TABLE OF CONTENTS
Overview 1
Catalyst 1
Summary 1
Executive Summary 2
114 product SKUs launched in the Belgian household products market 2
Continuous Air Fresheners is the leading category in Belgian household products market 2
FHP Vileda S.C.S is the leading manufacturer in terms of new household products in Belgium 2
Bottles was the dominant packing type in the new products launched in Belgian household products market 2
Majority of the products launched in the household products market used plastic as the package material 2
Introduction 3
How to use this report 3
Disclaimer 3
Market definition 4
Household Products Market Overview 13
Market value, 2005–10 13
Market value forecast to 2015 15
Household Products Analysis 17
New product SKUs by category 17
New product SKUs by manufacturer 25
New products by package type 27
New products by package material 28
Detailed Product Descriptions 29
Appendix 106
Further reading 106
Datamonitor consulting 106
How to contact experts in your industry 106
LIST OF FIGURES
Figure 1: Belgium, household products market value by category ($m), 2005–10 13
Figure 2: Belgium, household products market value by category ($m), 2010–15 15
Figure 3: Belgium, household products market, new product SKUs by category, Apr 2010 – Mar 2011 17
Figure 4: Belgium, household products market, new product SKUs by air fresheners category, Apr 2010 – Mar 2011 19
Figure 5: Belgium, household products market, new product SKUs by dishwashing products category, Apr 2010 – Mar 2011 20
Figure 6: Belgium, household products market, new product SKUs by general purpose cleaners category, Apr 2010 – Mar 2011 21
Figure 7: Belgium, household products market, new product SKUs by paper products category, Apr 2010 – Mar 2011 22
Figure 8: Belgium, household products market, new product SKUs by textile washing products category, Apr 2010 – Mar 2011 23
Figure 9: Belgium, household products market, new product SKUs by toilet care category, Apr 2010 – Mar 2011 24
Figure 10: Belgium, household products market, new product SKUs by manufacturer, Apr 2010 – Mar 2011 25
Figure 11: Belgium, household products market, new products by package type, Apr 2010 – Mar 2011 27
Figure 12: Belgium, household products market, new products by package material, Apr 2010 – Mar 2011 28
LIST OF TABLES
Table 1: Household products category definitions 4
Table 2: Belgium, household products market value by category ($m), 2005–10 14
Table 3: Belgium, household products market value by category ($m), 2010–15 16
Table 4: Belgium, household products market, new product SKUs by category, Apr 2010 – Mar 2011 18
Table 5: Belgium, household products market, new product SKUs by air fresheners category, Apr 2010 – Mar 2011 19
Table 6: Belgium, household products market, new product SKUs by dishwashing products category, Apr 2010 – Mar 2011 20
Table 7: Belgium, household products market, new product SKUs by general purpose cleaners category, Apr 2010 – Mar 2011 21
Table 8: Belgium, household products market, new product SKUs by paper products category, Apr 2010 – Mar 2011 22
Table 9: Belgium, household products market, new product SKUs by textile washing products category, Apr 2010 – Mar 2011 23
Table 10: Belgium, household products market, new product SKUs by toilet care category, Apr 2010 – Mar 2011 24
Table 11: Belgium, household products market, new product SKUs by manufacturer, Apr 2010 – Mar 2011 26
Table 12: Belgium, household products market, new products by package type, Apr 2010 – Mar 2011 27
Table 13: Belgium, household products market, new products by package material, Apr 2010 – Mar 2011 28
Table 14: Froggy Senses - Air freshener - Lavender 29
Table 15: Vileda Active Max - Floor Cloth 30
Table 16: Lotus Moltonel - Aqua Tube Toilet Paper 31
Table 17: Ajax - Salle de Bain 32
Table 18: Vanish OxyAction Hygiene Gel - Vlekkenverwijderaar 33
Table 19: Leifheit Eco Perfect - Bodentuch Bamboo 34
Table 20: Leifheit Eco Perfect - Spiegel + Glastuch 35
Table 21: Vileda - Lavette Multi-Usages 36
Table 22: Vileda Naturals - Kitchen Cloth 37
Table 23: Scottex - Moist Toilet Paper - Aloe Vera & Camomile 38
Table 24: Scotch-Brite - Microfiber Cleaning Cloth 39
Table 25: Esteban Inspiration Cologne - Recharge Bougie Decorative Parfumee 40
