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Country Report

Home Care in

Home Care in Belgium

53 pages, Mar 2018

US$2,650

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Executive Summary

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Value sales decline due to maturity of many products

Home care continues to face pressure in Belgium due to the maturity of the industry, an obstacle set to continue over the forecast period. Nonetheless, value sales decline was marginal in 2017 thanks to various efforts from industry players to dampen the impact of shrinking volume sales.

Rapid daily cleaning most prominent on consumer wishlist

Belgian consumers want to spend less time cleaning as they are increasingly struggling to find the time for household chores. As such, any feature of cleaning products in home care that allows them to save time is highly valued.

Procter & Gamble maintains top spot despite declining share

Procter & Gamble managed to maintain value sales leadership of home care in Belgium in 2017 although its value share has continued to decline over the past few years. The company’s bigger threat has however not come from second-ranked Henkel, whose value share was also relatively stable in 2016-2017.

No major new product breakthrough but instead more premium formats

With the increasing maturity of the home care market, manufacturers are not investing heavily in new product development in Belgium. Instead, in 2017 the top players developed premium versions of already existing products of their flagship brands in the market.

Value sales set to keep shrinking over the forecast period

With a highly penetrated, mature market, the future of home care presents limited dynamism in term of growth. Value sales in constant 2017 prices are set to further decline, in fact at a slightly stronger pace than volume sales drop over the forecast period.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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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.

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Home Care in Belgium

EXECUTIVE SUMMARY

Value sales decline due to maturity of many products

Rapid daily cleaning most prominent on consumer wishlist

Procter & Gamble maintains top spot despite declining share

No major new product breakthrough but instead more premium formats

Value sales set to keep shrinking over the forecast period

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Belgium

HEADLINES

PROSPECTS

Substitute home care products threat to air care

Retail channel development works against air care

Reverting to more natural and less sophisticated air fresheners

COMPETITIVE LANDSCAPE

Leadership in the hands of a few

Innovations centred on odour removal

Electric air fresheners underperform

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Belgium

HEADLINES

PROSPECTS

All trends act against bleach

Substitutes challenging bleach

Smaller quantities

COMPETITIVE LANDSCAPE

Private label remains strong

Bleach increasingly consolidated with existing main players gaining share

CATEGORY DATA

Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Belgium

HEADLINES

PROSPECTS

Increasing penetration of dishwashers props up dishwashing value growth

Convenience combined with powerful cleaning appeals to consumers

Green automatic and hand dishwashing

COMPETITIVE LANDSCAPE

Concentrated category

Green dishwasher over green detergents

Legislation

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Belgium

HEADLINES

PROSPECTS

Shorter summers on the horizon

Shelf space allocation in retail stores a key factor

Environmentally-friendly products on the rise

COMPETITIVE LANDSCAPE

Henkel leads the category

Home insecticides remains highly concentrated

Rise in eco-friendly products

CATEGORY DATA

Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Belgium

HEADLINES

PROSPECTS

Heavy promotion and grey channel contribute to value sales decline

Convenience and scent trends the key themes in laundry care

Change in washing habits to become greener

COMPETITIVE LANDSCAPE

Procter & Gamble still comfortably ahead of Henkel

Private label still struggle to keep up

Companies focus on scents in their advertising campaigns

CATEGORY INDICATORS

Table 39 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Belgium

HEADLINES

PROSPECTS

Well-established decline

Metal polishes (inox) are growing

Penetration rate decreases

COMPETITIVE LANDSCAPE

Consolidated environment continues

Local players enjoy solid niche

Competition from surface care

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2012-2017
Table 55 Sales of Polishes by Category: % Value Growth 2012-2017
Table 56 NBO Company Shares of Polishes: % Value 2013-2017
Table 57 LBN Brand Shares of Polishes: % Value 2014-2017
Table 58 Forecast Sales of Polishes by Category: Value 2017-2022
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Belgium

HEADLINES

PROSPECTS

Maturity hinders growth with specific task products seen in favourable light

The main goal of rapid cleaning supports sales of powerful and convenient products

Hygiene concerns translate into solid demand for home disinfectants

COMPETITIVE LANDSCAPE

Procter & Gamble leads otherwise fragmented category where bigger packs appeal

Price promotions show mixed results

Lack of major innovation other than going green

CATEGORY DATA

Table 60 Sales of Surface Care by Category: Value 2012-2017
Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 64 NBO Company Shares of Surface Care: % Value 2013-2017
Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Belgium

HEADLINES

PROSPECTS

Toilet care has steady future with rim blocks faring best

Cleanliness and odour removal take priority

Environment is a concern

COMPETITIVE LANDSCAPE

Strong national brands and weak private label

Innovation is needed

CATEGORY DATA

Table 70 Sales of Toilet Care by Category: Value 2012-2017
Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Belgium

New Report Guarantee

Executive Summary

New Report Guarantee

Value sales decline due to maturity of many products

Rapid daily cleaning most prominent on consumer wishlist

Procter & Gamble maintains top spot despite declining share

No major new product breakthrough but instead more premium formats

Value sales set to keep shrinking over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Belgium

EXECUTIVE SUMMARY

Value sales decline due to maturity of many products

Rapid daily cleaning most prominent on consumer wishlist

Procter & Gamble maintains top spot despite declining share

No major new product breakthrough but instead more premium formats

Value sales set to keep shrinking over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Belgium

HEADLINES

PROSPECTS

Substitute home care products threat to air care

Retail channel development works against air care

Reverting to more natural and less sophisticated air fresheners

COMPETITIVE LANDSCAPE

Leadership in the hands of a few

Innovations centred on odour removal

Electric air fresheners underperform

CATEGORY DATA

Bleach in Belgium

HEADLINES

PROSPECTS

All trends act against bleach

Substitutes challenging bleach

Smaller quantities

COMPETITIVE LANDSCAPE

Private label remains strong

Bleach increasingly consolidated with existing main players gaining share

CATEGORY DATA

Dishwashing in Belgium

HEADLINES

PROSPECTS

Increasing penetration of dishwashers props up dishwashing value growth

Convenience combined with powerful cleaning appeals to consumers

Green automatic and hand dishwashing

COMPETITIVE LANDSCAPE

Concentrated category

Green dishwasher over green detergents

Legislation

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Belgium

HEADLINES

PROSPECTS

Shorter summers on the horizon

Shelf space allocation in retail stores a key factor

Environmentally-friendly products on the rise

COMPETITIVE LANDSCAPE

Henkel leads the category

Home insecticides remains highly concentrated

Rise in eco-friendly products

CATEGORY DATA

Laundry Care in Belgium

HEADLINES

PROSPECTS

Heavy promotion and grey channel contribute to value sales decline

Convenience and scent trends the key themes in laundry care

Change in washing habits to become greener

COMPETITIVE LANDSCAPE

Procter & Gamble still comfortably ahead of Henkel

Private label still struggle to keep up