Consumer Health in Belgium

Report
119 Pages
September 2023
Region: Belgium
Euromonitor International
ID: 2626759

Consumer health in Belgium continues to see steady growth in current value terms in 2023, albeit at a slightly slower pace than in the previous year. Among the most dynamic categories are analgesics, sleep aids (driven by high stress levels among the population), motion sickness remedies (due to the recovery of travel and tourism), sports nutrition and cough, cold and allergy (hay fever) remedies.

The analyst's Consumer Health 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 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage:
Allergy Care, Herbal/Traditional Products, OTC, Paediatric Consumer Health, Sports Nutrition, Vitamins and Dietary Supplements, Weight Management and Wellbeing.

Data coverage:
Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Consumer Health 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.

CONSUMER HEALTH IN BELGIUM

EXECUTIVE SUMMARY

Consumer health in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer health?

MARKET INDICATORS

Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2018-2023
Table 2 Life Expectancy at Birth 2018-2023

MARKET DATA

Table 3 Sales of Consumer Health by Category: Value 2018-2023
Table 4 Sales of Consumer Health by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Consumer Health: % Value 2019-2023
Table 6 LBN Brand Shares of Consumer Health: % Value 2020-2023
Table 7 Penetration of Private Label in Consumer Health by Category: % Value 2018-2023
Table 8 Distribution of Consumer Health by Format: % Value 2018-2023
Table 9 Distribution of Consumer Health by Format and Category: % Value 2023
Table 10 Forecast Sales of Consumer Health by Category: Value 2023-2028
Table 11 Forecast Sales of Consumer Health by Category: % Value Growth 2023-2028

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DISCLAIMERDEFINITIONS

SOURCES

Summary 1 Research Sources

ANALGESICS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

More stable environment ensures stable growth for analgesics
Topical analgesics/anaesthetic fail to take off despite more favourable conditions
Dafalgan thriving while generics forge ahead with strong value proposition

PROSPECTS AND OPPORTUNITIES

Sales threatened by ongoing risks of product shortages coupled with rising inflation and increasing price sensitivity
Concerns over specific ingredients and indirect competition pose further threats to growth
Category maturity expected to lead to a drop in sales

CATEGORY DATA

Table 12 Sales of Analgesics by Category: Value 2018-2023
Table 13 Sales of Analgesics by Category: % Value Growth 2018-2023
Table 14 NBO Company Shares of Analgesics: % Value 2019-2023
Table 15 LBN Brand Shares of Analgesics: % Value 2020-2023
Table 16 Forecast Sales of Analgesics by Category: Value 2023-2028
Table 17 Forecast Sales of Analgesics by Category: % Value Growth 2023-2028

COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Sales continue to flourish but growth stabilises after a vintage year for cough, cold and allergy (hay fever) remedies
Rise in seasonal allergies favours sales of antihistamines/allergy remedies (systemic)
Competition heats up despite supply shortages

PROSPECTS AND OPPORTUNITIES

Growing awareness about the possible dangers of some combination cough, cold and allergy (hay fever) remedies and pseudoephedrine
Seasonal pathologies could be less strong but last longer
Category maturity could limit growth opportunities

CATEGORY DATA

Table 18 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2018-2023
Table 19 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2018-2023
Table 20 NBO Company Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2019-2023
Table 21 LBN Brand Shares of Cough, Cold and Allergy (Hay Fever) Remedies: % Value 2020-2023
Table 22 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2023-2028
Table 23 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth 2023-2028

DIGESTIVE REMEDIES IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Digestive remedies seeing positive growth as life in Belgium returns to normal
Diarrhoeal remedies benefits from lack of COVID-19 controls
Imodium and Movicol succeed by offering different but effective forms of relief

PROSPECTS AND OPPORTUNITIES

IBS treatments and proton pump inhibitors struggling to find an audience
Motion sickness remedies one of the few bright spots in digestive remedies
Digestive remedies facing several significant challenges

CATEGORY DATA

Table 24 Sales of Digestive Remedies by Category: Value 2018-2023
Table 25 Sales of Digestive Remedies by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Digestive Remedies: % Value 2019-2023
Table 27 LBN Brand Shares of Digestive Remedies: % Value 2020-2023
Table 28 Forecast Sales of Digestive Remedies by Category: Value 2023-2028
Table 29 Forecast Sales of Digestive Remedies by Category: % Value Growth 2023-2028

DERMATOLOGICALS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Drop in foot traffic at pharmacies a challenge for sales of dermatologicals
A mix of price increase and post-covid effect
Janssen-Cilag NV retains the lead but faces increasing competition as demand for dermatologicals returns

PROSPECTS AND OPPORTUNITIES

The normalisation of consumer lifestyles and retailing are good signs for sales of dermatologicals
Competition from Rx and beauty and personal care products a potential obstacle to growth
Economic pressure could push consumers to seek out the best value bring an end to some trends

CATEGORY DATA

Table 30 Sales of Dermatologicals by Category: Value 2018-2023
Table 31 Sales of Dermatologicals by Category: % Value Growth 2018-2023
Table 32 NBO Company Shares of Dermatologicals: % Value 2019-2023
Table 33 LBN Brand Shares of Dermatologicals: % Value 2020-2023
Table 34 LBN Brand Shares of Hair Loss Treatments: % Value 2020-2023
Table 35 Forecast Sales of Dermatologicals by Category: Value 2023-2028
Table 36 Forecast Sales of Dermatologicals by Category: % Value Growth 2023-2028

NRT SMOKING CESSATION AIDS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Ban on nicotine pouches in 2023 and the withdrawal of Champix big positives for sales of NRT smoking cessation aids
Increase in tobacco prices supports growth
Despite limited innovation, Nicorette secures the lion’s share

PROSPECTS AND OPPORTUNITIES

New taxes on tobacco and subsequent prices increases could boost sales, but access to illicit tobacco remains a threat
E-vapour products will remain a serious competitor but new legislation could swing things in favour of NRT smoking cessation aids
Potential deregulation and better reimbursement could influence demand
CATEGORY INDICATORS
Table 37 Number of Smokers by Gender 2018-2023

CATEGORY DATA

Table 38 Sales of NRT Smoking Cessation Aids by Category: Value 2018-2023
Table 39 Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2018-2023
Table 40 NBO Company Shares of NRT Smoking Cessation Aids: % Value 2019-2023
Table 41 LBN Brand Shares of NRT Smoking Cessation Aids: % Value 2020-2023
Table 42 Forecast Sales of NRT Smoking Cessation Aids by Category: Value 2023-2028
Table 43 Forecast Sales of NRT Smoking Cessation Aids by Category: % Value Growth 2023-2028

SLEEP AIDS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Conditions remain favourable for sales of sleep aids despite the end of the pandemic
Competition intensifies as consumers go in search of the most effective products
More gummies and advertising support

PROSPECTS AND OPPORTUNITIES

Sleep aids likely to remain popular but could suffer from increasing maturity
Ingredients remain a key selling point for sleep aids but gummies could lose their way due to high prices
Possible new competition from other consumer health products and the resilience of Rx medicines

CATEGORY DATA

Table 44 Sales of Sleep Aids: Value 2018-2023
Table 45 Sales of Sleep Aids: % Value Growth 2018-2023
Table 46 NBO Company Shares of Sleep Aids: % Value 2019-2023
Table 47 LBN Brand Shares of Sleep Aids: % Value 2020-2023
Table 48 Forecast Sales of Sleep Aids: Value 2023-2028
Table 49 Forecast Sales of Sleep Aids: % Value Growth 2023-2028

EYE CARE IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

High pollen count and flexible work arrangements help to boost demand for eye care in 2023
Long waiting lists for ophthalmologists an obstacle to stronger growth
Théa Pharma retains its lead in a fiercely competitive landscape

PROSPECTS AND OPPORTUNITIES

Too low level of self-medication for OTC sales of eye care
Ophthalmologists likely to remain a key B2B target for sales of eye care
Market saturation and competition from Rx products could hinder the growth of eye care

CATEGORY DATA

Table 50 Sales of Eye Care by Category: Value 2018-2023
Table 51 Sales of Eye Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Eye Care: % Value 2019-2023
Table 53 LBN Brand Shares of Eye Care: % Value 2020-2023
Table 54 Forecast Sales of Eye Care by Category: Value 2023-2028
Table 55 Forecast Sales of Eye Care by Category: % Value Growth 2023-2028

WOUND CARE IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Sales benefit from more favourable conditions in 2023 although inflation impedes stronger volume gains
Pharmacies struggling to compete with the lower prices offered by grocery retailers
Beiersdorf’s Hansaplast retains its healthy lead but faces growing competition from generics and private label

PROSPECTS AND OPPORTUNITIES

Economic pressures leave limited room for growth in products with added-value
Wound care unlikely to see full recovery but warmer weather could bring some positive results
Pure online players and private label have excellent opportunities for growth and development

CATEGORY DATA

Table 56 Sales of Wound Care by Category: Value 2018-2023
Table 57 Sales of Wound Care by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Wound Care: % Value 2019-2023
Table 59 LBN Brand Shares of Wound Care: % Value 2020-2023
Table 60 Forecast Sales of Wound Care by Category: Value 2023-2028
Table 61 Forecast Sales of Wound Care by Category: % Value Growth 2023-2028

VITAMINS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Sales of vitamins normalise after the dynamism seen during the pandemic
Vitamin B the one positive while multivitamins become too expensive
Most players bear the brunt of the slowdown in demand with Meda Pharma one of the few exceptions

PROSPECTS AND OPPORTUNITIES

Mixed outlook for vitamins as life returns to relative normality
Uncertain outlook for multivitamins
Research results could have positive and negative implications for vitamins

CATEGORY DATA

Table 62 Sales of Vitamins by Category: Value 2018-2023
Table 63 Sales of Vitamins by Category: % Value Growth 2018-2023
Table 64 Sales of Multivitamins by Positioning: % Value 2018-2023
Table 65 NBO Company Shares of Vitamins: % Value 2019-2023
Table 66 LBN Brand Shares of Vitamins: % Value 2020-2023
Table 67 Forecast Sales of Vitamins by Category: Value 2023-2028
Table 68 Forecast Sales of Vitamins by Category: % Value Growth 2023-2028

DIETARY SUPPLEMENTS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Sales of dietary supplements threatened by economic downturn
Immunity no longer in focus as Belgians shift their focus to beauty and wellbeing
Small and medium-sized local players fare better than larger ones

PROSPECTS AND OPPORTUNITIES

Belgians expected to turn their attention to wellbeing and beauty claims
Small and medium-sized local players expected to pose a stronger challenge to the larger manufacturers
Dietary supplements facing numerous challenges despite increasingly positive perceptions around the use of these products

CATEGORY DATA

Table 69 Sales of Dietary Supplements by Category: Value 2018-2023
Table 70 Sales of Dietary Supplements by Category: % Value Growth 2018-2023
Table 71 Sales of Dietary Supplements by Positioning: % Value 2018-2023
Table 72 NBO Company Shares of Dietary Supplements: % Value 2019-2023
Table 73 LBN Brand Shares of Dietary Supplements: % Value 2020-2023
Table 74 Forecast Sales of Dietary Supplements by Category: Value 2023-2028
Table 75 Forecast Sales of Dietary Supplements by Category: % Value Growth 2023-2028

WEIGHT MANAGEMENT AND WELLBEING IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

New innovations help drive value growth

2023: Another tough year for weight management and wellbeing

Competition continues to grow as players introduce new innovations

PROSPECTS AND OPPORTUNITIES

Focus on healthy home-cooked meals could threaten sales of weight management and wellbeing
Ongoing progression expected for slimming teas and supplement nutrition
Bleak prospects overall for sales of weight management & wellbeing

