Coffee declined in retail volume terms in 2021. This comes after the boost seen in 2020 because of the enormous amount of consumption occasions that moved from foodservice and institutional channels to retail, forcing consumers to prepare coffee at home.
Douwe Egberts SA maintains its clear lead in terms of retail value in 2021, some way ahead of closest competitor, Nestlé Belgilux SA. Nestlé Belgilux brands Nespresso, Nescafé Dolce Gusto and Nescafé followed, in that order.
Rising environmental consciousness continue to impact product choices –green consumers either avoid buying coffee pods and capsules altogether or select those which are easy to recycle. However, in a bid to attract more consumers, players responding to ecological concerns with new product developments; for example, Belgian brand Café Liégeois launched 100% biodegradable coffee pods during 2020.
Overall, on-trade volume sales of coffee are expected to return to 2019 levels in 2023. All product areas within coffee will continue to see positive year-on-year growth in volume terms in the on-trade over the forecast period as consumers frequent cafés and bars again, albeit still somewhat cautiously and less frequently in 2021 than in pre-pandemic times.
Players in capsules and pods face increased pressure from rising sustainability concerns which carry significant impact across several industries and sectors. Players will increasingly invest in recyclable aluminium or plastic pods and capsules to tempt the growing numbers of ecologically aware consumers, while Café Liégeois’ move to 100% biodegradable capsules is likely to motivate competitors to accelerate their shift towards more sustainable options.
Over the forecast period we anticipate a growing polarisation between premium coffee and private label. Belgian consumers show growing interest in the origin of the coffee they consume, seeking more and more single origin coffee with a clean label.
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Understand the latest market trends and future growth opportunities for the Coffee industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of fresh coffee and instant coffee. Please note that foodservice sales of coffee are volumes sold to the on-trade (foodservice) sector and not those sold to the consumer.See All of Our Definitions
This report originates from Passport, our Coffee research and analysis database.
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