Executive Summary

Feb 2019
PROSPECTS
Younger generations do less laundry

Both volume and value sales of laundry care suffered in Belgium in 2018: unit price rises were restrained due to the growing importance of new channels such as internet retailing and non-grocery specialists; the price war among traditional retailers continued; and volume sales continued to be under pressure due to smaller dosages and changing laundry habits among consumers. It seems that the younger generation do less laundry than older people – they aim for more ecological consumption and place less importance on their appearance.

Beauty care creates value in laundry care

As all laundry detergents in Belgium are perceived to have similar quality, brands and consumers alike differentiate between the offers and choices by the added features. Natural scent is becoming more important, and laundry aids such as laundry sanitisers or spot and stain removers are increasingly used.

Ecology is important in laundry care

Ecology and environment care continue to impact laundry care in Belgium. Ecological brands perform better than traditional brands, and consumers are finally becoming used to using the right concentrated dosages, after usually using too great a dosage.

COMPETITIVE LANDSCAPE
Little change at the top but growth seen among discounters and ecological brands

The laundry care competitive environment did not change much in 2018. Procter & Gamble Benelux SA NV remained the leading player in 2018, benefiting from the strong brand recognition of Dash, Ariel and Dreft.

Henkel launches “beauty” laundry care

The biggest surprise in 2018 came from second-placed player, German multinational Henkel Belgium NV, which launched a new brand, Lovables. This is a laundry care range sold as if they are beauty products.

Connected laundry machines set to change detergent consumption

Connected appliances are the future of laundry care. Although smart home appliances still represent a tiny minority of home appliances in Belgium, smart laundry appliances have the potential to appeal to an increasing part of the Belgian population.

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Laundry Care in Belgium

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Overview

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

The Laundry 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 Laundry Care in Belgium?
  • What are the major brands in Belgium?
  • What is the performance of concentrated liquid detergents?
  • What are the main new products developments in the laundry aids area?

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.

Laundry Care in Belgium - Category analysis

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 1 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 2 Sales of Laundry Care by Category: Value 2013-2018
Table 3 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 4 Sales of Laundry Aids by Category: Value 2013-2018
Table 5 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 6 Sales of Laundry Detergents by Category: Value 2013-2018
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 8 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 9 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 10 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 11 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 12 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 14 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 15 Forecast Sales of Laundry Care 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 16 Households 2013-2018

MARKET DATA

Table 17 Sales of Home Care by Category: Value 2013-2018
Table 18 Sales of Home Care by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Care: % Value 2014-2018
Table 20 LBN Brand Shares of Home Care: % Value 2015-2018
Table 21 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 22 Distribution of Home Care by Format: % Value 2013-2018
Table 23 Distribution of Home Care by Format and Category: % Value 2018
Table 24 Forecast Sales of Home Care by Category: Value 2018-2023
Table 25 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources