COVID-19 had a strong and largely positive impact on home care in Belgium in 2020, resulting in dynamic retail volume and current value growth for the category overall. Some categories such as dishwashing and surface care significantly benefited from the shift towards working and learning remotely, with the increased concern over good hygiene being the main motivating factor behind demand.
The publisher'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 2027 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.
The publisher'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 2027 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.
Table of Contents
HOME CARE IN BELGIUMEXECUTIVE SUMMARY
- Home care in 2022: The big picture
- 2022 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- Table 1 Households 2017-2022
- Table 2 Sales of Home Care by Category: Value 2017-2022
- Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
- Table 4 NBO Company Shares of Home Care: % Value 2018-2022
- Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
- Table 7 Distribution of Home Care by Format: % Value 2017-2022
- Table 8 Distribution of Home Care by Format and Category: % Value 2022
- Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
SOURCES
- Summary 1 Research Sources
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Volume sales decline as cross-border trade increases
- With more people running shorter, cooler washing cycles, powder detergents see a comeback
- Sustainability a key focus area in laundry care
- Slow recovery predicted for the forecast period
- Powder tablet detergents set to outperform liquid detergents
- Laundry aids set to perform well as people seek to extend the life cycle of clothes
- CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2017-2022
- Table 12 Sales of Laundry Care by Category: Value 2017-2022
- Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
- Table 14 Sales of Laundry Aids by Category: Value 2017-2022
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
- Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
- Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
- Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
- Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
- Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
- Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
- Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
- Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
- Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Volume decrease in dishwashing as people reduce electricity use
- Premiumisation ongoing as the possession rate of dishwashers continues rising
- Increase in handwashing sustains demand for hand dishwashing
- Eating at home the new normal
- Premiumisation and sustainability likely to continue driving innovation and new product development
- Hand dishwashing set to decrease as consumers look for greater convenience
- CATEGORY INDICATORS
- Table 68 Household Possession of Dishwashers 2017-2022
- Table 69 Sales of Dishwashing by Category: Value 2017-2022
- Table 70 Sales of Dishwashing by Category: % Value Growth 2017-2022
- Table 71 NBO Company Shares of Dishwashing: % Value 2018-2022
- Table 72 LBN Brand Shares of Dishwashing: % Value 2019-2022
- Table 73 Forecast Sales of Dishwashing by Category: Value 2022-2027
- Table 74 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Sales decline due to consumers spending more time outside of the home
- E-commerce opening the market up to new innovations and bulk buying
- Private label slowly but gradually gobbles up more value share
- Slow recovery for surface care as consumers are likely to continue to economise
- Concentrated surface care products in capsule format will take time to gain traction
- Do-it-yourself surface care products set to become more popular as consumers prefer more natural alternatives
- Table 26 Sales of Surface Care by Category: Value 2017-2022
- Table 27 Sales of Surface Care by Category: % Value Growth 2017-2022
- Table 28 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
- Table 29 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
- Table 30 NBO Company Shares of Surface Care: % Value 2018-2022
- Table 31 LBN Brand Shares of Surface Care: % Value 2019-2022
- Table 32 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
- Table 33 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
- Table 34 Forecast Sales of Surface Care by Category: Value 2022-2027
- Table 35 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Sales continue to decline after dynamic growth during the initial stages of the COVID-19 pandemic
- Huge private label presence
- Environmental and health concerns come back into focus
- Negative forecasting period
- A lack of innovation is likely to limit growth opportunities in bleach
- Bleach set to face growing pressure from other home care categories
- Table 36 Sales of Bleach: Value 2017-2022
- Table 37 Sales of Bleach: % Value Growth 2017-2022
- Table 38 NBO Company Shares of Bleach: % Value 2018-2022
- Table 39 LBN Brand Shares of Bleach: % Value 2019-2022
- Table 40 Forecast Sales of Bleach: Value 2022-2027
- Table 41 Forecast Sales of Bleach: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- More time away from the home means fewer flushes and less demand for toilet care
- Toilet liquids/foam remains the largest product area
- Other toilet care categories struggling for investment although green products show promise
- Further decline in demand for toilet care as consumers spend more time outside of the home
- Sustainability could offer potential in toilet care
- Rim blocks seen as the future of toilet care
- Table 42 Sales of Toilet Care by Category: Value 2017-2022
- Table 43 Sales of Toilet Care by Category: % Value Growth 2017-2022
- Table 44 NBO Company Shares of Toilet Care: % Value 2018-2022
- Table 45 LBN Brand Shares of Toilet Care: % Value 2019-2022
- Table 46 Forecast Sales of Toilet Care by Category: Value 2022-2027
- Table 47 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Mixed results seen in polishes as consumers come out of home seclusion
- New distribution opportunities present themselves as supermarkets lose interest
- Competitive landscape remains stable as demand slumps
- Busy lifestyles leaving little time for polishes
- Polishing increasingly seen as old fashioned
- Shift to more casual footwear threatens sales of shoe polish
- Table 48 Sales of Polishes by Category: Value 2017-2022
- Table 49 Sales of Polishes by Category: % Value Growth 2017-2022
- Table 50 NBO Company Shares of Polishes: % Value 2018-2022
- Table 51 LBN Brand Shares of Polishes: % Value 2019-2022
- Table 52 Forecast Sales of Polishes by Category: Value 2022-2027
- Table 53 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Sales decline as consumers prioritise essential home care products amid inflation
- Consumers shifting to more natural solutions when looking for air care
- Reckitt Benckiser retains the lead thanks to strong portfolio
- Other air care the one bright spot as consumers seek more natural solutions
- Air care expected to focus on “natural” solutions and fragrances
- Other distribution channels offer new opportunities for development
- Table 54 Sales of Air Care by Category: Value 2017-2022
- Table 55 Sales of Air Care by Category: % Value Growth 2017-2022
- Table 56 Sales of Air Care by Fragrance: Value Ranking 2020-2022
- Table 57 NBO Company Shares of Air Care: % Value 2018-2022
- Table 58 LBN Brand Shares of Air Care: % Value 2019-2022
- Table 59 Forecast Sales of Air Care by Category: Value 2022-2027
- Table 60 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
- HOME INSECTICIDES IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Increase in demand due to a hot summer in 2022
- Henkel and SC Johnson retain their stronghold in home insecticides
- Distribution expanding beyond traditional channels
- Global warming creating ideal conditions for a rise in the insect population
- The demand for safer and greener home insecticides is set to grow
- Slow approval process likely to limit disruption to the competitive landscape
- Table 61 Sales of Home Insecticides by Category: Value 2017-2022
- Table 62 Sales of Home Insecticides by Category: % Value Growth 2017-2022
- Table 63 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
- Table 64 NBO Company Shares of Home Insecticides: % Value 2018-2022
- Table 65 LBN Brand Shares of Home Insecticides: % Value 2019-2022
- Table 66 Forecast Sales of Home Insecticides by Category: Value 2022-2027
- Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
