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Country Report

Beer in

Beer in Belgium

25 pages, Jun 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Total volume sales continue to decline

Beer consumption in Belgium has been declining for many years, with this set to continue over the forecast period. There are multiple reasons for this, with the first being an ongoing poor performance from lager.

Ale registers positive, albeit modest, total volume growth

Aside from the factors mentioned above, the decline in beer consumption can also be attributed to the “less but better” trend. Belgians are increasingly looking to savour “special beers” such as ales, which are produced in small breweries or microbreweries.

Non alcoholic beer remains the fastest growing category

While the distribution of traditional beers like Trappist and local ales is increasing in both the on-trade and off-trade, interest in non alcoholic beer is also benefiting the category due to being perceived as healthier, with many drinkers looking to adopt more responsible consumption habits. Anheuser-Busch InBev has helped drive this societal change via a massive marketing campaign for Jupiler 0,0.

COMPETITIVE LANDSCAPE

Anheuser-Busch InBev maintains its dominant position

Anheuser-Busch InBev continued to dominate beer in Belgium in 2017. Due to its ongoing strength, the company increased its prices in order to partially compensate for the ongoing decline in volume sales.

Smaller producers invest in brand image

Ale producers were very active in 2017 as they recognised consumers’ desire for new products. Some remained fairly traditional, for example Duvel Moortgat, which reintroduced its previously limited edition Duvel Triple Hop Citra, while others explored new areas, for instance Brouwerij De Koninck with its Mint the Chocolate porter-style beer.

The risk of oversaturation

The number of small breweries and microbreweries and the pace of new launches continued to increase rapidly in 2017, although some new beers are often not made to last and therefore their quality is sometimes neglected.

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Beer Market Sample Report Beer Market Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer 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 Beer industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer 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 volume 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 Beer in Belgium?
What are the major brands in Belgium?
How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
What are the most popular flavours within non-alcoholic beer?
What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
Has the recession benefited domestic lager over imported lager?

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 Alcoholic Drinks market research database.

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Beer in Belgium - Category analysis

HEADLINES

PROSPECTS

Total volume sales continue to decline

Ale registers positive, albeit modest, total volume growth

Non alcoholic beer remains the fastest growing category

COMPETITIVE LANDSCAPE

Anheuser-Busch InBev maintains its dominant position

Smaller producers invest in brand image

The risk of oversaturation

CATEGORY BACKGROUND

Lager price band methodology

Summary 1 Lager by Price Band 2017
Table 1 Number of Breweries 2012-2017

CATEGORY DATA

Table 2 Sales of Beer by Category: Total Volume 2012-2017
Table 3 Sales of Beer by Category: Total Value 2012-2017
Table 4 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 5 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 10 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 11 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 12 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 13 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 14 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022

Alcoholic Drinks in Belgium - Industry Overview

EXECUTIVE SUMMARY

Total volume sales continue to fall

Lower and more responsible alcohol consumption

Large manufacturers are suffering the most

Both the off- and on-trade channels continue to struggle

Further pressure on total volume sales over the forecast period

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 17 Number of On-trade Establishments by Type 2012-2017

TAXATION AND DUTY LEVIES

Table 18 Taxation and Duty Levies on Alcoholic Drinks 2017

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Summary 2 Key New Product Developments 2017

MARKET INDICATORS

Table 19 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 20 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 21 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 22 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 23 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 26 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 27 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 28 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 29 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 30 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
Table 31 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 32 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 33 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 34 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

Megatrends

Country Report

Beer in Belgium

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Total volume sales continue to decline

Ale registers positive, albeit modest, total volume growth

Non alcoholic beer remains the fastest growing category

COMPETITIVE LANDSCAPE

Anheuser-Busch InBev maintains its dominant position

Smaller producers invest in brand image

The risk of oversaturation

Samples

Overview

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Table of Contents

Beer in Belgium - Category analysis

HEADLINES

PROSPECTS

Total volume sales continue to decline

Ale registers positive, albeit modest, total volume growth

Non alcoholic beer remains the fastest growing category

COMPETITIVE LANDSCAPE

Anheuser-Busch InBev maintains its dominant position

Smaller producers invest in brand image

The risk of oversaturation

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Alcoholic Drinks in Belgium - Industry Overview

EXECUTIVE SUMMARY

Total volume sales continue to fall

Lower and more responsible alcohol consumption

Large manufacturers are suffering the most

Both the off- and on-trade channels continue to struggle

Further pressure on total volume sales over the forecast period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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