable Paper Products in Belgium
Euromonitor International's Disposable Paper Products 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: 94 | Publication date: Jul 2007
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
Away-from-home disposable paper products; Retail disposable paper products
Executive summary
Sluggish performance of top three sectors leads to disappointing value growth
For the third consecutive year, disposable paper products in Belgium registered positive, albeit disappointing, current value growth in 2006. This stemmed from the sluggish performance, at least in current value terms, of the top three sectors. These were nappies/diapers/pants, which alone accounted for more than one quarter of value sales, toilet paper and sanitary protection.
Favourable economic conditions benefit volume sales and contribute to premiumisation
Disposable paper products benefited from a relatively favourable environment in 2006. The ageing of the population continued, which enabled incontinence products to forge ahead. Economic indicators were much better than during the middle of the review period, when the gloomy economic situation had a detrimental effect on many disposable paper products considered to be non-essential. The improved economy ensured the recovery of birth rates in 2006, thus boosting volume sales of nappies/diapers/pants and even contributing to premiumisation of the sector. In response to the high level of saturation, manufacturers and private label encouraged consumers to increase the frequency of use of products such as pantyliners and to trade up in sectors such as toilet paper and tissues.
Strong internal competition and rising private label sold at cut price
Surprisingly, the main winner of this premiumisation was private label, more particularly that of hard discounters. Private label offerings were concentrated in premium and/or promising products such as ultra-thin towels, pantyliners, four-ply toilet paper and nappies/diapers/pants. Consequently, price erosion was strong in the majority of sectors in 2006. In addition, the market continued to pay for strong internal competition between sectors, for instance between incontinence products and sanitary protection, or between wipes, tissues and kitchen towels.
A-brands have limited room to manoeuvre
Present in two of the three most valuable sectors, and particular thanks to its quasi-monopolistic position in nappies/diapers/pants and its huge marketing budget, Procter & Gamble Benelux SA NV continued to lead the market. The company began to lose ground to private label in 2006.
Mass distribution hold the lion’s share of value sales
Supermarkets/hypermarkets and discounters together virtually monopolised distribution in 2006. Discounters outperformed all other distribution channels owing to the aforementioned breakthrough in some premium products. Chemists/drugstores, mainly present in sanitary protection, incontinence products and cotton wool/buds/pads/pads continued to lose ground, as consumers did not really need advice or assistance for the purchase of most disposable paper products. At the same time, convenience stores and independent food stores began to sell more disposable paper products.
Modest positive volume growth expected over the forecast period
Most sources concur with Euromonitor International in the expectation that disposable paper products will witness a positive but more modest volume increase during the forecast period. Despite some continuous innovations in the form of more convenient, comfortable, hygienic and/or discreet products, persisting trends from the review period should continue to affect volume and value growth during the forecast period. The growing hegemony of cheap private label, mainly in the most promising and/or premium products, will further erode value growth. The most favourable outlook is for incontinence products, feminine hygiene wipes and, to a lesser extent, premium tissues and paper tableware.
Table of contents
DISPOSABLE PAPER PRODUCTS IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
Sluggish performance of top three sectors leads to disappointing value growth
Favourable economic conditions benefit volume sales and contribute to premiumisation
Strong internal competition and rising private label sold at cut price
A-brands have limited room to manoeuvre
Mass distribution hold the lion’s share of value sales
Modest positive volume growth expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
Economic development should act in favour of disposable paper products
Ageing and the recovery of the infant population present opportunities
Relatively small Belgian population and the presence of two unique communities limit demand for wipes
Finger food and consumer foodservice create potential for paper tableware and AFH disposable paper products
Acceleration of private label leads to price erosion
A-brands have limited room to manoeuvre
Distribution moves toward smaller point of sales
MARKET INDICATORS
Table 1 Birth Rates 2001-2006
Table 2 Infant Population 2001-206
Table 3 Female Population by Age 2001-2006
Table 4 Total Population by Age 2001-2006
Table 5 Households 2001-2006
Table 6 Forecast Infant Population 2006-2011
Table 7 Forecast Female Population by Age 2006-2011
Table 8 Forecast Total Population by Age 2006-2011
Table 9 Forecast Households 2006-2011
MARKET DATA
Table 10 Retail Sales of Disposable Paper Products by Sector: Value 2001-2006
Table 11 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2001-2006
Table 12 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2001/2006
Table 13 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2006
Table 14 Penetration of Private Label by Sector 2002-2006
Table 15 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2006-2011
Table 16 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - BELGIUM
BOLTON BELGIUM - DISPOSABLE PAPER PRODUCTS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Bolton Belgium: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 2 Bolton Belgium: Production Statistics
