Executive Summary

Mar 2019
PROSPECTS
Sanitary protection has little opportunity for retail volume growth

Sanitary protection recorded a marginal retail volume decline in 2018. Indeed, the demographics of Belgium, with an ageing population, means that more consumers are expected to have less need for sanitary protection as greater numbers of Belgian women reach the menopause.

Women often use pantyliners initially for mild incontinence

On the other hand, many mature women with slight incontinence issues prefer to use pantyliners initially instead of immediately using adult incontinence protection. While the ageing population in Belgium is a threat for sanitary protection over the forecast period, especially for tampons and towels, which are used by teenagers and young women, an increase in demand for pantyliners is expected to limit overall volume losses in sanitary protection.

Ecology an opportunity for sanitary protection

It will likely be impossible to increase demand for sanitary protection over the forecast period, except for pantyliners. Thus, manufacturers are trying to find new ways to create value in the category, with a focus on greener and healthier versions of sanitary protection.

COMPETITIVE LANDSCAPE
A strong leader, a strong challenger

Procter & Gamble Benelux is the undisputed leader in sanitary protection due to the success of its Always/Whisper and Tampax brands. The marketing power of the company guarantees its products strong visibility in the media and a wide presence in all channels, with Tampax, for example, present in Aldi and Lidl België.

...and private label

Private label extended its strong position in sanitary protection in 2018, particularly in pantyliners where value for money is traditionally an important factor. It is interesting to note that private label is slowly embracing the ecological trend for greener sanitary protection.

Innovation as value creation

Convenience and ecology are the two main innovation paths that sanitary protection manufacturers can use to create value. In terms of convenience, individual packs and ease of transport will likely increase the penetration of pantyliners and its daily usage, while greener sanitary protection will increasingly attract environmentally and health-conscious women.

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Sanitary Protection in Belgium

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Overview

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

The Sanitary Protection 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 Sanitary Protection in Belgium?
  • What are the major brands in Belgium?
  • What are the key new product launches in the sanitary protection market?

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.

Sanitary Protection in Belgium - Category analysis

HEADLINES

PROSPECTS

Sanitary protection has little opportunity for retail volume growth
Women often use pantyliners initially for mild incontinence
Ecology an opportunity for sanitary protection

COMPETITIVE LANDSCAPE

A strong leader, a strong challenger
...and private label
Innovation as value creation

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 5 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 6 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 7 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 8 Forecast Retail Sales of Sanitary Protection 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 9 Birth Rates 2013-2018
Table 10 Infant Population 2013-2018
Table 11 Female Population by Age 2013-2018
Table 12 Total Population by Age 2013-2018
Table 13 Households 2013-2018
Table 14 Forecast Infant Population 2018-2023
Table 15 Forecast Female Population by Age 2018-2023
Table 16 Forecast Total Population by Age 2018-2023
Table 17 Forecast Households 2018-2023

MARKET DATA

Table 18 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 19 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 20 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 21 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 22 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 24 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 26 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources