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Strong Promotions Drive Growth in Home Care
Home care in Belgium experienced a slight increase in value in 2025, driven primarily by strong promotions and consumers seeking effective products that simplify their home cleaning routines. Despite a forecast decline in retail volume over the period to 2030, value growth is anticipated due to continued innovation and premiumisation. The dominance of laundry care, which is expected to remain the largest category, and the growing importance of e-commerce and other channels like discounters and home improvement retailers, will continue to shape the distribution landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Belgium report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Belgium?
- Which are the leading brands in Home Care in Belgium?
- How are products distributed in Home Care in Belgium?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Belgium
Strong Promotions Drive Growth in Home Care
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Strong Promotions Drive Growth in Home Care
Chart 2 Brands Are Multiplying Volume Promotions Such as 1 +1 or 2+ 2
Mood-Boosting Ingredients Drive Fragrance Innovation
Chart 3 Across Categories,People Are Looking for Good Scent.
Convenience Shape Home Care Trends
Chart 4 Sprays, Wet Wipes and Allin1 Formulas Are Outperforming
Chart 5 Value Sales 2020-2030
Chart 6 Volume Sales 2020-2030
Chart 7 Value Sales by Category 2025
Promotions and Innovation Drive Value Growth
Chart 8 Analyst Insight for Home Care
Innovation and Convenience to Shape Future Trends
Chart 9 Forecast Value Sales 2020-2030
Chart 10 Forecast Value Sales by Category 2025-2030
Leading Companies Maintain Grip through Innovation and Promotions
Innovative Launches and Emerging Players Reshape Market Dynamics
Chart 11 Company Shares 2025
Chart 12 Brand Shares 2025
Supermarkets Remain Dominant Despite E-Commerce Growth
E-Commerce Drives Channel Growth
Chart 13 Retail Channels 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Belgium
Key Data Insights
Stagnant Sales Due to Shifting Consumer Preferences
Chart 21 Key Industry Trends for Air Care
Stagnant Sales Due to Shifting Consumer Preferences
Chart 22 Air Wick, Launched a New Range of Essential Oils : Essential Mist
Spray/Aerosol Air Fresheners and Odour Neutralisers Drives Sales with Personalisation
Sustainability and Natural Ingredients Shape Air Care Trends
Chart 23 Value Sales 2020-2030
Chart 24 Volume Sales 2020-2030
Chart 25 Value Sales by Category 2025
Financial Pressures to Drive Volume Decline Despite Value Growth
Chart 26 Analyst Insight for Air Care
Shift to Non-Traditional Retail Channels Expected to Gain Momentum
Smart Home Integration Set to Drive Air Care Evolution
Chart 27 Forecast Value Sales 2020-2030
Chart 28 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser and Procter & Gamble Maintain Dominance
Emerging Brands Gain Traction in Health and Wellness
Chart 29 Company Shares 2025
Chart 30 Brand Shares 2025
Traditional Channels Lead Sales Alongside Emerging Channels
E-Commerce Drive Diversification
Chart 31 Retail Channels 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real GDP Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Belgium
Key Data Insights
Households Prioritise Eco-Friendliness over Bleach Usage
Chart 39 Key Industry Trends for Bleach
Households Prioritise Eco-Friendliness over Bleach Usage
Large Packaging Drives Sales Amidst Declining Demand
Chart 40 Value Sales 2020-2030
Chart 41 Volume Sales 2020-2030
Consumers Increasingly Prioritise Eco-Friendly Alternatives over Bleach
Large Packaging to Remain Dominant in a Declining Market
Chart 42 Forecast Value Sales 2020-2030
Private Label Demonstrates Strength with High Volume Share
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Traditional Stores Dominate Bleach Sales with Convenience
Retail E-Commerce Sees Slight Growth in Bleach Sales
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Bleach
Chart 47 Real GDP Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Bleach
