Surface Care in Belgium

PROSPECTS

Maturity hinders growth with specific task products seen in favourable light

Surface care posted slightly negative volume and value growth in 2017, largely driven by the mature status of the products. In particular, sales of floor cleaners declined significantly driven by more powerful formulations that reduce volume usage in the cleaning process.

The main goal of rapid cleaning supports sales of powerful and convenient products

Belgian consumers are wanting to spend less time cleaning their homes, thus convenience is key. Spray and wipes (wet and dry) were the formats growing strongest in 2017 and will create most value in the future, at the expense of regular formats.

Hygiene concerns translate into solid demand for home disinfectants

Home disinfectants continued to grow at a fast rate in Belgium in 2017, as consumers are increasingly aware of issues such as hygiene, germs and bacteria. Reckitt Benckiser brand’s Dettol is creating this awareness and benefiting as a result, while Bolton Belgium launched Carolin, an antibacterial product with eucalyptus oil that is certified to kill 99.

COMPETITIVE LANDSCAPE

Procter & Gamble leads otherwise fragmented category where bigger packs appeal

Surface care is a heavily contested arena in Belgium with all players with the exception of Procter & Gamble, Reckitt Benckiser and Henkel only managing single-digit value shares in 2017. The competition is getting stiffer, with Procter & Gamble continuing to lose share in 2017.

Price promotions show mixed results

Promotions continued across surface care hindering value sales in 2017. Surface care manufacturers in Belgium are increasingly caught in a vicious circle, heavy promotions are needed to defend share against private label.

Lack of major innovation other than going green

Aside from a limited number of launches in 2017, there is a lack of major innovation. Bolton Belgium has been the most active in surface care with the launch of a home disinfectant and a window cleaner, both in spray format.

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