It has taken longer for organic beverages to become popular compared to organic packaged food. However, towards the end of the review period, organic beverages started to develop strongly.
The development of organic labelling in hot drinks is particularly significant as it represents an important trend towards premiumisation, allowing smaller and private label players to successfully enter the area. Indeed, while consumers have proven keen to spend more on quality products in both tea and coffee, they are also becoming increasingly demanding when it comes to product origin and sustainability.
The image of soft drinks, mostly carbonates, has been deteriorating in Belgium due to their high sugar and additive content. Belgian consumers are more health-conscious and therefore pay more attention to the ingredients of the beverages they drink.
Increasing demand for organic beverages pushed retailers to allocate more space on shelves. Indeed, grocery retailers have now realised the growth potential of the area and extended distribution.
Organic beverages remains highly fragmented in Belgium. While Oxfam Fairtrade was the strong leading player in organic coffee, several small brands have a low value share in organic soft drinks, with local distributor D-Drinks BVBA seeing very good results in 2018, offering successful brands such as Charlie’s natural soda, Cawston Press, Little Miracles and The Berry Company.
Private label players continue to gradually increase their sales share, especially in hot drinks and coffee. This can be attributed to the decision by such operators to upgrade and broaden their product ranges.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Beverages industry in Belgium with research from Euromonitor's team of in-country analysts.
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The Organic Beverages in Belgium market research report includes:
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