Consumer Foodservice in Belgium
Euromonitor International's Consumer Foodservice in Belgium report examine stand-alone restaurants and eating establishments in which the consumer can freely choose to eat. The report looks at market trends by sector (cafes/bars, full-service restaurants, fast food, home delivery and street stalls). It profiles the leading companies in the market and analyses factors influencing eating out patterns. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of foodservice value market size, company and brand shares and number of outlets and transactions.
Tables: 187 | Publication date: Aug 2009
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Executive summary
Sudden slowdown in 2008
In contrast with the robust growth of 2006 and 2007, consumer foodservice registered a weak performance in 2008. One of the first affected industries in the case of an economic downturn, the market witnessed a decline in the number of outlets, which contrasted with a period of relative stability prior to 2008. Consumer foodservice also continued to suffer from saturation, lack of profitability, competition from at-home leisure activities and more elaborate packaged food offerings, as well as the overwhelming share of independent full-service restaurants. Nonetheless, notably thanks to a still dynamic beginning of the year, market growth was still slightly positive in current value terms in 2008.
Fast food is the main beneficiary of the economic downturn
Fast food was the main beneficiary of the economic downturn owing to its value-for-money offerings, mainly for lunch. The success of the more convenient way of eating at fast food outlets and the slight move towards healthier products contributed to the acceleration of fast food in terms of number of outlets and sales in 2008. The category’s strong performance can also be attributed to the ongoing success of local bakery products fast food outlets and fast casual dining chains and to the recovery of burger fast food.
Multinational and local brands emerge from a highly fragmented landscape
The competitive environment of consumer foodservice in Belgium remained extremely fragmented in 2008. The small size of the country and thus the limited potential of the industry, the presence of two major communities – Dutch and French speaking – and the limited presence of large shopping malls did not particularly encourage major foodservice players to develop their operations in Belgium. Even so, some multinational and local brands proved to be dynamic in 2008. McDonald’s and Quick forged ahead with renewed concepts in 2008, while Pizza Hut and Domino’s Pizza successfully focused on home delivery and takeaway. Most successful concepts remained local, as exemplified by the impressive penetration of Panos in bakery fast food and Exki, The Foodmaker and Le Pain Quotidien in fast casual dining.
Starting from a low base, chained outlets performed well
Belgians continued to be attracted to quality in terms of food and favoured local independent foodservice outlets, which resulted in the underdeveloped presence of chains in the country. Even so, chains proved to be more resistant to the economic downturn than independent outlets. Indeed, chained outlets benefited from better organisation, more competent staff, superior hygiene levels and frequent updates of their concepts, menus and interior designs. Chains also had a sufficient critical size to be profitable.
Negative outlook for the market in the short term
Industry sources perceive 2008 as a transition year towards a period of decline until a possible recovery in the middle of the forecast period. The economic downturn, a reduction in purchasing power and the ongoing structural problems of the industry (weak profitability, lack of skilled staff and modern equipment, surplus of cafés/bars etc.) should result in the decline of outlets and transactions over 2008-2013. However, ongoing price increases by restaurant owners and particularly bartenders are likely to prevent a stronger decline in value sales. Only fast food is expected to record strong constant value growth over the forecast period. Many Belgians are likely to limit the number of visits to foodservice outlets for dinner and even for lunch to save money or to focus on the best opportunities in the market.
Table of contents
CONSUMER FOODSERVICE IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
Sudden slowdown in 2008
Fast food is the main beneficiary of the economic downturn
Multinational and local brands emerge from a highly fragmented landscape
Starting from a low base, chained outlets performed well
Negative outlook for the market in the short term
KEY TRENDS AND DEVELOPMENTS
Bleak outlook for consumer foodservice due to uncertain economy and political environment
The impact of regulation and social factors on the operating environment
Hectic lifestyles due to urbanisation and declining purchasing power to boost some categories
Will health and wellness remain a priority?
Paradoxically more favourable context in terms of perception and profitability for brands
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2003-2008
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2003-2008
Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2008
Table 4 Consumer Foodservice by Eat in Vs Takeaway 2008
Table 5 Consumer Foodservice by Food Vs Drinks Split 2008
Table 6 Sales in Consumer Foodservice by Location 2003-2008
Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2008
Table 8 Chained Consumer Foodservice Company Shares 2004-2008
Table 9 Chained Consumer Foodservice Brand Shares 2005-2008
Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2008-2013
Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2008-2013
APPENDIX
Published data comparisons
Table 12 Per capita Consumer Expenditure on Consumer Foodservice 2004-2006
Table 13 Number of Horeca Outlets 2004-2006
Table 14 Number of Horeca Outlets 2004-2007
OPERATING ENVIRONMENT
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BELGIUM
EXKI SA - CONSUMER FOODSERVICE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Exki SA: Key Facts
Summary 3 Exki SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Exki SA: Competitive Position 2008
FOODMAKERS NV - CONSUMER FOODSERVICE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Foodmakers NV: Key Facts
Summary 6 Foodmakers NV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Foodmakers NV: Competitive Position 2008
QUICK RESTAURANTS SA - CONSUMER FOODSERVICE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Quick Restaurants SA: Key Facts
Summary 9 Quick Restaurants SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Quick Restaurants SA: Competitive Position 2008
VANDAN BV BA - CONSUMER FOODSERVICE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Vandan BV BA: Key Facts
Summary 12 Le Pain Quotidien (Vandan BV BA): Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 Le Pain Quotidien: Competitive Position 2008
VANHERPE FOOD GROUP - CONSUMER FOODSERVICE - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Vanherpe Food Group: Key Facts
Summary 15 Vanherpe Food Group: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 16 Vanherpe Food Group: Competitive Position 2007
CAFéS/BARS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Cafés/Bars by Subsector: Units/Outlets 2003-2008
Table 16 Cafés/Bars by Subsector: Number of Transactions 2003-2008
Table 17 Cafés/Bars by Subsector: Foodservice Value 2003-2008
Table 18 Cafés/Bars by Subsector: % Units/Outlets Growth 2003-2008
Table 19 Cafés/Bars by Subsector: % Transaction Growth 2003-2008
Table 20 Cafés/Bars by Subsector: % Foodservice Value Growth 2003-2008
Table 21 Global Brand Owner Shares of Chained Cafés/Bars 2004-2008
Table 22 Brand Shares of Chained Cafés/Bars 2005-2008
Table 23 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2008-2013
Table 24 Forecast Sales in Cafés/Bars by Subsector: Number of Transactions 2008-2013
Table 25 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2008-2013
Table 26 Forecast Sales in Cafés/Bars by Subsector: % Units/Outlets Growth 2008-2013
Table 27 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2008-2013
Table 28 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2008-2013
FULL-SERVICE RESTAURANTS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 29 FSR by Subsector: Units/Outlets 2003-2008
Table 30 FSR by Subsector: Number of Transactions 2003-2008
Table 31 FSR by Subsector: Foodservice Value 2003-2008
Table 32 FSR by Subsector: % Units/Outlets Growth 2003-2008
Table 33 FSR by Subsector: % Transaction Growth 2003-2008
Table 34 FSR by Subsector: % Foodservice Value Growth 2003-2008
Table 35 Global Brand Owner Shares of Chained FSR 2004-2008
Table 36 Brand Shares of Chained FSR 2005-2008
Table 37 Forecast Sales in FSR by Subsector: Units/Outlets 2008-2013
Table 38 Forecast Sales in FSR by Subsector: Number of Transactions 2008-2013
Table 39 Forecast Sales in FSR by Subsector: Foodservice Value 2008-2013
Table 40 Forecast Sales in FSR by Subsector: % Units/Outlets Growth 2008-2013
Table 41 Forecast Sales in FSR by Subsector: % Transaction Growth 2008-2013
Table 42 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2008-2013
FAST FOOD IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Fast Food by Subsector: Units/Outlets 2003-2008
Table 44 Fast Food by Subsector: Number of Transactions 2003-2008
Table 45 Fast Food by Subsector: Foodservice Value 2003-2008
Table 46 Fast Food by Subsector: % Units/Outlets Growth 2003-2008
Table 47 Fast Food by Subsector: % Transaction Growth 2003-2008
Table 48 Fast Food by Subsector: % Foodservice Value Growth 2003-2008
Table 49 Sales of Bakery Products Fast Food by Type 2006-2008
Table 50 Global Brand Owner Shares of Chained Fast Food 2004-2008
Table 51 Brand Shares of Chained Fast Food 2005-2008
Table 52 Forecast Sales in Fast Food by Subsector: Units/Outlets 2008-2013
Table 53 Forecast Sales in Fast Food by Subsector: Number of Transactions 2008-2013
