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Beauty and Personal Care in Belgium

  • ID: 2651731
  • Report
  • May 2021
  • Region: Belgium
  • 141 Pages
  • Euromonitor International
Overall, beauty and personal care saw value declines in 2020, due to multiple impacts from the event of COVID-19. However, overall volume sales were higher than 2019, thus evidencing the fact that price-sensitive consumers have been trading down from premium to mass products, alongside taking advantage of the many discounts players have been offering in order to stimulate sales.

The publisher's Beauty and Personal Care 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 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun 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 Beauty and Personal 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.
Note: Product cover images may vary from those shown

EXECUTIVE SUMMARY
  • COVID-19 impact on beauty and personal care
  • COVID-19 country impact
  • Company response
  • Retailing shift
  • What next for beauty and personal care?
  • Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
  • Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENTGLOBAL INDUSTRY ENVIRONMENTDISCLAIMER
SOURCES
  • Summary 1 Research Sources

KEY DATA FINDINGS
2020 IMPACT
  • Mass beauty and personal care fares better than premium, due to financial and logistical impacts of COVID-19
  • Popularity of mass bath and shower prevents category from declining further
  • L'Oréal maintains top company place, as competition heats up in brand terms

RECOVERY AND OPPORTUNITIES
  • Slow recovery linked to a return to pre-pandemic lifestyles
  • Sun care will rebound in 2021, due to more time spent in gardens and domestic travel
  • Environmental and natural trends boost popularity of solid bar format products

CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

KEY DATA FINDINGS
2020 IMPACT
  • Premium beauty and personal care hit hard by financial and logistical impacts from COVID-19
  • Premium fragrances and specialist skin care products fare better than their mass variants, due to perceived quality
  • L'Oréal maintains company lead by a narrow margin, as Rituals strengthens its brand lead

RECOVERY AND OPPORTUNITIES
  • Gradual recovery linked to a return to pre-pandemic lifestyles
  • A return to in-store shopping experiences is expected, as players also balance their online offerings to meet all needs
  • Natural ingredients and sustainable packaging set to drive developments over forecast period

CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

KEY DATA FINDINGS
2020 IMPACT
  • Reduced movement of babies and children, alongside trading down from premium to mass, lead to declines
  • Lower levels of sun exposure cause significant shift in performance of baby and child-specific sun care
  • Zwitsal maintains top brand place thanks to Naturals range, whilst private labels also see success

RECOVERY AND OPPORTUNITIES
  • Slow economic recovery means suppressed value and volume sales in the short term
  • Depressed birth rate places extra downwards pressure on the category
  • Ongoing demand for organic and natural products set to drive innovation over the forecast period

CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

KEY DATA FINDINGS
2020 IMPACT
  • Bath and shower sees significant boost from skyrocketing sales of liquid soap and hand sanitiser
  • Bath and shower products see enhanced sales thanks to “home spa” trends and higher levels of consumer hygiene
  • Dettol takes top brand place thanks to triple-digit value growth

RECOVERY AND OPPORTUNITIES
  • Such strong spikes in sales not sustainable, but figures will remain up on pre-pandemic data
  • Intimate wash and intimate hygiene products expected to become more popular over the forecast period
  • Price-sensitive consumers will continue to demand value for money

CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2015-2020
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

KEY DATA FINDINGS
2020 IMPACT
  • Colour cosmetics hit hard by a plethora of negative factors caused by COVID-19
  • Lip and facial make-up hit the hardest, due to the wearing of face masks
  • L'Oréal maintains significant lead and regains small shares lost in 2019

RECOVERY AND OPPORTUNITIES
  • Slow recovery expected, as players reposition colour cosmetics as wellbeing products
  • Innovative long-lasting and non-smudge lip and facial make-up products expected to drive developments
  • Naturalness trend to return, with developments in multi-use skin care products set to show competition to colour cosmetics

CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
  • Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
  • Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

KEY DATA FINDINGS
2020 IMPACT
  • Deodorants sees overall declines due to limited social movements caused by COVID-19 in 2020
  • New product innovations based on free-from, natural, and sustainability trends
  • Unilever and Beiersdorf maintain their leading places across all sub-categories

RECOVERY AND OPPORTUNITIES
  • Volume growth set to recover in line with a return to more active and sociable lifestyles
  • Both mass and premium brands set to focus on sustainability, as Dove releases a new refillable format
  • Price-sensitive consumers continue to demand value for money

CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2015-2020
  • Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
  • Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
  • Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
  • Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

KEY DATA FINDINGS
2020 IMPACT
  • Social restrictions lead to fewer grooming occasions, thus negatively impacting depilatories
  • Beauty salon closures and “home spa” experiences prevent sales from falling further
  • Gillette Venus and Bic Lady hold top places thanks to popularity of women’s razors overall

