Executive Summary

Mar 2019
Health and wellness beverages outperforms packaged food

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.

Naturalness and zero sugar trends drive value sales

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.

Trend towards further fragmentation in health and wellness

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 gains wider distribution

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.

Positive performance during forecast 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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Health and Wellness in Belgium

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Overview

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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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.

The Health and Wellness in Belgium market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Health and Wellness in Belgium?
  • What are the major brands in Belgium?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Belgium?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

Why 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 industry report originates from Passport, our Health and Wellness market research database.

Health and Wellness in Belgium

EXECUTIVE SUMMARY

Health and wellness beverages outperforms packaged food
Naturalness and zero sugar trends drive value sales
Trend towards further fragmentation in health and wellness
Health and wellness gains wider distribution
Positive performance during forecast period

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Better For You Beverages in Belgium

HEADLINES

PROSPECTS

Increasing health concerns over sugar content
Better for you beverages posts limited growth
Increased water consumption impacts better for you soft drinks beverages

COMPETITIVE LANDSCAPE

Coca-Cola continues to lead sales, despite stagnating value share
New sugar-free alternatives performing well
Portion control key to new launches

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Belgium

HEADLINES

PROSPECTS

Better for you food perceived as overly processed
Focus on quality limiting better for you growth
Growth in dairy alternatives negatively impacts better for you dairy

COMPETITIVE LANDSCAPE

Strong private label share within better for you food
Dairy players continue to lead better for you food sales
Lack of focus on better for you food

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Belgium

HEADLINES

PROSPECTS

Dynamism of energy drinks drives value sales
Sports drinks sales continue decreasing
Fortified/functional hot drinks also sees growth

COMPETITIVE LANDSCAPE

Leading player loses sales share
Wide product offering helps improve positioning
Consumers remain sceptical over health claims

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2013-2018
Table 35 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 36 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 37 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 38 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in Belgium

HEADLINES

PROSPECTS

Scepticism of health claims limits fortified/functional growth
Growing competition from free from, naturally healthy and organic products
Fortified/functional milk formula to perform strongly

COMPETITIVE LANDSCAPE

Kellogg and Danone continue to lead sales
Private label slowly gaining share
FF sugar confectionery players expected to struggle

CATEGORY DATA

Table 41 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 42 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 43 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 44 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 45 Key Functional Ingredients in Fortified/Functional Chocolate Confectionery: % Value 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 47 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 48 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 49 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 50 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 51 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 52 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 53 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 54 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Belgium

HEADLINES

PROSPECTS

Free from food booming due to rising demand for healthy nutrition
Booming demand for free from dairy boosting overall growth
Flexitarianism trend promoting further growth in free from meat products

COMPETITIVE LANDSCAPE

Free from dairy and dairy alternatives
Free from meat substitutes thriving thanks to new product launches
Private label players continue to lead the way within free from packaged food

CATEGORY DATA

Table 56 Sales of Free From by Category: Value 2013-2018
Table 57 Sales of Free From by Category: % Value Growth 2013-2018
Table 58 NBO Company Shares of Free From: % Value 2014-2018
Table 59 LBN Brand Shares of Free From: % Value 2015-2018
Table 60 Distribution of Free From by Format: % Value 2013-2018
Table 61 Forecast Sales of Free From by Category: Value 2018-2023
Table 62 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Belgium

HEADLINES

PROSPECTS

Increasing water consumption benefits NH bottled water
Flavoured water leads growth
Naturally healthy RTD tea continues to grow strongly

COMPETITIVE LANDSCAPE

Spadel gains value share
Expanding naturalness trend to new areas
Natural image key to innovation

CATEGORY DATA

Table 63 Sales of NH Beverages by Category: Value 2013-2018
Table 64 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 65 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 66 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 67 Distribution of NH Beverages by Format: % Value 2013-2018
Table 68 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 69 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Belgium

HEADLINES

PROSPECTS

Health conscious consumers seeking naturally healthy products
Genuine naturally healthy image attracting consumers
Positive growth expected in favourable environment

COMPETITIVE LANDSCAPE

NH bread remains highly competitive
Rising demand for high-fibre staple food
Positioning important for naturally healthy foods

CATEGORY DATA

Table 70 Sales of NH Packaged Food by Category: Value 2013-2018
Table 71 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 72 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 73 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 74 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 75 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 76 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Belgium

HEADLINES

PROSPECTS

Organic beverages becoming trendier
Organic hot drinks grow strongly
Organic soft drinks continues to develop

COMPETITIVE LANDSCAPE

Organic beverages benefit from wider distribution
Competitive landscape remains fragmented
Improving private label positioning

CATEGORY DATA

Table 77 Sales of Organic Beverages by Category: Value 2013-2018
Table 78 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 79 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 80 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 81 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 82 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 83 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in Belgium

HEADLINES

PROSPECTS

Healthy and environmentally friendly diets boost growth
Private label tapping into growing demand
Organic milk formula continues to drive growth

COMPETITIVE LANDSCAPE

Private label and specialists most focused on organic food
Retail outlet expansion key to value growth
Bright future but traditional players need to carefully manage portfolios

CATEGORY DATA

Table 84 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 85 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 86 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 87 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 88 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 89 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 90 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023