Executive Summary

Mar 2019
PROSPECTS
Demographics and innovation lead to lower demand

Nappies/diapers/pants recorded a retail volume decline in Belgium in 2018, with demographic changes the main factor as the population under three years old declined. With fewer babies in the country, demand for nappies and diapers declined.

Switch to disposable pants

As demand for nappies and diapers is declining, manufacturers are increasing the price of these products and are promoting the more expensive and convenient disposable pants. Indeed, disposable pants remains quite small in Belgium compared to regular nappies/diapers.

Ecology an opportunity for nappies/diapers/pants

As in other tissue and hygiene categories, green products in nappies/diapers/pants are not yet a priority for Belgian consumers. Indeed, comfort for babies seems to be the first priority.

COMPETITIVE LANDSCAPE
Pampers implements aggressive promotions

Pampers implemented aggressive price promotions in 2018. Indeed, the price gap between Pampers nappies on promotion and private label was so narrow in 2018 that consumers often turned to the leading manufacturer.

Huggies suffers from the strong promotions for Pampers

The main branded challenger to Pampers, Huggies by Kimberly-Clark Belgium, did not benefit from the growth in disposable pants. Indeed, while the brand had previously benefited from its early investment in disposable pants, the strong promotion and media campaigns for Pampers disposable pants in 2018 had a negative impact on Kimberly-Clark’s brands.

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Nappies/Diapers/Pants in Belgium

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Overview

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

The Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Belgium?
  • What are the major brands in Belgium?
  • How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
  • Which countries offer the biggest potential for environmentally friendly nappies/diapers?

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 Tissue and Hygiene market research database.

Nappies/Diapers/Pants in Belgium - Category analysis

HEADLINES

PROSPECTS

Demographics and innovation lead to lower demand
Switch to disposable pants
Ecology an opportunity for nappies/diapers/pants

COMPETITIVE LANDSCAPE

Pampers implements aggressive promotions
Huggies suffers from the strong promotions for Pampers

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Tissue and Hygiene in Belgium - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene under pressure
Premiumisation as a competitive tool
Leading brands often lag behind private label
Distribution channels expanding
Challenging outlook for tissue and hygiene

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources