Beer in Belgium

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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