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Consumer Health in Belgium

October 2020
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Health industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Analgesics
  • Cough, Cold and Allergy Remedies
  • Digestive Remedies
  • Dermatologicals
  • NRT Smoking Cessation Aids
  • Sleep Aids
  • Eye Care
  • Wound Care
  • Vitamins
  • Dietary Supplements
  • Weight Management
  • Sports Nutrition
  • Herbal/Traditional Products
  • Paediatric Consumer Health

If you're in the Consumer Health industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Health in Belgium report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Consumer Health in Belgium?
  • Which are the leading brands in Consumer Health in Belgium?
  • How are products distributed in Consumer Health in Belgium?
  • How has the regulatory and operating environment for Consumer Health changed in Belgium?
  • How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
  • How significant are wider health concerns and consumer awareness in determining sales?
  • Where is future growth expected to be most dynamic?

Consumer Health in Belgium

EXECUTIVE SUMMARY

COVID-19 impact on consumer health
COVID-19 country impact
Company response
Retailing shift
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-2020 Table 2 Life Expectancy at Birth 2015-2020

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2015-2020 Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020 Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020 Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020 Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2015-2020 Table 8 Distribution of Consumer Health by Format: % Value 2015-2020 Table 9 Distribution of Consumer Health by Format and Category: % Value 2020 Table 10 Forecast Sales of Consumer Health by Category: Value 2020-2025 Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 1 Research Sources

Analgesics in Belgium

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) provides only short-lived boost to analgesics as pharmacies remain open and households are well stocked
Acetaminophen benefits from recommended use by the WHO and France for flu and COVID-19 symptoms
Strong restrictions on sports and other outdoor activities depress growth opportunities for topical analgesics/anaesthetic

RECOVERY AND OPPORTUNITIES

The WHO’s recommendation is set to continue to boost acetaminophen, while predicted mild winters dampen the prospects for analgesics in general
Lower household incomes and budgets predicted to accelerate switch to generics in the wake of COVID-19
Stronger formats, greater convenience and other added-value variants and natural and herbal alternatives set to offer growth opportunities

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2015-2020 Table 13 Sales of Analgesics by Category: % Value Growth 2015-2020 Table 14 NBO Company Shares of Analgesics: % Value 2016-2020 Table 15 LBN Brand Shares of Analgesics: % Value 2017-2020 Table 16 Forecast Sales of Analgesics by Category: Value 2020-2025 Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2020-2025

Cough, Cold and Allergy (Hay Fever) Remedies in Belgium

KEY DATA FINDINGS

2020 IMPACT

Mild climate has a greater impact than Coronavirus (COVID-19) by shortening cough and flu season
Antihistamines/allergy remedies benefits as less rain increases pollen count
Natural brands and generics make gains as consumers welcome improved formulae with perceived no or less drowsy effects

RECOVERY AND OPPORTUNITIES

Predicted mild and relatively dry winters, rather than COVID-19, set to continue to determine category performance
Players are more cautious about marketing investments as climate and regulatory factors threaten to reduce the effectiveness of above-the-line advertising
More natural and herbal variants offer growth opportunities in a more health-aware population following the experience of COVID-19

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2015-2020 Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2015-2020 Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2016-2020 Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2017-2020 Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2020-2025 Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2020-2025

Digestive Remedies in Belgium

KEY DATA FINDINGS

2020 IMPACT

Higher than expected demand for diarrhoeal remedies, antacids and laxatives is attributed to poor eating habits and inactivity during lockdown
Sales of motion sickness remedies collapse as borders close and travel is restricted
Norgine’s strength in fast-growing laxatives increases the challenge to the overall leader Janssen-Cilag

RECOVERY AND OPPORTUNITIES

Slow value growth anticipated due to economic and travel concerns, cannibalisation, and low level of self-medication
Fear over the safety of ranitidine-based products tolls the bell for H2 blockers
Local players tap into growing interest in milder, more natural digestive remedies in Belgium

