Alcoholic Drinks in Belgium

Euromonitor International's Alcoholic Drinks in Belgium market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

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Product coverage

Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine

Executive summary

Value of alcoholic drinks sales grew as volumes stagnated

The performance of the alcoholic drinks market continued to stabilise in 2008, with positive current value growth. However, volume sales again stagnated in 2008, with Belgians tending to drink less in terms of quantity but opting for better-quality alcoholic drinks. This led to far higher growth rates being seen in current value terms than in volume terms.

Belgium is experiencing stagnation in alcoholic drinks consumption

The consumption of alcoholic drinks in Belgium continued to stagnate in 2008, and was in decline in a number of sectors. This was due to diverse factors. On the economic side, the positive macroeconomic growth in Belgium has led to a slight increase in incomes for Belgian. As a result, Belgian consumers are increasingly demanding more sophisticated products, and hence sales of premium alcoholic drinks are rising, at the expense of cheaper ones, which are usually consumed more frequently. The increased awareness of and concern with regard to health issues, also explained the lack of volume growth.

International players dominate sales shares

With the exception of beer, where local brewers have a firm grip on the market, international players dominate the Belgian alcoholic drinks market. In spirits in particular, large multinationals not only dominated sales, but increased their penetration further in 2008 as local brands struggled to compete. Overall, InBev is the undisputed market leader, but its ability to expand further is limited by the maturity of the market.

Stabilisation of retail environment in the off-trade channel

Supermarkets/hypermarkets and specialist retailers experienced a period of extreme price competition against discounters over the review period. Belgians are price-sensitive customers, often comparing prices before making a purchasing decision. However, a good proportion of Belgians increasingly look out for premium and higher-quality products, and are willing to pay more for such items. This had a positive impact on alcoholic drinks as a whole. However, the retail environment remains extremely competitive and a new price war could be possible.

Further stagnation expected in volume sales of alcoholic drinks in Belgium

The trends seen in the review period will shape those in the forecast period, with further stagnation expected to be seen in terms of volume sales. However, positive growth is still expected in value sales as Belgian consumers continue to trade up. For example, higher-quality Scotch whiskies as well as vodka and rum will continue to gain in popularity, while local specialities, such as Dutch gin, which are usually cheaper than imported brands, will not recover their popularity in the foreseeable future.

Table of contents

ALCOHOLIC DRINKS IN BELGIUM : MARKET INSIGHT

EXECUTIVE SUMMARY

Value of alcoholic drinks sales grew as volumes stagnated

Belgium is experiencing stagnation in alcoholic drinks consumption

International players dominate sales shares

Stabilisation of retail environment in the off-trade channel

Further stagnation expected in volume sales of alcoholic drinks in Belgium

KEY TRENDS AND DEVELOPMENTS

Belgian consumers desert cafés and pubs to the detriment of beer sales

Consumption of alcoholic drinks in Belgium

Growing health awareness impacts alcoholic drinks

Increased demand for variety and premium products

Specialist Retailers

Market Merger and Acquisition Activity

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008

Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008

Table 3 Selling Margin of a Typical Beer Brand 2008

Table 4 Selling Margin of a Typical Wine Brand 2008

Table 5 Selling Margin of a Typical Spirits Brand 2008

OPERATING ENVIRONMENT

MARKET INDICATORS

Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008

MARKET DATA

Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008

Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008

Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008

Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008

Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008

Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008

Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008

Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008

Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007

Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008

Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008

Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013

Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013

Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013

Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013

DEFINITIONS

Sources

Summary 1 Research Sources

LOCAL COMPANY PROFILES - BELGIUM

ALKEN MAES NV SA, BROUWEIJEN - ALCOHOLIC DRINKS - BELGIUM

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Alken Maes NV SA, Brouwerijen: Key Facts

Summary 3 Alken Maes NV SA, Brouwerijen: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 4 Alken Maes NV SA, Brouwerijen: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 5 Alken Maes NV SA, Brouwerijen: Competitive Position 2007

DELHAIZE 'LE LION' SA - ALCOHOLIC DRINKS - BELGIUM

STRATEGIC DIRECTION

KEY FACTS

Summary 6 Delhaize ‘Le Lion’ SA: Key Facts

Summary 7 Delhaize ‘Le Lion’ SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 8 Delhaize ‘Le Lion’ SA: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 9 Delhaize ‘Le Lion’ SA: Competitive Position 2007

DUVEL MOORTGAT NV - ALCOHOLIC DRINKS - BELGIUM

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Duvel Moortgat NV: Key Facts

Summary 11 Duvel Moortgat NV: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 12 Duvel Moortgat NV: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 13 Duvel Moortgat NV: Competitive Position 2007

HAACHT NV SA, BROUWERIJ - ALCOHOLIC DRINKS - BELGIUM

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Haacht NV SA, Brouwerij: Key Facts

Summary 15 Haacht NV SA, Brouwerij: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 16 Haacht NV SA, Brouwerij: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 17 Haacht NV SA, Brouwerij: Competitive Position 2007

MCS NV SA - ALCOHOLIC DRINKS - BELGIUM

STRATEGIC DIRECTION

KEY FACTS

Summary 18 MCS NV SA: Key Facts

Summary 19 MCS NV SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 20 MCS NV SA: Competitive Position 2007

BEER IN BELGIUM

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager price band methodology

Summary 21 Lager by Price Band 2008

SECTOR DATA

Table 22 Sales of Beer by Subsector: Total Volume 2003-2008

Table 23 Sales of Beer by Subsector: Total Value 2003-2008

Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008

Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008

Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008

Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008

Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007

Table 31 Beer Exports by Country of Destination: Total Volume 2002-2007

Table 32 Beer Exports by Country of Destination: Total Value 2002-2007

Table 33 Beer Imports by Country of Origin: Total Volume 2002-2007

Table 34 Beer Imports by Country of Origin: Total Value 2002-2007

Table 35 Company Shares of Beer by National Brand Owner 2003-2007

Table 36 Company Shares of Beer by Global Brand Owner 2003-2007

Table 37 Brand Shares of Beer 2004-2007

Table 38 Forecast Sales of Beer by Subsector: Total Volume 2008-2013

Table 39 Forecast Sales of Beer by Subsector: Total Value 2008-2013

Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013

Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013

CIDER/PERRY IN BELGIUM

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 42 Sales of Cider/Perry: Total Volume 2003-2008

Table 43 Sales of Cider/Perry: Total Value 2003-2008

Table 44 Sales of Cider/Perry: % Total Volume Growth 2003-2008

Table 45 Sales of Cider/Perry: % Total Value Growth 2003-2008

Table 46 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008

Table 47 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008

Table 48 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008

Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008

Table 50 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007

Table 51 Cider/Perry Exports by Country of Destination: Total Volume 2002-2007

Table 52 Cider/Perry Exports by Country of Destination: Total Value 2002-2007

Table 53 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007

Table 54 Cider/Perry Imports by Country of Origin: Total Value 2002-2007

Table 55 Company Shares of Cider/Perry by National Brand Owner 2003-2007

Table 56 Company Shares of Cider/Perry by Global Brand Owner 2003-2007

Table 57 Brand Shares of Cider/Perry 2004-2007

Table 58 Forecast Sales of Cider/Perry: Total Volume 2008-2013

Table 59 Forecast Sales of Cider/Perry: Total Value 2008-2013

Table 60 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013

Table 61 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013

RTDS/HIGH-STRENGTH PREMIXES IN BELGIUM

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 62 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008

Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008

Table 64 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008

Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008

Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008

Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008

Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008

Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008

Table 70 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007

Table 71 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007

Table 72 Brand Shares of RTDS/High-strength Premixes 2004-2007

Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013

Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013

Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013

Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013

WINE IN BELGIUM

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 77 Sales of Wine by Subsector: Total Volume 2003-2008

