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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.
Euromonitor International'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.TABLE OF CONTENTS
List Of Contents And Tables
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 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesMASS BEAUTY AND PERSONAL CARE IN BELGIUM
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'Oreal 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 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN BELGIUM
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'Oreal 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 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN BELGIUM
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 2020-2025BATH AND SHOWER IN BELGIUM
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 2020-2025COLOUR COSMETICS IN BELGIUM
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'Oreal 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 2020-2025DEODORANTS IN BELGIUM
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 2020-2025DEPILATORIES IN BELGIUM
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 2020-2025FRAGRANCES IN BELGIUM
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 2020-2025HAIR CARE IN BELGIUM
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'Oreal 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 2020-2025MEN'S GROOMING IN BELGIUM
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 2020-2025ORAL CARE IN BELGIUM
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 2020-2025SKIN CARE IN BELGIUM
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 2020-2025SUN CARE IN BELGIUM
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'Oreal 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