Table 26: Esteban Inspiration Cologne - Bougie Parfumee 41
Table 27: Esteban Inspiration Cologne - Bougie Parfumee Rechargeable; Bouquet Parfume; Bouquet Parfume Decoratif; Encens Indien; Recharge pour Bouquet Parfume 42
Table 28: Esteban Inspiration Cologne - Parfum d'Interieur 43
Table 29: Harpic Active Fresh - Toilet Block - Lavender 44
Table 30: Persil - Touch of Silan Liquid Detergent 45
Table 31: Natura Verde Ajax - Glass Spray 46
Table 32: Scotch-Brite - Kitchen Sponge 47
Table 33: Scottex - Kitchen towels - 4 Roll Wit; 7+1 Roll Decor; 7+1 Roll Wit; 8 Roll Wit 48
Table 34: Vileda - Multi Care Disposable Latex Gloves 49
Table 35: Silan Natural Energy - Fabric Conditioner - Passion Fruit & Raspberry; Water Lily & Green Apple; Ylang Ylang & Tangerine 50
Table 36: Scotch-Brite - Microfiber Cleaning Cloth 51
Table 37: Scotch-Brite - Comfort 3D Sponge - Blanche; Rose; Turquoise; Verte 52
Table 38: Dettol Complete Clean - Multi-Action Trigger Spray - Pink Grapefruit 53
Table 39: Kleenex Balsam Fresh - Mouchoirs Jetables 54
Table 40: Brise - Scented Oils Candle - Cinnamon; Italian Summer; Relaxing Zen 55
Table 41: Bref - All-Purpose Cleaner - Ocean 56
Table 42: Air Wick - Spirales Parfumees (Spiral Scented) Candle - Cinnamon & Exotic Wood 57
Table 43: Ambi Pur 3volution National Geographic - Electrical Air Freshener - Japan Rituals; Nevada Desert Essence 58
Table 44: Kleenex - Balsam Fresh Pocket Tissue - Menthol 59
Table 45: Ariel Lenor - Laundry Detergent - Lavander-Chamomile 60
Table 46: Dash Lenor - Laundry Detergent - Orange Flower 61
Table 47: Vileda - Ultramax Floor Cleaner 62
Table 48: Froggy Ecological - Laundry Detergent - Wheat Protein 63
Table 49: Natura Verde Ultra Palmolive - Dishwashing Liquid - Clementine & Ginger; Sel marin & Laurier 64
Table 50: Vileda - Finger Mop 65
Table 51: Vanish - Powder Fabric Stain Remover - Oxi Action Extra Hygiene 66
Table 52: Omino Bianco Hypoallergenic - Detachant - en Poudre 67
Table 53: Finish Calgonit - Dishwasher Rinse Aid - Classic; Lemon 68
Table 54: 2B Fresh - Scented Bin Liners - Lavender; Lime 69
Table 55: Lenor - Fabric Conditioner Concentrate - Lavender & Camomile 70
Table 56: Froggy Ecological - Laundry Detergent - Aloe Vera 71
Table 57: Ultra Soupline Natura Verde - Fabric Softener - Lait d'Amande Douce; Lavande et The Vert 72
Table 58: Cif - Multi-Purpose Glass Cleaner 73
Table 59: Air Wick Aqua Mist - Air Freshener - Magnolia & Cherry Blossom 74
Table 60: Cyber Clean - High-Tech Car Cleaning Compound 75
Table 61: Persil Eco Power - Laundry Detergent - Color; Universal 76
Table 62: Dash - Concentrated Laundry Detergent 77
Table 63: Croc Odor - Frigo XL Deodorizer 78
Table 64: Harpic Power Plus MAX - Toilet Cleaner - Citrus Fresh; Original 79
Table 65: Vileda - Floor Cloth (Novolon); Micro Fibre Cloth - Glass and Window 80
Table 66: Vileda - Micro & Chiffon Fibre Dust Cloth 81
Table 67: Lotus Just.1 - Toilet Tissue Roll 82
Table 68: Mr. Muscle - Toilet Bowl Gel - Lime; Marine 83
Table 69: Leifheit Hausrein Magic Killer - Cleaning Cloth 84
Table 70: Multy - Extra Thick Sponge Cloth 85
Table 71: Calgonit - Dishwasher Deodorizer - Lemon & Lime 86
Table 72: Ambi Pur - Odour Naturizer - Fresh Water & Mint; Thyme & Orchid 87
Table 73: Dash - Detachant - Dual Caps; Gel; Poudre; Spray 88
Table 74: Bref WC Power Activ' - Nettoyant WC Desodorisant - Ocean; Pin 89
Table 75: Kleenex - Mouchoirs - Citron Vert; Orange; Pasteque 90
Table 76: Ecover - Oekologisches Fluessigwaschmittel 91
Table 77: Mr.Propre - Ultra Puissant Kitchen Cleaner 92
Table 78: Plenty - Active Wipe - Lemon 93
Table 79: Canard Power - Toilet Cleaner & Deodorizor - Vinegar & Lime 94
Table 80: Vileda - Hygienic and Fresh Dishwash Brush 95
Table 81: Harpic Max - Toilet Cleaner Block - Lavender 96
Table 82: Vileda - Micro & Coton Kitchen Cloth 97
Table 83: Harpic - Toilet Bleach Gel 98
Table 84: Lenor - Fabric Conditioner - Energy Fashion Fuchsia 99
Table 85: Vileda - 2 in 1 Kitchen Towel 100
Table 86: Dreft - Dish Wash Tablets 101
Table 87: Cyber Clean - Hi-tech Cleaning Compound 102
Table 88: Ajax Cuisine - Degreaser & Disincrusting Spray - Citron 103
Table 89: Vileda Naturals - All Purpose Cleaning Cloth 104
Table 90: Vileda - Comfort Plus Gloves 105
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