Executive Summary

Jun 2019
Slight growth for beauty and personal care value sales in 2018

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.

Free from, naturalness and sustainability are the main growth drivers

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.

Premium brands outperform mass

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.

New launches: natural, sustainable, cruelty free, vegan

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.

Healthy growth ahead for beauty and personal care

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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Beauty and Personal Care in Belgium

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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 (where applicable):

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.

Beauty and Personal Care in Belgium

EXECUTIVE SUMMARY

Slight growth for beauty and personal care value sales in 2018
Free from, naturalness and sustainability are the main growth drivers
Premium brands outperform mass
New launches: natural, sustainable, cruelty free, vegan
Healthy growth ahead for beauty and personal care

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Deodorants in Belgium

HEADLINES

PROSPECTS

Slight value growth for deodorants
Free from trend benefits deodorant sticks
Premium deodorants remain niche

COMPETITIVE LANDSCAPE

Unilever and Beiersdorf remain at the top
Key 2018 launches

CATEGORY DATA

Table 11 Sales of Deodorants by Category: Value 2013-2018
Table 12 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 13 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Deodorants: % Value 2014-2018
Table 15 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 16 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 17 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 18 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 19 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in Belgium

HEADLINES

PROSPECTS

Success of women’s razors and blades boosts depilatories sales
Competition from other hair removal methods harms hair removers/bleaches
Innovation set to boost prospects for all depilatories products over the forecast period

COMPETITIVE LANDSCAPE

Procter & Gamble leads in highly concentrated competitive landscape
Reckitt Benckiser’s Veet dominates sales of hair removers/bleaches whilst launching a successful electric roll-on product

CATEGORY DATA

Table 20 Sales of Depilatories by Category: Value 2013-2018
Table 21 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 22 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 23 NBO Company Shares of Depilatories: % Value 2014-2018
Table 24 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 25 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 26 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Belgium

HEADLINES

PROSPECTS

Demand for premium fragrances keeps growing
Ambivalent results in mass fragrances
Strong pressure in beauty specialist retailers

COMPETITIVE LANDSCAPE

Multinational players dominate fragrances
Innovation trends

CATEGORY DATA

Table 27 Sales of Fragrances by Category: Value 2013-2018
Table 28 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 29 NBO Company Shares of Fragrances: % Value 2014-2018
Table 30 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 31 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 32 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 33 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 34 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Belgium

HEADLINES

PROSPECTS

Hair care value sales static in 2018
Niche, natural and sustainable products keep growing
Demand for salon professional hair care declines

COMPETITIVE LANDSCAPE

Top players value sales’ decline or stagnate in 2018
Premium products fare better
Wholesalers under pressure

CATEGORY DATA

Table 35 Sales of Hair Care by Category: Value 2013-2018
Table 36 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 37 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 38 NBO Company Shares of Hair Care: % Value 2014-2018
Table 39 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 40 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 41 LBN Brand Shares of Colourants: % Value 2015-2018
Table 42 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 43 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 44 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 45 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 46 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 47 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Belgium

HEADLINES

PROSPECTS

Mass beauty and personal care grows despite competition from premium products
Competition between channels affects mass beauty and personal care
Focus on naturalness and upgrading

COMPETITIVE LANDSCAPE

Mass beauty and personal care competitive landscape remains highly fragmented
Private label and specialist retailers win shares

CATEGORY DATA

Table 48 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 49 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 50 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 51 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 52 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 53 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Belgium

HEADLINES

PROSPECTS

Shaving products decline strongly
Wide margin for growth in men’s toiletries
Millennials key to men’s grooming development

COMPETITIVE LANDSCAPE

Procter & Gamble, Unilever lead in concentrated competitive landscape
Players in men’s fragrances see strong growth

CATEGORY DATA

Table 54 Sales of Men’s Grooming by Category: Value 2013-2018
Table 55 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 56 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 57 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 58 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 59 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 60 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 61 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 62 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Belgium

