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Tissue and Hygiene in Belgium

Publisher Euromonitor International
Published Mar 21, 2025
Length 60 Pages
SKU # EP19882450

Description

In 2024, sales of tissue and hygiene in Belgium recorded marginal retail value growth, while retail volume declined in categories including menstrual care and nappies/diapers/pants. The market underwent significant changes, primarily influenced by a combination of economic pressures, demographic shifts, and evolving consumer preferences. Ongoing economic challenges, including inflation, led to more cautious consumer spending. This particularly affected non-essential categories including paper to...

Euromonitor International'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 2020-2024, 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 2029 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

60 Pages
Tissue and Hygiene in Belgium
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN BELGIUM
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
Economic pressures and shifting consumer preferences negatively impact sales
Procter & Gamble Benelux SA retains its lead, however, share is lost to private label
Discounters and non-grocery retailers increase distribution of menstrual care in 2024
PROSPECTS AND OPPORTUNITIES
A retail value and volume decline expected as demographic shifts and reusable products challenge growth
Retail e-commerce will become increasingly embraced across the forecast period
There is potential for the public sector to intervene more with menstrual care distribution
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
Retail volume and value continue to be challenged by the declining birth rate in Belgium
Private label lead retail volume sales as consumers appreciate affordability
Supermarkets lead while retail e-commerce increases its share of sales
PROSPECTS AND OPPORTUNITIES
While retail volume is anticipated to decline, premiumisation will boost value growth
Retail e-commerce will play a more important role, offering a wider selection of goods
Washable nappies/diapers/pants may gain ground and drive sales across the forecast period
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
Light incontinence products boost growth, appealing to a broader consumer base
Tena retains its lead while expanding its offerings with specialised products for men
Convenience retailers and retail e-commerce drive growth as consumers appreciate easy accessibility
PROSPECTS AND OPPORTUNITIES
A steady increase in retail value is set to be driven by the ageing population and rising awareness
Retail e-commerce is set to have an increasing role in the distribution of adult incontinence
Male products, comfort and the sustainability are set to drive innovation
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
RX/REIMBURSEMENT ADULT INCONTINENCE IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
The ageing population in Belgium increases demand for RX/reimbursement adult incontinence products
Ontex Global benefits from being the main supplier in Belgium
PROSPECTS AND OPPORTUNITIES
Ongoing and stable demand will be driven by the ageing population
Government initiatives are expected to raise awareness of adult incontinence products
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
WIPES IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
Eco-friendly options and premium features drive retail value growth in wipes
Procter & Gamble retains its lead while Carrefour improves its share through its private label range
Supermarkets lead while discounters benefit from offering affordable options
PROSPECTS AND OPPORTUNITIES
Retail value sales are set to benefit from an ongoing migration to bio-degradable goods
Retail e-commerce grows as consumers are set to prioritise convenience
Sustainability is expected to drive innovation in wipes, supporting an uplift in growth
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
Retail volume benefits from price promotions, which lead value sales to decline
Sofidel retains its leadership despite losing share to affordable private label goods
Discounters gain ground by appealing to cost-conscious consumers
PROSPECTS AND OPPORTUNITIES
Retail value is set to recover as sustainability and innovation boost sales
The rising influence of discounters is expected to shape retail tissue
Innovation is set to focus on sustainability and new products formats to drive value growth
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN BELGIUM
KEY DATA FINDINGS
2024 DEVELOPMENTS
Ongoing value growth in AFH tissues despite a range of challenges
AFH adult incontinence records a value uplift despite facing demand challenges
Innovation in AFH tissue and hygiene prioritises sustainability, hygiene and efficiency
PROSPECTS AND OPPORTUNITIES
AFH adult incontinence and AFH wipers are set to be the strongest performers across the forecast period
Health, manufacturing and cleaning services are set to drive ongoing demand for AFH tissue products
Innovation is set to focus on sustainability, performance enhancements, and cost-effective solutions
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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