COMPETITIVE POSITIONING
Summary 3 Bolton Belgium: Competitive Position 2006
DUNI BENELUX BV - DISPOSABLE PAPER PRODUCTS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Duni Benelux BV: Key Facts
COMPANY BACKGROUND AND PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Duni Benelux BV: Competitive Position 2006
FHP VILEDA SCS - DISPOSABLE PAPER PRODUCTS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 6 FHP Vileda SCS SA: Key Facts
Summary 7 FHP Vileda SCS SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 FHP Vileda SCS SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 9 FHP Vileda SCS SA: Competitive Position 2006
FLAWA AG - DISPOSABLE PAPER PRODUCTS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Flawa AG: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 11 Flawa AG: Production Statistics 2006
COMPETITIVE POSITIONING
ONTEX NV - DISPOSABLE PAPER PRODUCTS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Ontex NV: Key Facts
Summary 13 Ontex NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Ontex NV: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 15 Ontex NV: Competitive Position 2006
SANITARY PROTECTION IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 17 Retail Sales of Sanitary Protection by Subsector: Value 2001-2006
Table 18 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2001-2006
Table 19 Retail Sales of Tampons by Application Format: % Value Analysis 2002-2006
Table 20 Sanitary Protection Retail Company Shares 2002-2006
Table 21 Sanitary Protection Retail Brand Shares 2003-2006
Table 22 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2006-2011
Table 23 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2006-2011
NAPPIES/DIAPERS/PANTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2001-2006
Table 25 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2001-2006
Table 26 Nappies/Diapers/Pants Retail Company Shares 2002-2006
Table 27 Nappies/Diapers/Pants Retail Brand Shares 2003-2006
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2006-2011
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2006-2011
INCONTINENCE PRODUCTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 30 Retail Sales of Incontinence Products: Value 2001-2006
Table 31 Retail Sales of Incontinence Products: % Value Growth 2001-2006
Table 32 Retail Sales of Light Vs Moderate/Heavy Retail Incontinence Products 2003-2006
Table 33 Incontinence Products Retail Company Shares 2002-2006
Table 34 Incontinence Products Retail Brand Shares 2003-2006
Table 35 Forecast Retail Sales of Incontinence Products: Value 2006-2011
Table 36 Forecast Retail Sales of Incontinence Products: % Value Growth 2006-2011
WIPES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Retail Sales of Wipes by Subsector: Value 2001-2006
Table 38 Retail Sales of Wipes by Subsector: % Value Growth 2001-2006
Table 39 Wipes Retail Company Shares 2002-2006
Table 40 Wipes Retail Brand Shares 2003-2006
Table 41 Forecast Retail Sales of Wipes by Subsector: Value 2006-2011
Table 42 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2006-2011
COTTON WOOL/BUDS/PADS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Retail Sales of Cotton Wool/Buds: Value 2001-2006
Table 44 Retail Sales of Cotton Wool/Buds: % Value Growth 2001-2006
Table 45 Cotton Wool/Buds Retail Company Shares 2002-2006
Table 46 Cotton Wool/Buds Retail Brand Shares 2003-2006
Table 47 Forecast Retail Sales of Cotton Wool/Buds: Value 2006-2011
Table 48 Forecast Retail Sales of Cotton Wool/Buds: % Value Growth 2006-2011
TOILET PAPER IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Retail Sales of Toilet Paper: Value 2001-2006
Table 50 Retail Sales of Toilet Paper: % Value Growth 2001-2006
Table 51 Retail Sales of Wet Vs Dry Toilet Paper 2003-2006
Table 52 Toilet Paper Retail Company Shares 2002-2006
Table 53 Toilet Paper Retail Brand Shares 2003-2006
Table 54 Forecast Retail Sales of Toilet Paper: Value 2006-2011
Table 55 Forecast Retail Sales of Toilet Paper: % Value Growth 2006-2011
TISSUES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Retail Sales of Tissues by Subsector: Value 2001-2006
Table 57 Retail Sales of Tissues by Subsector: % Value Growth 2001-2006
Table 58 Tissues Retail Company Shares 2002-2006
Table 59 Tissues Retail Brand Shares 2003-2006
Table 60 Forecast Retail Sales of Tissues by Subsector: Value 2006-2011
Table 61 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2006-2011
KITCHEN TOWELS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Retail Sales of Kitchen Towels: Value 2001-2006
Table 63 Retail Sales of Kitchen Towels: % Value Growth 2001-2006
Table 64 Kitchen Towels Retail Company Shares 2002-2006
Table 65 Kitchen Towels Retail Brand Shares 2003-2006
Table 66 Forecast Retail Sales of Kitchen Towels: Value 2006-2011
Table 67 Forecast Retail Sales of Kitchen Towels: % Value Growth 2006-2011
PAPER TABLEWARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Retail Sales of Paper Tableware by Subsector: Value 2001-2006
Table 69 Retail Sales of Paper Tableware by Subsector: % Value Growth 2001-2006
Table 70 Paper Tableware Retail Company Shares 2002-2006
Table 71 Paper Tableware Retail Brand Shares 2003-2006
Table 72 Forecast Retail Sales of Paper Tableware by Subsector: Value 2006-2011
Table 73 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2006-2011
AWAY-FROM-HOME DISPOSABLE PAPER PRODUCTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 74 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2001-2006
Table 75 Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2001-2006
Table 76 Away-From-Home Sales of Disposable Paper Products by Distribution Format: % Analysis 2001/2006
Table 77 Away-From-Home Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2006
Table 78 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: Value 2006-2011
Table 79 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2006-2011