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Dishwashing in Belgium
Key Data Insights
Premiumisation Drive Sales Despite Volume Decline
Chart 53 Key Industry Trends for Dishwashing
Premiumisation Drive Sales Despite Volume Decline
Chart 54 Finish Ultamate + , with 3 Time More Ckleaning Agents
Automatic Dishwashing Remains Dominant Due to Convenience
Chart 55 Dref 3In1power Spray,Soaking Dishes Is Not Needed Anymore
Sustainability Efforts Continue with Concentrated Formulas
Chart 56 Ecover Concentrates Even More Its Tablet Formats
Chart 57 Value Sales 2020-2030
Chart 58 Volume Sales 2020-2030
Chart 59 Value Sales by Category 2025
Premiumisation Expected to Drive Value Sales
Automatic Dishwashing Expected to Maintain Market Lead
Chart 60 Analyst Insight for Dishwashing
Sustainability Efforts Shape Product Development and Packaging
Chart 61 Forecast Value Sales 2020-2030
Chart 62 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Reckitt Benckiser Lead with Innovation
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Grocery Retailers Lead Dishwashing Sales in Belgium
Retail E-Commerce Grows Steadily in Dishwashing
Chart 65 Retail Channels 2020-2025
Chart 66 Economic Context for Dishwashing
Chart 67 Real GDP Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Dishwashing
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Home Insecticides in Belgium
Key Data Insights
Warmer Winters Fuel Sales of Flying Insecticides
Chart 73 Key Industry Trends for Home Insecticides
Warmer Winters Fuel Sales of Flying Insecticides
Pistal's Plant-Based Offerings Cater to Health-Conscious Consumers
Chart 74 Pistal Offers a Plant-Based Home Insecticide
Chart 75 Value Sales 2020-2030
Chart 76 Volume Sales 2020-2030
Chart 77 Value Sales by Category 2025
Home Insecticides Expected to Grow Due to Demand for Effectiveness and Health and Wellness
Sustainability to Shape Consumer Preferences
Innovation and Regulatory Expected to Present Challenges Ahead
Chart 78 Forecast Value Sales 2020-2030
Chart 79 Forecast Value Sales by Category 2025-2030
Henkel Belgium and Sc Johnson Benelux Maintain Market Lead
Chart 80 Vapona Instant Killing
Emerging Brand Edialux Gains Exposure
Chart 81 Company Shares 2025
Chart 82 Brand Shares 2025
Traditional Channels Lead Home Insecticides
Drugstores and Health Retailers Gain Traction
Chart 83 Retail Channels 2020-2025
Chart 84 Economic Context for Home Insecticides
Chart 85 Real GDP Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Home Insecticides
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025
Laundry Care in Belgium
Key Data Insights
Big Brands Drive Sales through Promotional Strategies
Chart 91 Key Industry Trends for Laundry Care
Big Brands Drive Sales through Promotional Strategies
Evolving Product Formats Drive Innovation and Efficiency
Chart 92 Ecover Double Concentrated Formula
Multifunctionality Becomes Key to Laundry Care Product Development
Chart 93 Value Sales 2020-2030
Chart 94 Volume Sales 2020-2030
Chart 95 Value Sales by Category 2025
Multifunctionality Expected to Drive Value Growth
Chart 96 Analyst Insight for Laundry Care
Concentration to Drive Laundry Detergents Growth Whilst Promotions Expected to Continue
Chart 97 Forecast Value Sales 2020-2030
Chart 98 Forecast Value Sales by Category 2025-2030
Leading Players Maintain Grip through Innovation
New Entrants and Innovations Shake up Market Dynamics
Chart 99 Company Shares 2025
Chart 100 Brand Shares 2025
Drugstores Outperform Other Channels with Strong Promotions
E-Commerce Gains Traction with Promotional Strategies
Chart 101 Retail Channels 2020-2025
Chart 102 Economic Context for Laundry Care
Chart 103 Real GDP Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Laundry Care
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025
Polishes in Belgium
Key Data Insights
Decline in Polish Sales Driven by Changing Consumer Preferences
Chart 109 Key Industry Trends for Polishes
Decline in Polish Sales Driven by Changing Consumer Preferences
