Competitive Landscape
Leading Players Maintain Grip through Innovation
The laundry care market in Belgium is highly concentrated, with the top three companies holding a significant share. In 2025, Procter & Gamble Benelux SA NV led the market with a 25% share, followed by Bluesun Consumer Brands SLU with 13%, and Henkel Belgium NV with 12%.
New Entrants and Innovations Shake up Market Dynamics
Emerging companies are performing well in the laundry care market in Belgium. Planet B BV, a Belgian company selling laundry sheets under the brand Klaar, is gaining popularity as the laundry sheet format becomes more appealing to consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Laundry 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.
If you're in the Laundry 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 Laundry 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 Laundry Care in Belgium?
- Which are the leading brands in Laundry Care in Belgium?
- How are products distributed in Laundry 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 Laundry Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Laundry Care in Belgium - Category analysis
Key Data Insights
Big Brands Drive Sales through Promotional Strategies
Big Brands Drive Sales through Promotional Strategies
Evolving Product Formats Drive Innovation and Efficiency
Multifunctionality Becomes Key to Laundry Care Product Development
Multifunctionality Expected to Drive Value Growth
Concentration to Drive Laundry Detergents Growth Whilst Promotions Expected to Continue
Leading Players Maintain Grip through Innovation
New Entrants and Innovations Shake up Market Dynamics
Drugstores Outperform Other Channels with Strong Promotions
E-Commerce Gains Traction with Promotional Strategies
Home Care in Belgium - Industry Overview
Strong Promotions Drive Growth in Home Care
Key Data Insights
Strong Promotions Drive Growth in Home Care
Mood-Boosting Ingredients Drive Fragrance Innovation
Convenience Shape Home Care Trends
Promotions and Innovation Drive Value Growth
Innovation and Convenience to Shape Future Trends
Leading Companies Maintain Grip through Innovation and Promotions
Innovative Launches and Emerging Players Reshape Market Dynamics
Supermarkets Remain Dominant Despite E-Commerce Growth
E-Commerce Drives Channel Growth
Country Reports Disclaimer
The following categories and subcategories are included:
Laundry Care
- 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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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Laundry Care research and analysis database.
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