Surface Care in Belgium

PROSPECTS

Smaller surface area puts pressure on volume sales

As was also seen over the previous three years, surface care declined slightly in retail current value terms in 2019, with an even stronger volume decline. This was mainly due to changing habits amongst Belgians.

Rapid cleaning creates value due to demand for convenient, powerful products

Having smaller spaces to clean, Belgians tend to do quick regular cleaning instead of extensive cleaning of the whole property. This implies that they need convenient and more powerful solutions.

A move towards concentrated products expected

The surface care category might soon see more concentrated products, due to the launch of concentrated capsules. Bechems, which manufactures private label surface care products, is already using this technology for the professional market.

COMPETITIVE LANDSCAPE

Competition tightens, but the leading players unlikely to be challenged

Procter & Gamble Benelux continued to lead surface care in value terms in 2019, with its Swiffer, Mr Propre and Antikal brands. Reckitt Benckiser was in second position, mainly with its disinfectant specialist brand Dettol, as well as Cillit Bang and several other smaller brands.

New channels start to sell surface care products

Price pressure is reducing the margins of the traditional retailers of home care products, such as supermarkets and hypermarkets, leading them to favour other categories with bigger margins, such as fresh food. With such retailers becoming less and less interested in selling home care products, surface care products are slowly moving to other distribution channels, such as DIY retailers.

Launch of biodegradable wipes by Unilever set to boost sales in the forecast period

In its greening strategy, in 2019 Unilever Belgium launched Cif Nature’s Recipe in a 100% recycled plastic bottle in spray format. The same company also launched Cif Nature wipes, which are 100% biodegradable wipes and are safe for use around food.

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