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.
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 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.
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.
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 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.
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 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:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Home Care market research database.