Coffee in Belgium

PROSPECTS

Boom of specialist coffee shops negatively affects retail sales

At the end of the review period, a number of independent specialist coffee shops opened in Belgium, often serving super-premium specialist coffee. Such foodservice establishments started to become popular at the beginning of the review period, although they would often not last long.

Fresh coffee performs well as consumers enjoy the “real” taste of coffee

Volume sales of fresh coffee beans increased in both retail and foodservice in 2019. An increasing number of Belgians want the “real” taste of coffee, and consumer sophistication in coffee is increasing in terms of the different ways of making coffee (espresso, mocha, French press).

Sustainability is increasingly important; private label lines take the lead

Belgian consumers are increasingly concerned about the environmental and social implications of the production of food and drinks. They are becoming more aware of the meaning of “sustainable”, and increasingly demand such products.

COMPETITIVE LANDSCAPE

Douwe Egberts retains its lead despite losing share

The competition between the two biggest players in coffee, Douwe Egberts and Nestlé Belgilux, remained fierce in 2019. Douwe Egberts managed to retain its value leadership due to the broadening of its offering in fresh coffee and innovation in fresh ground coffee pods.

Private label producers launch coffee pods compatible with the main machines

Private label managed to record fairly stable value sales in 2019. This was mainly achieved through the broadening and upgrading of retailers’ offerings in several coffee categories.

Product launches aim to maintain growth

Several players relied on new product launches to maintain their positions within coffee in Belgium in the review period. For instance, Douwe Egberts launched Jacqmotte Creations Espresso in capsule format.

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