Shaving preparations market in Belgium

Earlier Report Observations

The Belgian market for shaving preparations contracted significantly from 2018 to 2020, falling from $55.0 million to $31.9 million. This decline was primarily driven by a sustained trend toward beard fashion, which reduced shaving frequency and dampened demand for traditional shaving products. The COVID-19 pandemic in 2020 exacerbated this shift, as changed routines further decreased daily shaving and encouraged beard growth.

Market size continued to shrink through 2022 and 2023, reaching a low of $21.0 million. During this period, manufacturers responded with product innovations such as hypoallergenic after-shave formulations and marketing campaigns promoting multi-blade razors to convert disposable users. However, these efforts were insufficient to reverse the underlying consumer move away from regular shaving, supported by the growing popularity of electric razors and beard grooming.

A sharp rebound occurred in 2024, with the market expanding to $33.9 million. This recovery was fueled by the introduction of premium, natural, and technologically advanced shaving products, including smart electric razors and sustainable after-shave lotions. Consumer preferences shifted toward higher-value, specialized preparations, driving up average spending despite ongoing beard trends.

Production shaving preparations in Belgium

In value, 2017-2020, K $ US

Belgium's shaving preparations production rebounded after two years of decline. In 2020, output reached 545.8 thousand US dollars, marking a significant year-on-year increase of 47.6%. Over the 2017-2020 period, production grew by 40%, with a compound annual growth rate of 11.9%. The lowest value was recorded in 2019 at 369.8 thousand US dollars, while the largest decline occurred in 2018 at 3.8%.

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

Exports shaving preparations from Belgium

Exports in kind, M unit

The market exhibited volatility during the observed period. Export volumes reached their peak in 2018 and hit their lowest point in 2020, with a 3.8-fold difference between these years. In 2020, Belgium exported 63.5 million units of shaving preparations, representing a moderate year-on-year decrease of 8.3%. The highest volume was recorded in 2018 at 239.7 million units. The largest decline occurred in 2019 at 71.1%, while the most substantial increase was in 2018 at 257.1%.

Annual dynamics of product's exports from Belgium in kind, 2017-2020, M unit

From 2017 to 2020, Poland, Germany, and Italy were the main destinations for Belgium's shaving preparations exports in kind. Poland accounted for 35.3% of exports, Germany for 10.5%, and Italy for 8.9%. Together, these three countries represented 54.7% of total export flows.

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

Belgium's shaving preparations exports recovered after two years of decline. In 2020, exports reached 75.9 million US dollars, reflecting a 16.7% increase compared to the previous year. The lowest value was recorded in 2019 at 65.1 million US dollars, which also saw the largest decline of 10.1%.

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

Between 2017 and 2020, Belgium's shaving preparations exports in value terms were distributed across numerous countries. Poland was the largest destination with 29.8% of exports, followed by Germany at 9.2% and the Netherlands at 7.4%. Combined, these three countries accounted for 46.5% of total export flows.

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

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

Imports shaving preparations to Belgium

Imports in kind, M unit

Belgium's imports of shaving preparations declined for the second consecutive year. In 2020, imports totaled 68.9 million units, representing a 25.7% decrease compared to 2019. Over the 2017-2020 period, imports fell by 37.4%, equating to an annualized decline of 14.4%. The highest volume was recorded in 2018 at 112.6 million units, which also saw the largest increase of 2.4%.

Annual dynamics of product's imports to Belgium in kind, 2017-2020, M unit

From 2017 to 2020, Belgium's imports in kind were heavily concentrated on the United Kingdom, which accounted for 71.6% of total flows. Other trading partners made up the remaining volume.

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

Belgium's shaving preparations imports decreased for the second year in a row. In 2020, imports stood at 107.3 million US dollars, showing a gradual decline of 5.0% compared to 2019. Over the 2017-2020 period, imports fell by 13.2%, with a compound annual growth rate of -4.6%. The highest value was recorded in 2018 at 127.0 million US dollars. The largest decline occurred in 2019 at 11.1%, while the most significant increase was in 2018 at 2.7%.

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

During the 2017-2020 period, the United Kingdom was the primary source for Belgium's shaving preparations imports in value terms, accounting for 73.6% of total flows. Other markets contributed smaller shares, forming a long tail of trading partners.

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

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