Two factors influenced the performance of beauty and personal care significantly in 2018: on the one hand, increasing demand for natural and sustainable products across the whole industry and, on the other hand, the upgrading of mass offerings in several beauty and personal care categories. These two factors had different impacts across categories, and resulted in a slightly positive performance in 2018.
Despite several negative factors, such as price pressure and maturity, beauty and personal care registered a slightly positive performance in 2018. This was mostly due to a trend that favoured natural, free from and sustainable products across categories.
The beauty and personal care competitive landscape is traditionally fragmented in Belgium. Since 2016, the success of niche, premium brands at the expenses of mainstream brands has further strengthened fragmentation.
The relevance of the free from and naturalness trend, already at full display towards the end of the review period, pushed even mass manufacturers to introduce new products featuring natural ingredients. The frontrunners of innovation, however, took it one step further and focused on concepts such as cruelty free, vegan and zero waste.
Despite increasing maturity and ongoing strong competition between channels, which will result in pressure on prices, beauty and personal care value sales are set to remain dynamic over the forecast period. There are two main factors behind this.
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Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Belgium with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Beauty and Personal Care market research database.