Household Care in Belgium
Euromonitor International's Household 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, 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: 90 | 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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Decline in overall sales
Sales of household care products in Belgium declined in 2006 for the second year in a row. The decline in laundry care products was a significant contributory factor to the overall decline, due to the large share of overall sales these products represent. Promotional activities by manufacturers stifled the potential for growth in the laundry care environment.
Increasing price pressure
The recent trend of decreasing unit prices continued in 2006, and is leading to stagnation in current value terms growth for some areas of the household care market in Belgium. The trend is particularly noticeably in detergents and dishwashing products. The increasing importance of private label products within some areas of the household care market, such as detergents, adds to the pressure on prices and puts great pressure on major branded producers to match this.
Market leaders unchanged
The major players in the household care market remained unchanged in 2006. Nearly 60% of sales are covered by the top four manufacturers. Whist not increasing in percentage share terms sales of private label products accounted for an overall 17% share, ranking second only to Proctor & Gamble. Private label products are proving particularly popular in areas of the market where consumers perceive little differentiation between branded and private label goods, such as chlorine bleach and insecticides.
Supermarkets dominate sales
Sales of household care products in the Belgian market are predominately made through supermarkets and hypermarkets, which represented 84% of total sales in 2006, which represented a slight increase over 2005. In general the distribution of these outlets over different retail formats changed little over the review period. Some growth was seen in the share held by discounters, as these expanded in Belgium.
Sales decline set to continue
The recent decline in the value of household care sales is expected to continue over the forecast period. Price pressures are expected to remain an important factor, with increasing competition and a growing share of sales held by private label products. Products that meet consumers’ need for convenience and efficiency will continue to increase in popularity, however. Power multipurpose cleaners and in-wash spot and stain removers are two examples of this, offering consumers effectiveness that is particularly value given increasingly hectic lifestyles.
Table of contents
HOUSEHOLD CARE IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
Decline in overall sales
Increasing price pressure
Market leaders unchanged
Supermarkets dominate sales
Sales decline set to continue
KEY TRENDS AND DEVELOPMENTS
Price Pressure Stagnates Growth
Efficiency and Convenience Are Important
Added Natural Ingredients
Promotions Important Marketing Tool
Automated Cleaning Increases in Importance
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - BELGIUM
BOLTON GROUP, THE - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Bolton Group Belgium: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 2 Bolton Group Belgium: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 3 Bolton Group Belgium: Competitive Position 2006
DELHAIZE GROUP NV - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Delhaize: Key Facts
Summary 5 Delhaize: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
ECOVER PRODUCTS NV - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Ecover Products NV: Key Facts
Summary 7 Ecover Products NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Ecover Products NV: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 9 Ecover Products NV: Competitive Position 2006
MCBRIDE PLC - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 10 McBride NV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 11 McBride NV: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 McBride NV: Competitive Position 2006
RIEM, GROUPE - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Groupe Riem: Key Facts
Summary 14 Groupe Riem: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Groupe Riem: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 Groupe Riem: Competitive Position 2006
LAUNDRY CARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach Company Shares 2002-2006
Table 47 Chlorine Bleach Brand Shares 2003-2006
Table 48 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 52 Toilet Care Products Company Shares 2002-2006
Table 53 Toilet Care Products Brand Shares 2003-2006
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2001-2006
Table 57 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 58 Polishes Company Shares 2002-2006
Table 59 Polishes Brand Shares 2003-2006
Table 60 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2001-2006
Table 63 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 64 Leading Air Care Fragrances 2006
Table 65 Air Care Company Shares 2002-2006
Table 66 Air Care Brand Shares 2003-2006
Table 67 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2001-2006
Table 70 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 71 Insecticides Company Shares 2002-2006
Table 72 Insecticides Brand Shares 2003-2006
Table 73 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 74 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011