Competitive Landscape
Reckitt Benckiser Maintains Lead over Procter & Gamble through Its Dettol Brand
The surface care market in Belgium is moderately concentrated, with the top two companies, Reckitt Benckiser and Procter & Gamble, holding a combined share of over 34% in 2025. Reckitt Benckiser's Dettol brand performed well, allowing it to take the lead from Procter & Gamble in 2025, with a share of 17%.
Emerging Company Enteco Gains Traction
Enteco NV, distributor of French brands Starwax and Briochin, is gaining increasing market share. The company is expanding particularly through DIY channels such as Brico and Gamma.
Innovative Product Launches Create New Opportunities
Briochin has extended its range of surface cleaners with natural powder formats, whilst Starwax launched the Soluvert range. HG, the specialist in specific surface cleaners, introduced an Eco range, and Cillit Bang, from Reckitt Benckiser, is set to launch a paste format in 2026.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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 Surface 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 Surface 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 Surface Care in Belgium?
- Which are the leading brands in Surface Care in Belgium?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Belgium - Category analysis
Key Data Insights
Demand for Performance Drive Sales Growth through Speed and Simplicity
Demand for Performance Drive Sales Growth through Speed and Simplicity
Innovative Traditional Formats Gain Traction
Natural Ingredients Gain Traction among Consumers
Naturality and Sustainability to Drive Future Growth
Multi-Purpose Cleaners Expected to Remain Dominant Category
Concentrated Formats to Drive Innovation
Reckitt Benckiser Maintains Lead over Procter & Gamble through Its Dettol Brand
Emerging Company Enteco Gains Traction
Innovative Product Launches Create New Opportunities
Traditional Retail Retains Lead Diy/Home Improvement Segment's Popularity
E-Commerce Gains Traction with Specialist Retailers
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:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
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 Surface Care research and analysis database.
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