Competitive Landscape
Private Label Investment Challenges Branded Innovation on Price and Range
Wipes in Belgium are highly fragmented, with private label leading the category through both breadth of assortment and price positioning. Over the period from 2020 to 2025, the industry has become more fragmented, as evidenced by the declining share of the leading manufacturer, Procter & Gamble Benelux SA NV, whose retail value share has decreased from 33% in 2020 to 22% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in Belgium?
- Which are the leading brands in Wipes in Belgium?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Belgium - Category analysis
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
Retailers Expected to Expand Eco-Friendly Wipes as Demand Shifts to Sustainability
Sustainability and Convenience Set to Fuel Premiumisation and Daily Adoption
Private Label Investment Challenges Branded Innovation on Price and Range
Discounters and E-Commerce Grow Value Share Alongside Resilient Traditional Retail Formats
Tissue and Hygiene in Belgium - Industry Overview
Colruyt’S Expanded Private Label Wipes Prompt Branded Discounting
Key Data Insights
Colruyt’S Expanded Private Label Wipes Prompt Branded Discounting
Moi Et Marie’S Period Underwear Expands Convenience-Driven Innovation
Sanytol’S Biodegradable Wipes Win Hospital Tenders Amid Stricter Rules
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
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
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
Country Reports Disclaimer
The following categories and subcategories are included:
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
Wipes
This is the aggregation of personal wipes and household cleaning 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 Wipes research and analysis database.
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