Executive Summary

Mar 2019
PROSPECTS
AFH adult incontinence records rapid growth

AFH adult incontinence recorded rapid growth in 2018 as demand for adult incontinence protection increased significantly in Belgium due to population ageing. Homes for the elderly and healthcare institutions remain the largest source of demand for AFH adult incontinence products.

Increasing presence of private homes for the elderly

According to government statements, the administration is investing heavily in new facilities to accommodate its older population. However, despite these efforts, demand exceeds the available space in these public homes.

Away-from-home tissue in decline

Horeca is declining in Belgium due to a number of factors such as the increasing number of controls on drink-driving, the increase in taxes on alcoholic drinks, the cocooning trend and the administrative burden for horeca owners. This is having a direct and adverse impact on away-from-home tissue.

COMPETITIVE LANDSCAPE
AFH adult incontinence attracts investment and new players

AFH adult incontinence is recording strong growth, with a number of players trying to capitalise on demand. With its strong presence in retailing, Tena is also one of the leaders in AFH hygiene.

Wholesalers are active

Wholesalers were crucial players in the distribution of AFH tissue and hygiene during the review period. Either covering several channels or mainly specialising in specific ones (horeca, hospitals/healthcare or business/industry), they benefited from large sales forces and the logistical means to visit customers and therefore build loyalty and deliver to numerous hospitals, institutions, companies and restaurants, among others, in Belgium.

Eco-friendly AFH adult incontinence has potential

Eco-friendly AFH adult incontinence could represent an opportunity for manufacturers. Indeed, at a time when public institutions must demonstrate a willingness to respect the Paris Agreement and when private institutions are innovating to differentiate from the competition, eco-friendly AFH adult incontinence could be successful in Belgium over the course of the forecast period.

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Away-From-Home Tissue and Hygiene in Belgium

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Overview

Discover the latest market trends and uncover sources of future market growth for the Away-From-Home Tissue and Hygiene industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Away-From-Home Tissue and Hygiene industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Away-From-Home Tissue and Hygiene in Belgium market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Away-From-Home Tissue and Hygiene in Belgium?
  • What are the major brands in Belgium?
  • What are the most important channels for away-from-home sales?
  • What are the different applications for away-from-home wipers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Away-From-Home Tissue and Hygiene in Belgium - Category analysis

HEADLINES

PROSPECTS

AFH adult incontinence records rapid growth
Increasing presence of private homes for the elderly
Away-from-home tissue in decline

COMPETITIVE LANDSCAPE

AFH adult incontinence attracts investment and new players
Wholesalers are active
Eco-friendly AFH adult incontinence has potential

CATEGORY DATA

Table 1 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 2 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 3 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 4 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 5 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 6 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 7 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 8 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 9 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 10 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 11 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Tissue and Hygiene in Belgium - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene under pressure
Premiumisation as a competitive tool
Leading brands often lag behind private label
Distribution channels expanding
Challenging outlook for tissue and hygiene

MARKET INDICATORS

Table 12 Birth Rates 2013-2018
Table 13 Infant Population 2013-2018
Table 14 Female Population by Age 2013-2018
Table 15 Total Population by Age 2013-2018
Table 16 Households 2013-2018
Table 17 Forecast Infant Population 2018-2023
Table 18 Forecast Female Population by Age 2018-2023
Table 19 Forecast Total Population by Age 2018-2023
Table 20 Forecast Households 2018-2023

MARKET DATA

Table 21 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 22 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 23 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 24 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 25 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 26 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources