Executive Summary

Feb 2019
Lower unit price causes slight decline in value sales

Home care remained under pressure in Belgium in 2018. Many home care categories are facing declining volume sales due to changing detergent concentration or evolving consumption habits (for instance, millennials tend to do less laundry than elderly people do).

Performance is the target for both consumers and manufacturers

Performance was the keystone in 2018. Consumers are looking for better performance from home care products.

Private label is put under cover and new channels are sought

Home care in Belgium has a high private label share. As major A-brands have decided to stop private label’s growth, using an aggressive price promotion strategy, private label within traditional grocery retailers is no longer expanding.

Developing trends include beauty and eco-friendly products

In 2018, the most noticeable launch in home care in Belgium was Lovables by Henkel Belgium NV, a premium range of laundry care which features beauty care product names instead of home care product names. Lovables symbolises a new development trend in home care whereby manufacturers try to transfer a product from a mature category to a growing category.

Expectations of growth in the forecast period are limited for home care

With its maturity and high penetration in Belgium, home care expects limited dynamism in terms of forecast period growth. Value sales of home care will see only slight growth in current terms over the forecast period, while they are set to decline further in constant 2018 terms.

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Home Care in Belgium

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home 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 Home 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 Home Care in Belgium market research report includes:

  • Analysis of key supply-side and demand trends
  • 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 Home Care in Belgium?
  • What are the major brands in Belgium?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Belgium?

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 Home Care market research database.

Home Care in Belgium

EXECUTIVE SUMMARY

Lower unit price causes slight decline in value sales
Performance is the target for both consumers and manufacturers
Private label is put under cover and new channels are sought
Developing trends include beauty and eco-friendly products
Expectations of growth in the forecast period are limited for home care

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

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

SOURCES

Summary 1 Research Sources

Air Care in Belgium

HEADLINES

PROSPECTS

Consumers seek a natural scent and decorative appearance
Non-grocery channels are important
Products are less sophisticated

COMPETITIVE LANDSCAPE

The air care competitive landscape is concentrated
Investment and innovation are required

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Belgium

HEADLINES

PROSPECTS

Bleach sinks into oblivion
Bleach faces competition from surface care products which contain bleach
Smaller quantities are more popular

COMPETITIVE LANDSCAPE

Private label remains strong
Only two major A-brands exist

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Belgium

HEADLINES

PROSPECTS

Automatic dishwashing has long-term growth potential
The green trend grows
Performance is the value creator

COMPETITIVE LANDSCAPE

The dishwashing competitive landscape is concentrated
Dishwashing goes greener

CATEGORY INDICATORS

Table 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Belgium

HEADLINES

PROSPECTS

Dryer and warmer summer benefits home insecticides
Gentle home insecticides products are growing
In-store visibility widens

COMPETITIVE LANDSCAPE

Henkel leads home insecticides
Home insecticides remains highly concentrated
Eco-friendly products rise

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Belgium

HEADLINES

PROSPECTS

Younger generations do less laundry
Beauty care creates value in laundry care
Ecology is important in laundry care

COMPETITIVE LANDSCAPE

Little change at the top but growth seen among discounters and ecological brands
Henkel launches “beauty” laundry care
Connected laundry machines set to change detergent consumption

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Belgium

HEADLINES

PROSPECTS

Long-term decline is expected
Floor and wood polishes survive
Penetration rate decreases

COMPETITIVE LANDSCAPE

Consolidated environment continues
Specialist local players perform well
Polishes competes with surface care

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Belgium

HEADLINES

PROSPECTS

Smaller surfaces put pressure on volume sales of surface care
Rapid cleaning creates value

COMPETITIVE LANDSCAPE

Competition tightens
Smaller packaging and concentrated formulas struggle
New channels and DIY retailers start to sell surface care

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Belgium

HEADLINES

PROSPECTS

Rim blocks hold potential while other formats decline
Scent is more and more important

COMPETITIVE LANDSCAPE

Eco-friendly segment is underdeveloped
A-brands are strong

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023