Executive Summary

Feb 2019
PROSPECTS
Dryer and warmer summer benefits home insecticides

As was the case in all Western Europe, the summer in Belgium was unusually dry and hot in 2018. While many people, such as food growers and animal keepers, faced a hard time during the drought, others, such as home insecticides manufacturers, were smiling.

Gentle home insecticides products are growing

Home insecticides products tend to have a high chemical content. With consumers becoming increasingly aware of the effect of those chemicals, certain kinds of home insecticides are being avoided by more and more people.

In-store visibility widens

Visibility is the key factor behind the growth of home insecticides, with larger shelf space given over to home insecticides in supermarkets and other channels. The development can be explained by the increasing media coverage of diseases transmitted by insects, such as zika, dengue or malaria.

COMPETITIVE LANDSCAPE
Henkel leads home insecticides

Henkel Belgium NV was the leading player in home insecticides in 2018. A strong performance by Vapona in electric insecticides was the main reason for sustained value share of the brand, compared to 2017.

Home insecticides remains highly concentrated

Home insecticides is very concentrated with the two leading manufacturers – Henkel Belgium NV and SC Johnson Benelux Sprl – jointly dominating value sales. After the two big players is Group Riem sprl, a local company which is quite well represented in spray/aerosol insecticides with its Ti-tox brand.

Eco-friendly products rise

Another local manufacturer, Bio Kill NV, has benefited from the eco-friendly trend due to an increase in its distribution network. Initially, the Bio Kill brand was only available in some small independent specialist retailers, but since 2016 it has been available in Di, a convenience store which specialises in personal and home care.

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Home Insecticides in Belgium

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Insecticides 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 Insecticides industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home Insecticides 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 Insecticides in Belgium?
  • What are the major brands in Belgium?
  • Which type of insects (eg. ants, mosquitoes, flies, cockroaches etc) are most prevalent in Belgium?
  • What are the key new product launches in the insecticides market?

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 Insecticides in Belgium - Category analysis

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 1 Sales of Home Insecticides by Category: Value 2013-2018
Table 2 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 3 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 4 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 5 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 6 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 7 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Home Care in Belgium - Industry Overview

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 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources