Belgium

Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Belgium. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.

Belgium StatisticsConsumer Lifestyles in BelgiumBelgium Country BriefingsFuture Demographics: Belgium in 2030

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    Cat Food in Belgium

    May 2018

    Increasing urbanisation and busy lifestyles continued to favour cats over dogs, with the total cat population marginally increasing once again in 2017. Overall, the number of households owning a cat marginally increased, as did the percentage of cats...

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    Country Report

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    Dog Food in Belgium

    May 2018

    Despite increasing demand for smaller breeds, the dog population declined further in Belgium in 2017. This long-standing trend was due to increasing urbanisation and busier lifestyles: as fewer households have outside space where their dogs can live,...

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    Country Report

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    Other Pet Food in Belgium

    May 2018

    Despite the growing popularity of smaller types of birds, the total bird population declined further in 2017, although at a slower rate than over the previous five years. This factor had a significant impact on bird food volume sales, which declined ...

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    Pet Care in Belgium

    May 2018

    Demographic trends show a rather static picture, with dog, fish and bird populations declining, cats showing marginal growth and only small mammals and reptiles increasing significantly in number. This translated into a negligible performance for ...

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    Pet Products in Belgium

    May 2018

    Two categories in pet products showed strong dynamism in 2017: cat litter and other pet products. Both were positively affected by humanisation and premiumisation trends. Moreover, sustainability and environmental concerns were at the core of new ...

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    Strategy Briefing

    Strategy Briefing

    Menswear in Western Europe

    May 2018

    While demand for menswear is supported by men’s growing interest in fashion, value growth will be restrained by mounting pressure on unit prices. Alongside the pressure placed on prices by highly competitive fast fashion and private label players, ...

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    Country Report

    Country Report

    Baby and Child-Specific Products in Belgium

    May 2018

    Despite strong price pressure and the heavy use of price promotions, baby and child-specific products managed to record a positive performance in current value terms in 2017. This was mainly due to two factors: on the one hand, manufacturers focused ...

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    Bath and Shower in Belgium

    May 2018

    The main reasons for bath and shower’s value sales decline in 2017 were maturity and price pressure. Competition within retailers, both in grocery and non-grocery, and the increasing relevance of both discounters and parapharmacies in bath and shower...

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    Country Report

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    Colour Cosmetics in Belgium

    May 2018

    The outlook remains uncertain for sales of colour cosmetics in Belgium, although it depends on the types of brands and channels. The main uncertainty comes from the millennials, the so-called “selfie generation”. This consumer base is at first sight ...

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    Deodorants in Belgium

    May 2018

    Despite maturity and price pressure, deodorants saw positive value sales growth in 2017. Sprays is the biggest category in deodorants and, in 2015 and 2016, it experienced the success of compressed formats in sprays. The compressed format had several...

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    Country Report

    Country Report

    Depilatories in Belgium

    May 2018

    Strong competition coming from other hair removal methods and unfavourable weather conditions are the most significant threats to sales of depilatories. Indeed, sales of depilatories were negatively affected in 2016 and 2017 by the strong competition...

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    Fragrances in Belgium

    May 2018

    The glamour image of premium fragrances, the frequent launch of new prestigious products, and the massive advertising campaigns from October to Xmas coupled with positive consumer sentiments all allowed fragrances to perform well in 2017. Still, ...

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    Country Report

    Country Report

    Hair Care in Belgium

    May 2018

    Hair care in Belgium registered static value sales in 2017, whilst volume sales declined slightly. This performance was the result of different elements. The decline of colourants and styling agents was the main negative factor: whilst consumers ...

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    Country Report

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    Mass Beauty and Personal Care in Belgium

    May 2018

    Although it managed to record positive value growth in 2017, mass beauty and personal care finds itself under pressure from the cannibalisation between modern grocery retailers, mass beauty specialist retailers, drugstores/parapharmacies and even ...

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    Men's Grooming in Belgium

    May 2018

    Men’s shaving is the biggest category in men’s grooming. Its relevance, however, decreased over the review period. The trend for the “3-day beard”, or even a genuine beard, has grown more and more popular and demand for men’s shaving has plummeted. ...

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    Country Report

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    Oral Care in Belgium

    May 2018

    Oral care registered solid value sales growth in 2017, in line with the positive performance of the earlier years in the review period. This positive value growth was driven by innovation and premiumisation, especially in oral care’s two biggest ...

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    Country Report

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    Beauty and Personal Care in Belgium

    May 2018

    Beauty and personal care value sales saw moderate value growth overall in Belgium in 2017. Bath and shower, hair care, deodorants, depilatories and men’s grooming either saw value sales decline or stagnate in 2017, affected by maturity and ...

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    Country Report

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    Premium Beauty and Personal Care in Belgium

    May 2018

    As in 2017, one of the main contributors to the ongoing positive value growth of premium beauty and personal care over the forecast period should come from premium fragrances. However, despite a glamorous image, frequent new product launches and ...

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    Country Report

    Country Report

    Skin Care in Belgium

    May 2018

    With concerns about the composition of skin care increasing within Belgians, not to mention the increasing sensitivity of their skin, sales in the category should be increasingly driven by more natural products in the short term. Unlike France, which...

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    Country Report

    Country Report

    Sun Care in Belgium

    May 2018

    In Belgium, sales of sun care products are strongly linked to weather conditions during the summer. The summer of 2016 featured a particularly wet month of June, whereas the level of precipitation was average during the months of July, August and ...

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