Beauty and Personal Care in Belgium
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Baby and Child-Specific Products in Belgium
Strong value sales growth for baby and child-specific products in 2022, as many parents prefer high-quality natural products for babies
Baby and child-specific sun care in high demand in 2022, thanks to weather and consumers’ willingness to travel
Baby and child-specific premium dermocosmetics continue to gain brand share
Likely price spike will entail volume sales contraction in 2023 and 2024
Baby and child-specific sun care to remain dynamic over the forecast period thanks to hot weather and consumer awareness
Dermocosmetics baby and child-specific premium products to continue gaining value share, especially over the second half of the forecast period
Table 11 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in Belgium
Sales growth in 2022 driven by price increases
Bar soap popular in 2022 thanks to sustainability trend
Limited innovation and new product launches in 2022, due to the conflict in Ukraine
Inflation crisis likely to impact demand for bath and shower negatively in the short term
Hand sanitisers and liquid soap sales set to decline due to sustainability trend
Sales of intimate washes to grow thanks to innovation and preventive health trend
Table 22 Sales of Bath and Shower by Category: Value 2017-2022
Table 23 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 25 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 26 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 28 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in Belgium
Consumers shift purchases to more expensive products with added benefits in 2022
Sales of premium colour cosmetics suffer in 2022 due to inflationary pressure
Lip and nail products most dynamic colour cosmetics in 2022
Inflation crisis to impact colour cosmetics negatively over first half of forecast period
Lip products set to remain dynamic with functional ingredients over the forecast period
Beauty specialist retailers under pressure and will need to focus on omnichannel strategies during the forecast period
Table 31 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 35 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 36 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 37 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 38 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Deodorants in Belgium
Deodorants recover to pre-pandemic value sales levels in 2022
Limited innovation in 2022 due to inflationary woes
Discounters increase channel share in 2022 thanks to change in purchasing behaviours
Prices to rise substantially during 2023 as manufacturers and retailers absorbed costs in 2022
Innovation to resume over the latter half of the forecast period as price pressure declines
Sales of deodorant sticks set to be boosted by innovation over the forecast period
Table 42 Sales of Deodorants by Category: Value 2017-2022
Table 43 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 45 NBO Company Shares of Deodorants: % Value 2018-2022
Table 46 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 48 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in Belgium
Sales of depilatories dynamic in 2022 thanks to pressure on purchasing power
Home spa trend continues to boost sales of hair removers/bleaches
Women’s pre-shave continues its decline in the face of innovation during 2022
Sales of depilatories to be positively impacted by sustainability trend over the forecast period
Home spa trend likely to fade during the latter half of the forecast period, as consumer prefer beauty salons again
Popularity of laser hair removal set to impact depilatories adversely during the forecast period
Table 51 Sales of Depilatories by Category: Value 2017-2022
Table 52 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 54 NBO Company Shares of Depilatories: % Value 2018-2022
Table 55 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 56 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
Fragrances in Belgium
Strong sales reflect high prices of fragrances in 2022
Promotions and digitalisation key drivers for sales in 2022
Fragrance innovation focuses on natural ingredients and wellbeing in 2022
Inflation crisis set to impact demand for premium fragrances in the short term
Promotions and retail e-commerce to continue boosting fragrance sales over the forecast period
Innovation likely to remain constrained during the forecast period, but some efforts to be focussed on wellbeing trend
Table 58 Sales of Fragrances by Category: Value 2017-2022
Table 59 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 60 NBO Company Shares of Fragrances: % Value 2018-2022
Table 61 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 64 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in Belgium
Hair care volume sales suffer from price increases and consumers seek sustainable solutions in 2022
Colourants faces opposing purchasing influences in 2022
New product typologies meet consumer demand in 2022
Consumers are likely to be more cautious when buying hair care in the short term, with more focus on premium products in the medium term
Colourant sales to suffer thanks to natural trend over the forecast period
Innovation likely to focus on health and wellness during the forecast period, positively affecting hair care
Table 66 Sales of Hair Care by Category: Value 2017-2022
Table 67 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 69 NBO Company Shares of Hair Care: % Value 2018-2022
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 71 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 72 LBN Brand Shares of Colourants: % Value 2019-2022
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 74 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 76 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in Belgium
Strong sales in 2022, driven by price increases but volume sales lag
Beards remain trendy leading to more competition for men’s shaving during 2022
Men’s toiletries benefit from increased awareness of preventative health trend in 2022
Pressure on purchasing power likely to result in contraction of demand in the short term
Men’s shaving set to remain in short demand over the forecast period
Health and wellness to increasingly play a role in men’s toiletries during the forecast period
Table 79 Sales of Men’s Grooming by Category: Value 2017-2022
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 83 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in Belgium
Oral care is mature while consumers are price sensitive in 2022
Essential oral care performs well in 2022
Distribution channels show interesting trends as consumers change shopping trends in 2022
Pressure on purchasing power likely to result in contraction of demand
Oral care products positioned as therapeutic are likely to remain popular during the forecast period
Power toothbrushes to continue facing challenges during the forecast period
Table 88 Sales of Oral Care by Category: Value 2017-2022
Table 89 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 90 Sales of Toothbrushes by Category: Value 2017-2022
Table 91 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 93 NBO Company Shares of Oral Care: % Value 2018-2022
Table 94 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 95 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 96 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 97 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 99 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in Belgium
Despite fiscal pressure many consumers continue to prioritise the health of their skin in 2022
Consumers enjoy indulging at low prices in 2022, making use of promotions and discounts
Facial care remains an important category of skin care in 2022
Promotions, especially via e-commerce, are likely to drive sales over the forecast period
As health and personal care stores expand, sales of dermocosmetics are set to rise, notably over the second half of the forecast period
Facial care sales likely to be driven by innovation and multifunctional products over the forecast period
Table 101 Sales of Skin Care by Category: Value 2017-2022
Table 102 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 103 NBO Company Shares of Skin Care: % Value 2018-2022
Table 104 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 105 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 106 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 107 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 108 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 110 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in Belgium
Sun care sales particularly robust in 2022, thanks to hot spring and summer and consumers’ willingness to travel
Preventive health shapes consumer demand for sun care in 2022
Premium dermocosmetics sun care is popular in 2022
Warmer weather conditions set to boost sales of sun care during the forecast period
Premium dermocosmetics likely to perform well despite pressure on purchasing power
Consumers unlikely to return to self-tanning during the forecast period thanks to the preventative health trend
Table 112 Sales of Sun Care by Category: Value 2017-2022
Table 113 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 114 NBO Company Shares of Sun Care: % Value 2018-2022
Table 115 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 117 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in Belgium
Premium beauty and personal care faces competition from its mass counterparts in 2022 thanks to high prices
Premium dermocosmetics outperform non dermocosmetics products during 2022
Promotions and discounts boost sales of premium beauty and personal care during 2022
Downward demand pressure likely on premium products during the short term thanks to rise in prices
Dermocosmetics set to outperform premium products over the forecast period
Distribution landscape changes to benefit premium products over the forecast period
Table 119 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 120 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 121 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 122 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 124 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in Belgium
Value sales rise due to significant increase in prices during 2022
Consumers prefer to shop on promotion rather than down trade in 2022
Mass fragrances, colour cosmetics and sun care among best performing products in 2022 as consumers return to out of home activities
Price as well as quality, health and wellness to influence consumer purchasing decisions during the forecast period
Increasing competition from premium dermocosmetics likely over the second half of the forecast period
Room for expansion and innovation in mass dermocosmetics during the forecast period
Table 125 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 126 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 127 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 128 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 130 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027