Health and Wellness in Belgium
Health and wellness in 2021: The big picture
What next for health and wellness?
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
Summary 1 Research Sources
Better For You Beverages in Belgium
Certain better for you beverages continue to benefit from growing anti-sugar sentiment in 2021
Consumers’ need for indulgence at home supports sales
With several well-established brands, Coca-Cola Belgium continues to lead in 2021
Slower growth anticipated for 2022 as Belgians spend more outside of the home and return to portion control
Reduced sugar variants will continue growing in popularity in the forecast period due to intensifying health concerns
New reduced sugar variants expected to be launched
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
Better For You Packaged Food in Belgium
Belgians choose better for your packaged food for their children
Products labelled as clean capture positive appeal
Low-fat or healthy fats trend is gaining traction
Players may need to innovate in line with growing consumer concerns to support the recovery in the forecast period
Consumers are increasingly mindful of their carbohydrate consumption
Sugar content will remain under scrutiny favouring no-added-sugar offerings
Table 24 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 28 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
Fortified/Functional Beverages in Belgium
Increased consumer focus on immune system functioning due to COVID-19 continues to support the sales of fortified/functional beverages in 2021
Fortified/functional energy drinks continue to attract a wider consumer base as new flavours and healthier variants are launched
Jet Import remains the leading player in 2021 thanks to the success of its Red Bull brand
Slowdown expected in 2022, but growing health concerns among consumers will continue to support sales
Fortified/functional energy drinks will continue to drive sales in the forecast period
Fortified/functional sports drinks likely to continue posting dwindling sales
Table 31 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 34 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
Table 35 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 36 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021
Table 37 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 38 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 39 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 41 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
Fortified/Functional Packaged Food in Belgium
As Belgians continue to work from home, demand for fortified/functional packaged food remains at the same level in 2021 as in 2020
Consumers seek out functional/fortified snacks and staples
The forecast period holds a promising outlook
Super foods may be used to draw in younger consumers
FF milk formula will have to respond to new regulations
Table 42 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 43 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 44 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 45 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 46 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 47 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 48 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
Table 49 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 50 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 51 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 52 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 53 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 54 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
Free From in Belgium
Sales of free from dairy products continue to grow in 2021 as more consumers become aware of their dairy intolerance
Parents seek free from sugar and free from dairy products for their children
Popularity of free from meat substitutes increases
Strong growth set to continue throughout forecast period
Free from gluten claims gain momentum
Ongoing boom for free-from-meat diets
Table 56 Sales of Free From by Category: Value 2016-2021
Table 57 Sales of Free From by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Free From: % Value 2017-2021
Table 59 LBN Brand Shares of Free From: % Value 2018-2021
Table 60 Distribution of Free From by Format: % Value 2016-2021
Table 61 Forecast Sales of Free From by Category: Value 2021-2026
Table 62 Forecast Sales of Free From by Category: % Value Growth 2021-2026
Naturally Healthy Beverages in Belgium
Naturally healthy beverages thrive amidst COVID-19 as consumer demand for healthy offerings grows
The appeal of flavoured bottled water continues to intensify
Innovative offerings grow alongside the COVID-19 pandemic
Naturally healthy beverages set to increase in popularity in the forecast period
Flavoured bottled water shows ample room for growth
Ingredients set to become more scientific
Table 63 Sales of NH Beverages by Category: Value 2016-2021
Table 64 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 65 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 66 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 67 Distribution of NH Beverages by Format: % Value 2016-2021
Table 68 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 69 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
Naturally Healthy Packaged Food in Belgium
Players respond to consumer demand for healthier alternatives to staple food in 2021
Growing range of NH high fibre bread with seeds and cereals
Delhaize continues to diversify its offerings
Plenty of development opportunities exist in the forecast period
Naturally healthy positioning will continue to entice consumers
NH high fibre food will continue driving sales
Table 70 Sales of NH Packaged Food by Category: Value 2016-2021
Table 71 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 72 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 73 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 74 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 75 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 76 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
Organic Beverages in Belgium
Sales of organic beverages continue to grow in 2021 due to media publications highlighting health and environmental benefits
Organic labelling continues to widen its reach
Private label players continue to hold the highest value share in organic beverages
Organic beverages to sustain strong growth throughout the forecast period
Manufacturers will continue to expand portfolios with organic offerings
Growing numbers of specialised organic stores will support growth
Table 77 Sales of Organic Beverages by Category: Value 2016-2021
Table 78 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 79 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 80 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 81 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 82 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 83 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
Organic Packaged Food in Belgium
Demand for organic packaged food continues to grow in 2021 as consumers are increasingly wary of pesticide residue in food
Organic variants are also increasingly popular in niche product areas
Private label continues leading organic packaged food by making products more accessible to consumers
Strong potential for the development of organic honey in the forecast period
Strategic mergers and/or acquisitions to continue
Players will have to abide by revised European Union legislation for organic packaged food
Table 84 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 85 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
Table 86 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 87 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 88 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 89 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 90 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026