Health and Wellness Beverages in Belgium
Euromonitor International's Health and Wellness Beverages 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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Chapters: 12 | Tables: 121 | Publication date: Oct 2006
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Breakdown by beverages sector; Breakdown by health and wellness category
Table of contents
1. INTRODUCTION
2. EXECUTIVE SUMMARY
Exceptional growth in 2005
HW crucial for soft drinks but less so for hot drinks
Fortified/functional products lead the way in growth, but BFY is following closely
Coca-Cola outperforms European players
Almost the same distribution than in regular Soft and Hot drinks
Belgians drink more and better
3. MARKET BACKGROUND
3.1 LEGISLATION
National legislation
EU legislation
EU organic logo
The EU Novel Foods Committee
Fragmented regulation of functional foods
Nutrition and health claims
Harmonisation of fortification legislation
3.2 LIFESTYLES
Increasingly stressful and hectic lifestyles
Beverage manufacturers respond with more convenience
Fortified/functional and health and wellness products used to offset bad habits
And protect against external environment
3.3 BEVERAGES CONSUMPTION HABITS
Strong disparities of behaviours in each region
3.4 OBESITY RATES
Belgium suddenly discovers its weight on the balance
Still suffering from lack of awareness
3.5 HEALTH AND WELLNESS DRINKS IN THE ON-TRADE
On-trade not a favourable environment
HW beverages suffering from lack of promotion on-trade
HW hot drinks particularly weak
However, on-trade benefits from high prices
4. HEALTH AND WELLNESS SOFT DRINKS SALES
4.1 MARKET PERFORMANCE
2005 headlines
Exceptional growth in 2005
Health and wellness a major force in soft drinks
NH products largely dominate
BFY reduced sugar products logically most dynamic
Fortified/functional drinks dynamic but no longer fastest growing
Table 1 Retail Sales of Soft Drinks by Health and Wellness Category: Value 2002-2005
Table 2 Retail Sales of Soft Drinks by Health and Wellness Category: % Value Growth 2002-2005
4.2 KEY TRENDS AND DEVELOPMENTS
Natural movement toward still products
More sophisticated and specialised products
More opportunities and impulse purchases
4.3 KEY FUNCTIONAL INGREDIENTS
Functional ingredients successful and recent
But more basic than in packaged food
Sometimes functional ingredients find more success in combination with low calorie drinks
4.4 RETAIL DISTRIBUTION
Mass distribution focuses on health and wellness trend
Sluggish performance for other outlets
4.5 RETAILER ACTIVITY AND PRIVATE LABEL TRENDS
Multiple retailers have serious doubts about organic drinks
Carrefour and Colruyt
Strategic redeployment toward HW in private label
4.6 FORECAST MARKET PERFORMANCE
Forecast headlines
Continuing growth likely
BFY reduced sugar and fortified/functional to drive growth
Table 3 Forecast Retail Sales of Soft Drinks by Health and Wellness Category: Value 2005-2010
Table 4 Forecast Retail Sales of Soft Drinks by Health and Wellness Category: % Value Growth 2005-2010
5. CARBONATES
5.1 CARBONATES BY HEALTH AND WELLNESS CATEGORY
2005 headlines
HW products still dynamic in value
However, volume sales are dampened by high ecotaxes
New flavours and BFY products save growth in cola carbonates and “other” non-cola carbonates
Most non-cola carbonates suffering
Forecast not favourable for regular products
BFY reduced sugar products should forge ahead
Only BFY reduced sugar carbonates should avoid decline
Table 5 Low calorie Carbonates % Breakdown by Subsector by Off-trade Volume 2002-2005
Table 6 Retail Sales of Carbonates by Health and Wellness Category: Value 2002-2005
Table 7 Retail Sales of Carbonates by Health and Wellness Category: % Value Growth 2002-2005
