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Hot Drinks in Belgium
January 2022
Hot drinks in 2021: The big picture
In hot drinks overall in Belgium, foodservice volume sales have recovered in 2021, while retail volume sales consequently declined. Retail value sales have seen more modest growth in 2021, as consumption patterns normalise and some of the consumption occasions that shifted from foodservice to retail during the lockdowns in 2020, transitioned back to their original channels in 2021.
2021 key trends
Players in hot drinks face increased pressure from rising sustainability concerns which carry significant impact across several industries and sectors. Players are increasingly investing in biodegradable or recyclable aluminium or plastic coffee pods and capsules to tempt the growing numbers of ecologically aware consumers.
Competitive landscape
In overall hot drinks, Douwe Egberts SA and Nestlé Belgilux SA remain ahead in companies in Belgium, holding just over half of total retail value share between them. Next in line are Delhaize 'Le Lion' SA, Carrefour Belgium SA/NV and Etn Franz Colruyt NV.
Retailing developments
In the hot drinks retailing landscape in Belgium there is a growing presence of coffee and tea specialists. In the case of the former, this concerns small, specialised coffee roasters, comparable to craft breweries, that sell premium coffee directly to consumers both in store as well as through their e-commerce channel, such as MOK Coffee and OR coffee in Flanders.
Foodservice vs retail split
The closure of horeca establishments for several months in 2020 as Belgium was in nationwide lockdown, left both tea and coffee sales vulnerable to a severe contraction in the channel. The situation was further compounded by reduced spending in foodservice and continued social distancing measures even as lockdowns are lifted.
What next for hot drinks?
Premiumisation strategies will face several challenges during the forecast period. Though coffee and tea products are staples, a lot of their recent success has been down to ongoing premiumisation.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Coffee
Tea
Other Hot Drinks
If you're in the Hot Drinks industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Hot Drinks in Belgium report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Hot Drinks in Belgium?
To what extent are health considerations impacting consumption of Hot Drinks in Belgium?
What are the traditional preferences in Hot Drinks in Belgium? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Belgium?
Which are the leading brands in Hot Drinks in Belgium?
How are products distributed in Hot Drinks in Belgium?
How is the rise of e-commerce changing the retail and competitive landscape?
Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
Where is future growth expected to be most dynamic?
Hot Drinks in Belgium
EXECUTIVE SUMMARY
Hot drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
Chart 1 Hot Drinks Impact of Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2016-2021Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2016-2021Table 3 Retail Sales of Hot Drinks by Category: Volume 2016-2021Table 4 Retail Sales of Hot Drinks by Category: Value 2016-2021Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2016-2021Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2016-2021Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2016-2021Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2016-2021Table 9 Total Sales of Hot Drinks by Category: Total Volume 2016-2021Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2016-2021Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2017-2021Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2018-2021Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2016-2021Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2016-2021Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2021Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2021-2026Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2021-2026Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2021-2026Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2021-2026Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2021-2026Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2021-2026Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2021-2026Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2021-2026Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2021-2026Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Coffee in Belgium
KEY DATA FINDINGS
2021 DEVELOPMENTS
