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Country Report

Surface Care in

Surface Care in Belgium

16 pages, Mar 2018

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

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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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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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

Maturity hinders growth with specific task products seen in favourable light

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

Hygiene concerns translate into solid demand for home disinfectants

COMPETITIVE LANDSCAPE

Procter & Gamble leads otherwise fragmented category where bigger packs appeal

Price promotions show mixed results

Lack of major innovation other than going green

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2012-2017
Table 2 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Surface Care: % Value 2013-2017
Table 6 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 9 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Home Care in Belgium - Industry Overview

EXECUTIVE SUMMARY

Value sales decline due to maturity of many products

Rapid daily cleaning most prominent on consumer wishlist

Procter & Gamble maintains top spot despite declining share

No major new product breakthrough but instead more premium formats

Value sales set to keep shrinking over the forecast period

MARKET INDICATORS

Table 11 Households 2012-2017

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2012-2017
Table 13 Sales of Home Care by Category: % Value Growth 2012-2017
Table 14 NBO Company Shares of Home Care: % Value 2013-2017
Table 15 LBN Brand Shares of Home Care: % Value 2014-2017
Table 16 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 17 Distribution of Home Care by Format: % Value 2012-2017
Table 18 Distribution of Home Care by Format and Category: % Value 2017
Table 19 Forecast Sales of Home Care by Category: Value 2017-2022
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Surface Care in Belgium

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Maturity hinders growth with specific task products seen in favourable light

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

Hygiene concerns translate into solid demand for home disinfectants

COMPETITIVE LANDSCAPE

Procter & Gamble leads otherwise fragmented category where bigger packs appeal

Price promotions show mixed results

Lack of major innovation other than going green

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

Maturity hinders growth with specific task products seen in favourable light

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

Hygiene concerns translate into solid demand for home disinfectants

COMPETITIVE LANDSCAPE

Procter & Gamble leads otherwise fragmented category where bigger packs appeal

Price promotions show mixed results

Lack of major innovation other than going green

CATEGORY DATA

Home Care in Belgium - Industry Overview

EXECUTIVE SUMMARY

Value sales decline due to maturity of many products

Rapid daily cleaning most prominent on consumer wishlist

Procter & Gamble maintains top spot despite declining share

No major new product breakthrough but instead more premium formats

Value sales set to keep shrinking over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

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