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Country Report

Confectionery in Belgium

| Pages: 84

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Against all expectations, chocolate confectionery has offered an increasingly wide product range over the last couple of years, at least in the mass market. In spite of the good reputation for quality of Belgian chocolate, local consumers are rarely open to originalities in the category. However, this is progressively changing, with the small but non-negligible development of dark chocolate, ethnic products and even health and wellness offerings, a niche that previously found it difficult to grow. This is exemplified by the development of organic chocolate in tablets and the emergence of stevia-based products since the ingredient was authorised in Belgium in January 2012.

COMPETITIVE LANDSCAPE

  • With an estimated 34% value share in 2012, Kraft Foods Belgium remains the outright leader in a fairly concentrated competitive landscape. Kraft benefits from the very strong popularity of Côte d’Or. However, the NBO of the famous Belgian brand has again recorded ambivalent results in 2012. The company is still set to achieve positive sales growth but this will be largely down to strong price increases, without which it could have stagnated or even faced a slight decline. In 2011 and at the beginning of 2012, Côte d’Or lost ground in mignonettes (its core business) and pralines in boxed assortments notably due to the sluggish performance of Milka Tendres Moments. In tablets, Milka has also continued to lose share in 2012.

PROSPECTS

  • The exceptional performance of 2011 and early 2012 and key innovations seem to have brought a breath of fresh air to chocolate confectionery and reassured manufacturers. The category could even become less conservative in the coming years, with the possible move of some key players into stevia-based products, the ongoing slow development of dark chocolate and more natural and fairtrade ingredients. Paradoxically, while the health and wellness category should move out of its niche status, another trend will likely be the end of the hunt for excessively rich and calorific products. This is exemplified by the ongoing success of bagged selflines/softlines and the recent slight recovery of countlines, whose image is often associated with bad snacking habits and being overweight.

Gum

TRENDS

  • The level of innovation and merchandising activity in gum has remained fairly high in 2012 but lower than in previous years, which surprisingly has not been a bad thing for the category. Indeed, in the middle of the review period, the range tended to become too complex and products too expensive for consumers, according to some marketers. The growing number of brand variants and even players tended to exhaust consumer interest. The high number of innovations made the category more complicated, with the range on offer needing to be simplified.

COMPETITIVE LANDSCAPE

  • Cadbury Belgium continues to lead gum in 2012 with a 31% value share thanks to the strength of its Stimorol brand. However, with such a high share, it has been affected by the performance of the wider category. Prior to the slowdown in sales of gum, the company was later than others to invest in plastic jars and thus did this at the wrong time, just as the packaging format fell from grace due to its expensive price. In 2011 and 2012, Stimorol Senses has focused on limited editions, firstly with Stimorol Mega Mystery and then with Stimorol Neon Fu.

PROSPECTS

  • According to one player in gum, Belgium is one of the most aggressive markets for gum in terms of competition, which leads to numerous innovations but also many failures and a higher level of saturation than in many other Western European countries. Thus, manufacturers seem to have understood that they cannot compete in all areas in gum. Instead, each should focus on their core business and their most promising products over the next five years.

Sugar Confectionery

TRENDS

  • The main trend in 2011 and 2012 has been the growing success of products aimed at children at the expense of sugar confectionery for adults. While sales of fancy boiled sweets, pastilles and gums have taken off, the decline of PCP (Petite Confiserie de Poche – “little pocket confectionery”) has continued. Although this niche was still a growth driver at the beginning of the review period, it declined significantly in early 2012 due to a lack of major innovation. It addition, it is not a ‘destination category’ as it tends to be driven by impulse purchases, with such products generally not featuring on shopping lists. Lastly, from the middle of the review period sales were also constrained by the drop in sugar-free products, which was not totally offset by the recovery of sugarised products.

COMPETITIVE LANDSCAPE

  • The competitive environment in sugar confectionery is highly fragmented, with no company holding a double-digit share and no clear leader setting strong marketing trends. With a value share of more than 8%, Lamy Lutti leads sales in 2012. The company benefits from its wide range of products across sugar confectionery, and a leading position in the most valuable category, pastilles, gums, jellies and chews. The company’s major brand Lutti, however, often emulates Haribo’s new product development with me-too items, and is not in itself particularly innovative. This seemed to change in 2011 and 2012 with novelties such as Lutti LongFizz, Lutti Fruit & Fizz and Lutti Koala Friends.

PROSPECTS

  • Conversely to the gloomy years of the middle of the review period, manufacturers have one or two cards to play in sugar confectionery over the next few years. Stevia could emerge from the pipeline of most players. It was authorised for usage in January 2012. Haribo, which launched some stevia-based products in Germany, could do the same in Belgium over the short term. In addition, self-indulgence should remain a crucial factor in sugar confectionery, especially as Belgians seem to be much less afraid of the risk of being overweight than they were five years ago.

