Tissue and Hygiene in Belgium

March 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

If you're in the Tissue and Hygiene industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Tissue and Hygiene in Belgium report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Tissue and Hygiene in Belgium?
  • Which are the leading brands in Tissue and Hygiene in Belgium?
  • How are products distributed in Tissue and Hygiene in Belgium?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Tissue and Hygiene in Belgium

Tissue and hygiene in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
Table 1 Birth Rates 2017-2022
Table 2 Infant Population 2017-2022
Table 3 Female Population by Age 2017-2022
Table 4 Total Population by Age 2017-2022
Table 5 Households 2017-2022
Table 6 Forecast Infant Population 2022-2027
Table 7 Forecast Female Population by Age 2022-2027
Table 8 Forecast Total Population by Age 2022-2027
Table 9 Forecast Households 2022-2027
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2017-2022
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Belgium

KEY DATA FINDINGS

The end of the pandemic and rising energy prices boosts growth
Fewer seniors in home care services leads to a volume decline for away-from-home hygiene
Tena remains one of the leading players on the away-from-home landscape
Away-from-home tissue and hygiene rises across the coming years
High energy prices could be a positive for away-from-home tissue
Overall demand for away-from-home adult incontinence will be supported by an ageing population
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2017-2022
Table 22 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
Table 23 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
Table 24 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
Table 25 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027

Retail Adult Incontinence in Belgium

KEY DATA FINDINGS

Positive growth driven by the ongoing ageing population in Belgium
E-commerce continues to rise as players increase their online presence
Players focus on innovation to drive value, while private label boosts volume sales
Positive growth for the forecast period as the taboo surrounding products fades
Sustainability will become increasingly important to consumers
Stronger demand for moderate/heavy format despite competition
Table 26 Sales of Retail Adult Incontinence by Category: Value 2017-2022
Table 27 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
Table 28 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
Table 29 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
Table 30 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
Table 31 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027

Nappies/Diapers/Pants in Belgium

KEY DATA FINDINGS

The increased birth rate in 2021 continues to benefit sales of nappies/diapers/pants
Sustainable options rise as consumers search for eco-friendly options
Procter & Gamble leads, however, share is lost to private label players
A return to negative results as the birth rate is hindered by rising inflation
Rising interest in sustainability leads to further recycling and washable nappies
Growing penetration of e-commerce, offering competitive prices and convenience
Table 32 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 33 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
Table 34 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
Table 35 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
Table 36 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
Table 37 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027

Sanitary Protection in Belgium

KEY DATA FINDINGS

The ageing population challenges sales of sanitary protection products
Sustainability creates value on the landscape as players offer eco-friendly options
Procter & Gamble retains leadership in value terms, but private label strengthens
Volume will continue to be negative as alternative protection challenges growth
New product development will focus on sustainability to add value
Washable solutions set to rise in popularity across the coming years
Table 38 Retail Sales of Sanitary Protection by Category: Value 2017-2022
Table 39 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
Table 40 Retail Sales of Tampons by Application Format: % Value 2017-2022
Table 41 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
Table 42 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
Table 43 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
Table 44 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027

Wipes in Belgium

KEY DATA FINDINGS

Personal care wipes suffer from inflation, as baby wipes drive positive volume sales
Procter & Gamble retains its strong lead, while Reckitt Benckiser takes a loss
Negative trends across the forecast period, driven by rising inflation
The rising interest in sustainability and growing competition limits growth 
Discounters and e-commerce further the distribution of wipes
Table 45 Retail Sales of Wipes by Category: Value 2017-2022
Table 46 Retail Sales of Wipes by Category: % Value Growth 2017-2022
Table 47 NBO Company Shares of Retail Wipes: % Value 2018-2022
Table 48 LBN Brand Shares of Retail Wipes: % Value 2019-2022
Table 49 Forecast Retail Sales of Wipes by Category: Value 2022-2027
Table 50 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027

Retail Tissue in Belgium

KEY DATA FINDINGS

The end of home seclusion and rising inflation leads to sharp declines
Facial tissue benefits as mask-wearing becomes less prevalent
Private label gains share as consumers look to trade down to save costs
Stable forecast period as private label players continue to gain ground
Recycled toilet paper will face challenges as price points rise
Players focus on innovation, with brands aiming to stand out from private label
Table 51 Retail Sales of Tissue by Category: Value 2017-2022
Table 52 Retail Sales of Tissue by Category: % Value Growth 2017-2022
Table 53 NBO Company Shares of Retail Tissue: % Value 2018-2022
Table 54 LBN Brand Shares of Retail Tissue: % Value 2019-2022
Table 55 Forecast Retail Sales of Tissue by Category: Value 2022-2027
Table 56 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027

Rx/Reimbursement Adult Incontinence in Belgium

KEY DATA FINDINGS

Higher demand driven by rising inflation during 2022
Ontex Global benefits from being the main supplier in Belgium
Overall stable demand driven by the ageing population
The government will continue to raise awareness of entitlement to reimbursement 
Table 57 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
Table 58 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022
Table 59 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2022-2027
Table 60 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2022-2027
The following categories and subcategories are included:

Tissue and Hygiene

      • AFH Adult Incontinence
      • AFH Boxed Facial Tissues
        • AFH Napkins
        • AFH Tablecloths
      • AFH Paper Towels
      • AFH Toilet Paper
      • AFH Wipers
        • Light Adult Incontinence
        • Moderate/Heavy Adult Incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels with Wings
            • Standard Towels without Wings
            • Slim/Thin/Ultra-Thin Towels with Wings
            • Slim/Thin/Ultra-Thin Towels without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
      • Paper Towels
        • Napkins
        • Tablecloths
        • Boxed Facial Tissues
        • Pocket Handkerchiefs
      • Toilet Paper
  • Rx/Reimbursement adult incontinence
        • Disposable Pants
          • Junior Nappies/Diapers
          • New Born Nappies/Diapers
          • Standard Nappies/Diapers
        • Pantyliners
        • Tampons
            • Standard Towels With Wings
            • Standard Towels Without Wings
            • Slim/Thin/Ultra-Thin Towels With Wings
            • Slim/Thin/Ultra-Thin Towels Without Wings
        • Sanitary Protection Including Intimate Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • General Purpose Wipes
          • Intimate Wipes
          • Baby Wipes
            • Facial Cleansing Wipes
            • Deodorant Wipes
          • Moist Toilet Wipes
          • AFH Napkins
          • Retail Napkins
          • AFH Tablecloths
          • Retail Tablecloths
          • AFH Boxed Facial Tissues
          • Retail Boxed Facial Tissues
        • Pocket Handkerchiefs
        • AFH Paper Towels
        • Retail Paper Towels
        • AFH Toilet Paper
        • Retail Toilet Paper
      • AFH Wipers

Tissue and Hygiene

This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.

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This report originates from Passport, our Tissue and Hygiene research and analysis database.

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