Competitive Landscape
Henkel and Bolton Belgium Maintain Lead through Innovation
The toilet care market in Belgium is highly concentrated, with the top two companies, Henkel Belgium NV and Bolton Belgium, holding a significant share of the market. In 2025, Henkel Belgium NV maintained its lead with a 29% share, while Bolton Belgium held second place with a 22% share.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet 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 Toilet 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 Toilet 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 Toilet Care in Belgium?
- Which are the leading brands in Toilet Care in Belgium?
- How are products distributed in Toilet 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 Toilet Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Toilet Care in Belgium - Category analysis
Key Data Insights
Premium Fragrances Drive Sales as Consumers Seek Enhanced Experience
Premium Fragrances Drive Sales as Consumers Seek Enhanced Experience
Itbs Emerges as Best Perfoming Driven by Demand for Automatic Cleaning Solutions
Mood-Boosting Ingredients Shape Consumer Preferences
Mood-Boosting Ingredients to Drive Future Growth
Toilet Liquids/Foam to Remain Largest, While Itbs to Perform Best
Eco-Friendly Packaging and Innovation to Shape Industry Landscape
Henkel and Bolton Belgium Maintain Lead through Innovation
Grocery Retailers Lead Toilet Care Sales
Retail E-Commerce Appeals to Consumers Due to Convenience
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:
Toilet Care
- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
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 Toilet Care research and analysis database.
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