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Report
Home Care in Belgium
Market Direction I 2025-02-05 I 68 Pages I Euromonitor
In 2024, the home care market in Belgium recorded a retail value uplift of 4%, however, retail volume sales declined. The primary driver behind these results was inflation, which continued to reshape consumer behaviour. Faced with higher living costs, Belgian consumers reduced their purchases, opting to buy less detergent, dishwashing liquids, and surface cleaners. Another contributing factor is the increasing concentration of cleaning formulas, which require smaller amounts of product per use.
Euromonitor International's Home Care in Belgium market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Home Care in Belgium
Euromonitor International
February 2025
List Of Contents And Tables
HOME CARE IN BELGIUM
EXECUTIVE SUMMARY
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2019-2024
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
Retail value growth benefits from ongoing premiumisation as international brands gain ground
Challenges for eco-brands amid inflation and market shifts in laundry care
Multi-task liquid tablets challenge the sales of laundry aids in 2024
PROSPECTS AND OPPORTUNITIES
Sustainability, eco-friendly packaging, and multifunctionality are expected to drive long-term retail value growth
Laundry sheets has strong potential for growth across the forecast period
Retail e-commerce and non-traditional retail channels to capture a growing share of the market
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2019-2024
Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 14 Sales of Laundry Aids by Category: Value 2019-2024
Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
A small decline in volume sales, however, premiumisation drives value growth in 2024
Automatic dishwashing tablets dominate, as smaller formats struggle in 2024
Dreft maintains its leadership through strong promotions despite stagnation in hand dishwashing
PROSPECTS AND OPPORTUNITIES
Premiumisation is expected to drive growth, despite economic challenges
Automatic dishwashing tablets are set to dominate sales by offering convenient, all-in-one formulations
Sustainability is set to remain key, with packaging and formula innovation a priority
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2019-2024
Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
Concentrated formulas leads surface care to record a retail volume decline in 2024
Surface care brands offer traditional, simple and natural ingredients to appeal to consumers
Sustainable formulas and refill products align with consumers rising demands
PROSPECTS AND OPPORTUNITIES
Retail volume is expected to decline as efficiency and DIY trends impact surface care sales
Convenience, sustainability and versatility is set to shape surface care innovation
Changes in the retail landscape are expected to enhance market accessibility
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2019-2024
Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
The positive performance for bleach is driven by price-sensitive behaviour in 2024
Lack of innovation continues to hinder growth potential in the bleach category
The competitive landscape for bleach faces pressure from emerging home care products
PROSPECTS AND OPPORTUNITIES
Prospects for bleach are expected to be constrained as consumer preferences change
Limited innovation will negatively impact the ability to attract new consumers
Increasing competition from eco-friendly and modern cleaning solutions
CATEGORY DATA
Table 44 Sales of Bleach: Value 2019-2024
Table 45 Sales of Bleach: % Value Growth 2019-2024
Table 46 NBO Company Shares of Bleach: % Value 2020-2024
Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
Table 48 Forecast Sales of Bleach: Value 2024-2029
Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
Toilet care continues to face declining demand due to consumer cutbacks
Fragrances and premium scents drive innovation in both rim blocks and liquids
Sustainability efforts advance with eco-friendly packaging and natural ingredients
PROSPECTS AND OPPORTUNITIES
Further decline expected, however, premium products could aid retail value
A focus on sustainability offers long-term growth potentialfor toilet care
Rim blocks is set to face challenges, however, innovation could unlock new growth
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2019-2024
Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
The economic conditions fuel an ongoing retail volume decline for polishes
In line with fashion trends, shoe polish sales struggle while trainer care gains ground
Smaller brands and niche channels gain market share during 2024
PROSPECTS AND OPPORTUNITIES
Changes in style and decor are set to limit demand for polishes over the forecast period
Younger consumers will increasingly view polishing as an outdated cleaning method
Trainer care products are an area that provides a growth opportunity
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2019-2024
Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Polishes: % Value 2020-2024
Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
Air care in Belgium continues to face challenges due to being viewed as non-essential
Air care consumers focus on home ambiance and sustainability
Non-grocery retailers expand into premium air care offerings to capture demand
PROSPECTS AND OPPORTUNITIES
Growth is set to decline as consumers views air care products as unnatural
Consumers are expected to seek ambience above simple air freshening
The diversification of distribution channels will expand consumer access to premium and niche products
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2019-2024
Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
Table 65 NBO Company Shares of Air Care: % Value 2020-2024
Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
A cooler summer challenges sales of home insecticides in 2024
Sustainability and innovation drive Vapona's product launches in 2024
Multi-insect solutions aim to boost value sales during a challenging year
PROSPECTS AND OPPORTUNITIES
Changing weather patterns will create both challenges and opportunities for home insecticides
Sustainability is expected to drive innovation and shape consumer preferences
Innovative multi-insect solutions are expected to launch across the forecast period
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2019-2024
Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029
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