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Country Report

Belgium Flag Confectionery in Belgium

| Pages: 85

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • During 2014, growth in chocolate confectionery in Belgium continued to be driven by rising demand for authentic products, with this trend even evident in modern grocery retailers outlets. Rising demand for classic flavours such as vanilla and caramel remain the major trend in the category, within bagged selflines/softlines and boxed assortments. Belgian consumers tend to pay quite a lot of attention to the origin and ingredients of the packaged food they consume, and in chocolate confectionery this is manifested in the low demand for products manufactured using palm oil. Chocolate confectionery produced locally in Belgium registered positive value growth in 2014 as the result of this trend.

COMPETITIVE LANDSCAPE

  • Mondelez Belgium BVBA is expected to maintain its leading position in chocolate confectionery in 2014, mainly due to its broad product portfolio across several chocolate confectionery categories with brands such as Milka, Daim, Toblerone and Cote d’Or. Other leading multinational companies Mars Belgium BV BA and Ferrero Ardennes SA maintained much lower value shares than Mondelez during 2013. Mars’ key brands include Maltesers and M&Ms in bagged selflines/softlines and the company maintains a substantial presence in countlines with brands such as Mars, Bounty, Snickers and Twix and the popularity of these brands is the main reason for Mars’ ongoing leadership in the category.

PROSPECTS

  • Sales of chocolate confectionery are expected to increase in both volume and constant value terms over the forecast period. The improved economic situation in Belgium and the increasing use of media advertising among the category’s major players are set to have a very positive impact on sales of chocolate confectionery during the forecast period. At the same time, chocolate confectionery is already a mature category in Belgium and this mature status means that growth is likely to be pegged to the rate of population growth during the forecast period.

Gum

TRENDS

  • During 2013, there was significant innovation in gum in Belgium, especially in terms of exploring new flavours and combinations of flavours. One good example of such an innovation was the launch of Mentos Gum Up2U, a variant of sugar free gum featuring double flavours. However, according to trade sources, Belgian consumers have so far proved to be quite conservative as far as gum flavours are concerned, and what seemed to be a successful trend during the first half of 2013 was met with only moderate success over the second half of 2013 and the first half of 2014. As a result, flavour innovation was scarce in gum during 2014 and tended to focus on flavours and variants with which Belgians are already familiar such as the traditional mint flavours such as white mint, green mint and frosted mint.

COMPETITIVE LANDSCAPE

  • Cadbury Belgium SA is set to remain the leading player in gum in Belgium in 2014. However, the performance of this company is expected to be lacklustre in 2014 and it is expected to underperform one of its two major competitors, Perfetti Van Melle Group, while matching the 1% current value growth expected for its other major rival Solinest SA. After a strong increase in demand for private label gum at the beginning of the review period, private label is expected to consolidate its fourth position in gum during 2014.

PROSPECTS

  • Following very high growth declines recorded in gum earlier of the review period, the category is set to record more moderate declines during the forecast period. The category is likely to suffer from the prevailing trends in impulse and indulgence products as Belgian consumers are shifting towards chocolate confectionery and sugar confectionery rather than gum. As a result, gum is set to decline in volume by 2% over the course of the entire forecast period, while value growth is expected to be static in constant terms.

Sugar Confectionery

TRENDS

  • Sugar confectionery is set to increase in current value by 1% during 2014. The main drivers behind such a relatively positive performance are the increasing popularity of the new flavours and packaging formats which are emerging as a result of the expansion of the leading product ranges in the category, especially in mints. These products helped to raise prices of overall sugar confectionery.

COMPETITIVE LANDSCAPE

  • Lamy Lutti NV is set to remain the leading player in the relatively fragmented category of sugar confectionery during 2014. However, due to a fire in its Belgian production plant during October 2013, the company was forced to close its factory until December 2013. As a consequence, the company’s value share in sugar confectionery began to decline in 2013 and this trend is expected to remain in effect throughout 2014. It has so far been difficult to assess what the impact of such a cataclysmic event will be for the company during the forecast period. Lamy Lutti NV’s brands were produced in France from the start of 2014.