Table 78 Sales of Wine by Subsector: Total Value 2003-2008

Table 79 Sales of Wine by Subsector: % Total Volume Growth 2003-2008

Table 80 Sales of Wine by Subsector: % Total Value Growth 2003-2008

Table 81 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008

Table 82 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008

Table 83 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 84 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 85 Volume Sales of Still Red Wine by Price Segment 2003-2008

Table 86 Volume Sales of Still White Wine by Price Segment 2003-2008

Table 87 Volume Sales of Still Rosé Wine by Price Segment 2003-2008

Table 88 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008

Table 89 Sales of Still Red Wine by Grape/Varietal Type 2003-2008

Table 90 Sales of Still White Wine by Grape/Varietal Type 2003-2008

Table 91 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008

Table 92 Sales of Still Red Wine by Quality Classification 2003-2008

Table 93 Sales of Still White Wine by Quality Classification 2003-2008

Table 94 Sales of Still Rosé Wine by Quality Classification 2003-2008

Table 95 Wine Production, Imports and Exports: Total Volume 2002-2007

Table 96 Wine Exports by Country of Destination: Total Volume 2002-2007

Table 97 Wine Exports by Country of Destination: Total Value 2002-2007

Table 98 Wine Imports by Country of Origin: Total Volume 2002-2007

Table 99 Wine Imports by Country of Origin: Total Value 2002-2007

Table 100 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007

Table 101 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007

Table 102 Brand Shares of Still Light Grape Wine 2004-2007

Table 103 Company Shares of Champagne by National Brand Owner 2004-2007

Table 104 Company Shares of Champagne by Global Brand Owner 2004-2007

Table 105 Brand Shares of Champagne 2004-2007

Table 106 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007

Table 107 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007

Table 108 Brand Shares of Other Sparkling Wine 2004-2007

Table 109 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007

Table 110 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007

Table 111 Brand Shares of Fortified Wine and Vermouth 2004-2007

Table 112 Forecast Sales of Wine by Subsector: Total Volume 2008-2013

Table 113 Forecast Sales of Wine by Subsector: Total Value 2008-2013

Table 114 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013

Table 115 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013

SPIRITS IN BELGIUM

HEADLINES

TRENDS

Production, Imports and Exports

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Vodka, gin and other blended Scotch whisky price band methodology

Summary 22 Benchmark Brands – Belgium

SECTOR DATA

Table 116 Sales of Spirits by Subsector: Total Volume 2003-2008

Table 117 Sales of Spirits by Subsector: Total Value 2003-2008

Table 118 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008

Table 119 Sales of Spirits by Subsector: % Total Value Growth 2003-2008

Table 120 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008

Table 121 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008

Table 122 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 123 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 124 Sales of Gin by Premium/Super-premium Split 2003-2008

Table 125 Sales of Vodka by Premium/Super-premium Split 2003-2008

Table 126 Sales of Flavoured vs Non-flavoured Vodka 2003-2008

Table 127 Spirits Production, Imports and Exports: Total Volume 2002-2007

Table 128 Spirits Exports by Country of Destination: Total Volume 2002-2007

Table 129 Spirits Exports by Country of Destination: Total Value 2002-2007

Table 130 Spirits Imports by Country of Origin: Total Volume 2002-2007

Table 131 Spirits Imports by Country of Origin: Total Value 2002-2007

Table 132 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007

Table 133 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007

Table 134 Vodka Production, Imports and Exports: Total Volume 2002-2007

Table 135 Gin Production, Imports and Exports: Total Volume 2002-2007

Table 136 Rum Production, Imports and Exports: Total Volume 2002-2007

Table 137 Tequila Production, Imports and Exports: Total Volume 2002-2007

Table 138 Liqueurs Production: Total Volume 2002-2007

Table 139 Company Shares of Spirits by National Brand Owner 2003-2007

Table 140 Company Shares of Spirits by Global Brand Owner 2003-2007

Table 141 Brand Shares of Spirits 2004-2007

Table 142 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013

Table 143 Forecast Sales of Spirits by Subsector: Total Value 2008-2013

Table 144 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013

Table 145 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013