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Colruyt’S Expanded Private Label Wipes Prompt Branded Discounting
Tissue and hygiene in Belgium demonstrated solid resilience in 2025, outperforming regional stabilisation with current value sales reaching EUR772 million, a modest 0.3% increase amid ongoing cost-of-living pressures, demographic headwinds, and shifting consumer priorities. The environment is attractive for agile players, as private label has been gaining dominance in both value and volume—supported by rising quality standards and innovation—while traditional brands are facing heightened promotional pressure and must pivot towards distinctiveness in sustainability, convenience, and targeted product development. Success increasingly depends on strategies that align with rapidly ageing demographics, digital adoption, and regulatory demands: companies that invest in omnichannel presence, verifiable environmental credentials, and service-led propositions—such as subscription and direct-to-consumer models—are best positioned to capture growth as traditional volume drivers erode and new forms of value emerge across retail tissue, adult incontinence, wipes, and menstrual care.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Belgium?
- Which are the leading brands in Tissue and Hygiene in Belgium?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Belgium
Colruyt’S Expanded Private Label Wipes Prompt Branded Discounting
Key Data Insights
Colruyt’S Expanded Private Label Wipes Prompt Branded Discounting
Chart 1 Ecopop's Subscription Service Reduces Purchase Friction
Moi Et Marie’S Period Underwear Expands Convenience-Driven Innovation
Sanytol’S Biodegradable Wipes Win Hospital Tenders Amid Stricter Rules
Chart 2 Value Sales of Tissue and Hygiene 2020-2030
Chart 3 Value Sales of Tissue and Hygiene by Category 2025
Male-Focused Innovation and E-Commerce Set to Reshape Incontinence Sales
Reusable Nappies and Subscription Models Set to Erode Disposable Diaper Volume
Subscription Services and Digital Brands Projected to Bypass Shelf Constraints
Chart 4 Forecast Value Sales of Tissue and Hygiene 2020-2030
Chart 5 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030
Pampers and Private Label Outpace Rivals with Targeted Innovation and Promotion
Moi Et Marie and O.B. Disrupt Tradition with Period Underwear and Clean-Wellness Launches
Chart 6 Company Shares of Tissue and Hygiene 2025
Chart 7 Brand Shares of Tissue and Hygiene 2025
Supermarkets Defend Leadership as Discounters and E-Commerce Accelerate Share Gains
Health Specialists and Subscription Models Reshape Access to Hygiene Products
Online Platforms Drive Growth in Discreet and Premium Hygiene Purchases
Chart 8 Retail Channels for Tissue and Hygiene 2020-2025
Chart 9 Economic Context for Tissue and Hygiene
Chart 10 Real Gdp Growth 2020-2030
Chart 11 Inflation 2020-2030
Chart 12 Consumer Context for Tissue and Hygiene
Chart 13 Population 2020-2030
Chart 14 Consumer Expenditure 2020-2030
Chart 15 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Belgium
Key Data Insights
Hospital and Hospitality Lull Limits Tissue Uptake
Hospital and Hospitality Lull Limits Tissue Uptake
Iot-Enabled Dispensers Reduce Waste and Streamline Facility Cleaning
Chart 16 Tork Pushes Data-Driven Facility Management Systems
Eco-Labelled Recycled Fibre Tissues Secure Public Contracts and Drive Compliance
Chart 17 Value Sales of Away-from-Home 2020-2030
Chart 18 Value Sales of Away-from-Home by Category 2025
Iot-Driven Care Contracts Sset to Transform Staff Shortages into Efficiency Gains
Closed-Loop Supply Chains Will Secure Contracts and Lock in Loyalty
Usage-Based Pricing Projected to Convert Tissue into a Pay-Per-Use Utility
