Tissue and Hygiene in Belgium

May 2022
USD 2,750
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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

EXECUTIVE SUMMARY

Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
Chart 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026 Chart 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

Table 1 Birth Rates 2016-2021 Table 2 Infant Population 2016-2021 Table 3 Female Population by Age 2016-2021 Table 4 Total Population by Age 2016-2021 Table 5 Households 2016-2021 Table 6 Forecast Infant Population 2021-2026 Table 7 Forecast Female Population by Age 2021-2026 Table 8 Forecast Total Population by Age 2021-2026 Table 9 Forecast Households 2021-2026

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021 Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021 Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021 Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021 Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021 Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021 Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026 Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Belgium

KEY DATA FINDINGS

2021 DEVELOPMENTS

Ongoing declining demand for sanitary protection due to shrinking consumer base
Greater interest in environmentally-friendly and sustainable products attracts smaller brands
Procter & Gamble retains leadership in value terms but private label strengthens its penetration due to increasing price sensitivity

PROSPECTS AND OPPORTUNITIES

Demand to return to declining trend
Growing penetration of e-commerce offering competitive prices and convenience
Players look to add value through further exploration of sustainability and eco-friendly products

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021 Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021 Table 21 Retail Sales of Tampons by Application Format: % Value 2016-2021 Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021 Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021 Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026 Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026

Nappies/Diapers/Pants in Belgium

KEY DATA FINDINGS

2021 DEVELOPMENTS

Disposable pants is the only positive performer as parents toilet train younger children
Increasing interest in environmentally-friendly options but smaller brands struggle to gain mainstream distribution
Procter & Gamble and private label dominate but lose share to eco brands in 2021

PROSPECTS AND OPPORTUNITIES

Nappies/pants will see weak demand overall, leaving disposable pants as strongest performer
Environmentally-friendly products may look more attractive to mainstream brands as way to add value
E-commerce likely to gain further share due to convenience and competitive prices

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021 Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021 Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021 Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021 Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026 Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026

Retail Adult Incontinence in Belgium

KEY DATA FINDINGS

2021 DEVELOPMENTS

Positive demand due to ageing population and weakening taboos
E-commerce gains notable share of distribution during pandemic
Private label and smaller brands gain share from leaders due to search for greater affordability

PROSPECTS AND OPPORTUNITIES

Demand forecasted to remain stable due to an ageing population
Stronger demand for moderate/heavy format despite competition from other categories
Sustainability less likely to be area of focus for producers

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2016-2021 Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021 Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021 Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021 Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026 Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026

Rx/Reimbursement Adult Incontinence in Belgium

KEY DATA FINDINGS

2021 DEVELOPMENTS

Marginal upturn in demand as consumers learn about their entitlement to free products when they visit a healthcare institution
Ontex Global benefits from expertise across different adult incontinence categories

PROSPECTS AND OPPORTUNITIES

Overall stable demand for category due to ageing population
Government will continue to raise awareness of entitlement to reimbursement amongst consumers

CATEGORY DATA

Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2016-2021 Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2016-2021 Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2021-2026 Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2021-2026

Wipes in Belgium

KEY DATA FINDINGS

2021 DEVELOPMENTS

Dip in demand compared to the surge in the previous year
Procter & Gamble retains convincing leadership in 2021 but Reckitt Benckiser with its Dettol brand continues to benefit from demand for antibacterial wipes
Innovation in moist toilet wipes

PROSPECTS AND OPPORTUNITIES

Overall size of impregnated wet wipes will remain larger than pre-pandemic levels over forecast period
Competition from other home care products and sustainability issues will limit stronger potential for wipes
Discounters and e-commerce likely to further penetrate distribution of wipes

CATEGORY DATA

Table 42 Retail Sales of Wipes by Category: Value 2016-2021 Table 43 Retail Sales of Wipes by Category: % Value Growth 2016-2021 Table 44 NBO Company Shares of Retail Wipes: % Value 2017-2021 Table 45 LBN Brand Shares of Retail Wipes: % Value 2018-2021 Table 46 Forecast Retail Sales of Wipes by Category: Value 2021-2026 Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026

Retail Tissue in Belgium

KEY DATA FINDINGS

2021 DEVELOPMENTS

Drop in demand in 2021 following stockpiling in the previous year
Sustainability concerns already emerging prior to pandemic in Belgium
Private label retains overall dominance while smaller eco brands continue to attract consumers

PROSPECTS AND OPPORTUNITIES

Overall volume sales will remain higher than pre-pandemic levels
Sustainability issues likely to return to the fore, influencing consumers’ purchasing decisions
Brands likely to further innovate in order to differentiate from private label

CATEGORY DATA

Table 48 Retail Sales of Tissue by Category: Value 2016-2021 Table 49 Retail Sales of Tissue by Category: % Value Growth 2016-2021 Table 50 NBO Company Shares of Retail Tissue: % Value 2017-2021 Table 51 LBN Brand Shares of Retail Tissue: % Value 2018-2021 Table 52 Forecast Retail Sales of Tissue by Category: Value 2021-2026 Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026

Away-From-Home Tissue and Hygiene in Belgium

KEY DATA FINDINGS

2021 DEVELOPMENTS

Notable upturn in demand for away-from-home tissue in 2021 as restrictions relax
Business/industry and horeca are the strongest performing channels for the category
Tena and Ontex remain high-profile names in the away-from-home competitive landscape

PROSPECTS AND OPPORTUNITIES

Overall weaker performance predicted
“New normal” could see shift in channels for away-from-home tissue
Overall demand for away-from-home adult incontinence will be supported by ageing population

CATEGORY DATA

Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021 Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021 Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021 Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021 Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021 Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026 Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026
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 through Business/Industry
          • AFH Wipers through Horeca
          • AFH Wipers through Hospitals/Healthcare
          • AFH Wipers through Public
        • 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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