Table 54 Forecast Sales in Fast Food by Subsector: Foodservice Value 2008-2013
Table 55 Forecast Sales in Fast Food by Subsector: % Units/Outlets Growth 2008-2013
Table 56 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2008-2013
Table 57 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2008-2013
100% HOME DELIVERY/TAKEAWAY IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2003-2008
Table 59 100% Home Delivery/Takeaway by Subsector: Number of Transactions 2003-2008
Table 60 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2008
Table 61 100% Home Delivery/Takeaway by Subsector: % Units/Outlets Growth 2003-2008
Table 62 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2003-2008
Table 63 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2003-2008
Table 64 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2004-2008
Table 65 Brand Shares of Chained 100% Home Delivery/Takeaway 2005-2008
Table 66 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2008-2013
Table 67 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Number of Transactions 2008-2013
Table 68 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2008-2013
Table 69 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Units/Outlets Growth 2008-2013
Table 70 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2008-2013
Table 71 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2008-2013
SELF-SERVICE CAFETERIAS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Self-service Cafeterias: Units/Outlets 2003-2008
Table 73 Self-service Cafeterias: Number of Transactions 2003-2008
Table 74 Self-service Cafeterias: Foodservice Value 2003-2008
Table 75 Self-service Cafeterias: % Units/Outlets Growth 2003-2008
Table 76 Self-service Cafeterias: % Transaction Growth 2003-2008
Table 77 Self-service Cafeterias: % Foodservice Value Growth 2003-2008
Table 78 Global Brand Owner Shares of Chained Self-service Cafeterias 2004-2008
Table 79 Brand Shares of Chained Self-service Cafeterias 2005-2008
Table 80 Forecast Sales in Self-service Cafeterias: Units/Outlets 2008-2013
Table 81 Forecast Sales in Self-service Cafeterias: Number of Transactions 2008-2013
Table 82 Forecast Sales in Self-service Cafeterias: Foodservice Value 2008-2013
Table 83 Forecast Sales in Self-service Cafeterias: % Units/Outlets Growth 2008-2013
Table 84 Forecast Sales in Self-service Cafeterias: % Transaction Growth 2008-2013
Table 85 Forecast Sales in Self-service Cafeterias: % Foodservice Value Growth 2008-2013
STREET STALLS/KIOSKS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 86 Street Stalls/Kiosks: Units/Outlets 2003-2008
Table 87 Street Stalls/Kiosks: Number of Transactions 2003-2008
Table 88 Street Stalls/Kiosks: Foodservice Value 2003-2008
Table 89 Street Stalls/Kiosks: % Units/Outlets Growth 2003-2008
Table 90 Street Stalls/Kiosks: % Transaction Growth 2003-2008
Table 91 Street Stalls/Kiosks: % Foodservice Value Growth 2003-2008
Table 92 Global Brand Owner Shares of Chained Street Stalls/Kiosks 2004-2008
Table 93 Brand Shares of Chained Street Stalls/Kiosks 2005-2008
Table 94 Forecast Sales in Street Stalls/Kiosks: Units/Outlets 2008-2013
Table 95 Forecast Sales in Street Stalls/Kiosks: Number of Transactions 2008-2013
Table 96 Forecast Sales in Street Stalls/Kiosks: Foodservice Value 2008-2013
Table 97 Forecast Sales in Street Stalls/Kiosks: % Units/Outlets Growth 2008-2013
Table 98 Forecast Sales in Street Stalls/Kiosks: % Transaction Growth 2008-2013
Table 99 Forecast Sales in Street Stalls/Kiosks: % Foodservice Value Growth 2008-2013
CONSUMER FOODSERVICE BY LOCATION IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 100 Consumer Foodservice Sales by Location: Units/Outlets 2003-2008
Table 101 Consumer Foodservice Sales by Location: Number of Transactions 2003-2008
Table 102 Consumer Foodservice Sales by Location: Foodservice Value 2003-2008
Table 103 Consumer Foodservice Sales by Location: % Units/Outlets Growth 2003-2008
Table 104 Consumer Foodservice Sales by Location: % Transaction Growth 2003-2008
Table 105 Consumer Foodservice Sales by Location: % Foodservice Value Growth 2003-2008
Table 106 Consumer Foodservice Sales through Standalone: Units/Outlets 2003-2008
Table 107 Consumer Foodservice Sales through Standalone: Number of Transactions 2003-2008
Table 108 Consumer Foodservice Sales through Standalone: Foodservice Value 2003-2008
Table 109 Consumer Foodservice Sales through Standalone: % Units/Outlets Growth 2003-2008
Table 110 Consumer Foodservice Sales through Standalone: % Transaction Growth 2003-2008
Table 111 Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2003-2008
Table 112 Consumer Foodservice Sales through Leisure: Units/Outlets 2003-2008
Table 113 Consumer Foodservice Sales through Leisure: Number of Transactions 2003-2008
Table 114 Consumer Foodservice Sales through Leisure: Foodservice Value 2003-2008
Table 115 Consumer Foodservice Sales through Leisure: % Units/Outlets Growth 2003-2008