Chart 19 Forecast Value Sales of Away-from-Home 2020-2030
Chart 20 Forecast Value Sales of Away-from-Home by Category 2025-2030
Essity Maintains Lead with Circular Services as Private Label Intensifies Price Pressure
Horeca Wholesalers Secure Supply Contracts with Integrated Solutions
Online Channels Remain Negligible as Professional Buyers Favour Integration
Chart 21 Retail Channels for Away-from-Home 2020-2025
Chart 22 Economic Context for Away-From-Home Tissue and Hygiene
Chart 23 Real Gdp Growth 2020-2030
Chart 24 Inflation 2020-2030
Chart 25 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 26 Population 2020-2030
Chart 27 Consumer Expenditure 2020-2030
Chart 28 Population by Generation 2025
Retail Adult Incontinence in Belgium
Key Data Insights
Private Label Expands Shelf Space for High-Absorption Solutions
Private Label Expands Shelf Space for High-Absorption Solutions
Chart 29 Demand Grows for Retail Adult Incontinence
Heavier Solutions Outpace Pads as Men Drive Demand
Chart 30 Value Sales of Retail Adult Incontinence 2020-2030
Chart 31 Volume Sales of Retail Adult Incontinence 2020-2030
Chart 32 Value Sales of Retail Adult Incontinence by Category 2025
Men and Heavy Solutions Set to Broaden Product Offerings and Boost Demand
Digital Adoption and Subscription Models Expected to Transform Buying Habits and Loyalty
Chart 33 Forecast Value Sales of Retail Adult Incontinence 2020-2030
Chart 34 Forecast Value Sales of Retail Adult Incontinence by Category 2025-2030
Tena Sustains Leadership as Molicare Addresses Heavy Solutions
Chart 35 Company Shares of Retail Adult Incontinence 2025
Chart 36 Brand Shares of Retail Adult Incontinence 2025
Mainstream Retailers Expand Heavy Solutions as Stigma Recedes
E-Commerce Platforms Gain Traction with Discreet Bulk Buying
Chart 37 Retail Channels for Retail Adult Incontinence 2020-2025
Chart 38 Economic Context for Retail Adult Incontinence
Chart 39 Real Gdp Growth 2020-2030
Chart 40 Inflation 2020-2030
Chart 41 Consumer Context for Retail Adult Incontinence
Chart 42 Population 2020-2030
Chart 43 Consumer Expenditure 2020-2030
Chart 44 Population by Generation 2025
Nappies/Diapers/Pants in Belgium
Key Data Insights
Aggressive Discounting by Retailers Sustains Sales as Birth Rates Fall
Aggressive Discounting by Retailers Sustains Sales as Birth Rates Fall
Chart 45 Declining Birth Rates Shape Promotional Strategies
Children Staying Longer in Larger Sizes Supports Demand for Pants
Woosh and Snappies Expand Washable Diaper Services to Families, Driving Sustainable Alternatives
Chart 46 Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 47 Volume Sales of Nappies/Diapers/Pants 2020-2030
Chart 48 Value Sales of Nappies/Diapers/Pants by Category 2025
Switch to Reusable and Subscription Solutions Set to Grow as Convenience and Sustainability Drive Change
Brands Set to Adapt to Shrinking Child Population with Premiumisation and Digital Transformation
Chart 49 Forecast Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 50 Forecast Value Sales of Nappies/Diapers/Pants by Category 2025-2030
Procter & Gamble Maintains Lead as Reusable Services Gain Ground
Chart 51 Company Shares of Nappies/Diapers/Pants 2025
Chart 52 Brand Shares of Nappies/Diapers/Pants 2025
Subscription Models and Digital Convenience Shift Buying Habits
Chart 53 Retail Channels for Nappies/Diapers/Pants 2020-2025
Chart 54 Economic Context for Nappies/Diapers/Pants
Chart 55 Real Gdp Growth 2020-2030
Chart 56 Inflation 2020-2030
Chart 57 Consumer Context for Nappies/Diapers/Pants
Chart 58 Population 2020-2030
Chart 59 Consumer Expenditure 2020-2030
Chart 60 Population by Generation 2025
Menstrual Care in Belgium
Key Data Insights
