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Report
Tissue and Hygiene in Belgium
Market Direction I 2022-05-11 I 54 Pages I Euromonitor
Retail value sales of tissue and hygiene overall declined in 2021. This came after a year of exceptionally strong growth when consumers stockpiled retail tissue products such as toilet paper, paper towels and facial tissues in the early stages of the COVID-19 pandemic. Early in 2021, the country was still in lockdown. However, as lockdown restrictions were eventually lifted, social conditions slowly but steadily returned to normal. As consumers ventured outside more during 2021, demand for sanit...
Euromonitor International's Tissue and Hygiene in Belgium report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, 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, distribution or pricing issues. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the markets 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.
Tissue and Hygiene in Belgium
Euromonitor International
May 2022
List Of Contents And Tables
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
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