Soft Drinks in Belgium
Euromonitor International's Soft 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: 151 | Publication date: Aug 2007
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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Sales of soft drinks show ambivalent performance despite rising value sales
After rather atypical results in 2005, overall sales of soft drinks demonstrated appreciable volume growth in 2006. This derived from the ongoing consumer switch from alcoholic drinks to healthier products, the end of high ecotaxes, and in particular a heat-wave in June and July.
Premium and healthier products still offset price erosion in off-trade
The key driver of growth in off-trade was the launch of products adapted to new ways of living (for instance smaller PET bottles), and new consumer demands for premium and/or healthier soft drinks. With growing awareness of health concerns, the preferences of many Belgian consumers continue to shift towards low calorie carbonates, chilled 100% or conversely diluted fruit juices enriched with vitamins, and functional drinks. Even so, despite an unhealthy reputation and already high per capita consumption, carbonates remain the most valuable product type and even resist better than others the upsurge of private label products. Many manufacturers worry about the offensive of hard discounters’ private label products, even in dynamic product types such as bottled water and, in particular, flavoured water.
Off-trade generates more volume and dynamism than on-trade
Off-trade performed much better than on-trade in 2006 due to the higher level of innovation and more important marketing resources. Growth in on-trade sales came to a complete standstill due to the economic difficulties experienced by the local catering industry, especially bars. Only restaurants recorded positive volume growth in this channel, which benefited on-trade sales of bottled water. Apart from Coca-Cola Soft Drinks NV, the majority of manufacturers do little to boost on-trade sales.
Coca-Cola Soft Drinks ahead, but small brands can still amaze
Against the threat of private label products, only the greatest players with strong marketing resources have a chance to expand, particularly Coca-Cola Enterprises Belgium. Despite its core business in carbonates, it anticipates trends from many years and outperforms many European players by focusing on low-calorie products and/or still drinks. Even so, more modest players with narrow portfolios can still register dynamic growth, such as French or local brands in bottled water, or Friesland Foods BV in fruit juices.
Distribution of soft drinks remains well-balanced for the moment
Distribution in Belgium is well-balanced and indicative of the different forces and trends in Europe. Multiple retailers dominate off-trade sales, with hypermarkets – and mainly supermarkets – the dominant format in the country. Small supermarkets and convenience stores have a modest share of sales, but are nonetheless considered to be the most promising and profitable outlets. Hard discounters are not in the same position of strength as in Germany, but nonetheless represent the main threat for added-value. In addition to its significant share in fruit/vegetable juice and bottled water, hard discounters are increasingly able to compete with successful A-brands in carbonates, RTDs or functional drinks, for instance.
Focus on health and wellness trend in coming years
More than ever manufacturers should capitalise on the health and wellness trend over the forecast period, primarily functional concepts, more thirst-quenching items or sugar-free products with a full-taste. Price erosion is likely to continue as private label products follow branded offerings in these promising areas, although most manufacturers have sufficient resources to remain competitive. Chilled 100% juices or fruit drinks, sports drinks and carbonated and/or functional water products will remain the most dynamic categories in soft drinks. Nonetheless, many Belgians will remain loyal to carbonates.