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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

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2007-2012
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2007-2012
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2007-2012
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2007-2012
  • Table 5 Chocolate Tablets by Type: % Value Breakdown 2007-2012
  • Table 6 Chocolate Confectionery Company Shares 2008-2012
  • Table 7 Chocolate Confectionery Brand Shares 2009-2012
  • Table 8 Sales of Chocolate Confectionery by Distribution Format: % Analysis 2007-2012
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2012-2017
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2012-2017
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2012-2017
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2012-2017

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Sugar Confectionery by Category: Volume 2007-2012
  • Table 14 Sales of Sugar Confectionery by Category: Value 2007-2012
  • Table 15 Sales of Sugar Confectionery by Category: % Volume Growth 2007-2012
  • Table 16 Sales of Sugar Confectionery by Category: % Value Growth 2007-2012
  • Table 17 Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2007-2012
  • Table 18 Sugar Confectionery Company Shares 2008-2012
  • Table 19 Sugar Confectionery Brand Shares 2009-2012
  • Table 20 Sales of Sugar Confectionery by Distribution Format: % Analysis 2007-2012
  • Table 21 Forecast Sales of Sugar Confectionery by Category: Volume 2012-2017
  • Table 22 Forecast Sales of Sugar Confectionery by Category: Value 2012-2017
  • Table 23 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2012-2017
  • Table 24 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2012-2017
  • Summary 1 Other Sugar Confectionery: Product Types

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Gum by Category: Volume 2007-2012
  • Table 26 Sales of Gum by Category: Value 2007-2012
  • Table 27 Sales of Gum by Category: % Volume Growth 2007-2012
  • Table 28 Sales of Gum by Category: % Value Growth 2007-2012
  • Table 29 Leading Flavours for Gum 2007-2012
  • Table 30 Gum Company Shares 2008-2012
  • Table 31 Gum Brand Shares 2009-2012
  • Table 32 Sales of Gum by Distribution Format: % Analysis 2007-2012
  • Table 33 Forecast Sales of Gum by Category: Volume 2012-2017
  • Table 34 Forecast Sales of Gum by Category: Value 2012-2017
  • Table 35 Forecast Sales of Gum by Category: % Volume Growth 2012-2017
  • Table 36 Forecast Sales of Gum by Category: % Value Growth 2012-2017

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 2012

COMPETITIVE POSITIONING

  • Summary 5 Barry Callebaut Belgium NV: Competitive Position 2012

Packaged Food in Belgium - Industry Context

EXECUTIVE SUMMARY

The performance of packaged food slows down again in 2011

Convenience, indulgence and authenticity are prioritised over health concerns

Branded companies take on private label

Supermarkets and discounters both thrive in 2012

Sluggish future expected for packaged food

KEY TRENDS AND DEVELOPMENTS

The performance of packaged food slows down amidst renewed economic woes

Convenience is still valued

Home cooking trend is on the rise

Indulgence and going back to basics are stronger themes than health and wellness in 2012

Manufacturers cope well against private label towards 2012

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

CATEGORY DATA

  • Table 37 Foodservice Sales of Packaged Food by Category: Volume 2007-2012
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2007-2012
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2012-2017
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2012-2017

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

CATEGORY DATA

  • Table 41 Sales of Impulse and Indulgence Products by Category: Volume 2007-2012
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2007-2012
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2007-2012
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2007-2012
  • Table 45 Company Shares of Impulse and Indulgence Products 2008-2012
  • Table 46 Brand Shares of Impulse and Indulgence Products 2009-2012
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2012-2017
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2012-2017
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2012-2017
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2012-2017

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

CATEGORY DATA

  • Table 51 Sales of Meal Solutions by Category: Volume 2007-2012
  • Table 52 Sales of Meal Solutions by Category: Value 2007-2012
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2007-2012
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2007-2012
  • Table 55 Company Shares of Meal Solutions 2008-2012
  • Table 56 Brand Shares of Meal Solutions 2009-2012
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2012-2017
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2012-2017
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2012-2017
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2012-2017

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

CATEGORY DATA

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2007-2012
  • Table 62 Sales of Nutrition/Staples by Category: Value 2007-2012
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2007-2012
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2007-2012
  • Table 65 Company Shares of Nutrition/Staples 2008-2012
  • Table 66 Brand Shares of Nutrition/Staples 2009-2012
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2012-2017
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2012-2017
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2012-2017
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2012-2017

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2007-2012
  • Table 72 Sales of Packaged Food by Category: Value 2007-2012
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2007-2012
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2007-2012
  • Table 75 GBO Shares of Packaged Food 2008-2012
  • Table 76 NBO Shares of Packaged Food 2008-2012
  • Table 77 NBO Brand Shares of Packaged Food 2009-2012
  • Table 78 Penetration of Private Label by Category 2007-2012
  • Table 79 Sales of Packaged Food by Distribution Format: % Analysis 2007-2012
  • Table 80 Sales of Packaged Food by Category and Distribution Format: % Analysis 2012
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2012-2017
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2012-2017
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2012-2017
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2012-2017

SOURCES

  • Summary 6 Research Sources

Segmentation

This market research report includes the following:

  • Confectionery
    • Chocolate Confectionery
      • Alfajores
      • 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
  • Analysis by flavour
  • Analysis by type
  • Pricing
  • Products by ingredient
  • 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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