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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Belgium

121 pages, May 2018

US$2,650

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Executive Summary

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Static performance for beauty and personal care in 2017

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 promotions.

Free from and natural ingredients are the main growth drivers

Maturity, price pressure, strong promotion and adverse weather conditions created a challenging environment for beauty and personal care in Belgium in 2017. Despite these negative factors, there were signs of dynamism.

Premium outperforms mass

The strong trend towards natural, healthy ingredients and non-invasive products across several beauty and personal care categories favours premium brands over mass. In this context, premium pharma brands, although niche, managed to grow very strongly, and outperformed both mass and premium non-pharma brands in 2017.

More free from, natural and sustainable products in 2017

The trend towards less invasive beauty and personal care products that were free from chemicals and/or featured natural ingredients was a major growth driver in 2017. This trend shaped manufacturers’ innovation strategies in 2017, especially in categories such as bath and shower, hair care, baby and child-specific products, in which there is a lot of awareness of the negative effects of chemical ingredients on consumers’ skin.

Signs of recovery

Beauty and personal care is set to see moderate value growth over the forecast period at constant 2017 prices. Maturity, price pressure and promotions are set to continue to affect the industry performance over the next five years.

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Beauty and Personal Care Sample Report Beauty and Personal Care Sample Data

Overview

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.

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Overview

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.

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 Beauty and Personal Care industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Belgium for free:

The Beauty and Personal Care in Belgium market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
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 Beauty and Personal Care in Belgium?
What are the major brands in Belgium?
How are sales of mass versus premium beauty products evolving?
What are the key shifts in retail channel distribution?

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 Beauty and Personal Care market research database.

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Beauty and Personal Care in Belgium

EXECUTIVE SUMMARY

Static performance for beauty and personal care in 2017

Free from and natural ingredients are the main growth drivers

Premium outperforms mass

More free from, natural and sustainable products in 2017

Signs of recovery

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Belgium

HEADLINES

PROSPECTS

Premiumisation and increasing birth rates result in dynamic performance

Free from products and natural ingredients drive value sales

Further development of free from and natural products expected to boost confidence, bringing positive growth to all categories

COMPETITIVE LANDSCAPE

Procter & Gamble maintains lead thanks to its baby wipes

Beiersdorf and Unilever slightly lose ground to niche premium players

Private label shares are static

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Belgium

HEADLINES

PROSPECTS

Price pressure and maturity drag down value sales

Nature and pleasure at the core of innovation

The development of intimate hygiene

COMPETITIVE LANDSCAPE

Leading players lose share

Premium brands perform well in 2017

L’Oréal Belgilux gaining value share

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2012-2017
Table 23 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 25 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 26 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 28 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Belgium

HEADLINES

PROSPECTS

New consumers to break away from the codes of the previous generations

Ongoing success of the foundation/concealer-mascara tandem and BB/CC creams

“Less is more” natural and ethical products

COMPETITIVE LANDSCAPE

L'Oréal Belgilux remains frontrunner but bears brunt of fragile loyalty

Leading mass brand L’Oréal Paris nevertheless progresses well in 2017

Specialist retailers’ brands and private label take off

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 33 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 34 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 35 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 36 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 37 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 38 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 39 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 40 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 41 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 42 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 43 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Belgium

HEADLINES

PROSPECTS

Slight value growth for deodorants, driven by positive performance of sprays

Free from trend is the main value growth driver

Premium deodorants remain niche

COMPETITIVE LANDSCAPE

Unilever leads with several popular brands

Beiersdorf focusses on Nivea pocket formats

Key 2017 launches

CATEGORY DATA

Table 44 Sales of Deodorants by Category: Value 2012-2017
Table 45 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 46 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 47 NBO Company Shares of Deodorants: % Value 2013-2017
Table 48 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 49 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 50 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 51 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 52 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Belgium

HEADLINES

PROSPECTS

Competition from other hair removal methods harms depilatories value sales

Pre-shave and razors decline, whilst hair removers are more dynamic

Innovation set to boost prospects for all depilatory products over the forecast period

COMPETITIVE LANDSCAPE

Reckitt Benckiser leads in highly concentrated competitive landscape

Second-ranked Reckitt Benckiser loses value share whilst value share rises for Yves Rocher Benelux hair removers/bleaches

CATEGORY DATA

Table 53 Sales of Depilatories by Category: Value 2012-2017
Table 54 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 55 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 56 NBO Company Shares of Depilatories: % Value 2013-2017
Table 57 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 58 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 59 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Belgium

HEADLINES

PROSPECTS

Growth seen in 2017 but prospects are dimmer due to consolidation in retailing and modest development of men’s products

Fragrances for millennials versus traditional premium eau de colognes

Ambivalent results in mass fragrances

COMPETITIVE LANDSCAPE

Leading players do well by acquiring new brands

Chanel launches advertising campaign featuring Lily Rose Depp

Niche players have a say

CATEGORY DATA

Table 60 Sales of Fragrances by Category: Value 2012-2017
Table 61 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 62 NBO Company Shares of Fragrances: % Value 2013-2017
Table 63 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 64 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 65 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 66 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 67 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Belgium

HEADLINES

PROSPECTS

Hair care sales stagnate in 2017

Salon professional care to continue performing well whilst decline in other categories continues

Low-poo and micellar technology: margins for growth

COMPETITIVE LANDSCAPE

Top players struggle to progress in 2017

2017 key new launches

Premium brands outperform mass

CATEGORY DATA

Table 68 Sales of Hair Care by Category: Value 2012-2017
Table 69 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 70 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 71 NBO Company Shares of Hair Care: % Value 2013-2017
Table 72 NBO Company Shares of Salon Hair Care: % Value 2013-2017
Table 73 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 74 LBN Brand Shares of Colourants: % Value 2014-2017
Table 75 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 76 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 77 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 78 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Belgium