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2015-2020 Table 25 Sales of Digestive Remedies by Category: % Value Growth 2015-2020 Table 26 NBO Company Shares of Digestive Remedies: % Value 2016-2020 Table 27 LBN Brand Shares of Digestive Remedies: % Value 2017-2020 Table 28 Forecast Sales of Digestive Remedies by Category: Value 2020-2025 Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2020-2025

Dermatologicals in Belgium

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) restrictions on outdoor activities and limited distribution hurt the sales performance of dermatologicals
Topical germicidals/antiseptics benefits from shortage of hydroalcoholic gels in the first weeks of the lockdown to see a rebound in sales
A customer-facing approach, supported by education and promotion, helps companies cope with the new COVID-19 reality

RECOVERY AND OPPORTUNITIES

Return to retail shelves, wider distribution and price advantages offer road to slow recovery for dermatologicals
Contrasting performances anticipated as topical germicidals/antiseptics lose out to antibacterial home care products, while return to school supports antiparasitics/lice (head and body) treatments
More consumers set to shift to more natural versions in search of milder, safer, but still effective dermatologicals

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2015-2020 Table 31 Sales of Dermatologicals by Category: % Value Growth 2015-2020 Table 32 NBO Company Shares of Dermatologicals: % Value 2016-2020 Table 33 LBN Brand Shares of Dermatologicals: % Value 2017-2020 Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2017-2020 Table 35 Forecast Sales of Dermatologicals by Category: Value 2020-2025 Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2020-2025

NRT Smoking Cessation Aids in Belgium

KEY DATA FINDINGS

2020 IMPACT

Pre-Coronavirus (COVID-19) tougher legislation on e-vapour products and a US scandal weaken competitor to NRT smoking cessation aids
NRT smoking cessation aids benefits from enhanced health awareness during the pandemic, although possible preventative effect of nicotine adds surprising element to the mix
Janssen-Cilag’s shift in focus to fast-growing NRT patches pays dividends

RECOVERY AND OPPORTUNITIES

Acceptance of EUR10.00 pack price for cigarettes would boost the demand for NRT smoking cessation aids
Growing number of smokers looking to quit the habit and a more positive image than competitors augur well for NRT smoking cessation aids’ prospects
“Other” NRT and NRT inhalators set to see the healthy value CAGRs due to wide dosages and flavours and faster-acting image

CATEGORY INDICATORS

Table 37 Number of Smokers by Gender 2015-2020

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2015-2020 Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2015-2020 Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2016-2020 Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2017-2020 Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2020-2025 Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2020-2025

Sleep Aids in Belgium

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) sees sleep aids sidestep saturation with new stresses and anxieties stimulating demand
Consumers look to newer, more natural and higher-quality ingredients to cope with growing number of stress drivers and insomnia
Metagenics Belgium comes under growing pressure as rivals try to match the leader’s innovation and marketing strategies

RECOVERY AND OPPORTUNITIES

The outlook is bright for sleep aids due to heightened economic and wellbeing concerns in the wake of COVID-19
Herbal/traditional sleep aids set to make further gains via the growing demand for new generation of products containing more natural ingredients
Unique selling points vital for new players and brands to stand out in an increasingly crowded and dynamic competitive landscape

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2015-2020 Table 45 Sales of Sleep Aids: % Value Growth 2015-2020 Table 46 NBO Company Shares of Sleep Aids: % Value 2016-2020 Table 47 LBN Brand Shares of Sleep Aids: % Value 2017-2020 Table 48 Forecast Sales of Sleep Aids: Value 2020-2025 Table 49 Forecast Sales of Sleep Aids: % Value Growth 2020-2025

Eye Care in Belgium

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19)’s biggest effect on eye care sales lies in delays in visits to ophthalmologists
High product turnover sees significant sales cannibalisation and brand share movements
Théa Pharma benefits as consumers appreciate the convenience and economy of multitask products

