While current retail volume sales in tissue and hygiene struggled in 2022, there was significant growth in current retail value terms, attributed to rising inflation. As price rises caused consumers to trade down or rethink purchases of goods deemed unessential, positive volume growth was only noted within retail adult incontinence which benefited from the ageing population, and nappies/diapers/pants, which continued to record solid volume sales due to the positive birth rate of 2021.
The analyst'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 2018-2022, 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 2027 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.
The analyst'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 2018-2022, 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 2027 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 market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
TISSUE AND HYGIENE IN BELGIUMEXECUTIVE SUMMARY
- Tissue and hygiene in 2022: The big picture
- 2022 key trends
- Competitive landscape
- Retailing developments
- What next for tissue and hygiene?
- Table 1 Birth Rates 2017-2022
- Table 2 Infant Population 2017-2022
- Table 3 Female Population by Age 2017-2022
- Table 4 Total Population by Age 2017-2022
- Table 5 Households 2017-2022
- Table 6 Forecast Infant Population 2022-2027
- Table 7 Forecast Female Population by Age 2022-2027
- Table 8 Forecast Total Population by Age 2022-2027
- Table 9 Forecast Households 2022-2027
- Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
- Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
- Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
- Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
- Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2017-2022
- Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
- Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
- Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
- Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027
SOURCES
- Summary 1 Research Sources
KEY DATA FINDINGS
2022 DEVELOPMENTS
- The ageing population challenges sales of sanitary protection products
- Sustainability creates value on the landscape as players offer eco-friendly options
- Procter & Gamble retains leadership in value terms, but private label strengthens
- Volume will continue to be negative as alternative protection challenges growth
- New product development will focus on sustainability to add value
- Washable solutions set to rise in popularity across the coming years
- Table 19 Retail Sales of Sanitary Protection by Category: Value 2017-2022
- Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
- Table 21 Retail Sales of Tampons by Application Format: % Value 2017-2022
- Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
- Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
- Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
- Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- The increased birth rate in 2021 continues to benefit sales of nappies/diapers/pants
- Sustainable options rise as consumers search for eco-friendly options
- Procter & Gamble leads, however, share is lost to private label players
- A return to negative results as the birth rate is hindered by rising inflation
- Rising interest in sustainability leads to further recycling and washable nappies
- Growing penetration of e-commerce, offering competitive prices and convenience
- Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
- Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
- Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
- Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
- Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
- Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Positive growth driven by the ongoing ageing population in Belgium
- E-commerce continues to rise as players increase their online presence
- Players focus on innovation to drive value, while private label boosts volume sales
- Positive growth for the forecast period as the taboo surrounding products fades
- Sustainability will become increasingly important to consumers
- Stronger demand for moderate/heavy format despite competition
- Table 32 Sales of Retail Adult Incontinence by Category: Value 2017-2022
- Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
- Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
- Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
- Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
- Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Higher demand driven by rising inflation during 2022
- Ontex Global benefits from being the main supplier in Belgium
- Overall stable demand driven by the ageing population
- The government will continue to raise awareness of entitlement to reimbursement
- Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2017-2022
- Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2017-2022
- Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2022-2027
- Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Personal care wipes suffer from inflation, as baby wipes drive positive volume sales
- Procter & Gamble retains its strong lead, while Reckitt Benckiser takes a loss
- Negative trends across the forecast period, driven by rising inflation
- The rising interest in sustainability and growing competition limits growth
- Discounters and e-commerce further the distribution of wipes
- Table 42 Retail Sales of Wipes by Category: Value 2017-2022
- Table 43 Retail Sales of Wipes by Category: % Value Growth 2017-2022
- Table 44 NBO Company Shares of Retail Wipes: % Value 2018-2022
- Table 45 LBN Brand Shares of Retail Wipes: % Value 2019-2022
- Table 46 Forecast Retail Sales of Wipes by Category: Value 2022-2027
- Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- The end of home seclusion and rising inflation leads to sharp declines
- Facial tissue benefits as mask-wearing becomes less prevalent
- Private label gains share as consumers look to trade down to save costs
- Stable forecast period as private label players continue to gain ground
- Recycled toilet paper will face challenges as price points rise
- Players focus on innovation, with brands aiming to stand out from private label
- Table 48 Retail Sales of Tissue by Category: Value 2017-2022
- Table 49 Retail Sales of Tissue by Category: % Value Growth 2017-2022
- Table 50 NBO Company Shares of Retail Tissue: % Value 2018-2022
- Table 51 LBN Brand Shares of Retail Tissue: % Value 2019-2022
- Table 52 Forecast Retail Sales of Tissue by Category: Value 2022-2027
- Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- The end of the pandemic and rising energy prices boosts growth
- Fewer seniors in home care services leads to a volume decline for away-from-home hygiene
- Tena remains one of the leading players on the away-from-home landscape
- Away-from-home tissue and hygiene rises across the coming years
- High energy prices could be a positive for away-from-home tissue
- Overall demand for away-from-home adult incontinence will be supported by an ageing population
- Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
- Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
- Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2017-2022
- Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
- Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
- Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
- Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027