Table of contents
SOFT DRINKS IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
KEY TRENDS AND DEVELOPMENTS
Soft drinks still have room for growth despite maturity
Health and wellness to still drive sales but carbonated drinks should not drop
Private label products to develop further despite withdrawal of high ecotaxes
Premium products still benefit from improvement in economy
Sales increasingly slanted towards off-trade and on-the-go consumption
Increasingly tough competitive environment
Trend towards smaller points of sale
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2001-2006
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2001-2006
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2001-2006
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2001-2006
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2006
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2006
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2006
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2006
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2001-2006
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2001-2006
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2001-2006
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2001-2006
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2002-2006
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2006
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2002-2006
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2006
Table 17 Company Shares of Off-trade Soft Drinks by Value 2002-2006
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2003-2006
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2002-2006
Table 20 Penetration of Private Label by Sector by Value 2002-2006
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2006
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2006-2011
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2006-2011
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2006-2011
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2006-2011
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2006-2011
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2006-2011
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2006-2011
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2006-2011
APPENDIX
Concentrates Conversions
Summary 1 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2001-2006
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2001-2006
Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2002-2006
Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2006
Table 34 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2002-2006
Table 35 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2006
Table 36 Company Shares of Concentrates (RTD) by Off-trade Volume 2002-2006
Table 37 Brand Shares of Concentrates (RTD) by Off-trade Volume 2003-2006
Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2006-2011
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2006-2011
Institutional Bottled Water Sales
Table 40 Sales of Bottled Water to Institutional Channels 2001-2006
Published Data Comparisons
DEFINITIONS
LOCAL COMPANY PROFILES - BELGIUM
FRIESLAND FOODS BELGIë NV - SOFT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Friesland Foods België NV: Key Facts
Summary 3 Friesland Foods België NV: Operational Indicators
COMPANY BACKGROUND AND PRODUCTION
Summary 4 Friesland Foods in Belgium: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 5 Friesland Foods België NV: Competitive Position 2006
HAACHT NV SA, BROUWERIJ - SOFT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Brouwerij Haacht NV SA: Key Facts
Summary 7 Brouwerij Haacht NV SA: Operational Indicators
COMPANY BACKGROUND AND PRODUCTION
Summary 8 Brouwerij Haacht NV SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 9 Brouwerij Haacht NV SA: Competitive Position 2006
SPADEL SA NV - SOFT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Spadel SA NV: Key Facts
Summary 11 Spadel SA NV: Operational Indicators
COMPANY BACKGROUND AND PRODUCTION
Summary 12 Spadel SA, Groupe SAin Belgium: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 13 Spadel SA NV: Competitive Position 2006
SUNCO NV - SOFT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Sunco NV: Key Facts
Summary 15 Sunco NV: Operational Indicators
COMPANY BACKGROUND AND PRODUCTION
Summary 16 Sunco NV: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 17 Sunco NV: Competitive Position 2006
CARBONATES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 On-trade vs Off-trade Sales of Carbonates: Volume 2001-2006
Table 42 On-trade vs Off-trade Sales of Carbonates: Value 2001-2006
Table 43 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2001-2006
Table 44 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2001-2006
Table 45 Off-trade Sales of Carbonates by Subsector: Volume 2001-2006
Table 46 Off-trade Sales of Carbonates by Subsector: Value 2001-2006
Table 47 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2001-2006
Table 48 Off-trade Sales of Carbonates by Subsector: % Value Growth 2001-2006
Table 49 Low Calorie Carbonates by Subsector 2002-2006
Table 50 Company Shares of Carbonates by Off-trade Volume 2002-2006
Table 51 Brand Shares of Carbonates by Off-trade Volume 2003-2006
Table 52 Company Shares of Carbonates by Off-trade Value 2002-2006
Table 53 Brand Shares of Carbonates by Off-trade Value 2003-2006
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2006-2011
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: Value 2006-2011
Table 56 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2006-2011
