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Country Report

Belgium Flag Confectionery in Belgium

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Chocolate confectionery in Belgium is a mature category and it registered a relatively static performance towards the end of the review period. This was due to two key factors: diminishing disposable income among consumers and increasing health awareness. The volume sales decline, however, was countered by the rise of indulgent and premium products. The success of brands such as Merci (August Storck KG) is based on quality, variety of offer, and single-serve offerings. While these products did not manage to entirely counter the volume decline seen in chocolate confectionery, value growth stayed positive in the category in 2013 as a result of the shift towards such products.

COMPETITIVE LANDSCAPE

  • With a 35% value share in 2013, Kraft Foods Belgium SA remained the number one player in chocolate confectionery in Belgium in 2013. Its strength comes from the popularity of its flagship brand Côte d’Or, which posted a 21% value share in 2013, and the second-ranked brand in value terms, Milka, with a 9% share.

PROSPECTS

  • A slightly improved economic situation and, in turn, higher disposable incomes, should revitalise to some extent the demand for chocolate confectionery, which suffered during the difficult economic times in the review period. Volume growth is thus set to be positive in the second half of the forecast period, while constant value growth will be positive from 2015. However, concerns among consumers about being overweight and obesity rates are also set to heighten over the forecast period, counterbalancing the improved economic context and dampening the growth prospects for chocolate confectionery.

Gum

TRENDS

  • In the context of a mature gum category, innovation, especially in terms of flavours, but also in terms of packaging, proved to be the most important factors impacting gum in 2013. New flavours or mixed-flavour products (featured by brands such as Mentos Gum Up2U from Perfetti Van Melle Group) saw strong performances in 2013. Overall, however, the performance of gum in 2013 remained significantly weaker than the double-digit value growth recorded in 2008 when it benefited from impulsive purchasing patterns.

COMPETITIVE LANDSCAPE

  • Cadbury Belgium SA preserved its leading position in gum, posting a 31% value share, well ahead of the competition in 2013. However, it posted a slight share decline, while one of its main competitors, third-ranked Perfetti Van Melle Group, saw a slight rise to 17%. Second-ranked Solinest SA also saw its share drop slightly, posting a 22% share. Private label, after a strong share rise in 2009, consolidated its position with a 12% combined share.

PROSPECTS

  • Growth expectations for the gum category are rather limited, with the category appearing to be somewhat saturated. One key element will be unit price movement, as after the 1% rise over the review period as a whole, price is set to drop by 1% annually over the forecast period, thus negatively impacting the category’s value sales.

Sugar Confectionery

TRENDS

  • Sugar confectionery is a mature product category in Belgium where innovation, especially in terms of successfully targeting young consumers, is essential to maintaining growth. Operators of private label products are taking advantage of this situation, with their low prices. In fact, especially in sugar confectionary, consumers seem to be receptive to promotions – as compared to products such as chocolate confectionery where high-quality brands with a premium positioning, such as Merci (August Storck KG), are seeing growth.

COMPETITIVE LANDSCAPE

  • Sugar confectionery is highly fragmented and featured no player with a double-digit value share in 2013. In this context, Lamy Lutti NV was ranked as the leading operator, with a 9% value share. It was also the company that recorded one of the strongest rises in share, thanks to the positive performance in 2013 of its Lutti brand, especially among young consumers.

PROSPECTS

  • The performance of sugar confectionery over the forecast period is set to be static in constant value terms, alongside a marginal decline in volume sales. The saturated nature of this category represents a major obstacle to growth. There are, however, pockets of potential growth, such as a possible lift from stevia-based products, and other health-related innovations. Nevertheless, the overall outlook for sugar confectionery in Belgium is rather weak.

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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

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Sugar Confectionery by Category: Volume 2008-2013
  • Table 14 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 15 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 17 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 18 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 19 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 20 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 21 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 22 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 23 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 24 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018
  • Summary 1 Other Sugar Confectionery: Product Types

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Gum by Category: Volume 2008-2013
  • Table 26 Sales of Gum by Category: Value 2008-2013
  • Table 27 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 28 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 29 Sales of Gum by Flavour: Rankings 2008-2013
  • Table 30 NBO Company Shares of Gum: % Value 2009-2013
  • Table 31 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 32 Distribution of Gum by Format: % Value 2008-2013
  • Table 33 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 34 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 35 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 36 Forecast Sales of Gum by Category: % Value Growth 2013-2018

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 2013

COMPETITIVE POSITIONING

  • Summary 5 Barry Callebaut Belgium NV: Competitive Position 2013

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

COMPANY BACKGROUND

INTERNET STRATEGY

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

PRIVATE LABEL

  • Summary 9 Etn Franz Colruyt NV: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 10 Etn Franz Colruyt NV: Competitive Position 2012

Kraft Foods Belgium SA in Packaged Food (Belgium)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Kraft Foods Belgium SA: Key Facts
  • Summary 12 Kraft Foods Belgium SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 13 Kraft Foods Belgium SA: Competitive Position 2013

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 2013

Packaged Food in Belgium - Industry Context

EXECUTIVE SUMMARY

Packaged food performance continues to slow down in 2013

‘Back to basics’ at home is a key theme in 2013

Private label leads the pack

Discounters and supermarket chains distinguish themselves

Weak prospects overall

KEY TRENDS AND DEVELOPMENTS

The absence of real economic recovery dampens packaged food sales

The horsemeat scandal reinforces the back-to-basics trend

Taste and authenticity are key drivers in the Belgian packaged food industry

New battle between top brands and private label

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends – foodservice

Prospects

Category Data

  • Table 37 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INGULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive landscape

Prospects

Category Data

  • Table 41 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive landscape

Prospects

Category Data

  • Table 51 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 52 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive landscape

Prospects

Category Data

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 72 Sales of Packaged Food by Category: Value 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 75 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 78 Penetration of Private Label by Category: % Value 2008-2013
  • Table 79 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

SOURCES

  • Summary 16 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • 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
  • Pricing
  • Analysis by Flavour
  • Analysis by Type

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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