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: 100 | Publication date: Jun 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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Sales of household care continue to decline in Belgium
Driven by pricing competition in supermarkets/hypermarkets and the influence of discounters, overall value sales of household care in Belgium continued to decline in 2008. The most significant product area of household care – laundry care – experienced the highest decline. However, other key categories, such as surface care and toilet care products, continued to show steady sales growth. Toilet care products, in particular, experienced a significant turnaround in performance, boosted by a wave of new product developments.
Consumers ask for efficiency and convenience
Busier lifestyles and increasingly demanding consumers continued to drive sales of convenience household care products and more efficient cleaning formulas. Manufacturers and retailers, seeking higher margins in Belgian household care, readily responded to consumer demand by actively supporting modern and advanced products. This translated into laundry products effective at low temperatures that guaranteed energy savings, task-specific products such as kitchen cleaners, and multi-functional offerings such as all-in-1 products in automatic dishwashing products.
Multinationals dominate household care
Multinationals continued to dominate the competitive landscape in 2008. Henkel Belgium NV, Reckitt Benckiser SA NV and Unilever Belgium NV followed the leading company, Procter & Gamble Benelux SA NV. The share of these four leading players exceeded half of household care retail value sales in 2008. Their success was attributable to highly recognised brands, strong advertising campaigns and in-store promotions that regularly included price discounts.
Supermarkets/hypermarkets lead distribution
Supermarkets/hypermarkets dominated distribution in 2008. The leading distribution channel improved its share mainly at the expense of independent small grocers that was increasingly unable to compete with the low prices offered by large modern retailers. Discounters also increased its retail value share over the review period, as Belgian consumers continued to source products at lower prices.
Negative value growth forecast
The high levels of maturity in household care in Belgium are expected to have a negative impact on sales throughout the forecast period. Consequently, sales are expected to continue their decline. Pressure on unit prices looks set to remain. This will be due to the ever-increasing competitiveness between the major manufacturers, and the growing share of sales attributed to private label.
Table of contents
HOUSEHOLD CARE IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales of household care continue to decline in Belgium
Consumers ask for efficiency and convenience
Multinationals dominate household care
Supermarkets/hypermarkets lead distribution
Negative value growth forecast
KEY TRENDS AND DEVELOPMENTS
Environmental concerns shape household care
Promotional activity becomes the norm
Private label stabilises its share
Dishwasher and washing machine penetration
MARKET INDICATORS
Table 1 Households 2003-2008
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2003-2008
Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008
Table 4 Household Care Company Shares 2004-2008
Table 5 Household Care Brand Shares 2005-2008
Table 6 Penetration of Private Label by Sector 2003-2008
Table 7 Sales of Household Care by Distribution Format: % Analysis 2003-2008
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2008
Table 9 Forecast Sales of Household Care by Sector: Value 2008-2013
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BELGIUM
BOLTON BELGIUM - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bolton Belgium: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Bolton Belgium: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 4 Bolton Belgium: Competitive Position 2008
DELHAIZE GROUP SA - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Delhaize Group: Key Facts
Summary 6 Delhaize Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
ECOVER BELGIUM NV - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Ecover Belgium NV: Key Facts
Summary 8 Ecover Belgium NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Ecover Belgium NV: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 10 Ecover Belgium NV: Competitive Position 2008
MCBRIDE PLC - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 11 McBride NV: Key Facts
Summary 12 McBride NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 McBride NV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 McBride Plc: Competitive Position 2008
RIEM, GROUPE - HOUSEHOLD CARE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Riem, Groupe: Key Facts
Summary 16 Riem, Groupe: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Riem, Groupe: Competitive Position 2008
LAUNDRY CARE IN BELGIUM
HEADLINE
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 11 Household Penetration of Washing Machines 2003-2008
Table 12 Sales of Laundry Care by Subsector: Value 2003-2008
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2003-2008
Table 14 Sales of Laundry Detergents by Type: Value 2003-2008
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2003-2008
Table 16 Sales of Laundry Aids by Type: Value 2003-2008
Table 17 Sales of Laundry Aids by Type: % Value Growth 2003-2008
Table 18 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2008
Table 19 Laundry Care Company Shares 2004-2008
Table 20 Laundry Care Brand Shares 2005-2008
Table 21 Laundry Detergents Company Shares 2004-2008
Table 22 Laundry Detergents Brand Shares 2005-2008
Table 23 Laundry Aids Company Shares 2004-2008
Table 24 Laundry Aids Brand Shares 2005-2008
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2008-2013
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013
DISHWASHING PRODUCTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Household Penetration of Dishwashers 2003-2008
Table 28 Sales of Dishwashing Products by Subsector: Value 2003-2008
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008
Table 30 Dishwashing Products Company Shares 2004-2008
Table 31 Dishwashing Products Brand Shares 2005-2008
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013
SURFACE CARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2003-2008
Table 35 Sales of Surface Care by Subsector: % Value Growth 2003-2008
Table 36 Sales of Household Care Wipes and Floor Cleaning Systems by Type: Value 2003-2008
Table 37 Sales of Household Care Wipes and Floor Cleaning Systems by Type: % Value Growth 2003-2008
Table 38 Surface Care Company Shares 2004-2008
Table 39 Surface Care Brand Shares 2005-2008
Table 40 Household Care Wipes and Floor Cleaning Systems Company Shares 2004-2008
Table 41 Household Care Wipes and Floor Cleaning Systems Brand Shares 2005-2008
Table 42 Forecast Sales of Surface Care by Subsector: Value 2008-2013
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013
CHLORINE BLEACH IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Chlorine Bleach by Type: % Value Analysis 2006-2008
Table 45 Sales of Chlorine Bleach: Value 2003-2008
Table 46 Sales of Chlorine Bleach: % Value Growth 2003-2008
Table 47 Chlorine Bleach Company Shares 2004-2008
Table 48 Chlorine Bleach Brand Shares 2005-2008
Table 49 Forecast Sales of Chlorine Bleach: Value 2008-2013
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013
TOILET CARE PRODUCTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2003-2008
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008
Table 53 Toilet Care Products Company Shares 2004-2008
Table 54 Toilet Care Products Brand Shares 2005-2008
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013
POLISHES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2003-2008
Table 58 Sales of Polishes by Subsector: % Value Growth 2003-2008
Table 59 Polishes Company Shares 2004-2008
Table 60 Polishes Brand Shares 2005-2008
Table 61 Forecast Sales of Polishes by Subsector: Value 2008-2013
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013
AIR CARE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2003-2008
Table 64 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 65 Air Care Fragrances Rankings by Value 2006-2008
Table 66 Air Care Company Shares 2004-2008
Table 67 Air Care Brand Shares 2005-2008
Table 68 Forecast Sales of Air Care by Subsector: Value 2008-2013
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013
INSECTICIDES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2003-2008
Table 71 Sales of Insecticides by Subsector: % Value Growth 2003-2008
Table 72 Spray Insecticides by Type: % Value Breakdown 2006-2008
Table 73 Insecticides Company Shares 2004-2008
Table 74 Insecticides Brand Shares 2005-2008
Table 75 Forecast Sales of Insecticides by Subsector: Value 2008-2013
Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013
Table 77 Sales of Air Care by Subsector: Value 2003-2008
Table 78 Sales of Air Care by Subsector: % Value Growth 2003-2008
Table 79 Air Care Fragrances Rankings by Value 2006-2008
Table 80 Air Care Company Shares 2004-2008
Table 81 Air Care Brand Shares 2005-2008
Table 82 Forecast Sales of Air Care by Subsector: Value 2008-2013
Table 83 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013