Executive Summary

Mar 2019
Tissue and hygiene under pressure

Tissue and hygiene recorded a marginal retail value decline in 2018. Indeed, given that penetration rates are already optimal for most tissue and hygiene products, manufacturers and retailers used price promotions to protect or regain their shares.

Premiumisation as a competitive tool

The paradox in tissue and hygiene in Belgium in 2018 was that, along with heavy price promotion, players also engaged in product premiumisation. New product launches featured innovative scents, upgraded comfort for users or more convenient packaging.

Leading brands often lag behind private label

Private label has a significant presence in tissue and hygiene in Belgium. Major brands are attempting to gain share using innovation, premiumisation, heavy price promotions and a presence in hard discounters.

Distribution channels expanding

Tissue and hygiene has a diversified sales channel structure. While supermarkets holds the lion’s share in general, other channels perform well with specific products.

Challenging outlook for tissue and hygiene

Retail tissue and hygiene is expected to record a marginally positive current value CAGR (a slight decline in constant 2018 value) over the 2018-2023 period. Maturity is the main hindrance to growth of tissue and hygiene in Belgium.

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Tissue and Hygiene in Belgium

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene 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 Tissue and Hygiene industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Belgium for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Belgium?
  • What are the major brands in Belgium?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

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 Tissue and Hygiene market research database.

Tissue and Hygiene in Belgium

EXECUTIVE SUMMARY

Tissue and hygiene under pressure
Premiumisation as a competitive tool
Leading brands often lag behind private label
Distribution channels expanding
Challenging outlook for tissue and hygiene

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Belgium

HEADLINES

PROSPECTS

AFH adult incontinence records rapid growth
Increasing presence of private homes for the elderly
Away-from-home tissue in decline

COMPETITIVE LANDSCAPE

AFH adult incontinence attracts investment and new players
Wholesalers are active
Eco-friendly AFH adult incontinence has potential

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Belgium

HEADLINES

PROSPECTS

Demographics and innovation lead to lower demand
Switch to disposable pants
Ecology an opportunity for nappies/diapers/pants

COMPETITIVE LANDSCAPE

Pampers implements aggressive promotions
Huggies suffers from the strong promotions for Pampers

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Belgium

HEADLINES

PROSPECTS

Ageing population supports growth
Media discuss adult incontinence
Innovation towards greater convenience

COMPETITIVE LANDSCAPE

Concentrated competitive landscape
Private label remains strong
Channel diversification for stronger growth

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Belgium

HEADLINES

PROSPECTS

Retail tissue under pressure
Paper towels and boxed facial tissues opportunities
Green is not yet a priority

COMPETITIVE LANDSCAPE

Private label leads
Brands have limited share
Innovation to create value

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in Belgium

HEADLINES

PROSPECTS

Consumers receive an allocation for adult incontinence, not reimbursement
Allocation likely to increase

CATEGORY DATA

Table 48 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 49 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 50 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 51 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

Sanitary Protection in Belgium

HEADLINES

PROSPECTS

Sanitary protection has little opportunity for retail volume growth
Women often use pantyliners initially for mild incontinence
Ecology an opportunity for sanitary protection

COMPETITIVE LANDSCAPE

A strong leader, a strong challenger
...and private label
Innovation as value creation

CATEGORY DATA

Table 52 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 53 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 54 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 55 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 56 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 57 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 58 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 59 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Belgium

HEADLINES

PROSPECTS

A lack of innovation and promotion hinders growth
Moist toilet wipes less popular
Going green could boost wipes

COMPETITIVE LANDSCAPE

Procter & Gamble Benelux leads
Kimberly-Clark Belgium suffers a setback
Essity performs well in moist toilet wipes, while private label suffers from product withdrawals

CATEGORY DATA

Table 60 Retail Sales of Wipes by Category: Value 2013-2018
Table 61 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 62 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 63 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 64 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 65 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023