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

Free from, natural ingredients and sustainability are key trends in 2019

Premium brands winning in a fragmented competitive landscape in 2019

Stable forecast sales with ongoing focus on better quality, natural and sustainable products

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2017-2024
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2016-2024

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Innovation, upgrading and naturalness remain key in 2019

Competition between channels affects mass beauty and personal care

Mass beauty and personal care remains a highly fragmented category in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024

Premium Beauty and Personal Care in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Innovation and consumers’ appreciation of quality products drive growth in 2019

Millennials have fragile loyalty towards premium brands

Highly fragmented category lead by L'Oréal in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024

Baby and Child-Specific Products in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Premiumisation and rising birth rate boost sales in 2019

Demand for natural, organic and free from products drives value sales

Procter & Gamble maintains its lead, whilst premium dermocosmetics brands see strong growth in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2016-2019
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2016-2019
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024

Bath and Shower in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Maturity restricts growth in 2019

Solid bath and shower products and intimate hygiene are areas of growth

Leading players suffer from competition from premium brands in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2014-2019
Table 35 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 37 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 38 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 40 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024

Colour Cosmetics in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Naturalness and “no make-up” trends boost sales of key colour cosmetics categories

New products drive sales in 2019

L'Oréal remains the clear leader in 2019 despite share loss

2020 AND BEYOND

COVID-19 impact

Affected products within colour cosmetics

Recovery and opportunities

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 47 LBN Brand Shares of Eye Make-up: % Value 2016-2019
Table 48 LBN Brand Shares of Facial Make-up: % Value 2016-2019
Table 49 LBN Brand Shares of Lip Products: % Value 2016-2019
Table 50 LBN Brand Shares of Nail Products: % Value 2016-2019
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024

Deodorants in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Innovation drives growth in 2019

Free from trend benefits deodorant sticks

Unilever and Beiersdorf maintain their lead in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within deodorants

Recovery and opportunities

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2014-2019
Table 55 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 57 NBO Company Shares of Deodorants: % Value 2015-2019
Table 58 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2016-2019
Table 60 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2019-2024

Depilatories in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Success of women’s razors and blades boosts depilatories sales in 2019

Competition from other hair removal methods impacts development of hair removers/bleaches

With increasing demands for razors and blades, Procter & Gamble leads in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within depilatories

Recovery and opportunities

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2014-2019
Table 64 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 66 NBO Company Shares of Depilatories: % Value 2015-2019
Table 67 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 68 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024

Fragrances in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Innovation and premiumisation are key growth drivers in 2019

Strong demand for premium fragrances

Multinational players dominate fragrances in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within fragrances

Recovery and opportunities

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2014-2019
Table 71 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 72 NBO Company Shares of Fragrances: % Value 2015-2019
Table 73 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2016-2019
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2016-2019
Table 76 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024

Hair Care in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Stagnation in a mature category in 2019

Salon professional hair care records static volume sales

Big companies face competition from niche players

2020 AND BEYOND

COVID-19 impact

Affected products within hair care

Recovery and opportunities

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2014-2019
Table 79 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 81 NBO Company Shares of Hair Care: % Value 2015-2019
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 83 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 84 LBN Brand Shares of Colourants: % Value 2016-2019
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 86 LBN Brand Shares of Styling Agents: % Value 2016-2019
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 88 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024

Oral Care in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Innovation and premiumisation drive value growth in 2019

Lack of a well-established oral care culture leaves room for growth

Four players account for lion’s share of sales

2020 AND BEYOND

COVID-19 impact

Affected products within oral care

Recovery and opportunities

CATEGORY DATA

Table 91 Sales of Oral Care by Category: Value 2014-2019
Table 92 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 93 Sales of Toothbrushes by Category: Value 2014-2019
Table 94 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 95 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 96 NBO Company Shares of Oral Care: % Value 2015-2019
Table 97 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2016-2019
Table 99 LBN Brand Shares of Toothpaste: % Value 2016-2019
Table 100 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 102 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024

Skin Care in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Increasing demand for natural products

Sophistication of demand in 2019

Leading multinationals lose share, whilst niche players make waves in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within skin care

Recovery and opportunities

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2014-2019
Table 105 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 106 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 107 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 108 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 109 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 110 NBO Company Shares of Skin Care: % Value 2015-2019
Table 111 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 112 LBN Brand Shares of Basic Moisturisers: % Value 2016-2019
Table 113 LBN Brand Shares of Anti-agers: % Value 2016-2019
Table 114 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2016-2019
Table 115 LBN Brand Shares of General Purpose Body Care: % Value 2016-2019
Table 116 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 117 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 118 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024

Sun Care in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Hot summer and premiumisation drive sales in 2019

Higher SPF demanded

Beiersdorf maintains its share with innovation in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within sun care

Recovery and opportunities

CATEGORY DATA

Table 119 Sales of Sun Care by Category: Value 2014-2019
Table 120 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 121 NBO Company Shares of Sun Care: % Value 2015-2019
Table 122 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 123 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 124 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 125 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024

Men's Grooming in Belgium

HEADLINES

PRE-COVID-19 PERFORMANCE

Beard trend impacts shaving products in 2019

Room for growth in men’s toiletries and increasing demand from millennials

Procter & Gamble and Unilever lead, but lose further share in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within men’s grooming

Recovery and opportunities

CATEGORY DATA

Table 126 Sales of Men’s Grooming by Category: Value 2014-2019
Table 127 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 128 Sales of Men's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 129 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2019
Table 130 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 131 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 132 LBN Brand Shares of Men's Razors and Blades: % Value 2016-2019
Table 133 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 134 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024

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