Retail volume sales decline as consumption patterns normalise, while current value sales are driven by ongoing premiumisation
Popularity of coffee pods poses serious challenge to Douwe Egberts
Sustainability trend impacts development in fresh ground coffee pods
PROSPECTS AND OPPORTUNITIES
Recovery will continue in the on-trade, while fresh coffee beans will drive growth in the off-trade
Players set to face increased pressure from rising sustainability concerns
There is set to be a growing polarity between premium coffee and private label
CATEGORY DATA
Table 26 Retail Sales of Coffee by Category: Volume 2016-2021Table 27 Retail Sales of Coffee by Category: Value 2016-2021Table 28 Retail Sales of Coffee by Category: % Volume Growth 2016-2021Table 29 Retail Sales of Coffee by Category: % Value Growth 2016-2021Table 30 Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2016-2021Table 31 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2016-2021Table 32 NBO Company Shares of Coffee: % Retail Value 2017-2021Table 33 LBN Brand Shares of Coffee: % Retail Value 2018-2021Table 34 Forecast Retail Sales of Coffee by Category: Volume 2021-2026Table 35 Forecast Retail Sales of Coffee by Category: Value 2021-2026Table 36 Forecast Retail Sales of Coffee by Category: % Volume Growth 2021-2026Table 37 Forecast Retail Sales of Coffee by Category: % Value Growth 2021-2026Table 38 Forecast Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2021-2026
Tea in Belgium
KEY DATA FINDINGS
2021 DEVELOPMENTS
Retail volume sales fall as consumption patterns normalise, while current value sales are driven by increasing premiumisation
Premiumisation trend leads to higher demand for loose black tea while accelerated health and wellness trends drive sales of fruit/herbal tea
Unilever leads overall tea, while Biofresh storms ahead in terms of growth with its offer of organic fruit/herbal tea
PROSPECTS AND OPPORTUNITIES
Overall sales in both foodservice and retail set to suffer throughout forecast period
Tea specialists and e-commerce sellers likely to benefit from new purchasing habits and priorities
Sustainability and rising health concern will fuel development in tea
CATEGORY DATA
Table 39 Retail Sales of Tea by Category: Volume 2016-2021Table 40 Retail Sales of Tea by Category: Value 2016-2021Table 41 Retail Sales of Tea by Category: % Volume Growth 2016-2021Table 42 Retail Sales of Tea by Category: % Value Growth 2016-2021Table 43 NBO Company Shares of Tea: % Retail Value 2017-2021Table 44 LBN Brand Shares of Tea: % Retail Value 2018-2021Table 45 Forecast Retail Sales of Tea by Category: Volume 2021-2026Table 46 Forecast Retail Sales of Tea by Category: Value 2021-2026Table 47 Forecast Retail Sales of Tea by Category: % Volume Growth 2021-2026Table 48 Forecast Retail Sales of Tea by Category: % Value Growth 2021-2026
Other Hot Drinks in Belgium
KEY DATA FINDINGS
2021 DEVELOPMENTS
Retail volume sales decrease as consumer interest in other hot drinks wanes
Nestlé Belgilux maintains its clear lead, with active brands in several areas
Other plant-based hot drinks benefits from consumers’ heightened concern with health in light of COVID-19
PROSPECTS AND OPPORTUNITIES
Foodservice sales will not fully rebound by end of forecast period
Retail volume sales will remain in decline until 2026
Retail current value sales to pick up late in forecast period
CATEGORY DATA
Table 49 Retail Sales of Other Hot Drinks by Category: Volume 2016-2021Table 50 Retail Sales of Other Hot Drinks by Category: Value 2016-2021Table 51 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2016-2021Table 52 Retail Sales of Other Hot Drinks by Category: % Value Growth 2016-2021Table 53 NBO Company Shares of Other Hot Drinks: % Retail Value 2017-2021Table 54 LBN Brand Shares of Other Hot Drinks: % Retail Value 2018-2021Table 55 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2021-2026Table 56 Forecast Retail Sales of Other Hot Drinks by Category: Value 2021-2026Table 57 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2021-2026Table 58 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Hot Drinks
Fresh Coffee Beans
Fresh Ground Coffee Pods
Standard Fresh Ground Coffee
Regular Instant Standard Coffee
Decaffeinated Instant Standard Coffee
Regular Instant Coffee Mixes
Decaffeinated Instant Coffee Mixes
Loose Black Tea
Tea Bags Black
Fruit/Herbal Tea
Green Tea
Instant Tea
Other Tea
Chocolate-based Flavoured Powder Drinks
Malt-based Hot Drinks
Non-Chocolate-based Flavoured Powder Drinks
Other Plant-based Hot Drinks
Hot Drinks
This is the aggregation of Coffee, Tea, and Other Hot Drinks.