HEADLINES

PROSPECTS

Victim of competition between channels

Convenient, fast-acting and Asian recipes

Focus on more natural products

COMPETITIVE LANDSCAPE

Highly concentrated competitive environment

Private label and specialist retailers’ exclusive brands doing well

CATEGORY DATA

Table 81 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 82 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 83 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 84 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 85 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 86 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Belgium

HEADLINES

PROSPECTS

Beard trend results in decline for men’s shaving

Wide scope for growth in men’s toiletries

Millennials drive growth

COMPETITIVE LANDSCAPE

A concentrated competitive landscape

Key new launches of 2017

CATEGORY DATA

Table 87 Sales of Men’s Grooming by Category: Value 2012-2017
Table 88 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 89 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 90 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 91 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 92 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 93 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 94 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 95 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Belgium

HEADLINES

PROSPECTS

Premiumisation and innovation boost value sales

Oral care culture still underdeveloped in Belgium

The shift from hygiene to beauty

COMPETITIVE LANDSCAPE

Top four players consolidate their leadership

Key new launches in 2017

CATEGORY DATA

Table 96 Sales of Oral Care by Category: Value 2012-2017
Table 97 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 98 Sales of Toothbrushes by Category: Value 2012-2017
Table 99 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 100 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 101 NBO Company Shares of Oral Care: % Value 2013-2017
Table 102 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 103 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 104 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 105 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 106 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 107 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 108 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Belgium

HEADLINES

PROSPECTS

Fragile support from premium fragrances

Elusive new consumer base

“Less is more” expected to be a key trend in premium beauty and personal care

COMPETITIVE LANDSCAPE

French luxury players lead the way

Interesting acquisitions benefit some players

Premium pharma brands do well

CATEGORY DATA

Table 109 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 110 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 111 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 112 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 114 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Belgium

HEADLINES

PROSPECTS

More natural and anti-pollution

Double Asian influence

The comeback of body care

COMPETITIVE LANDSCAPE

Beiersdorf bets on 2-in-1

Dangerous upsurge of private label and new channels

Emergence of small natural local brands

CATEGORY DATA

Table 115 Sales of Skin Care by Category: Value 2012-2017
Table 116 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 117 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 118 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 119 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 120 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 121 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 122 NBO Company Shares of Skin Care: % Value 2013-2017
Table 123 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 124 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 125 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 126 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 127 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 128 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 129 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 130 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Belgium

HEADLINES

PROSPECTS

Poor weather conditions have a significant impact on sun care

Self-tanning declines the most

Skin care trend in sun care products

COMPETITIVE LANDSCAPE

Mass players lose share

Niche players hold their own in 2017

CATEGORY DATA

Table 131 Sales of Sun Care by Category: Value 2012-2017
Table 132 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 133 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 134 NBO Company Shares of Sun Care: % Value 2013-2017
Table 135 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 136 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 137 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 138 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 139 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Belgium

New Report Guarantee

Executive Summary

New Report Guarantee

Static performance for beauty and personal care in 2017

Free from and natural ingredients are the main growth drivers

Premium outperforms mass

More free from, natural and sustainable products in 2017

Signs of recovery

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Beauty and Personal Care in Belgium

EXECUTIVE SUMMARY

Static performance for beauty and personal care in 2017

Free from and natural ingredients are the main growth drivers

Premium outperforms mass

More free from, natural and sustainable products in 2017

Signs of recovery

MARKET DATA

SOURCES

Baby and Child-Specific Products in Belgium

HEADLINES

PROSPECTS

Premiumisation and increasing birth rates result in dynamic performance

Free from products and natural ingredients drive value sales

Further development of free from and natural products expected to boost confidence, bringing positive growth to all categories

COMPETITIVE LANDSCAPE

Procter & Gamble maintains lead thanks to its baby wipes

Beiersdorf and Unilever slightly lose ground to niche premium players

Private label shares are static

CATEGORY DATA

Bath and Shower in Belgium

HEADLINES

PROSPECTS

Price pressure and maturity drag down value sales

Nature and pleasure at the core of innovation

The development of intimate hygiene

COMPETITIVE LANDSCAPE

Leading players lose share

Premium brands perform well in 2017

L’Oréal Belgilux gaining value share

CATEGORY DATA

Colour Cosmetics in Belgium

HEADLINES

PROSPECTS

New consumers to break away from the codes of the previous generations

Ongoing success of the foundation/concealer-mascara tandem and BB/CC creams

“Less is more” natural and ethical products

COMPETITIVE LANDSCAPE

L'Oréal Belgilux remains frontrunner but bears brunt of fragile loyalty

Leading mass brand L’Oréal Paris nevertheless progresses well in 2017

Specialist retailers’ brands and private label take off

CATEGORY DATA

Deodorants in Belgium

HEADLINES

PROSPECTS

Slight value growth for deodorants, driven by positive performance of sprays

Free from trend is the main value growth driver

Premium deodorants remain niche

COMPETITIVE LANDSCAPE

Unilever leads with several popular brands

Beiersdorf focusses on Nivea pocket formats

Key 2017 launches

CATEGORY DATA

Depilatories in Belgium

HEADLINES

PROSPECTS

Competition from other hair removal methods harms depilatories value sales

Pre-shave and razors decline, whilst hair removers are more dynamic

Innovation set to boost prospects for all depilatory products over the forecast period

COMPETITIVE LANDSCAPE

Reckitt Benckiser leads in highly concentrated competitive landscape

Second-ranked Reckitt Benckiser loses value share whilst value share rises for Yves Rocher Benelux hair removers/bleaches

CATEGORY DATA