Table 116 Consumer Foodservice Sales through Leisure: % Transaction Growth 2003-2008
Table 117 Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2003-2008
Table 118 Consumer Foodservice Sales through Retail: Units/Outlets 2003-2008
Table 119 Consumer Foodservice Sales through Retail: Number of Transactions 2003-2008
Table 120 Consumer Foodservice Sales through Retail: Foodservice Value 2003-2008
Table 121 Consumer Foodservice Sales through Retail: % Units/Outlets Growth 2003-2008
Table 122 Consumer Foodservice Sales through Retail: % Transaction Growth 2003-2008
Table 123 Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2003-2008
Table 124 Consumer Foodservice Sales through Lodging: Units/Outlets 2003-2008
Table 125 Consumer Foodservice Sales through Lodging: Number of Transactions 2003-2008
Table 126 Consumer Foodservice Sales through Lodging: Foodservice Value 2003-2008
Table 127 Consumer Foodservice Sales through Lodging: % Units/Outlets Growth 2003-2008
Table 128 Consumer Foodservice Sales through Lodging: % Transaction Growth 2003-2008
Table 129 Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2003-2008
Table 130 Consumer Foodservice Sales through Travel: Units/Outlets 2003-2008
Table 131 Consumer Foodservice Sales through Travel: Number of Transactions 2003-2008
Table 132 Consumer Foodservice Sales through Travel: Foodservice Value 2003-2008
Table 133 Consumer Foodservice Sales through Travel: % Units/Outlets Growth 2003-2008
Table 134 Consumer Foodservice Sales through Travel: % Transaction Growth 2003-2008
Table 135 Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2003-2008
Table 136 Forecast Consumer Foodservice Sales by Location: Units/Outlets 2008-2013
Table 137 Forecast Consumer Foodservice Sales by Location: Number of Transactions 2008-2013
Table 138 Forecast Consumer Foodservice Sales by Location: Foodservice Value 2008-2013
Table 139 Forecast Consumer Foodservice Sales by Location: % Units/Outlets Growth 2008-2013
Table 140 Forecast Consumer Foodservice Sales by Location: % Transaction Growth 2008-2013
Table 141 Forecast Consumer Foodservice Sales by Location: % Foodservice Value Growth 2008-2013
Table 142 Forecast Consumer Foodservice Sales through Standalone: Units/Outlets 2008-2013
Table 143 Forecast Consumer Foodservice Sales through Standalone: Number of Transactions 2008-2013
Table 144 Forecast Consumer Foodservice Sales through Standalone: Foodservice Value 2008-2013
Table 145 Forecast Consumer Foodservice Sales through Standalone: % Units/Outlets Growth 2008-2013
Table 146 Forecast Consumer Foodservice Sales through Standalone: % Transaction Growth 2008-2013
Table 147 Forecast Consumer Foodservice Sales through Standalone: % Foodservice Value Growth 2008-2013
Table 148 Forecast Consumer Foodservice Sales through Leisure: Units/Outlets 2008-2013
Table 149 Forecast Consumer Foodservice Sales through Leisure: Number of Transactions 2008-2013
Table 150 Forecast Consumer Foodservice Sales through Leisure: Foodservice Value 2008-2013
Table 151 Forecast Consumer Foodservice Sales through Leisure: % Units/Outlets Growth 2008-2013
Table 152 Forecast Consumer Foodservice Sales through Leisure: % Transaction Growth 2008-2013
Table 153 Forecast Consumer Foodservice Sales through Leisure: % Foodservice Value Growth 2008-2013
Table 154 Forecast Consumer Foodservice Sales through Retail: Units/Outlets 2008-2013
Table 155 Forecast Consumer Foodservice Sales through Retail: Number of Transactions 2008-2013
Table 156 Forecast Consumer Foodservice Sales through Retail: Foodservice Value 2008-2013
Table 157 Forecast Consumer Foodservice Sales through Retail: % Units/Outlets Growth 2008-2013
Table 158 Forecast Consumer Foodservice Sales through Retail: % Transaction Growth 2008-2013
Table 159 Forecast Consumer Foodservice Sales through Retail: % Foodservice Value Growth 2008-2013
Table 160 Forecast Consumer Foodservice Sales through Lodging: Units/Outlets 2008-2013
Table 161 Forecast Consumer Foodservice Sales through Lodging: Number of Transactions 2008-2013
Table 162 Forecast Consumer Foodservice Sales through Lodging: Foodservice Value 2008-2013
Table 163 Forecast Consumer Foodservice Sales through Lodging: % Units/Outlets Growth 2008-2013
Table 164 Forecast Consumer Foodservice Sales through Lodging: % Transaction Growth 2008-2013
Table 165 Forecast Consumer Foodservice Sales through Lodging: % Foodservice Value Growth 2008-2013
Table 166 Forecast Consumer Foodservice Sales through Travel: Units/Outlets 2008-2013
Table 167 Forecast Consumer Foodservice Sales through Travel: Number of Transactions 2008-2013
Table 168 Forecast Consumer Foodservice Sales through Travel: Foodservice Value 2008-2013
Table 169 Forecast Consumer Foodservice Sales through Travel: % Units/Outlets Growth 2008-2013
Table 170 Forecast Consumer Foodservice Sales through Travel: % Transaction Growth 2008-2013
Table 171 Forecast Consumer Foodservice Sales through Travel: % Foodservice Value Growth 2008-2013