Table 8 Forecast Retail Sales of Carbonates by Health and Wellness Category: Value 2005-2010
Table 9 Forecast Retail Sales of Carbonates by Health and Wellness Category: % Value Growth 2005-2010
5.2 COMPANY AND BRAND ANALYSIS
Coca-Cola Light and the like offset the drop of regular carbonate brands
Pepsi Max more dynamic than Coca-Cola Light
Summary 1 Health and Wellness Carbonates: Major Players 2004/2005
Table 10 Cola carbonates - BFY Reduced sugar: Brand Rankings 2005
Table 11 Cola carbonates - BFY Reduced caffeine: Brand Rankings 2005
Table 12 Cola carbonates - BFY Combination: Brand Rankings 2005
Table 13 Non-cola carbonates - Fortified/functional: Brand Rankings 2005
Table 14 Non-cola carbonates - BFY Reduced sugar: Brand Rankings 2005
5.3 KEY FUNCTIONAL INGREDIENTS
Fortified/functional carbonates suddenly emerge but remain niche
5.4 NEW PRODUCT DEVELOPMENTS
Focus on new and original flavours
BFY carbonates also increasingly available in individual formats
Summary 2 Health and Wellness Carbonates: New Product Launches 2004/2005
5.5 PRICING STRATEGIES
Limited added value in BFY reduced sugar cola carbonates
Higher prices in other HW carbonates
Summary 3 Pricing: Standard vs HW Carbonates 2005
6. FRUIT/VEGETABLE JUICE
6.1 FRUIT/VEGETABLE JUICE BY HEALTH AND WELLNESS CATEGORY
2005 headlines
Slight improvement in 2005
Health and wellness products maintain positive growth
Fortified/functional fruit/vegetable juice scores best progression in absolute value
Private label and blurred legislation also constrains HW
Trading up toward underdeveloped chilled 100% juice helps
Varying results for other HW fruit/vegetable juice
Plenty of room for growth in HW fruit/vegetable juice in forecast period
Growth not consistent
Table 15 Chilled vs Non-chilled Fruit/Vegetable Juice by Off-trade Volume 2002-2005
Table 16 Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: Value 2002-2005
Table 17 Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: % Value Growth 2002-2005
Table 18 Forecast Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: Value 2005-2010
Table 19 Forecast Retail Sales of Fruit/Vegetable Juice by Health and Wellness Category: % Value Growth 2005-2010
6.2 COMPANY AND BRAND ANALYSIS
Minute Maid back in business with health and wellness trend
Other players specialise in interesting niches
Summary 4 Health and Wellness Fruit/Vegetable Juice: Major Players 2004/2005
Table 20 100% juice - Organic: Brand Rankings 2005
Table 21 100% juice - Fortified/functional: Brand Rankings 2005
Table 22 NH 100% juice: Brand Rankings 2005
Table 23 NH 100% Cranberry juice: Brand Rankings 2005
Table 24 Nectars (25-99% juice) - Organic: Brand Rankings 2005
Table 25 Nectars (25-99% juice) - Fortified/functional: Brand Rankings 2005
Table 26 Nectars (25-99% juice) - BFY Reduced sugar: Brand Rankings 2005
Table 27 NH Nectars - Cranberry juice: Brand Rankings 2005
Table 28 Juice drinks (up to 24% juice) - Fortified/functional: Brand Rankings 2005
Table 29 Juice drinks (up to 24% juice) - BFY Reduced sugar: Brand Rankings 2005
6.3 KEY FUNCTIONAL INGREDIENTS
Rather traditional ingredients
6.4 NEW PRODUCT DEVELOPMENTS
Focus on low calorie, natural premium or enriched products
Smoothies really emerge thanks to health and wellness trend
Various marketing approaches
Summary 5 Health and Wellness Fruit/Vegetable Juice: New Product Launches 2004/2005
6.5 PRICING STRATEGIES
Chilled displays and functional or organic ingredients give more value to fruit juice
Reduced sugar fruit/vegetable juice opts for more reasonable pricing
Summary 6 Pricing: Standard vs HW Fruit/Vegetable Juice 2005
7. BOTTLED WATER
7.1 BOTTLED WATER BY HEALTH AND WELLNESS CATEGORY
2005 headlines
Strong recovery of value sales at first sight
