Skin Care in Belgium

PRE-COVID-19 PERFORMANCE

Increasing demand for natural products

The overall positive performance in 2019 was driven by new launches and the demand for natural and sustainable products. Dermocosmetics brands such as Avène and Vichy benefitted from these trends and managed to grow in 2019.

Sophistication of demand in 2019

Sophistication of demand is evident in skin care in Belgium; as consumers know more, they want more. Are they ready to spend more for it? Yes and no.

Leading multinationals lose share, whilst niche players make waves in 2019

Beiersdorf and L’Oréal Belgilux remained the leading players in skin care in 2019, however both companies lost value share as competition both from niche dermocosmetics players and retailers/manufacturers, such as Yves Rocher and Rituals Cosmetics, is intensifying. Local, niche players continued to make waves.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected marginal rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Overall, the skin care category will remain resilient in 2020. Hand care will record the strongest growth in both constant 2019 value and volume terms in 2020 following stagnating sales during the review period due to increased use with consumers washing their hands more frequently.

Recovery and opportunities

Skin care in Belgium is expected to see further value growth at constant 2019 prices over the forecast period, outperforming the review period. With most categories on the rise, COVID-19 is not expected to have a significant long-term impact on sales.

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