RECOVERY AND OPPORTUNITIES

Longer waiting times for consultations in the wake of COVID-19 expected to see more consumers turn to self-medication
Influence of ophthalmologists set to retain importance of tests and samples in consumer purchasing decisions
Ageing population trend, a shift to contact lenses and a growing self-medication trend offer growth opportunities for eye care in the forecast period

CATEGORY DATA

Table 50 Sales of Eye Care by Category: Value 2015-2020 Table 51 Sales of Eye Care by Category: % Value Growth 2015-2020 Table 52 NBO Company Shares of Eye Care: % Value 2016-2020 Table 53 LBN Brand Shares of Eye Care: % Value 2017-2020 Table 54 Forecast Sales of Eye Care by Category: Value 2020-2025 Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2020-2025

Wound Care in Belgium

KEY DATA FINDINGS

2020 IMPACT

Sales plummet as Coronavirus (COVID-19) limits outdoor activities and the potential for wounds and injuries
COVID-19 further delays development of niche, added-value options as consumers become more price-sensitive in an increasingly uncertain economic climate
Private label and small branded players increase the pressure on the leading branded companies as demand dwindles and consumers economise

RECOVERY AND OPPORTUNITIES

Residual effects of COVID-19 on consumer behaviour and the economy expected to slow recovery of wound care
Limited household budgets and economising trend set to stifle the offer and demand for specific added-value wound care products
Development of modern retailing set to boost private label offer and appeal, but hinder profitability of first aid kits

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2015-2020 Table 57 Sales of Wound Care by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Wound Care: % Value 2016-2020 Table 59 LBN Brand Shares of Wound Care: % Value 2017-2020 Table 60 Forecast Sales of Wound Care by Category: Value 2020-2025 Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2020-2025

Vitamins in Belgium

KEY DATA FINDINGS

2020 IMPACT

Immunity from colds and flu claims lead to spike in sales of vitamins during Coronavirus (COVID-19) crisis
Single vitamins players ride the wave of demand for products that help to ward off the threat of COVID-19
Consumers’ search for immunity adds dynamism to general health claims to support recovery of multivitamins

RECOVERY AND OPPORTUNITIES

Ongoing desire for products offering protection/immunity from COVID-19 symptoms expected to stimulate further strong sales growth in the short term
Economic concerns and the mushrooming of better targeted alternatives hinder the prospects for sustained sales growth for multivitamins
Cost and credibility concerns and warmer climate favour single vitamins over multivitamins

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2015-2020 Table 63 Sales of Vitamins by Category: % Value Growth 2015-2020 Table 64 Sales of Multivitamins by Positioning: % Value 2015-2020 Table 65 NBO Company Shares of Vitamins: % Value 2016-2020 Table 66 LBN Brand Shares of Vitamins: % Value 2017-2020 Table 67 Forecast Sales of Vitamins by Category: Value 2020-2025 Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2020-2025

Dietary Supplements in Belgium

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) provides obstacles and benefits as dietary supplements continues strong value growth performance in 2020
Consumers stockpile dietary supplements with immunity claims in the wake of COVID-19
Search for products to help reduce COVID-19 effects offers rebound opportunities for the leading dietary supplements player

RECOVERY AND OPPORTUNITIES

The influence of fads and new medical research set to determine lifecycles of certain dietary supplements and potentially muddy growth forecasts
Immunity claims to remain at the forefront in the short term, with aloe and more natural options set to prosper as COVID-19 becomes less of a factor
Fast response to changing landscape offers growth prospects for dynamic and flexible enterprises despite unethical tactics of some competitors

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2015-2020 Table 70 Sales of Dietary Supplements by Category: % Value Growth 2015-2020 Table 71 Sales of Dietary Supplements by Positioning: % Value 2015-2020 Table 72 NBO Company Shares of Dietary Supplements: % Value 2016-2020 Table 73 LBN Brand Shares of Dietary Supplements: % Value 2017-2020 Table 74 Forecast Sales of Dietary Supplements by Category: Value 2020-2025 Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2020-2025

