Beauty and Personal Care in Belgium

After experiencing a significant decline in 2020 during the first wave of the pandemic and the most stringent restrictions, followed by a modest recovery in 2021, beauty and personal care registered robust value sales growth in 2022. However, this growth was partially attributed to the increase in unit prices resulting from the escalation of raw materials costs. As a result, volume sales remained stagnant in several categories, with a few exceptions, such as depilatories and sun care.

The 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 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 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.

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Get a detailed picture of the Beauty and Personal Care market;
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Use five-year forecasts to assess how the market is predicted to develop.

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BEAUTY AND PERSONAL CARE IN BELGIUM

EXECUTIVE SUMMARY

Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Value sales rise due to significant increase in prices during 2022
Consumers prefer to shop on promotion rather than down trade in 2022
Mass fragrances, colour cosmetics and sun care among best performing products in 2022 as consumers return to out of home activities

PROSPECTS AND OPPORTUNITIES

Price as well as quality, health and wellness to influence consumer purchasing decisions during the forecast period
Increasing competition from premium dermocosmetics likely over the second half of the forecast period
Room for expansion and innovation in mass dermocosmetics during the forecast period

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027

PREMIUM BEAUTY AND PERSONAL CARE IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Premium beauty and personal care faces competition from its mass counterparts in 2022 thanks to high prices
Premium dermocosmetics outperform non dermocosmetics products during 2022
Promotions and discounts boost sales of premium beauty and personal care during 2022

PROSPECTS AND OPPORTUNITIES

Downward demand pressure likely on premium products during the short term thanks to rise in prices
Dermocosmetics set to outperform premium products over the forecast period
Distribution landscape changes to benefit premium products over the forecast period

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027

BABY AND CHILD-SPECIFIC PRODUCTS IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Strong value sales growth for baby and child-specific products in 2022, as many parents prefer high-quality natural products for babies
Baby and child-specific sun care in high demand in 2022, thanks to weather and consumers’ willingness to travel
Baby and child-specific premium dermocosmetics continue to gain brand share

PROSPECTS AND OPPORTUNITIES

Likely price spike will entail volume sales contraction in 2023 and 2024
Baby and child-specific sun care to remain dynamic over the forecast period thanks to hot weather and consumer awareness
Dermocosmetics baby and child-specific premium products to continue gaining value share, especially over the second half of the forecast period

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027

BATH AND SHOWER IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Sales growth in 2022 driven by price increases
Bar soap popular in 2022 thanks to sustainability trend
Limited innovation and new product launches in 2022, due to the conflict in Ukraine

PROSPECTS AND OPPORTUNITIES

Inflation crisis likely to impact demand for bath and shower negatively in the short term
Hand sanitisers and liquid soap sales set to decline due to sustainability trend
Sales of intimate washes to grow thanks to innovation and preventive health trend

CATEGORY DATA

Table 115 Sales of Bath and Shower by Category: Value 2017-2022
Table 116 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 117 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 118 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 119 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 120 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 121 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 122 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 123 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027

COLOUR COSMETICS IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Consumers shift purchases to more expensive products with added benefits in 2022
Sales of premium colour cosmetics suffer in 2022 due to inflationary pressure
Lip and nail products most dynamic colour cosmetics in 2022

PROSPECTS AND OPPORTUNITIES

Inflation crisis to impact colour cosmetics negatively over first half of forecast period
Lip products set to remain dynamic with functional ingredients over the forecast period
Beauty specialist retailers under pressure and will need to focus on omnichannel strategies during the forecast period

CATEGORY DATA

Table 34 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 35 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 36 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 37 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 38 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 39 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 40 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 41 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 42 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 43 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 44 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027

DEODORANTS IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Deodorants recover to pre-pandemic value sales levels in 2022
Limited innovation in 2022 due to inflationary woes
Discounters increase channel share in 2022 thanks to change in purchasing behaviours

PROSPECTS AND OPPORTUNITIES

Prices to rise substantially during 2023 as manufacturers and retailers absorbed costs in 2022
Innovation to resume over the latter half of the forecast period as price pressure declines
Sales of deodorant sticks set to be boosted by innovation over the forecast period

CATEGORY DATA

Table 45 Sales of Deodorants by Category: Value 2017-2022
Table 46 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 47 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 48 NBO Company Shares of Deodorants: % Value 2018-2022
Table 49 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 50 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 51 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 52 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 53 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027

DEPILATORIES IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Sales of depilatories dynamic in 2022 thanks to pressure on purchasing power
Home spa trend continues to boost sales of hair removers/bleaches
Women’s pre-shave continues its decline in the face of innovation during 2022

