Surface Care in Belgium

PROSPECTS

Smaller surfaces put pressure on volume sales of surface care

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.

Rapid cleaning creates value

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.

COMPETITIVE LANDSCAPE

Competition tightens

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.

Smaller packaging and concentrated formulas struggle

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.

New channels and DIY retailers start to sell surface care

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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