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: 158 | Publication date: Apr 2009
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Executive summary
Concern for health drives the Belgian soft drinks market
Belgians are becoming more aware of health problems and therefore are increasingly looking to change their diets for the better. Carbonates and high-sugar juices have been singled out in the media as a cause of obesity, and health-oriented consumers are turning away from these drinks in favour of naturally healthy soft drinks. Manufacturers of fruit/vegetable juice, bottled water and RTD tea continue to expand the offer and distribution, and enjoyed volume sales growth in 2008, while volume sales of carbonates slowed.
Functional drinks become common on Belgian shelves
While Belgian consumers continue to seek out bottled water for low-calorie hydration and RTD tea for its naturally high antioxidant content, added functionality became even more attractive to those looking for energy and preventative health benefits. Sports drinks and functional water continue to expand their reach through the addition of vitamins, minerals and electrolytes, and the taurine, ginseng and caffeine boost added to most energy drinks has made them especially attractive to younger consumers looking for a drink their parents would not buy. In 2008, The Coca-Cola Company also tried to bring functionality to carbonates through its brand of Coca-Cola Light Plus Antioxidants.
The Coca-Cola Company leads the Belgian soft drinks market
Coca-Cola Enterprises Belgium leads the Belgian soft drinks market, accounting for around a third of off-trade soft drinks value sales in 2008. High brand recognition is an important factor behind the continued success of this multinational, and its worldwide presence and size give it the resources to offer products that the customer wants, such as “light” cola carbonates in response to the increasing demand for healthier products whilst still maintaining the lure of a carbonated drink that is so popular with Belgian consumers.
Discounters channel continues to increase its volume share
In line with the success of private label, discounters grew at the expense of all other distribution channels (supermarkets/hypermarkets, small grocery retailers, independent small grocers, other grocery retailers, etc) during the review period. Vending plays only a minor role in soft drinks in Belgium. Discounters held their highest volume shares in carbonates, fruit/vegetable juice and bottled water.
Moderate growth expected over the forecast period
Soft drinks is expected to register more moderate total volume and value growth over the forecast period. The best performing categories will be functional drinks, RTD tea and coffee, which are benefiting from the growing health trend. On the other hand, more mature categories such as carbonates and bottled water, while registering positive performances, will be hindered from achieving higher volume growth. Nonetheless, carbonates will continue to account for the majority of soft drinks value sales and it will therefore contribute much to growth in actual terms. Sales will also benefit from new launches of still, health-oriented and functional beverages, often presented in more ergonomic, coloured packaging to attract the interest of consumers.
Table of contents
SOFT DRINKS IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
Concern for health drives the Belgian soft drinks market
Functional drinks become common on Belgian shelves
The Coca-Cola Company leads the Belgian soft drinks market
Discounters channel continues to increase its volume share
Moderate growth expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
Health concerns drive demand
Environmental concerns and credit crunch weaken bottled water
Growth driven by innovation
More convenient packaging
Growing demand for energy-boosting drinks
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 20 Penetration of Private Label by Sector by Value 2003-2008
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Fountain Sales in Belgium
SECTOR DATA
Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 34 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 35 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 36 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 37 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume61X1000 2008-2013
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - BELGIUM
FRIESLAND FOODS BELGIë NV - SOFT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Friesland Foods België: Key Facts
Summary 3 Friesland Foods België: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Friesland Foods België: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Friesland Foods België: Competitive Position 2008
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
PRODUCTION
Summary 8 Brouwerij Haacht NV SA: Production Statistics 2007
COMPETITIVE POSITIONING
JOHN MARTIN SA - SOFT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 9 John Martin SA: Key Facts
Summary 10 John Martin SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 John Martin SA: Competitive Position 2008
SPADEL SA NV - SOFT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Spadel NV SA: Key Facts
Summary 13 Spadel NV SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Spadel NV SA: Production Statistics
COMPETITIVE POSITIONING
Summary 15 Spadel NV SA: Competitive Position 2008
SUN BEVERAGES CO - SOFT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Sun Beverages Co : Key Facts
Summary 17 Sun Beverages Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Sun Beverages Co: Production Statistics
COMPETITIVE POSITIONING
Summary 19 Sun Beverages Co: Competitive Position 2008
TROPICANA LOOZA BENELUX - SOFT DRINKS - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Tropicana Looza Benelux: Key Facts
Summary 21 Tropicana Looza Benelux: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 22 Tropicana Looza Benelux: Competitive Position 2008
CARBONATES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Low-calorie Carbonates by Category by Volume, 2003-2008
Table 41 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 42 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 43 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 44 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 45 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 46 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 47 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 48 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 49 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 50 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 51 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 52 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 56 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 61 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 62 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 63 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008
Table 64 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 65 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008
Table 66 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 67 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 68 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 69 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 70 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 74 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Institutional Bottled Water Sales
SECTOR DATA
Table 75 Sales of Bottled Water to Institutional Channel 2003-2008
Table 76 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 77 Off-trade Sales of Bottled Water: Value 2003-2008
Table 78 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 79 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 80 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 81 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 82 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 83 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 84 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 85 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 86 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 87 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 88 Still vs. Carbonated Functional Drinks % Off-trade Volume 2005-2008
Table 89 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 90 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 91 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 92 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 93 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 94 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 95 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 96 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 100 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Concentrates Conversions
SECTOR DATA
Table 101 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format 2008
Table 102 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 103 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 104 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 105 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 106 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 107 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 108 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 109 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 110 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 111 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 112 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 113 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 114 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 115 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 116 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 117 Company Shares of RTD Tea by Off-trade Volume 2004-2008
Table 118 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 119 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 120 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 122 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 123 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 124 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN BELGIUM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Off-trade Sales of RTD Coffee: Volume 2003-2008
Table 126 Off-trade Sales of RTD Coffee: Value 2003-2008
Table 127 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008
Table 128 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008
Table 129 Company Shares of RTD Coffee by Off-trade Volume 2004-2008
Table 130 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008
Table 131 Company Shares of RTD Coffee by Off-trade Value 2004-2008
Table 132 Brand Shares of RTD Coffee by Off-trade Value 2005-2008
Table 133 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013
Table 134 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013
Table 135 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013
Table 136 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013