RECOVERY AND OPPORTUNITIES
  • Consumers likely to return to beauty salons post-pandemic, keeping growth somewhat suppressed
  • Hair removers/bleaches set to see the strongest growth, stimulated by the “home spa” trend
  • Pre-shave expected to remain in negative figures, due to growing competition from pre-shave impregnated razors

CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2015-2020
  • Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
  • Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
  • Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
  • Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

KEY DATA FINDINGS
2020 IMPACT
  • Fragrances sees steep declines due to social and logistical restrictions caused by COVID-19
  • Online discount sales and special offer promotions prevent sales from falling further
  • Premium multinationals maintain leading places in rather fragmented category

RECOVERY AND OPPORTUNITIES
  • Natural ingredients and sustainable packaging set to drive innovation over forecast period
  • Dior launches new online functionalities to help consumers select and trail new scents
  • Men’s fragrances continue to see threat from multi-use perfumed deodorants

CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2015-2020
  • Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
  • Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
  • Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
  • Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

KEY DATA FINDINGS
2020 IMPACT
  • Home colourants and treatments prevent further declines category challenged by fewer grooming occasions
  • Styling agents see steepest declines due to old-fashioned image and additional negative pressure in 2020
  • L'Oréal maintains strong leading place and gains shares thanks to its marketing activities

RECOVERY AND OPPORTUNITIES
  • Double-edged sword of the benefits of colouring hair at home vs a return to the professionals will balance growth
“Home spa” trend to continue over the forecast period, with sustainable and transparent brands set to gain
  • Lower frequency of hair washing during the time of COVID-19 set to somewhat limit growth

CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2015-2020
  • Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
  • Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
  • Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
  • Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
  • Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

KEY DATA FINDINGS
2020 IMPACT
  • Men’s grooming takes a hit, as men take a more laissez faire attitude towards grooming during the time of the pandemic
  • Men’s mass skin care sees a boost due to outbreaks of “maskne” (acne induced by the wearing of a mask)
  • Well-established multinationals maintain lead places in men’s grooming

RECOVERY AND OPPORTUNITIES
  • Outlook for men’s shaving set to remain negative over the forecast period, with beard trends expected to emerge
  • Millennials cited as a key consumer group for men’s grooming, despite lower per capita spending
  • Demand for value-for-money deals may bring about a changed competitive landscape over time

CATEGORY DATA
  • Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
  • Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
  • Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
  • Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
  • Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
  • Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
  • Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
  • Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
  • Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

KEY DATA FINDINGS
2020 IMPACT
  • Oral care sees declines due to consumers’ relaxed dental habits during the time of COVID-19
  • E-commerce remains low in oral care, due to ease of buying dental products with grocery shopping from supermarkets
  • Leading multinationals maintain top places with static shares, despite strong marketing activity

RECOVERY AND OPPORTUNITIES
  • Future looks bright for oral care, as sales expected to increase when face masks are removed
  • Sustainability trend set to ramp up, following launch of Colgate’s new toothpaste with natural ingredients and recyclable packaging
  • Price-sensitive consumers will continue to demand value for money

CATEGORY DATA
  • Table 100 Sales of Oral Care by Category: Value 2015-2020
  • Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
  • Table 102 Sales of Toothbrushes by Category: Value 2015-2020
  • Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
  • Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
  • Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
  • Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
  • Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
  • Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
  • Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
  • Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
  • Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
  • Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

KEY DATA FINDINGS
2020 IMPACT
  • Skin care sees mixed results, with mass facemasks and hand care products faring the best
  • Traditional dermocosmetics channels seriously impacted, highlighting a need for digital consultations and e-commerce growth
  • Yves Rocher maintains top brand place thanks to growing popularity of dermocosmetics

RECOVERY AND OPPORTUNITIES
  • Event of COVID-19 highlights need for players to enhance their digital offerings and distribution beyond traditional channels
  • Mass facemasks expected to remain popular, due to quick, easy and affordable “home spa” benefits
  • Mass skin care players set to embrace natural trend in order to compete with premium dermocosmetic products

CATEGORY DATA
  • Table 113 Sales of Skin Care by Category: Value 2015-2020
  • Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
  • Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
  • Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
  • Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
  • Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
  • Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
  • Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
  • Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
  • Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
  • Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

KEY DATA FINDINGS
2020 IMPACT
  • Sun care hit hard due to consumers spending less time outdoors and restrictions on holidays
  • Baby and child-specific sun care only sub-category to see negligible growth
  • Beiersdorf and L'Oréal continue to dominate fragmented category

RECOVERY AND OPPORTUNITIES
  • Recovery in line with a return to pre-pandemic lifestyles and recovery of travel and tourism
  • Heavy discounts lead to consumers’ ongoing demands for value-for-money offers
  • Competition expected from multi-functional skin care with SPF labels

CATEGORY DATA
  • Table 124 Sales of Sun Care by Category: Value 2015-2020
  • Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
  • Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
  • Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
  • Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
  • Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
  • Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
Note: Product cover images may vary from those shown