New Market Research Report: Large Cooking Appliances in Hong Kong, China

Sales in laundry care are being governed by a strong concentration movement in all kinds of liquid formats. From 2011, 1-litre ultra-concentrated formats began to emerge, whilst 2-litre bottles progressively replaced the previous 3-litre bottles in concentrated liquid detergents. Meanwhile, standard liquid detergents (more than 3-litres) continued to decline over the review period. The concentration trend made liquid formats the main growth driver in laundry care, both in terms of liquid and liquid tablet detergents.

Competitive Landscape

The leading players in laundry care in Belgium are the subsidiaries of the same multinationals that dominate the overall Western marketplace, namely Procter & Gamble Benelux, Henkel Belgium, Unilever Belgium, Reckitt Benckiser and Colgate-Palmolive Belgium. Together, these five players accounted for a 71% retail value share in laundry care in 2013. Most have several highly recognised brands which cover different areas of laundry care, especially in the most valuable categories, such as laundry detergents and fabric softeners. These five players have been responsible for innovation over the years, and usually invest in advertising to promote their novelties and boost their sales.

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Industry Prospects

The compaction of liquid formats in laundry care looks set to continue, and will remain the main change in the short term. The aim of the LSP-L project in Western Europe is to save 400,000 tonnes of automatic liquid detergents, 16,000 tonnes of packaging and 14,000 road trips. After the upsurge of ultra-concentrated liquid detergents at the expense of standard products, compaction will probably tackle other products, particularly fabric softeners. The PREP FC (Product Resource Efficiency Project for Fabric Conditioners) programme, which started in July 2012, is to lead to a level lower than 35ml per dose in fabric softeners - as in liquid detergents. The first compact fabric softeners appeared on shelves in July 2013.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Laundry Care industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry Care in Belgium market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

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