Laundry Care in Belgium
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

KEY DATA FINDINGS
2020 IMPACT
Declining trend in laundry care continues in Belgium during 2020, although laundry sanitisers benefits amid rising concern about hygiene with onset of COVID-19
Despite premiumisation in laundry care, where capsules drive growth, unit prices decline due to extensive and ongoing promotional offers in 2020
COVID-19 prompts acceleration of innovation pace with focus on addressing environmental and hygienic concerns
RECOVERY AND OPPORTUNITIES
Volume sales may pick up in 2021, but consumers that continue working and learning from home will still have less a frequent need to wash clothes
Price pressure and product innovation responding to the ongoing switch from powder to liquid will remain the main trends in laundry care over the forecast period
Increasingly facing shelf pressure as retailers opt to feature other, growing categories, players will focus on providing high-rotation detergents
CATEGORY INDICATORS
Table 1 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 2 Sales of Laundry Care by Category: Value 2015-2020
Table 3 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 4 Sales of Laundry Aids by Category: Value 2015-2020
Table 5 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 6 Sales of Laundry Detergents by Category: Value 2015-2020
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 8 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 9 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 10 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 11 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 12 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 14 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 16 Households 2015-2020
MARKET DATA
Table 17 Sales of Home Care by Category: Value 2015-2020
Table 18 Sales of Home Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Home Care: % Value 2016-2020
Table 20 LBN Brand Shares of Home Care: % Value 2017-2020
Table 21 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 22 Distribution of Home Care by Format: % Value 2015-2020
Table 23 Distribution of Home Care by Format and Category: % Value 2020
Table 24 Forecast Sales of Home Care by Category: Value 2020-2025
Table 25 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources