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: 88 | Publication date: Jul 2008
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
Overall sales still in decline
Value sales of household care products in Belgium declined in 2007 for the third year in a row. A significant factor was the decline in laundry care, as these products represented almost half the sales of all household care products in 2007. The continuing high usage of promotional activities by manufacturers in laundry care continued to stifle the potential for growth.
Dreft enters automatic dishwashing
Running on the back of its high penetration in hand dishwashing products, Procter & Gamble Benelux SA NV entered the arena of automatic dishwashing products during 2007, launching a complete portfolio of products under its high profile Dreft brand name. Promotions and good price positioning quickly consolidated these products into this lucrative and growing area of the market.
No change in the competitive environment
The top players in the household care market in 2007 remained unchanged. In 2007, nearly 60% of sales were still held by the top four manufacturers, as in 2006. However, the movement of Procter & Gamble Benelux SA NV into automatic dishwashing led to an increase in its overall share to 25%, at the expense of its two rivals in this category, Reckitt Benckiser SA NV and Unilever Belgium NV, who both lost slight ground. Private label remained constant at a 17% share of the market, ranking second only to Procter & Gamble.
Supermarkets/hypermarkets continues to dominate
In Belgium sales of household care products are predominately via grocery outlets, with supermarkets/ hypermarkets realising 81% of total sales in 2007; a slight increase over 2006. In general the distribution of shares between different retail formats changed little over the review period, although the share represented by discounters continued upwards, due to the expansion of these outlets in Belgium.
No reverse in declining sales forecast
The declining nature of value sales of household care products is predicted to continue in the forecast period. Pressure on unit prices looks set to stay, in the face of ever increasing competitiveness between the major manufacturers, and the growing share of sales attributed to private label. Products which meet consumers’ need for convenience and efficiency, due to increasingly hectic lifestyles, will continue to increase in popularity, with products such as power multi-purpose cleaners and in-wash spot and stain removers continuing to lead growth.
Table of contents
HOUSEHOLD CARE IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
Overall sales still in decline
Dreft enters automatic dishwashing
No change in the competitive environment
Supermarkets/hypermarkets continues to dominate
No reverse in declining sales forecast
KEY TRENDS AND DEVELOPMENTS
Price pressure continues to limit growth potential
Consumers demand ever increasing convenience
Natural and ecological products on the rise
Promotional activity widespread
Convenience drives automated cleaning
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BELGIUM
DELHAIZE GROUP SA - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Delhaize: Key Facts
Summary 3 Delhaize: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
ECOVER BELGIUM NV - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Ecover Products NV: Key Facts
Summary 5 Ecover Products NV : Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Ecover Products NV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 7 Ecover Products NV: Competitive Position 2007
MCBRIDE PLC - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 8 McBride NV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 9 McBride NV : Production Statistics 2007
COMPETITIVE POSITIONING
Summary 10 McBride NV: Competitive Position 2007
RIEM, GROUPE - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Riem Group: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Riem Group: Competitive Position 2007
LAUNDRY CARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Chlorine Bleach by Type: % Value Analysis 2005-2007
Table 45 Sales of Chlorine Bleach: Value 2002-2007
Table 46 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 47 Chlorine Bleach Company Shares 2003-2007
Table 48 Chlorine Bleach Brand Shares 2004-2007
Table 49 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 53 Toilet Care Products Company Shares 2003-2007
Table 54 Toilet Care Products Brand Shares 2004-2007
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2002-2007
Table 58 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 59 Polishes Company Shares 2003-2007
Table 60 Polishes Brand Shares 2004-2007
Table 61 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2002-2007
Table 64 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 65 Air Care Fragrances Rankings by Value 2006-2007
Table 66 Air Care Company Shares 2003-2007
Table 67 Air Care Brand Shares 2004-2007
Table 68 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2002-2007
Table 71 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 72 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 73 Insecticides Company Shares 2003-2007
Table 74 Insecticides Brand Shares 2004-2007
Table 75 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012