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Learn moreFeb 2019
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Surface care volume sales shrank in Belgium in 2018 mainly due to Belgian habits. Elderly people are leaving their houses for smaller apartments and younger generations are tending to rent flats for short periods rather than buying houses.
Having smaller spaces to clean, Belgians tend to do brief regular cleaning instead of extensive cleaning of the whole property. This implies that they need convenient and more powerful solutions.
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 as of 2018. Competition is becoming stiffer, but the leadership of Procter & Gamble Benelux SA NV is still outstanding, thanks to its flagship brands, Mr Proper and Swiffer.
With the convenience trend active in surface care, manufacturers are launching smaller packaging and more concentrated formulas. However, in 2018, such forms saw limited success.
Price pressure is reducing traditional retailers’ margins on home care products, leading them to favour other categories with bigger margins, such as fresh food. With traditional retailers becoming less and less interested in selling home care solutions, surface care cleaners are slowly moving to other distribution channels, such as DIY retailers.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Surface Care 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 Surface Care industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
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.