Tissue and hygiene in 2024: The big picture
In 2024, sales of tissue and hygiene in Belgium recorded marginal retail value growth, while retail volume declined in categories including menstrual care and nappies/diapers/pants. The market underwent significant changes, primarily influenced by a combination of economic pressures, demographic shifts, and evolving consumer preferences.
2024 key trends
In 2024, retail tissue emerged as the largest category within tissue and hygiene, despite experiencing a slight decline in sales value. Toilet paper remained the leading sub-category, driven by a consistent demand for essential everyday items.
Competitive landscape
In 2024, the competitive landscape of tissue and hygiene in Belgium was shaped by a combination of multinational companies, dynamic local players, and the increasing influence of private label products. Procter & Gamble retained its overall lead of the competitive landscape, while maintaining its market share.
Retail developments
In 2024, supermarkets remained the leading distribution channel in tissue and hygiene, although it slightly lost share to discount retailers and retail e-commerce. Key players such as Colruyt, Delhaize, and Carrefour leveraged their extensive reach, implementing frequent promotions and wide product ranges to attract a diverse consumer base.
What next for tissue and hygiene?
Tissue and hygiene in Belgium is expected to experience ongoing value growth throughout the forecast period, although a number of segments, such as menstrual care, facial tissues, and nappies/diapers/pants, are projected to record a volume decline. Persistent economic challenges, the ageing population, and the declining birth rate will influence the market across the forecast period.
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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
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Belgium
KEY DATA FINDINGS
Ongoing value growth in AFH tissues despite a range of challenges
AFH adult incontinence records a value uplift despite facing demand challenges
Innovation in AFH tissue and hygiene prioritises sustainability, hygiene and efficiency
AFH adult incontinence and AFH wipers are set to be the strongest performers across the forecast period
Health, manufacturing and cleaning services are set to drive ongoing demand for AFH tissue products
Innovation is set to focus on sustainability, performance enhancements, and cost-effective solutions
Retail Adult Incontinence in Belgium
KEY DATA FINDINGS
Light incontinence products boost growth, appealing to a broader consumer base
Tena retains its lead while expanding its offerings with specialised products for men
Convenience retailers and retail e-commerce drive growth as consumers appreciate easy accessibility
A steady increase in retail value is set to be driven by the ageing population and rising awareness
Retail e-commerce is set to have an increasing role in the distribution of adult incontinence
Male products, comfort and the sustainability are set to drive innovation
Nappies/Diapers/Pants in Belgium
KEY DATA FINDINGS
Retail volume and value continue to be challenged by the declining birth rate in Belgium
Private label lead retail volume sales as consumers appreciate affordability
Supermarkets lead while retail e-commerce increases its share of sales
While retail volume is anticipated to decline, premiumisation will boost value growth
Retail e-commerce will play a more important role, offering a wider selection of goods
Washable nappies/diapers/pants may gain ground and drive sales across the forecast period
Menstrual Care in Belgium
KEY DATA FINDINGS
Economic pressures and shifting consumer preferences negatively impact sales
Procter & Gamble Benelux SA retains its lead, however, share is lost to private label
Discounters and non-grocery retailers increase distribution of menstrual care in 2024
A retail value and volume decline expected as demographic shifts and reusable products challenge growth
Retail e-commerce will become increasingly embraced across the forecast period
There is potential for the public sector to intervene more with menstrual care distribution
Wipes in Belgium
KEY DATA FINDINGS
Eco-friendly options and premium features drive retail value growth in wipes
Procter & Gamble retains its lead while Carrefour improves its share through its private label range
Supermarkets lead while discounters benefit from offering affordable options
Retail value sales are set to benefit from an ongoing migration to bio-degradable goods
Retail e-commerce grows as consumers are set to prioritise convenience
Sustainability is expected to drive innovation in wipes, supporting an uplift in growth
Retail Tissue in Belgium
KEY DATA FINDINGS
Retail volume benefits from price promotions, which lead value sales to decline
Sofidel retains its leadership despite losing share to affordable private label goods
Discounters gain ground by appealing to cost-conscious consumers
Retail value is set to recover as sustainability and innovation boost sales
The rising influence of discounters is expected to shape retail tissue
Innovation is set to focus on sustainability and new products formats to drive value growth
Rx/Reimbursement Adult Incontinence in Belgium
KEY DATA FINDINGS
The ageing population in Belgium increases demand for RX/reimbursement adult incontinence products
Ontex Global benefits from being the main supplier in Belgium
Ongoing and stable demand will be driven by the ageing population
Government initiatives are expected to raise awareness of adult incontinence products
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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- Light Adult Incontinence
- 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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- 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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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- 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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- 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)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- 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.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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