Home Care in Belgium

Home Care in Belgium

EXECUTIVE SUMMARY

Continued volume decline, whilst value sales struggle to achieve growth

Performance and the environment are the most important factors

Multinationals lead, but face challenges

New product developments mainly consist of eco-friendly products

Expectations for growth are limited for home care

MARKET DATA

Table 1 Sales of Home Care by Category: Value 2014-2019
Table 2 Sales of Home Care by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Home Care: % Value 2015-2019
Table 4 LBN Brand Shares of Home Care: % Value 2016-2019
Table 5 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 6 Distribution of Home Care by Format: % Value 2014-2019
Table 7 Distribution of Home Care by Format and Category: % Value 2019
Table 8 Forecast Sales of Home Care by Category: Value 2019-2024
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Care in Belgium

HEADLINES

PROSPECTS

Consumers seek natural scents and a decorative appearance

Non-grocery channels are becoming increasingly important

Consumers prefer less sophisticated products

COMPETITIVE LANDSCAPE

Concentrated competitive landscape, led by SC Johnson

Investment and innovation will be required

More natural products needed to attract consumers

CATEGORY DATA

Table 10 Sales of Air Care by Category: Value 2014-2019
Table 11 Sales of Air Care by Category: % Value Growth 2014-2019
Table 12 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 13 NBO Company Shares of Air Care: % Value 2015-2019
Table 14 LBN Brand Shares of Air Care: % Value 2016-2019
Table 15 Forecast Sales of Air Care by Category: Value 2019-2024
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Bleach in Belgium

HEADLINES

PROSPECTS

The long-term decline of bleach continues

Bleach faces competition from surface care products which contain bleach

Smaller pack sizes are increasingly popular

COMPETITIVE LANDSCAPE

Only two major brands have a presence in bleach

Private label remains strong due to the difficulties adding value

Lack of promotion likely to benefit private label

CATEGORY DATA

Table 17 Sales of Bleach: Value 2014-2019
Table 18 Sales of Bleach: % Value Growth 2014-2019
Table 19 NBO Company Shares of Bleach: % Value 2015-2019
Table 20 LBN Brand Shares of Bleach: % Value 2016-2019
Table 21 Forecast Sales of Bleach: Value 2019-2024
Table 22 Forecast Sales of Bleach: % Value Growth 2019-2024

Dishwashing in Belgium

HEADLINES

PROSPECTS

Convenience means automatic dishwashing tablets has long-term growth potential

The green trend moves into automatic dishwashing tablets

Performance and premiumisation create value

COMPETITIVE LANDSCAPE

The top three brands maintain their positions

Innovative launches from the leading brands maintain their popularity

Dishwashing goes greener, with even bigger players launching products

CATEGORY DATA

Table 23 Sales of Dishwashing by Category: Value 2014-2019
Table 24 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 26 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 27 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Home Insecticides in Belgium

HEADLINES

PROSPECTS

Dryer and warmer summers benefit sales of home insecticides

Gentler home insecticides are seeing growing popularity

Consumer knowledge increases and in-store visibility widens, boosting sales

COMPETITIVE LANDSCAPE

Henkel leads home insecticides and increases its value share

Home insecticides remains highly concentrated

Eco-friendly products are more widely available and increasingly popular

CATEGORY DATA

Table 29 Sales of Home Insecticides by Category: Value 2014-2019
Table 30 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 31 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 32 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 33 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 34 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

Laundry Care in Belgium

HEADLINES

PROSPECTS

Volume decline continues due to changing consumer habits

Ecology is increasingly important in laundry care

Premiumisation seen in several aspects of laundry care to differentiate

COMPETITIVE LANDSCAPE

Little change in the competitive landscape, although private label performs well

Eco-friendly detergents become increasingly popular

Bulk unpackaged products are popular, but direct ordering may be the future

CATEGORY DATA

Table 36 Sales of Laundry Care by Category: Value 2014-2019
Table 37 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 38 Sales of Laundry Aids by Category: Value 2014-2019
Table 39 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 40 Sales of Laundry Detergents by Category: Value 2014-2019
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 42 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 43 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 44 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 45 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 46 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 47 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 48 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Polishes in Belgium

HEADLINES

PROSPECTS

Long-term decline is expected for polishes

Floor polish sees a slower decline than shoe polish and furniture polish

Consumer base set to continue falling

COMPETITIVE LANDSCAPE

SC Johnson Benelux maintains its lead with Pledge and Kiwi

Polishes compete with surface care products

Only one brand achieves value growth in 2019

CATEGORY DATA

Table 50 Sales of Polishes by Category: Value 2014-2019
Table 51 Sales of Polishes by Category: % Value Growth 2014-2019
Table 52 NBO Company Shares of Polishes: % Value 2015-2019
Table 53 LBN Brand Shares of Polishes: % Value 2016-2019
Table 54 Forecast Sales of Polishes by Category: Value 2019-2024
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Surface Care in Belgium

HEADLINES

PROSPECTS

Smaller surface area puts pressure on volume sales

Rapid cleaning creates value due to demand for convenient, powerful products

A move towards concentrated products expected

COMPETITIVE LANDSCAPE

Competition tightens, but the leading players unlikely to be challenged

New channels start to sell surface care products

Launch of biodegradable wipes by Unilever set to boost sales in the forecast period

CATEGORY DATA

Table 56 Sales of Surface Care by Category: Value 2014-2019
Table 57 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 58 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 60 NBO Company Shares of Surface Care: % Value 2015-2019
Table 61 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 62 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2019
Table 63 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2019
Table 64 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 65 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Toilet Care in Belgium

HEADLINES

PROSPECTS

Rim blocks holds potential, whilst other formats decline

Scent is becoming increasingly important

Distribution channel movements within toilet care

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its lead in a concentrated competitive landscape

Other major players benefit from a wide presence and new launches

Eco-friendly segment is underdeveloped

CATEGORY DATA

Table 66 Sales of Toilet Care by Category: Value 2014-2019
Table 67 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 68 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 69 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 70 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 71 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

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