Despite almost stagnation in volume
However, manufacturers give more taste to margins with “healthy” flavoured bottled water
Better positioning plays a key role
Belgians remain loyal to NH bottled water
NH spring water more dynamic than NH natural mineral water thanks to low-cost products
NH still bottled water broadens gap further with NH carbonated bottled water
Functional bottled water still strongly dynamic
Appreciable growth expected during the forecast period despite maturity of non-flavoured bottled water
NH still bottled water to maintain dominant position
Anticipated focus toward more sophisticated products
Table 30 Retail Sales of Bottled Water by Health and Wellness Category: Value 2002-2005
Table 31 Retail Sales of Bottled Water by Health and Wellness Category: % Value Growth 2002-2005
Table 32 Forecast Retail Sales of Bottled Water by Health and Wellness Category: Value 2005-2010
Table 33 Forecast Retail Sales of Bottled Water by Health and Wellness Category: % Value Growth 2005-2010
7.2 COMPANY AND BRAND ANALYSIS
Local leader Spadel faces difficulties
Nestlé and even Castel also face challenges
Danone strongly innovative and buffeted against private label
Summary 7 Health and Wellness Bottled Water: Major Players 2004/2005
Table 34 Bottled water - Fortified/functional: Brand Rankings 2005
Table 35 NH Natural mineral water - Still: Brand Rankings 2005
Table 36 NH Spring water - Still: Brand Rankings 2005
Table 37 NH Natural mineral water - Carbonated: Brand Rankings 2005
Table 38 NH Spring water - Carbonated: Brand Rankings 2005
Table 39 Flavoured bottled water - BFY Reduced sugar: Brand Rankings 2005
7.3 KEY FUNCTIONAL INGREDIENTS
Only Vitalinea’s minerals drive sales now
7.4 NEW PRODUCT DEVELOPMENTS
Packaging crucial in NH bottled water
Focus on reduced sugar and/or fortified/functional bottled water
Table 40 Off-trade Value Sales of Bottled Water by Format 2003-2005
Summary 8 Health and Wellness Bottled water: New Product Launches 2004/2005
7.5 PRICING STRATEGIES
HW not much more expensive than regular bottled water
Women ready to pay more for themselves
Summary 9 Pricing: Standard vs HW Bottled Water 2005
8. SOFT DRINKS SECTOR SUMMARIES
8.1 SPORTS DRINKS
Sports drinks increasingly popular and consumed as an everyday soft drink
Coca-Cola’s novelties still drive sales
Manufacturers to further popularise fortified/functional sports drinks during forecast period
Table 41 Retail Sales of Sports Drinks: Value 2002-2005
Table 42 Retail Sales of Sports Drinks: % Value Growth 2002-2005
Table 43 Forecast Retail Sales of Sports Drinks: Value 2005-2010
Table 44 Forecast Retail Sales of Sports Drinks: % Value Growth 2005-2010
Table 45 Sports drinks - Fortified/functional: Brand Rankings 2005
Summary 10 Health and Wellness Sports drinks: New Product Launches 2004/2005
8.2 ENERGY DRINKS
Despite the slowdown of sales
Red Bull still absolute leader
Sudden offensive of private label
Energy drinks could reach saturation during the forecast period
Table 46 Energy drinks % Breakdown by HW categories Off-trade value 2003-2005
Table 47 Retail Sales of Energy Drinks: Value 2002-2005
Table 48 Retail Sales of Energy Drinks: % Value Growth 2002-2005
Table 49 Forecast Retail Sales of Energy Drinks: Value 2005-2010
Table 50 Forecast Retail Sales of Energy Drinks: % Value Growth 2005-2010
Table 51 Energy drinks - Fortified/functional: Brand Rankings 2005
8.3 ELIXIRS
Table 52 Retail Sales of Elixirs by Health and Wellness Category: Value 2002-2005
Table 53 Retail Sales of Elixirs by Health and Wellness Category: % Value Growth 2002-2005
Table 54 Forecast Retail Sales of Elixirs by Health and Wellness Category: Value 2005-2010
Table 55 Forecast Retail Sales of Elixirs by Health and Wellness Category: % Value Growth 2005-2010