PROSPECTS AND OPPORTUNITIES

Sales of depilatories to be positively impacted by sustainability trend over the forecast period
Home spa trend likely to fade during the latter half of the forecast period, as consumer prefer beauty salons again
Popularity of laser hair removal set to impact depilatories adversely during the forecast period

CATEGORY DATA

Table 54 Sales of Depilatories by Category: Value 2017-2022
Table 55 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 56 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 57 NBO Company Shares of Depilatories: % Value 2018-2022
Table 58 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 59 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 60 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027

FRAGRANCES IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Strong sales reflect high prices of fragrances in 2022
Promotions and digitalisation key drivers for sales in 2022
Fragrance innovation focuses on natural ingredients and wellbeing in 2022

PROSPECTS AND OPPORTUNITIES

Inflation crisis set to impact demand for premium fragrances in the short term
Promotions and retail e-commerce to continue boosting fragrance sales over the forecast period
Innovation likely to remain constrained during the forecast period, but some efforts to be focussed on wellbeing trend

CATEGORY DATA

Table 61 Sales of Fragrances by Category: Value 2017-2022
Table 62 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 63 NBO Company Shares of Fragrances: % Value 2018-2022
Table 64 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 65 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 66 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 67 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 68 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027

HAIR CARE IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Hair care volume sales suffer from price increases and consumers seek sustainable solutions in 2022
Colourants faces opposing purchasing influences in 2022
New product typologies meet consumer demand in 2022

PROSPECTS AND OPPORTUNITIES

Consumers are likely to be more cautious when buying hair care in the short term, with more focus on premium products in the medium term
Colourant sales to suffer thanks to natural trend over the forecast period
Innovation likely to focus on health and wellness during the forecast period, positively affecting hair care

CATEGORY DATA

Table 69 Sales of Hair Care by Category: Value 2017-2022
Table 70 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 71 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 72 NBO Company Shares of Hair Care: % Value 2018-2022
Table 73 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 74 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 75 LBN Brand Shares of Colourants: % Value 2019-2022
Table 76 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 77 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 78 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 79 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 80 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 81 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027

MEN'S GROOMING IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Strong sales in 2022, driven by price increases but volume sales lag
Beards remain trendy leading to more competition for men’s shaving during 2022
Men’s toiletries benefit from increased awareness of preventative health trend in 2022

PROSPECTS AND OPPORTUNITIES

Pressure on purchasing power likely to result in contraction of demand in the short term
Men’s shaving set to remain in short demand over the forecast period
Health and wellness to increasingly play a role in men’s toiletries during the forecast period

CATEGORY DATA

Table 82 Sales of Men’s Grooming by Category: Value 2017-2022
Table 83 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 84 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 85 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 86 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 87 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 88 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 89 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 90 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027

ORAL CARE IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Oral care is mature while consumers are price sensitive in 2022
Essential oral care performs well in 2022
Distribution channels show interesting trends as consumers change shopping trends in 2022

PROSPECTS AND OPPORTUNITIES

Pressure on purchasing power likely to result in contraction of demand
Oral care products positioned as therapeutic are likely to remain popular during the forecast period
Power toothbrushes to continue facing challenges during the forecast period

CATEGORY DATA

Table 91 Sales of Oral Care by Category: Value 2017-2022
Table 92 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 93 Sales of Toothbrushes by Category: Value 2017-2022
Table 94 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 95 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 96 NBO Company Shares of Oral Care: % Value 2018-2022
Table 97 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 99 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 100 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 102 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027

SKIN CARE IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Despite fiscal pressure many consumers continue to prioritise the health of their skin in 2022
Consumers enjoy indulging at low prices in 2022, making use of promotions and discounts
Facial care remains an important category of skin care in 2022

PROSPECTS AND OPPORTUNITIES

Promotions, especially via e-commerce, are likely to drive sales over the forecast period
As health and personal care stores expand, sales of dermocosmetics are set to rise, notably over the second half of the forecast period
Facial care sales likely to be driven by innovation and multifunctional products over the forecast period

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2017-2022
Table 105 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 106 NBO Company Shares of Skin Care: % Value 2018-2022
Table 107 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 108 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 109 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 110 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 111 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 112 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 113 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 114 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027

SUN CARE IN BELGIUM

KEY DATA FINDINGS

2022 DEVELOPMENTS
Sun care sales particularly robust in 2022, thanks to hot spring and summer and consumers’ willingness to travel
Preventive health shapes consumer demand for sun care in 2022
Premium dermocosmetics sun care is popular in 2022

PROSPECTS AND OPPORTUNITIES

Warmer weather conditions set to boost sales of sun care during the forecast period
Premium dermocosmetics likely to perform well despite pressure on purchasing power
Consumers unlikely to return to self-tanning during the forecast period thanks to the preventative health trend

CATEGORY DATA