PROSPECTS

  • Sugar confectionery’s growth prospects remain rather mixed for the forecast period. On one hand, the relevance of the indulgence trend among Belgians, coupled with the anticipated improvement in the economic situation in terms of rising disposable income levels and higher consumer spending suggest that the category has the potential to improve on the volume and value sales recorded during 2014. There are, however, several other factors which need to be accounted for when considering the potential development of sugar confectionery during the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Belgium market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Belgium?
  • What are the major brands in Belgium?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Confectionery in Belgium - Category Analysis

CHOCOLATE CONFECTIONERY IN BELGIUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2009-2014
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2009-2014
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2009-2014
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2010-2014
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2011-2014
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2014-2019
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019

GUM IN BELGIUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2009-2014
  • Table 14 Sales of Gum by Category: Value 2009-2014
  • Table 15 Sales of Gum by Category: % Volume Growth 2009-2014
  • Table 16 Sales of Gum by Category: % Value Growth 2009-2014
  • Table 17 NBO Company Shares of Gum: % Value 2010-2014
  • Table 18 LBN Brand Shares of Gum: % Value 2011-2014
  • Table 19 Distribution of Gum by Format: % Value 2009-2014
  • Table 20 Forecast Sales of Gum by Category: Volume 2014-2019
  • Table 21 Forecast Sales of Gum by Category: Value 2014-2019
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2014-2019
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2014-2019

SUGAR CONFECTIONERY IN BELGIUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 24 Sales of Sugar Confectionery by Category: Volume 2009-2014
  • Table 25 Sales of Sugar Confectionery by Category: Value 2009-2014
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2009-2014
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2009-2014
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2009-2014
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2010-2014
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2011-2014
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2009-2014
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2014-2019
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2014-2019
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2014-2019
  • Summary 1 Other Sugar Confectionery: Product Types

Confectionery in Belgium - Company Profiles

Barry Callebaut Belgium NV in Packaged Food (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Barry Callebaut Belgium NV: Key Facts
  • Summary 3 Barry Callebaut Belgium NV: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 4 Barry Callebaut Belgium NV: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 5 Barry Callebaut Belgium NV: Competitive Position 2014

Etn Franz Colruyt NV in Packaged Food (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Etn Franz Colruyt NV: Key Facts
  • Summary 7 Etn Franz Colruyt NV: Operational Indicators

INTERNET STRATEGY

  • Summary 8 Etn Franz Colruyt NV: Share of Sales Generated by Internet Retailing

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 9 Etn Franz Colruyt NV: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 10 Etn Franz Colruyt NV: Competitive Position 2014

Mondelez Belgium BVBA in Packaged Food (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Mondelez Belgium BVBA: Key Facts
  • Summary 12 Mondelez Belgium BVBA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 13 Mondelez Belgium BVBA: Competitive Position 2014

Nestlé Belgilux SA in Packaged Food (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 14 Nestlé Belgilux SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 15 Nestlé Belgilux SA: Competitive Position 2014

Packaged Food in Belgium - Industry Context

EXECUTIVE SUMMARY

The market gets head above water

Belgians are still gourmand but wish to control their budgets and food types better

Private label encroachment continues

Colruyt and discounters resume price war

Modest prospects overall

KEY TRENDS AND DEVELOPMENTS

Good weather and red devils helps Belgian economy

Taste and authenticity stronger themes than health and wellness

However, Belgians still need to control their budget and nutrition better

Price war puts further pressure on branded manufacturers

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends –foodservice

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 51 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 61 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 71 Sales of Packaged Food by Category: Value 2009-2014
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 74 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 75 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 77 Penetration of Private Label by Category: % Value 2009-2014
  • Table 78 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

SOURCES

  • Summary 16 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Flavour
  • Analysis by Type
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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