Beauty and Personal Care in Belgium

Inflation remained a pressing issue for Belgian consumers in 2023 with economic uncertainty and financial anxiety exacerbated by high heating and energy costs. As consumer purchasing power declined, retail volume sales of beauty and personal care also decreased. Buoyed by price increases, current value growth remained on a par with 2022 levels.

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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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.

EXECUTIVE SUMMARY

Beauty and personal care in 2023: The big picture
2023 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 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Mass beauty and personal care products to outperform premium alternatives in volume sales
Private label makes inroads in some categories
Mass dermocosmetics grows from a small base

PROSPECTS AND OPPORTUNITIES

Increasing competition from premium products
Mass dermocosmetic brands to see further development
Demand from young consumer base to drive sales in mass segment

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

PREMIUM BEAUTY AND PERSONAL CARE IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumption falls for higher-priced premium products
Dermocosmetics provide a growth area in the premium segment
The new EU Omnibus Directive creates negative impact on premium beauty and personal care products

PROSPECTS AND OPPORTUNITIES

Premium beauty and personal care products to experience strong performance
Dermocosmetic brands to gain larger share in premium segment
Positive developments in colour cosmetics

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BABY AND CHILD-SPECIFIC PRODUCTS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Price inflation supports value sales growth
Consumption stifled by switch to family packs
Dermocosmetics brands gain appeal among affluent groups

PROSPECTS AND OPPORTUNITIES

Baby and child-specific products to face ongoing constraints
Baby and child-specific sun care to remain dynamic thanks to hot weather and consumer awareness
Opportunity for mass dermocosmetic brands to develop

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

BATH AND SHOWER IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflation curbs consumption of bath and shower products
Skin benefits and fragrances remain important to shoppers
Discounters improve position in bath and shower

PROSPECTS AND OPPORTUNITIES

Demand to pick up as the forecast period progresses
Premiumisation trend to bounce back
Sustainability to become more relevant as cost of living concerns subside

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2018-2023
Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

COLOUR COSMETICS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers reduce demand for colour cosmetics as cost of living rises
Mass brands gain appeal as affordability is high on the consumer agenda
Product pipeline continues in colour cosmetics

PROSPECTS AND OPPORTUNITIES

Positive outlook for colour cosmetics
Consumers seek out cosmetics with skin care benefits
Young consumer base to drive sales of mass colour cosmetics

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

DEODORANTS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Demand for deodorants remains dynamic
Sprays, sticks and roll-ons outperform other products
Ongoing innovation in deodorant category provides stimulus for growth

PROSPECTS AND OPPORTUNITIES

Slight growth anticipated in volume sales of deodorants
Development of premium deodorant creams
Innovation to remain key over the forecast period.

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2018-2023
Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

DEPILATORIES IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Demand for depilatories remains resilient
Home spa trend drives new developments in hair removal devices
Competition from pre-impregnated razors and blades accelerates decline for pre-shave products

PROSPECTS AND OPPORTUNITIES

Demand for premium and reuseable razors expected to rise
Competition from beauty salons set to rise
Popularity of laser hair removal to impact depilatories

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2018-2023
Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

FRAGRANCES IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Rising price of fragrances leads to reduction in volume sales
Innovation prevails in women’s premium fragrances
EU Omnibus Directive creates negative impact on premium fragrances

PROSPECTS AND OPPORTUNITIES

Expenditure on beauty products to recover in upcoming period
Premium unisex fragrances to enjoy stronger growth
Hair fragrances offers growth opportunities

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2018-2023
Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

HAIR CARE IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Hair care volume sales decline in 2023
Consumers seek clean hair care products with sustainable positioning
Strong product innovation in hair care

PROSPECTS AND OPPORTUNITIES

Price stabilisation to push demand for hair care
Clean beauty and the natural look to drive consumers towards premium shampoos and conditioners
Sustainability to drive innovation in forthcoming period

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2018-2023
Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

MEN'S GROOMING IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Men’s shaving dampens overall sales performance in men’s grooming
Long beard trend also creates sales opportunities within men’s shaving
Mass products outpace premium in men’s toiletries

PROSPECTS AND OPPORTUNITIES

Price stabilisation and growth of premium products to drive sales in men’s grooming
More sophisticated products to form part of men’s grooming routines
Long beard trend creates new sales opportunities

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2018-2023
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 95 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Oral care faces constraints as volume sales decline
Oral hygiene awareness and wider retail availability boosts sales of niche products
Brands positioned for therapeutic use gain share

PROSPECTS AND OPPORTUNITIES

Price stabilisation to boost demand for oral care
Therapeutic products to keep gaining share
Mouthwashes and dental floss to witness rapid growth

CATEGORY DATA

Table 118 Sales of Oral Care by Category: Value 2018-2023
Table 119 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 120 Sales of Toothbrushes by Category: Value 2018-2023
Table 121 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 122 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 123 NBO Company Shares of Oral Care: % Value 2019-2023
Table 124 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 125 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
Table 126 LBN Brand Shares of Toothpaste: % Value 2020-2023
Table 127 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 128 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 129 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 130 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Polarised demand patterns are visible in skin care
Issue-specific skin care products gain appeal
Further development of mass dermocosmetics brands

PROSPECTS AND OPPORTUNITIES

Muted performance with slight growth in the latter stages of the forecast period
Mass dermocosmetic brands face strong growth prospects
Natural-look trend to drive sales of skin care over the forecast period

CATEGORY DATA

Table 100 Sales of Skin Care by Category: Value 2018-2023
Table 101 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 102 NBO Company Shares of Skin Care: % Value 2019-2023
Table 103 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 104 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
Table 105 LBN Brand Shares of Anti-agers: % Value 2020-2023
Table 106 LBN Brand Shares of Firming Body Care: % Value 2020-2023
Table 107 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
Table 108 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 109 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Sun care volume sales decline in 2023
Consumers seek products with additional skin care properties
Natural beauty trend drives sun care sales

PROSPECTS AND OPPORTUNITIES

Sun care to score positively over the forecast period
Premium dermocosmetics brands to gain share
Awareness concerning sun exposure to boost volume sales

CATEGORY DATA

Table 111 Sales of Sun Care by Category: Value 2018-2023
Table 112 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 113 NBO Company Shares of Sun Care: % Value 2019-2023
Table 114 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 115 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 116 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 117 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

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