HEADLINES

PROSPECTS

Premiumisation and innovation boost value sales
Lack of a well-established oral care culture leaves margins for growth
From hygiene to beauty

COMPETITIVE LANDSCAPE

Top four players maintain positions but leading
Key new launches in 2017

CATEGORY DATA

Table 63 Sales of Oral Care by Category: Value 2013-2018
Table 64 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 65 Sales of Toothbrushes by Category: Value 2013-2018
Table 66 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 67 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 68 NBO Company Shares of Oral Care: % Value 2014-2018
Table 69 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 70 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 71 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 72 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 73 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 74 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 75 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Belgium

HEADLINES

PROSPECTS

Premium beauty and personal care registers healthy growth
Millennials have fragile loyalty towards premium brands
Naturalness and “less is more” will play a key role in premium beauty and personal care

COMPETITIVE LANDSCAPE

Multinational prestige players lead the category
Premium pharma brands outperform competitors

CATEGORY DATA

Table 76 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 77 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 78 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 79 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 80 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 81 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Belgium

HEADLINES

PROSPECTS

Towards more natural skin care products
Vegan and sustainable products benefit from the natural ingredients trend
Asian skin care culture influence Belgians

COMPETITIVE LANDSCAPE

Upsurge of private label and beauty specialist retailers
Skin care leaders lose shares
Small natural local brands make waves

CATEGORY DATA

Table 82 Sales of Skin Care by Category: Value 2013-2018
Table 83 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 84 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 85 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 86 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 87 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 88 NBO Company Shares of Skin Care: % Value 2014-2018
Table 89 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 90 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 91 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 92 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 93 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 94 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 95 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 96 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Belgium

HEADLINES

PROSPECTS

Weather conditions significantly impact sun care sales
Consumer awareness and premiumisation play a role too in sun care performance
Self-tanning keeps declining at a strong pace

COMPETITIVE LANDSCAPE

Category leader Beiersdorf holds on to its shares thanks to innovation
Skin care trend in sun care products

CATEGORY DATA

Table 97 Sales of Sun Care by Category: Value 2013-2018
Table 98 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 99 NBO Company Shares of Sun Care: % Value 2014-2018
Table 100 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 101 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 102 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 103 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

Baby and Child-Specific Products in Belgium

HEADLINES

PROSPECTS

Premiumisation and increasing birth rates result in dynamic performance
Demand for natural, organic and free from products drive value sales
Growing consumer confidence and manufacturers’ upgrades boost the category’s prospects

COMPETITIVE LANDSCAPE

Procter & Gamble maintains lead thanks to positive performance of baby wipes
Niche premium players gain ground
Private label shares are static

CATEGORY DATA

Table 104 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 105 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 106 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 107 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 108 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 109 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 110 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 111 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 112 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 113 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 114 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Belgium

HEADLINES

PROSPECTS

Price pressure and maturity impact value sales
Despite overall static performance, premium and natural products perform well
Intimate hygiene continues to develop

COMPETITIVE LANDSCAPE

Leading players suffer from competition of premium brands
Premium brands perform well in 2018
L’Oréal Belgilux static in 2018

CATEGORY DATA

Table 115 Sales of Bath and Shower by Category: Value 2013-2018
Table 116 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 117 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 118 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 119 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 120 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 121 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 122 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 123 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Belgium

HEADLINES

PROSPECTS

Millennials’ demand shifts to new mass brands
Naturalness and “no make-up” trend helps boost sales of key colour cosmetics categories
Demand for natural and ethical products keeps growing

COMPETITIVE LANDSCAPE

L'Oréal Belgilux remains the leader but loses value share
Specialist retailers’ brands and private label take off
One notable domestic player is BE Creative Makeup

CATEGORY DATA

Table 124 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 125 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 126 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 127 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 128 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 129 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 130 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 131 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 132 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 133 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 134 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023