Table of Content

Tissue and Hygiene in Belgium
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on tissue and hygiene
COVID-19 country impact
Company response
Retailing shift
What next for tissue and hygiene?
CHART 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
CHART 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Ongoing declining demand for sanitary protection in 2020 due to shrinking consumer base although towels sees initial stockpiling during lockdown
Greater interest in environmentally-friendly and sustainable products attracts smaller brands
Procter & Gamble retains leadership in value terms but private label strengthens its penetration due to increasing price sensitivity
RECOVERY AND OPPORTUNITIES
Marginal upturn in demand in 2021 before returning to declining trend
Growing penetration of e-commerce offering competitive prices and convenience
Players look to add value through further exploration of sustainability and eco products
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Disposable pants is only positive performer as home seclusion trend enables parents to toilet train younger children
Increasing interest in environmentally-friendly options but smaller brands struggle to gain mainstream distribution
Procter & Gamble and private label dominate but lose share to eco brands in 2020
RECOVERY AND OPPORTUNITIES
Despite upturn in demand in 2021, nappies/pants will see weak demand overall, leaving disposable pants as strongest performer
Environmentally-friendly products may look more attractive to mainstream brands as way to add value
E-commerce likely to gain further share due to convenience and competitive prices
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Positive but slowing demand due to home seclusion trend in 2020
E-commerce gains notable share of distribution during pandemic
Private label and smaller brands gain share from leaders in 2020 due to search for greater affordability
RECOVERY AND OPPORTUNITIES
Upturn in demand from 2021 as consumers venture outside of the home
Stronger demand for moderate/heavy format despite competition from other categories
Sustainability less likely to be area of focus for producers
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Marginal upturn in demand despite short-term disruption to provision of RX/reimbursement adult incontinence
Ontex Global benefits from expertise across different adult incontinence categories
RECOVERY AND OPPORTUNITIES
Slight slowdown in 2021 but overall stable demand for category due to ageing population
Government will continue to raise awareness of entitlement to reimbursement amongst consumers
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2015-2020
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2015-2020
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2020-2025
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Strong upturn in demand for all purpose cleaning wipes with antibacterial properties in 2020 as a result of the pandemic and greater hygiene awareness
Home seclusion trend sees declining demand for personal care wipes
Procter & Gamble retains convincing leadership in 2020 but Reckitt Benckiser with its Dettol brand benefits from demand for antibacterial wipes
RECOVERY AND OPPORTUNITIES
Despite predicted dip in 2021, overall size of impregnated wet wipes will remain larger than pre-pandemic levels over forecast period
Competition from other home care products and sustainability issues will limit stronger potential for wipes
Discounters and e-commerce likely to further penetrate distribution of wipes
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2015-2020
Table 43 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 44 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 45 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 46 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Mature retail tissue receives boost during pandemic due to stockpiling of essential household products
Sustainability concerns already emerging prior to pandemic in Belgium
Private label retains overall dominance while smaller eco brands continue to attract consumers
RECOVERY AND OPPORTUNITIES
Drop in demand in 2021 following stockpiling but overall volume sales will remain higher than pre-pandemic levels
Sustainability issues likely to return to the fore, influencing consumers? purchasing decisions
Brands likely to further innovate in order to differentiate from private label
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2015-2020
Table 49 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 51 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 52 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion trend including remote working and closure of horeca outlets significantly reduce demand for AFH tissue in 2020
Hospitals/healthcare is strongest performing channel for the category due to pandemic
Tena and Ontex remain high-profile names in the AFH competitive landscape
RECOVERY AND OPPORTUNITIES
Notable upturn in demand for AFH tissue in 2020 as restrictions relax but overall weaker performance predicted
“New normal” could see shift in channels for AFH tissue
Despite dip in demand in 2021, overall demand for AFH adult incontinence will be supported by ageing population
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 57 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 58 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 59 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 60 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 61 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 62 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 63 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 64 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025