Hot Drinks in Belgium
Euromonitor International's Hot 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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Tables: 73 | Publication date: Mar 2010
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
Coffee; Other Hot Drinks; Tea
Executive summary
Hot Drinks Remains Positive Despite Slower Volume Growth in 2009
The hot drinks industry in Belgium registered positive volume growth in 2009, but at a slower rate than in 2008. Coffee and other hot drinks sales still grew positively because of the increased interest in high-quality coffee and chocolate-based flavoured powder drinks, especially of speciality products. Meanwhile, in tea, total volume sales continued to decline in 2009, with the exception of green tea, which showed the strongest performance, and black speciality tea and fruit/herbal tea – both of which showed positive growth. Thanks to these factors, overall hot drinks maintained positive total volume growth in 2009 despite the decline in the on trade.
Belgian Consumers More Sophisticated in Their Coffee Choices
Belgian coffee consumers have become more sophisticated. For instance, the Belgian coffee culture is changing – moving away from drip filter towards single-serve coffee methods. Since entering Belgium, coffee pods have become increasingly popular and these products continued to perform well in 2009. Generally, Belgian consumers are looking for a more individual coffee drinking experience nowadays. For this reason, the premium segment is expanding as quality becomes more important for Belgian consumers. Indeed they are becoming increasingly interested in high-quality blends, single-origin coffee and Grand Cru coffee beans.
Douwe Egberts SA the Leader in Belgium
Douwe Egberts SA remained the clear leader of hot drinks in Belgium in 2009, thanks to its extremely strong presence in coffee. The company also entered other hot drinks with Senseo Hot Choco in October 2008. Unilever Belgium NV is the largest player in tea, whilst Nestlé Belgilux SA retains its leading position in other hot drinks.
Supermarkets/Hypermarkets Continues to Dominate Sales
Supermarkets/hypermarkets channel, driven mostly by supermarkets, remained the most popular channel in retail volume terms for hot drinks in 2009. This distribution format is also a great driver of retail value growth. Belgian hot drinks consumers are becoming more sophisticated in terms of coffee and they are increasingly willing to spend more on quality coffee products. However, instead of specialist coffee or tea shops, this trend has continued to favour sales through supermarkets. This is because supermarket operators have been quick to pick up on this trend and offer added-value products. In fact, supermarkets have been quite active in displaying more sophisticated products on their shelves as the Belgian consumer has become more accepting of new flavours and different types of coffee.
Further Specialisation Expected for the Forecast Period
The main driver of hot drinks for the forecast period is expected to be increasing specialisation, which will provide a greater range of coffee formats for more sophisticated consumers and further fruit/herbal combinations in speciality tea categories, which promise greater health benefits. Manufacturers of instant speciality coffee products will increasingly look beyond cappuccino offerings as Belgian consumers embrace experimentation when selecting their daily cup. Sales growth is also expected to continue to boom in the coffee pod category as consumers’ tastes become more sophisticated and they demand a better quality cup with the convenience of being able to brew it at home.
Table of contents
HOT DRINKS IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
Hot Drinks Remains Positive Despite Slower Volume Growth in 2009
Belgian Consumers More Sophisticated in Their Coffee Choices
Douwe Egberts SA the Leader in Belgium
Supermarkets/Hypermarkets Continues to Dominate Sales
Further Specialisation Expected for the Forecast Period
KEY TRENDS AND DEVELOPMENTS
On-trade Consumption Suffering as Unemployment Rises
Coffee Pods Reinforcing the Established Belgian Coffee Culture
Belgian Consumers Call for More Sophisticated Hot Drinks
Green Tea Capitalising Most on Health Trend
Private Label vs Brands
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2004-2009
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2004-2009
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2004-2009
Table 4 Retail Sales of Hot Drinks by Sector: Value 2004-2009
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2004-2009
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2004-2009
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2004-2009
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2004-2009
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2004-2009
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2004-2009
Table 11 Hot Drinks Company Shares by Value 2005-2009
Table 12 Hot Drinks Brand Shares by Value 2006-2009
Table 13 Penetration of Private Label by Sector 2005-2009
Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2004-2009
Table 15 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2009
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2009-2014
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2009-2014
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2009-2014
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2009-2014
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2009-2014
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2009-2014
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2009-2014
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2009-2014
Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2009-2014
Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2009-2014
APPENDIX
Production/Import/Export Data
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BELGIUM
CAFéS LIéGEOIS SA - HOT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Cafés Liégeois SA: Key Facts
Summary 3 Cafés Liégeois SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Cafés Liégeois SA: Production Statistics 2008
COMPETITIVE POSITIONING
DELHAIZE 'LE LION' SA - HOT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Delhaize ‘Le Lion’ SA: Key Facts
Summary 6 Delhaize ‘Le Lion’ SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
EDEL SA - HOT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Edel SA: Key Facts
Summary 8 Edel SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Edel SA: Production Statistics 2008
COMPETITIVE POSITIONING
KOFFIE F ROMBOUTS NV - HOT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Koffie F Rombouts NV: Key Facts
Summary 11 Koffie F Rombouts NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Koffie F Rombouts NV: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 13 Koffie F Rombouts NV: Competitive Position 2009
COFFEE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 26 Coffee Machine Sales: 2003-2008
Table 27 Retail Sales of Coffee by Type: Volume 2004-2009
Table 28 Retail Sales of Coffee by Type: Value 2004-2009
Table 29 Retail Sales of Coffee by Type: % Volume Growth 2004-2009
Table 30 Retail Sales of Coffee by Type: % Value Growth 2004-2009
Table 31 Standard Vs Coffee Pods 2004-2009
Table 32 Coffee Company Shares 2005-2009
Table 33 Coffee Brand Shares 2006-2009
Table 34 Forecast Retail Sales of Coffee by Type: Volume 2009-2014
Table 35 Forecast Retail Sales of Coffee by Type: Value 2009-2014
Table 36 Forecast Retail Sales of Coffee by Type: % Volume Growth 2009-2014
Table 37 Forecast Retail Sales of Coffee by Type: % Value Growth 2009-2014
Table 38 Forecast Standard Vs Coffee Pods 2009-2014
TEA IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 39 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2009
Table 40 Other Tea by Type: % Off-trade Volume 2005-2009
Table 41 Retail Sales of Tea by Subsector: Volume 2004-2009
Table 42 Retail Sales of Tea by Subsector: Value 2004-2009
Table 43 Retail Sales of Tea by Subsector: % Volume Growth 2004-2009
Table 44 Retail Sales of Tea by Subsector: % Value Growth 2004-2009
Table 45 Tea Company Shares 2005-2009
Table 46 Tea Brand Shares 2006-2009
Table 47 Forecast Retail Sales of Tea by Subsector: Volume 2009-2014
Table 48 Forecast Retail Sales of Tea by Subsector: Value 2009-2014
Table 49 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2009-2014
Table 50 Forecast Retail Sales of Tea by Subsector: % Value Growth 2009-2014
OTHER HOT DRINKS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY DATA
Table 51 Retail Sales of Other Hot Drinks by Subsector: Volume 2004-2009
Table 52 Retail Sales of Other Hot Drinks by Subsector: Value 2004-2009
Table 53 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2004-2009
Table 54 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2004-2009
Table 55 Other Hot Drinks Company Shares 2005-2009
Table 56 Other Hot Drinks Brand Shares 2006-2009
Table 57 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2009-2014
Table 58 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2009-2014
Table 59 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2009-2014
Table 60 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2009-2014