Furniture Polish Remains Largest and Best Perfoming Category Despite Overall Decline
Channel Shift Reshapes Distribution Landscape for Polishes
Chart 110 Value Sales 2020-2030
Chart 111 Volume Sales 2020-2030
Chart 112 Value Sales by Category 2025
Consumers Expected to Shun Traditional Polishes for Low-Maintenance Alternatives
Furniture Polish to Remain Dominant Despite Declining Demand
Specialist Channels and E-Commerce Expected to Gain Ground
Chart 113 Forecast Value Sales 2020-2030
Chart 114 Forecast Value Sales by Category 2025-2030
Leading Players Maintain Dominance Despite Market Decline
Emerging Players and Channel Shifts Create New Opportunities
Chart 115 Company Shares 2025
Chart 116 Brand Shares 2025
Specialist Channels Gain Share as Traditional Retail Declines
Retail E-Commerce Gains Prominence in Polishes Distribution
Chart 117 Retail Channels 2020-2025
Chart 118 Economic Context for Polishes
Chart 119 Real GDP Growth 2020-2030
Chart 120 Inflation 2020-2030
Chart 121 Consumer Context for Polishes
Chart 122 Population 2020-2030
Chart 123 Consumer Expenditure 2020-2030
Chart 124 Population by Generation 2025
Surface Care in Belgium
Key Data Insights
Demand for Performance Drive Sales Growth through Speed and Simplicity
Chart 125 Key Industry Trends for Surface Care
Demand for Performance Drive Sales Growth through Speed and Simplicity
Innovative Traditional Formats Gain Traction
Natural Ingredients Gain Traction among Consumers
Chart 126 Briochin Extent Its Natural Range
Chart 127 Value Sales 2020-2030
Chart 128 Volume Sales 2020-2030
Chart 129 Value Sales by Category 2025
Naturality and Sustainability to Drive Future Growth
Multi-Purpose Cleaners Expected to Remain Dominant Category
Concentrated Formats to Drive Innovation
Chart 130 Forecast Value Sales 2020-2030
Chart 131 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser Maintains Lead over Procter & Gamble through Its Dettol Brand
Emerging Company Enteco Gains Traction
Innovative Product Launches Create New Opportunities
Chart 132 Company Shares 2025
Chart 133 Brand Shares 2025
Traditional Retail Retains Lead Diy/Home Improvement Segment's Popularity
E-Commerce Gains Traction with Specialist Retailers
Chart 134 Retail Channels 2020-2025
Chart 135 Economic Context for Surface Care
Chart 136 Real GDP Growth 2020-2030
Chart 137 Inflation 2020-2030
Chart 138 Consumer Context for Surface Care
Chart 139 Population 2020-2030
Chart 140 Consumer Expenditure 2020-2030
Chart 141 Population by Generation 2025
Toilet Care in Belgium
Key Data Insights
Premium Fragrances Drive Sales as Consumers Seek Enhanced Experience
Chart 142 Key Industry Trends for Toilet Care
Premium Fragrances Drive Sales as Consumers Seek Enhanced Experience
Itbs Emerges as Best Perfoming Driven by Demand for Automatic Cleaning Solutions
Chart 143 Haric Launched a Gel That Is 10 Times Stronger, Cleans Faser,And with Better and Long-Lasting Scent
Mood-Boosting Ingredients Shape Consumer Preferences
Chart 144 Harpic Launched Hapric Power Aroma with up to 8 Hours of Fresh Perfum Diffusion.
Chart 145 Value Sales 2020-2030
Chart 146 Volume Sales 2020-2030
Chart 147 Value Sales by Category 2025
Mood-Boosting Ingredients to Drive Future Growth
Toilet Liquids/Foam to Remain Largest, While Itbs to Perform Best
Chart 148 Analyst Insight for Toilet Care
Eco-Friendly Packaging and Innovation to Shape Industry Landscape
Chart 149 Forecast Value Sales 2020-2030
Chart 150 Forecast Value Sales by Category 2025-2030
Henkel and Bolton Belgium Maintain Lead through Innovation
Chart 151 Company Shares 2025
Chart 152 Brand Shares 2025
Grocery Retailers Lead Toilet Care Sales
Retail E-Commerce Appeals to Consumers Due to Convenience
Chart 153 Retail Channels 2020-2025
Chart 154 Economic Context for Toilet Care
Chart 155 Real GDP Growth 2020-2030
Chart 156 Inflation 2020-2030
Chart 157 Consumer Context for Toilet Care
Chart 158 Population 2020-2030
Chart 159 Consumer Expenditure 2020-2030
Chart 160 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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