Table 56 Elixirs - Organic: Brand Rankings 2005
8.4 CONCENTRATES
HW performs much better than regular concentrates
Teisseire alone in BFY products while local players specialise in organic products
Limited but loyal consumer base for fortified/functional concentrates
Slight forecast period improvement expected but only in HW products
Table 57 Retail Sales of Concentrates by Health and Wellness Category: Value 2002-2005
Table 58 Retail Sales of Concentrates by Health and Wellness Category: % Value Growth 2002-2005
Table 59 Forecast Retail Sales of Concentrates by Health and Wellness Category: Value 2005-2010
Table 60 Forecast Retail Sales of Concentrates by Health and Wellness Category: % Value Growth 2005-2010
Table 61 Concentrates - Organic: Brand Rankings 2005
Table 62 Concentrates - Fortified/functional: Brand Rankings 2005
Table 63 Concentrates - BFY Reduced sugar: Brand Rankings 2005
Summary 11 Health and Wellness Concentrates: New Product Launches 2004/2005
8.5 RTD TEA
Surprising drop in value in 2005
Poor results for green tea
Lipton leads
Forecast period to see growth only in still and BFY RTD tea
Table 64 Retail Sales of RTD Tea by Health and Wellness Category: Value 2002-2005
Table 65 Retail Sales of RTD Tea by Health and Wellness Category: % Value Growth 2002-2005
Table 66 Forecast Retail Sales of RTD Tea by Health and Wellness Category: Value 2005-2010
Table 67 Forecast Retail Sales of RTD Tea by Health and Wellness Category: % Value Growth 2005-2010
Table 68 RTD tea - Fortified/functional: Brand Rankings 2005
Table 69 RTD tea - BFY Reduced sugar: Brand Rankings 2005
Table 70 NH Green RTD tea: Brand Rankings 2005
Summary 12 Health and Wellness RTD Tea: New Product Launches 2004/2005
9. HEALTH AND WELLNESS HOT DRINKS SALES
9.1 MARKET PERFORMANCE
2005 headlines
Exceptional leap in 2005
HW does not drive sales in hot drinks
Upgrading and recovery of coffee consumption helps growth in BFY reduced caffeine
Artificial growth in fortified/functional “other” hot drinks
Mixed results in other categories
Table 71 Retail Sales of Hot Drinks by Health and Wellness Category: Value 2002-2005
Table 72 Retail Sales of Hot Drinks by Health and Wellness Category: % Value Growth 2002-2005
9.2 KEY TRENDS AND DEVELOPMENTS
Multinationals lead the way
General focus on regular products and minor changes
Innovation limited in other HW categories
9.3 KEY FUNCTIONAL INGREDIENTS
Functional ingredients lack presence in retailers and the media
9.4 RETAIL DISTRIBUTION
Mass distribution consolidates its domination
Other outlets still have a non-negligible presence
9.5 RETAILER ACTIVITY AND PRIVATE LABEL TRENDS
Delhaize and other multiple retailers still believe in organic coffee
Private label mainly focuses on BFY coffee pods
9.6 FORECAST MARKET PERFORMANCE
Forecast headlines
HW to forge ahead thanks to a new lease of life in coffee
Poor performance in other HW hot drinks
Table 73 Forecast Retail Sales of Hot Drinks by Health and Wellness Category: Value 2005-2010
Table 74 Forecast Retail Sales of Hot Drinks by Health and Wellness Category: % Value Growth 2005-2010
10. COFFEE
10.1 COFFEE BY HEALTH AND WELLNESS CATEGORY
2005 headlines
HW products lightly represented in coffee but growing
Senseo and pods boost sales of decaffeinated coffee
Exceptional growth in organic coffee
HW instant coffee at a standstill
Only BFY reduced caffeine pods to drive sales in forecast period
Possible emergence of BFY reduced sugar instant coffee specialities
Table 75 Retail Sales of Coffee by Health and Wellness Category: Value 2002-2005
Table 76 Retail Sales of Coffee by Health and Wellness Category: % Value Growth 2002-2005
Table 77 Forecast Retail Sales of Coffee by Health and Wellness Category: Value 2005-2010
