Demand for sanitary protection in Belgium was already declining prior to the emergence of the pandemic, due to an ageing population as greater numbers of Belgian women reach the menopause, in addition to the widening popularity of long-term contraceptive options that prevent menstruation, such as Depo-Provera progestin injections.
One major trend to have emerged within sanitary protection is Belgium is increasing interest in ecological issues linked to sustainability and the greater use of safer, more natural ingredients, offering organic, chemical-free, and hypoallergenic products. These also offer a way to add value for the leading brands as a growing number of women became focused on protecting the planet and also on the impact of sanitary protection on their bodies.
In value share terms, Procter & Gamble Benelux SA NV retained its convincing leadership of sanitary protection in 2020, due to the success of its Always/Whisper and Tampax brands. The marketing power of the company guaranteed its products strong visibility in the media and a wide presence in all channels, with Tampax for example not only present in supermarkets and hypermarkets but also in popular discounters Aldi and Lidl.
Sanitary protection is predicted to experience an upturn in demand in 2021 linked to stronger performances by tampons and pantyliners as a result of an expected return to busier lifestyles, including socialising and exercising. However, sanitary protection is expected to remain under pressure during the forecast period as working/studying from home is likely to continue in the short term, while overall the category is set to see declining demand mainly due to an ageing population and therefore a shrinking potential consumer base.
Following on from its greater penetration of sanitary protection in 2020 as a result of the home seclusion trend, e-commerce is likely to gain further ground as a distribution channel in Belgium offering the convenience of home delivery and competitive prices. While health and beauty specialist retailers lost share in 2020 due to reduced footfall, e-commerce sites owned by parapharmacies such as Medi-Market and non-grocery retailers such as Kruidvat are set to continue benefiting from a shift towards online shopping.
With overall declining demand due to a shrinking consumer base, players will seek to add value by offering more natural, sustainable and convenient options, although this will be counterbalanced by ongoing price sensitivity and a shift towards private label. A greater focus on future innovations include environmental issues and greater transparency.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Sanitary Protection 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 Sanitary Protection 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.
This report originates from Passport, our Sanitary Protection 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 extract FREE! Home Page