In 2021, retail value sales of mass beauty and personal care products in Belgium remained static. This followed a year of declining retail value sales due to the effects of COVID-19 and the ensuing lockdowns.
As footfall in stores significantly declined during the pandemic, and did not recover to pre-pandemic levels in 2021, retailers and manufacturers of mass beauty and personal care products have been focusing on developing their e-commerce channel. Such a development was not only visible amongst modern grocery retailers such as supermarkets Colruyt, Carrefour and Delhaize, but also beauty and personal care specialist retailers such as The Body Shop and online pharmacies such as Newpharma.
L'Oréal Belgilux SA maintained its lead in mass beauty and personal care in 2021, with Beiersdorf NV SA coming in second place and the remainder of the category being relatively fragmented. The fragmentation is more notable in brand terms, with Yves Rocher (Yves Rocher Benelux NV SA) in the lead, followed by Dove (Unilever Belgium NV) before L'Oréal’s Gemey/Maybelline, Garnier Ultra Doux, L'Oréal Paris and Elsève brands.
Sales are expected to improve in 2022, however, it will take the worst hit sub-categories such as colour cosmetics until 2026 to recover to pre-pandemic levels. Moving forwards, sales will be driven by mass products being seen as affordable “pick me ups”, as pre-pandemic lifestyles resume and face coverings are no longer mandatory.
Bath and shower, more specifically products such as liquid soap and bar soap, are dominated by mass brands. In the aftermath of the pandemic, consumers are likely to maintain higher standards of personal hygiene.
Many multinational players are launching products in a solid bar format, in accordance with environmental concerns regarding the use of plastic packaging. For example as see with Garnier’s Ultra Doux solid shampoo bar (from L'Oréal Belgilux SA) and the Naturale Antica Erboristeria (NAE) shampoo bars (from Henkel Belgium NV).
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mass Beauty and Personal Care industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!