CATEGORY DATA

Table 76 Sales of Weight Management and Wellbeing by Category: Value 2018-2023
Table 77 Sales of Weight Management and Wellbeing by Category: % Value Growth 2018-2023
Table 78 NBO Company Shares of Weight Management and Wellbeing: % Value 2019-2023
Table 79 LBN Brand Shares of Weight Management and Wellbeing: % Value 2020-2023
Table 80 Forecast Sales of Weight Management and Wellbeing by Category: Value 2023-2028
Table 81 Forecast Sales of Weight Management and Wellbeing by Category: % Value Growth 2023-2028

SPORTS NUTRITION IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Reopening of gyms closely tied to the growth and recovery of sports nutrition
Switch to home workout routines disrupts the recovery of vending
Decathlon thriving as competition heats up across sports nutrition

PROSPECTS AND OPPORTUNITIES

Deeper penetration anticipated for sports nutrition despite but a possible slowdown in the opening of new gyms
Increasing number of runners, hikers and cyclists should boost sales of sports non-protein products
Vegan recipes likely to see increasing demand while online sales are set to grow

CATEGORY DATA

Table 82 Sales of Sports Nutrition by Category: Value 2018-2023
Table 83 Sales of Sports Nutrition by Category: % Value Growth 2018-2023
Table 84 NBO Company Shares of Sports Nutrition: % Value 2019-2023
Table 85 LBN Brand Shares of Sports Nutrition: % Value 2020-2023
Table 86 Forecast Sales of Sports Nutrition by Category: Value 2023-2028
Table 87 Forecast Sales of Sports Nutrition by Category: % Value Growth 2023-2028

HERBAL/TRADITIONAL PRODUCTS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Herbal/traditional products thriving in 2023 as cases of cold and flu rise
Ongoing preference for more natural products despite inflation
Herbal/traditional products remains a highly competitive area

PROSPECTS AND OPPORTUNITIES

Herbal/traditional sleep aids and dermatologicals set to be the two most dynamic categories
Price pressure could influence purchasing behaviour as consumers look for savings
Players could focus on offering new novelties to deliver short-term growth opportunities

CATEGORY DATA

Table 88 Sales of Herbal/Traditional Products by Category: Value 2018-2023
Table 89 Sales of Herbal/Traditional Products by Category: % Value Growth 2018-2023
Table 90 NBO Company Shares of Herbal/Traditional Products: % Value 2019-2023
Table 91 LBN Brand Shares of Herbal/Traditional Products: % Value 2020-2023
Table 92 Forecast Sales of Herbal/Traditional Products by Category: Value 2023-2028
Table 93 Forecast Sales of Herbal/Traditional Products by Category: % Value Growth 2023-2028

PAEDIATRIC CONSUMER HEALTH IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Mixed results for paediatric consumer health as life returns to relative normality in Belgium
The ongoing reluctance to self-medicate children and the rising issue of product shortages limits sales
Janssen-Cilag and Boots Healthcare fight for the lead in paediatric consumer health

PROSPECTS AND OPPORTUNITIES

Although not a priority for manufacturers, paediatric consumer health likely to be further affected by supply shortages
Natural products likely to find favour among health conscious parents and guardians
Negative perceptions could harm sales of paediatric ibuprofen and aspirin but there remains promising potential for laxatives and cough, cold and allergy remedies

CATEGORY DATA

Table 94 Sales of Paediatric Consumer Health by Category: Value 2018-2023
Table 95 Sales of Paediatric Consumer Health by Category: % Value Growth 2018-2023
Table 96 NBO Company Shares of Paediatric Consumer Health: % Value 2019-2023
Table 97 LBN Brand Shares of Paediatric Consumer Health: % Value 2020-2023
Table 98 Forecast Sales of Paediatric Consumer Health by Category: Value 2023-2028
Table 99 Forecast Sales of Paediatric Consumer Health by Category: % Value Growth 2023-2028

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