Beauty and Personal Care in Belgium

Beauty and Personal Care in Belgium

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Belgium

KEY DATA FINDINGS

2020 IMPACT

Mass beauty and personal care fares better than premium, due to financial and logistical impacts of COVID-19

Popularity of mass bath and shower prevents category from declining further

L'Oréal maintains top company place, as competition heats up in brand terms

RECOVERY AND OPPORTUNITIES

Slow recovery linked to a return to pre-pandemic lifestyles

Sun care will rebound in 2021, due to more time spent in gardens and domestic travel

Environmental and natural trends boost popularity of solid bar format products

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Belgium

KEY DATA FINDINGS

2020 IMPACT

Premium beauty and personal care hit hard by financial and logistical impacts from COVID-19

Premium fragrances and specialist skin care products fare better than their mass variants, due to perceived quality

L'Oréal maintains company lead by a narrow margin, as Rituals strengthens its brand lead

RECOVERY AND OPPORTUNITIES

Gradual recovery linked to a return to pre-pandemic lifestyles

A return to in-store shopping experiences is expected, as players also balance their online offerings to meet all needs

Natural ingredients and sustainable packaging set to drive developments over forecast period

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Belgium

KEY DATA FINDINGS

2020 IMPACT

Reduced movement of babies and children, alongside trading down from premium to mass, lead to declines

Lower levels of sun exposure cause significant shift in performance of baby and child-specific sun care

Zwitsal maintains top brand place thanks to Naturals range, whilst private labels also see success

RECOVERY AND OPPORTUNITIES

Slow economic recovery means suppressed value and volume sales in the short term

Depressed birth rate places extra downwards pressure on the category

Ongoing demand for organic and natural products set to drive innovation over the forecast period

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Belgium

KEY DATA FINDINGS

2020 IMPACT

Bath and shower sees significant boost from skyrocketing sales of liquid soap and hand sanitiser

Bath and shower products see enhanced sales thanks to “home spa” trends and higher levels of consumer hygiene

Dettol takes top brand place thanks to triple-digit value growth

RECOVERY AND OPPORTUNITIES

Such strong spikes in sales not sustainable, but figures will remain up on pre-pandemic data

Intimate wash and intimate hygiene products expected to become more popular over the forecast period

Price-sensitive consumers will continue to demand value for money

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Belgium

KEY DATA FINDINGS

2020 IMPACT

Colour cosmetics hit hard by a plethora of negative factors caused by COVID-19

Lip and facial make-up hit the hardest, due to the wearing of face masks

L'Oréal maintains significant lead and regains small shares lost in 2019

RECOVERY AND OPPORTUNITIES

Slow recovery expected, as players reposition colour cosmetics as wellbeing products

Innovative long-lasting and non-smudge lip and facial make-up products expected to drive developments

Naturalness trend to return, with developments in multi-use skin care products set to show competition to colour cosmetics

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Belgium

KEY DATA FINDINGS

2020 IMPACT

Deodorants sees overall declines due to limited social movements caused by COVID-19 in 2020

New product innovations based on free-from, natural, and sustainability trends

Unilever and Beiersdorf maintain their leading places across all sub-categories

RECOVERY AND OPPORTUNITIES

Volume growth set to recover in line with a return to more active and sociable lifestyles

Both mass and premium brands set to focus on sustainability, as Dove releases a new refillable format

Price-sensitive consumers continue to demand value for money

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Belgium

KEY DATA FINDINGS

2020 IMPACT

Social restrictions lead to fewer grooming occasions, thus negatively impacting depilatories

Beauty salon closures and “home spa” experiences prevent sales from falling further

Gillette Venus and Bic Lady hold top places thanks to popularity of women’s razors overall

RECOVERY AND OPPORTUNITIES

Consumers likely to return to beauty salons post-pandemic, keeping growth somewhat suppressed

Hair removers/bleaches set to see the strongest growth, stimulated by the “home spa” trend

Pre-shave expected to remain in negative figures, due to growing competition from pre-shave impregnated razors

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Belgium

KEY DATA FINDINGS

2020 IMPACT

Fragrances sees steep declines due to social and logistical restrictions caused by COVID-19

Online discount sales and special offer promotions prevent sales from falling further

Premium multinationals maintain leading places in rather fragmented category

RECOVERY AND OPPORTUNITIES

Natural ingredients and sustainable packaging set to drive innovation over forecast period

Dior launches new online functionalities to help consumers select and trail new scents

Men’s fragrances continue to see threat from multi-use perfumed deodorants

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Belgium

KEY DATA FINDINGS

2020 IMPACT

Home colourants and treatments prevent further declines category challenged by fewer grooming occasions

Styling agents see steepest declines due to old-fashioned image and additional negative pressure in 2020

L'Oréal maintains strong leading place and gains shares thanks to its marketing activities

RECOVERY AND OPPORTUNITIES

Double-edged sword of the benefits of colouring hair at home vs a return to the professionals will balance growth

“Home spa” trend to continue over the forecast period, with sustainable and transparent brands set to gain

Lower frequency of hair washing during the time of COVID-19 set to somewhat limit growth

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Belgium

KEY DATA FINDINGS

2020 IMPACT

Men’s grooming takes a hit, as men take a more laissez faire attitude towards grooming during the time of the pandemic

Men’s mass skin care sees a boost due to outbreaks of “maskne” (acne induced by the wearing of a mask)

Well-established multinationals maintain lead places in men’s grooming

RECOVERY AND OPPORTUNITIES

Outlook for men’s shaving set to remain negative over the forecast period, with beard trends expected to emerge

Millennials cited as a key consumer group for men’s grooming, despite lower per capita spending

Demand for value-for-money deals may bring about a changed competitive landscape over time

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Belgium

KEY DATA FINDINGS

2020 IMPACT

Oral care sees declines due to consumers’ relaxed dental habits during the time of COVID-19

E-commerce remains low in oral care, due to ease of buying dental products with grocery shopping from supermarkets

Leading multinationals maintain top places with static shares, despite strong marketing activity

RECOVERY AND OPPORTUNITIES

Future looks bright for oral care, as sales expected to increase when face masks are removed

Sustainability trend set to ramp up, following launch of Colgate’s new toothpaste with natural ingredients and recyclable packaging

Price-sensitive consumers will continue to demand value for money

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Belgium

KEY DATA FINDINGS

2020 IMPACT

Skin care sees mixed results, with mass facemasks and hand care products faring the best

Traditional dermocosmetics channels seriously impacted, highlighting a need for digital consultations and e-commerce growth

Yves Rocher maintains top brand place thanks to growing popularity of dermocosmetics

RECOVERY AND OPPORTUNITIES

Event of COVID-19 highlights need for players to enhance their digital offerings and distribution beyond traditional channels

Mass facemasks expected to remain popular, due to quick, easy and affordable “home spa” benefits

Mass skin care players set to embrace natural trend in order to compete with premium dermocosmetic products

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Belgium

KEY DATA FINDINGS

2020 IMPACT

Sun care hit hard due to consumers spending less time outdoors and restrictions on holidays

Baby and child-specific sun care only sub-category to see negligible growth

Beiersdorf and L'Oréal continue to dominate fragmented category

RECOVERY AND OPPORTUNITIES

Recovery in line with a return to pre-pandemic lifestyles and recovery of travel and tourism

Heavy discounts lead to consumers’ ongoing demands for value-for-money offers

Competition expected from multi-functional skin care with SPF labels

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

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