Promotion-Focused Strategies Sustain Value as Demand Declines
Promotion-Focused Strategies Sustain Value as Demand Declines
Pantyliners Lead as Daily Protection Becomes the Norm
Reusable Products Drive Eco-Friendly Innovation and Choice
Chart 61 Kenvue Launches O.B. Period Underwear
Chart 62 Value Sales of Menstrual Care 2020-2030
Chart 63 Volume Sales of Menstrual Care 2020-2030
Chart 64 Value Sales of Menstrual Care by Category 2025
Declining User Base Points to Challenges Ahead
Always Expands Organic Range as Period Underwear Growth Set to Outpace Traditional Formats
Chart 65 Forecast Value Sales of Menstrual Care 2020-2030
Chart 66 Forecast Value Sales of Menstrual Care by Category 2025-2030
Legacy Brands Seek to Adapt as Rivals Boost Organic Innovation
Chart 67 Company Shares of Menstrual Care 2025
Chart 68 Brand Shares of Menstrual Care 2025
Kruidvat and Action Attract Shoppers as Specialists and Discounters Expand Reach
Chart 69 Retail Channels for Menstrual Care 2020-2025
Chart 70 Economic Context for Menstrual Care
Chart 71 Real Gdp Growth 2020-2030
Chart 72 Inflation 2020-2030
Chart 73 Consumer Context for Menstrual Care
Chart 74 Population 2020-2030
Chart 75 Consumer Expenditure 2020-2030
Chart 76 Population by Generation 2025
Wipes in Belgium
Key Data Insights
Waterwipes and Carolin Accelerate Eco-Driven Product Launches and Consumer Trade-Up
Waterwipes and Carolin Accelerate Eco-Driven Product Launches and Consumer Trade-Up
Personal Wipes Gain Momentum as Clean-Label Launches Drive Value Growth
Chart 77 Clean-Label Brands Grow in Popularity
Chart 78 Value Sales of Wipes 2020-2030
Chart 79 Value Sales of Wipes by Category 2025
Retailers Expected to Expand Eco-Friendly Wipes as Demand Shifts to Sustainability
Sustainability and Convenience Set to Fuel Premiumisation and Daily Adoption
Chart 80 Forecast Value Sales of Wipes 2020-2030
Chart 81 Forecast Value Sales of Wipes by Category 2025-2030
Private Label Investment Challenges Branded Innovation on Price and Range
Chart 82 Company Shares of Wipes 2025
Chart 83 Brand Shares of Wipes 2025
Discounters and E-Commerce Grow Value Share Alongside Resilient Traditional Retail Formats
Chart 84 Retail Channels for Wipes 2020-2025
Chart 85 Economic Context for Wipes
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Wipes
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Retail Tissue in Belgium
Key Data Insights
Scotex and Nalys Drive Sales by Focusing on Promotions
Scotex and Nalys Drive Sales by Focusing on Promotions
Chart 92 Balancing Sustainability and Softness in the Belgian Tissue Market
Toilet Paper Maintains Lead as Brands Focus on Value and Softness
Chart 93 Value Sales of Retail Tissue 2020-2030
Chart 94 Volume Sales of Retail Tissue 2020-2030
Chart 95 Value Sales of Retail Tissue by Category 2025
Ecopop Set to Leverage Digital Convenience to Reach Value-Focused Shoppers
Aggressive Discounting Expected to Reshape Competition as E-Commerce Gains Traction
Chart 96 Forecast Value Sales of Retail Tissue 2020-2030
Chart 97 Forecast Value Sales of Retail Tissue by Category 2025-2030
Cosynel and Scottex Drive Innovation as Private Label Dominates
Chart 98 Company Shares of Retail Tissue 2025
Chart 99 Brand Shares of Retail Tissue 2025
Discounters and Mass Retail Drive Value as Convenience Lags
Ecopop Disrupts with Subscription Distribution
Online Platforms Gain Ground as Subscription Schemes Attract Shoppers
Chart 100 Retail Channels for Retail Tissue 2020-2025
Chart 101 Economic Context for Retail Tissue
Chart 102 Real Gdp Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Retail Tissue
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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