In 2018, there was a significant discrepancy between the performance of health and wellness packaged food and beverages. Consumer scepticism proved stronger within food, especially when it came to better for you and fortified/functional packaged food.
Two trends impacted health and wellness packaged food and beverages in 2018: “naturalness” and zero sugar, with consumers showing increased willingness to buy products they perceive as being natural. This trend positively affected both health and wellness packaged food and beverages.
The competitive landscape for health and wellness packaged food and beverages continues to move towards fragmentation, with small specialist manufacturers usually being more dynamic and innovative. Consumer demand is thus shifting towards niche offerings from local producers.
Health and wellness packaged food and beverages continued to see wider distribution in 2018, both in mainstream grocery retailing channels and specialist stores. The network of health and wellness specialist retailers constantly increased in Belgium over the review period.
Both health and wellness packaged food and beverages are set to perform positively over the forecast period. Beverages, however, are expected to grow at a faster rate due to the zero sugar trend and development of the organic category, which remained rather limited in size in 2018.
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Discover the latest market trends and uncover sources of future market growth for the Health and Wellness industry in Belgium with research from Euromonitor's team of in-country analysts.
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If you're in the Health and Wellness industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Health and Wellness market research database.