Table 57 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2006-2011
FRUIT/VEGETABLE JUICE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2001-2006
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2001-2006
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2001-2006
Table 61 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2001-2006
Table 62 Leading Flavours for 100% Juice: %Volume Breakdown 2003-2006
Table 63 Leading Flavours for Nectars (25-99% Juice): %Volume Breakdown 2003-2006
Table 64 Leading Flavours for Juice Drinks (up to 24% Juice): %Volume Breakdown 2003-2006
Table 65 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 66 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2002-2006
Table 67 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2006
Table 68 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2002-2006
Table 69 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2006
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2006-2011
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2006-2011
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2006-2011
Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2006-2011
BOTTLED WATER IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 74 Off-trade Sales of Bottled Water: Volume 2001-2006
Table 75 Off-trade Sales of Bottled Water: Value 2001-2006
Table 76 Off-trade Sales of Bottled Water: % Volume Growth 2001-2006
Table 77 Off-trade Sales of Bottled Water: % Value Growth 2001-2006
Table 78 Company Shares of Bottled Water by Off-trade Volume 2002-2006
Table 79 Brand Shares of Bottled Water by Off-trade Volume 2003-2006
Table 80 Company Shares of Bottled Water by Off-trade Value 2002-2006
Table 81 Brand Shares of Bottled Water by Off-trade Value 2003-2006
Table 82 Forecast Off-trade Sales of Bottled Water: Volume 2006-2011
Table 83 Forecast Off-trade Sales of Bottled Water: Value 2006-2011
Table 84 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2006-2011
Table 85 Forecast Off-trade Sales of Bottled Water: % Value Growth 2006-2011
Table 86 Off-trade Sales of Bottled Water by Format: % Value Breakdown 2004-2006
FUNCTIONAL DRINKS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 87 Off-trade Sales of Functional Drinks by Subsector: Volume 2001-2006
Table 88 Off-trade Sales of Functional Drinks by Subsector: Value 2001-2006
Table 89 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2001-2006
Table 90 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2001-2006
Table 91 Still vs Carbonated Functional Drinks % Off-Trade Volume 2005-2006
Table 92 Company Shares of Functional Drinks by Off-trade Volume 2002-2006
Table 93 Brand Shares of Functional Drinks by Off-trade Volume 2003-2006
Table 94 Company Shares of Functional Drinks by Off-trade Value 2002-2006
Table 95 Brand Shares of Functional Drinks by Off-trade Value 2003-2006
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2006-2011
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2006-2011
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2006-2011
Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2006-2011
CONCENTRATES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 100 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2001-2006
Table 101 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2001-2006
Table 102 Off-trade Sales of Concentrates by Subsector: Value 2001-2006
Table 103 Off-trade Sales of Concentrates by Subsector: % Value Growth 2001-2006
Table 104 Company Shares of Concentrates by Off-trade Value 2002-2006
Table 105 Brand Shares of Concentrates by Off-trade Value 2003-2006
Table 106 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2006-2011
Table 107 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2006-2011
Table 108 Forecast Off-trade Sales of Concentrates by Subsector: Value 2006-2011
Table 109 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2006-2011
RTD TEA IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 110 Off-trade Sales of RTD Tea by Subsector: Volume 2001-2006
Table 111 Off-trade Sales of RTD Tea by Subsector: Value 2001-2006
Table 112 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2001-2006
Table 113 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2001-2006
Table 114 Flavours/types of RTD tea % off-trade volume 2005-2006
Table 115 Company Shares of RTD Tea by Off-trade Volume 2002-2006
Table 116 Brand Shares of RTD Tea by Off-trade Volume 2003-2006
Table 117 Company Shares of RTD Tea by Off-trade Value 2002-2006
Table 118 Brand Shares of RTD Tea by Off-trade Value 2003-2006
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2006-2011
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2006-2011
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2006-2011
Table 122 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2006-2011
RTD COFFEE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 123 Off-trade Sales of RTD Coffee: Volume 2001-2006
Table 124 Off-trade Sales of RTD Coffee: Value 2001-2006
Table 125 Off-trade Sales of RTD Coffee: % Volume Growth 2001-2006
Table 126 Off-trade Sales of RTD Coffee: % Value Growth 2001-2006
Table 127 Company Shares of RTD Coffee by Off-trade Volume 2002-2006
Table 128 Brand Shares of RTD Coffee by Off-trade Volume 2003-2006
Table 129 Company Shares of RTD Coffee by Off-trade Value 2002-2006
Table 130 Brand Shares of RTD Coffee by Off-trade Value 2003-2006
Table 131 Forecast Off-trade Sales of RTD Coffee: Volume 2006-2011
Table 132 Forecast Off-trade Sales of RTD Coffee: Value 2006-2011
Table 133 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2006-2011
Table 134 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2006-2011