Table 78 Forecast Retail Sales of Coffee by Health and Wellness Category: % Value Growth 2005-2010
10.2 COMPANY AND BRAND ANALYSIS
Douwe Egberts leads the way in a concentrated environment
Strong promotional battle between retailers and hard discounters
Summary 13 Health and Wellness Coffee: Major Players 2004/2005
Table 79 Fresh Coffee - Organic: Brand Rankings 2005
Table 80 Fresh coffee - BFY Reduced caffeine: Brand Rankings 2005
Table 81 Instant coffee - Organic: Brand Rankings 2005
Table 82 Instant coffee - BFY Reduced caffeine: Brand Rankings 2005
10.3 NEW PRODUCT DEVELOPMENTS
Innovation concentrates on reduced caffeine products
Summary 14 Health and Wellness Coffee: New Product Launches 2004/2005
10.4 PRICING STRATEGIES
Limited difference with the exception of reduced caffeine instant coffee
Summary 15 Pricing: Standard vs HW Coffee 2005
11. TEA
11.1 TEA BY HEALTH AND WELLNESS CATEGORY
2005 headlines
More modest growth in HW tea
BFY, fortified/functional and organic tea also limited
Green tea popular as health-giver but losing dynamism
Difficult to boost NH fruit/herbal tea
More modest growth anticipated in forecast period
Some niches to be dynamic
Table 83 Retail Sales of Tea by Health and Wellness Category: Value 2002-2005
Table 84 Retail Sales of Tea by Health and Wellness Category: % Value Growth 2002-2005
Table 85 Forecast Retail Sales of Tea by Health and Wellness Category: Value 2005-2010
Table 86 Forecast Retail Sales of Tea by Health and Wellness Category: % Value Growth 2005-2010
11.2 COMPANY AND BRAND ANALYSIS
Mainstream players in regular tea also a major force in HW products
Other players too small and specialised
Summary 16 Health and Wellness Tea: Major Players 2004/2005
Table 87 Black tea - Organic: Brand Rankings 2005
Table 88 Black tea - BFY Reduced caffeine: Brand Rankings 2005
Table 89 Green tea - Organic: Brand Rankings 2005
Table 90 NH Green Tea: Brand Rankings 2005
Table 91 Fruit/herbal tea - Fortified/functional: Brand Rankings 2005
Table 92 NH Herbal tea: Brand Rankings 2005
11.3 KEY FUNCTIONAL INGREDIENTS
Poor consumer awareness
11.4 NEW PRODUCT DEVELOPMENTS
Limited activity during the review period
Summary 17 Health and Wellness Tea: New Product Launches 2004/2005
11.5 PRICING STRATEGIES
HW tea no more expensive than black tea specialities
Summary 18 Pricing: Standard vs HW Tea 2005
12. OTHER HOT DRINKS
12.1 OTHER HOT DRINKS BY HEALTH AND WELLNESS CATEGORY
2005 headlines
Surprising explosion of sales
Nesquik’s entry brings dynamism to flavoured powder milk drinks
NH “other” plant-based hot drinks shows slightly better growth
Slight improvement in forecast period thanks to HW trend
Table 93 Retail Sales of Other Hot Drinks by Health and Wellness Category: Value 2002-2005
Table 94 Retail Sales of Other Hot Drinks by Health and Wellness Category: % Value Growth 2002-2005
Table 95 Forecast Retail Sales of Other Hot Drinks by Health and Wellness Category: Value 2005-2010
Table 96 Forecast Retail Sales of Other Hot Drinks by Health and Wellness Category: % Value Growth 2005-2010
12.2 COMPANY AND BRAND ANALYSIS
Nestlé drives sales without effort
Summary 19 Health and Wellness Other Hot Drinks: Major Players 2004/2005
Table 97 Other hot drinks - Organic: Brand Rankings 2005
Table 98 Chocolate-based flavoured powder drinks - Fortified/functional: Brand Rankings 2005
Table 99 Malt-based hot drinks - Fortified/functional: Brand Rankings 2005
Table 100 NH Other plant-based hot drinks: Brand Rankings 2005
12.3 KEY FUNCTIONAL INGREDIENTS
A discreet change
12.4 NEW PRODUCT DEVELOPMENTS
Summary 20 Health and Wellness Other hot drinks: New Product Launches 2004/2005
12.5 PRICING STRATEGIES
Organic and NH products more expensive
Summary 21 Pricing: Standard vs HW Other Hot Drinks 2005