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Country Report

Surface Care in

Surface Care in Belgium

Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Samples

Surface Care Market Sample Report Surface Care Market Sample Data

Overview

Why buy this report?

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.

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Delivery: Files are delivered directly into your account within a few minutes of purchase.

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.

The Surface Care in Belgium market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Surface Care in Belgium?
What are the major brands in Belgium?
What are the fastest growth categories within surface care?
What are the key new product launches in the polishes market?

Why buy this report?

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

This industry report originates from Passport, our Home Care market research database.

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Surface Care in Belgium - Category analysis

HEADLINES

PROSPECTS

Smaller surfaces put pressure on volume sales of surface care

Rapid cleaning creates value

COMPETITIVE LANDSCAPE

Competition tightens

Smaller packaging and concentrated formulas struggle

New channels and DIY retailers start to sell surface care

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 9 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Belgium - Industry Overview

EXECUTIVE SUMMARY

Lower unit price causes slight decline in value sales

Performance is the target for both consumers and manufacturers

Private label is put under cover and new channels are sought

Developing trends include beauty and eco-friendly products

Expectations of growth in the forecast period are limited for home care

MARKET INDICATORS

Table 11 Households 2013-2018

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2013-2018
Table 13 Sales of Home Care by Category: % Value Growth 2013-2018
Table 14 NBO Company Shares of Home Care: % Value 2014-2018
Table 15 LBN Brand Shares of Home Care: % Value 2015-2018
Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 17 Distribution of Home Care by Format: % Value 2013-2018
Table 18 Distribution of Home Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Home Care by Category: Value 2018-2023
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Surface Care in Belgium

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Smaller surfaces put pressure on volume sales of surface care

Rapid cleaning creates value

COMPETITIVE LANDSCAPE

Competition tightens

Smaller packaging and concentrated formulas struggle

New channels and DIY retailers start to sell surface care

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Surface Care in Belgium - Category analysis

HEADLINES

PROSPECTS

Smaller surfaces put pressure on volume sales of surface care

Rapid cleaning creates value

COMPETITIVE LANDSCAPE

Competition tightens

Smaller packaging and concentrated formulas struggle

New channels and DIY retailers start to sell surface care

CATEGORY DATA

Home Care in Belgium - Industry Overview

EXECUTIVE SUMMARY

Lower unit price causes slight decline in value sales

Performance is the target for both consumers and manufacturers

Private label is put under cover and new channels are sought

Developing trends include beauty and eco-friendly products

Expectations of growth in the forecast period are limited for home care

MARKET INDICATORS

MARKET DATA

SOURCES

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