Weight Management and Wellbeing in Belgium

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) crisis lowers purchasing power and motivation for weight management and wellbeing products
Even successful brands in 2019 cannot escape the drop off in demand in 2020 as holiday hopes fade
Supplement nutrition drinks specialists find residual demand through protein-based offerings

RECOVERY AND OPPORTUNITIES

Weaker purchasing power in the wake of COVID-19 presages sales decline for weight loss supplements, while more consistent consumption offers growth potential for supplement nutrition drinks
Consumers set to emerge out of COVID-19 with a stronger desire for healthy diets to the detriment of weight management and wellbeing products
Players need to heed external pressure from the EFSA and media to regain the trust of consumers with credible claims

CATEGORY DATA

Table 76 Sales of Weight Management and Wellbeing by Category: Value 2015-2020 Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2015-2020 Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2016-2020 Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2017-2020 Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2020-2025 Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2020-2025

Sports Nutrition in Belgium

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) ban on sports, gym closures and restrictions on outdoor activities lead to strong drop in demand for sports nutrition
Lockdown weakens distribution, although pre-COVID-19 shift to e-commerce offers resistance
Nutrition & Santé Benelux, riding the only growth category, and House of Nutrition, riding high novelty factor and investment, close the gap on QNT in a volatile COVID-19 competitive landscape

RECOVERY AND OPPORTUNITIES

Recovery set to depend on the pace and extent of return to gyms and sports competitions and events
Non-protein and healthier protein options set to drive innovation and growth in the forecast period
Omnichannel strategies set to intensify to exploit anticipated renewed popularity of sports nutrition

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2015-2020 Table 83 Sales of Sports Nutrition by Category: % Value Growth 2015-2020 Table 84 NBO Company Shares of Sports Nutrition: % Value 2016-2020 Table 85 LBN Brand Shares of Sports Nutrition: % Value 2017-2020 Table 86 Forecast Sales of Sports Nutrition by Category: Value 2020-2025 Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2020-2025

Herbal/Traditional Products in Belgium

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) offers opportunities for herbal/traditional products as questions rise over the safety of some standard OTC products
Consumers seek milder, more natural solutions to sleep and digestive problems, but standard products are perceived to offer faster relief from skin/hair issues and headaches
Trust and familiarity considerations favour local players and their brands during COVID-19

RECOVERY AND OPPORTUNITIES

Growing focus on safety is expected to benefit herbal/traditional products in light of the COVID-19 experience
Manufacturers set to err on the side of caution with pricing strategies and product claims to retain credibility of the authorities and consumers
Milder climate trend is set to limit the demand for weather-influenced categories like herbal/traditional cough/cold remedies and analgesics

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2015-2020 Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2015-2020 Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2016-2020 Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2017-2020 Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2020-2025 Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2020-2025

Paediatric Consumer Health in Belgium

KEY DATA FINDINGS

2020 IMPACT

Traditional reluctance to self-medicate for children limits impact of Coronavirus (COVID-19) in 2020
The WHO’s recommendation of acetaminophen as a possible reliever of COVID-19 symptoms compounds move away from paediatric aspirin and ibuprofen
Preference for acetaminophen over ibuprofen helps Janssen-Cilag erode Boots Healthcare’s lead in 2020

RECOVERY AND OPPORTUNITIES

Low profitability, higher scrutiny, weak self-medication habit and reduced company resources set to hinder development in the forecast period
A few bright spots exist in areas where the penetration of generics is low or the product is specific to children’s needs
Indirect competition from medical devices set to hamper potential for innovation in paediatric consumer health

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2015-2020 Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2015-2020 Table 96 Sales of Paediatric Vitamins and Dietary Supplements by Type: % Value 2015-2020 Table 97 NBO Company Shares of Paediatric Consumer Health: % Value 2016-2020 Table 98 LBN Brand Shares of Paediatric Consumer Health: % Value 2017-2020 Table 99 Forecast Sales of Paediatric Consumer Health by Category: Value 2020-2025 Table 100 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2020-2025
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This report originates from Passport, our Consumer Health research and analysis database.

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