Shampoos, hair sprays and waving or straightening preparations market in Belgium

Earlier Report Observations

The market size for shampoos, hair sprays, and waving or straightening preparations in Belgium contracted from $43.5 million in 2018 to $40.1 million in 2021, but then expanded sharply to $56.2 million in 2022 and reached $62.5 million by 2024. This resurgence was primarily fueled by a strong shift in consumer preferences toward natural, sulfate-free, and organic hair care products, which increased overall demand and market volume.

Key drivers included the launch of dedicated natural shampoo lines starting in 2019 and the introduction of Procter & Gamble's multicultural Nou range in 2021, which targeted new consumer segments. Growing awareness of specific hair concerns, such as hair loss and dandruff, further prompted innovation and boosted consumption from 2022 onward.

The market's growth was sustained by continuous product innovation, including heat-protectant sprays and volumizing mousse in 2023, meeting demand for protective and natural styling. By 2024, detailed market segmentation by product type and the expansion of distribution channels, including bio concept stores, facilitated broader access and solidified the upward trajectory.

Production shampoos, hair sprays and waving or straightening preparations in Belgium

In value, 2017-2020, K $ US

In 2018, the output of shampoos, hair sprays, and waving or straightening preparations in Belgium was valued at 59 545 thousand US dollars, showing little change from the previous year.

Annual dynamics of production in Belgium in value, 2017-2020, K $ US

Exports shampoos, hair sprays and waving or straightening preparations from Belgium

Exports in kind, t

In 2020, Belgium exported 31 279 tonnes of shampoos, hair sprays, and waving or straightening preparations, marking a 16.5% increase compared to 2019. Over the period from 2017 to 2020, exports grew by 23.6%, which translates to an annualized rate of 7.3%. The largest decline occurred in 2019, with a drop of 5.7%.

Annual dynamics of product's exports from Belgium in kind, 2017-2020, t

From 2017 to 2020, the geographical structure of exports in kind was highly diversified. The Netherlands accounted for 24.8% of exports, France for 15.7%, and the United Kingdom for 8.4%, totaling 48.9% of total flows. The remaining 51.1% was distributed among numerous smaller partner countries.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Belgium in kind, 2017-2020

Exports in value, M $ US

Exports of shampoos, hair sprays, and waving or straightening preparations from Belgium increased for the third consecutive year. In 2020, Belgium exported 168.0 million US dollars worth of these products, reflecting a solid rise of 12.5% compared to the previous year. Between 2017 and 2020, exports surged by 38.1%, equating to an annualized growth rate of 11.4%.

Annual dynamics of product's exports from Belgium in value, 2017-2020, M $ US

During 2017–2020, the Netherlands, France, and the United States were among the largest buyers of shampoos, hair sprays, and waving or straightening preparations from Belgium in value terms, with shares of 17.8%, 11.4%, and 9.0%, respectively. However, even combined, they represented just 38.2% of total exports, indicating a broadly diversified partner base.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Belgium in value, 2017-2020

Imports shampoos, hair sprays and waving or straightening preparations to Belgium

Imports in kind, t

In 2020, Belgium imported approximately 45 912 tonnes of shampoos, hair sprays, and waving or straightening preparations, which is 6.6% lower than in 2019. The minimum volume was recorded in 2018 at 41 712 tonnes, while the maximum was in 2019 at 49 166 tonnes. The largest decline occurred in 2018 with a 7.4% drop, and the largest increase was in 2019 with a 17.9% rise.

Annual dynamics of product's imports to Belgium in kind, 2017-2020, t

From 2017 to 2020, three principal markets—France, the Netherlands, and Poland—together accounted for 82.5% of total imports in kind of shampoos, hair sprays, and waving or straightening preparations to Belgium.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Belgium in kind, 2017-2020

Imports in value, M $ US

After a two-year rise, imports of shampoos, hair sprays, and waving or straightening preparations into Belgium declined. In 2020, imports amounted to 126.7 million US dollars, equivalent to a controlled decrease of 4.8% compared to 2019. Over the period from 2017 to 2020, imports increased by 5.2%, with a compound annual growth rate of 1.7%. The maximum value was recorded in 2019 at 133.1 million US dollars, with the largest increase that year at 5.3%.

Annual dynamics of product's imports to Belgium in value, 2017-2020, M $ US

Throughout 2017–2020, France, the Netherlands, and Germany remained the key directions for imports in value terms, accounting for 44.4%, 30.9%, and 5.6% of imports, respectively. Together, they took 80.9% of total flows.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Belgium in value, 2017-2020