Competitive Landscape
Smaller Brewers Struggle to Keep Pace with Major Players
Beer in Belgium was highly concentrated in 2025, with the leading company, Anheuser-Busch InBev, maintaining a substantial total volume share of 45%. Alken Maes NV SA, Brouwerijen ranked second with a 16% share, while Duvel Moortgat held a 6% share.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Beer industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Beer in Belgium report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beer in Belgium?
- Where is consumer demand for Beer focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Belgium?
- How are products distributed in Belgium?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Beer in Belgium - Category analysis
Key Data Insights
Beer Summary
Health-Driven Moderation and Packaging Agility Gain Momentum as Key Trends
Lager Drives Volume Sales, While Non Alcoholic Beer Surges
Consumers Embrace Moderation as Breweries Shift to Driving Value Sales
Key Brands Defend Lager Volumes as Non/Low Alcohol Beer Outpaces Rivals
Brewers Accelerate Can Packaging Adoption and Diversify to Capture New Drinking Occasions
Smaller Brewers Struggle to Keep Pace with Major Players
Supermarkets Use Heavy Promotions to Defend Volume Sales
Retail E-Commerce Lacks Momentum as Promotions Focus on Volume over Value Sales
Cans Gain Ground as Packaging and Brand Stories Drive Differentiation
Alcoholic Drinks in Belgium - Industry Overview
2025 Developments
Key Data Insights
Beer Brands Expand Non-Alcoholic and Low Alcohol Launches to Retain Health-Conscious Consumers
Rtd Innovators Drive Volume Gains as Traditional Drinks Decline
Delta Zero and Tout Bien 0.0 Spark No and Low Alcohol Momentum among "Flexibuveurs"
Consumers Prioritise Moderation and Flavour as Beer Volumes Decline
Convenience and Smaller Formats Reshape Purchasing and Packaging Choices
Coca-Cola Bridges Rtds with Strategic Partnerships
Retailers and Rtd Innovators Capture Value From Shifting Habits
Supermarkets Drive Beer and Wine Sales through Promotions and Range
Convenience Stores and Night Shops Capture Demand for Proximity and Immediacy
Digital Discovery and Craft Beer Innovation Expand Online Engagement
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Country Reports Disclaimer
The following categories and subcategories are included:
Beer
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See all of our definitionsWhy 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 report originates from Passport, our Beer research and analysis database.
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