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 was the keystone in 2018. Consumers are looking for better performance from home care products.
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.
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.
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.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
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:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Home Care market research database.