Organic Packaged Food in Belgium

PROSPECTS

Healthy and environmentally friendly diets boost growth

Organic packaged food is meeting Belgian consumers’ need for healthy and environmentally friendly products that are produced without the use of pesticides and have been prepared with fewer or without additives and preservatives. In a society where agro-business and packaged food production are often criticised for their unhealthy and anti-environmental practices, citizens increasingly care about their health, while animal rights are also regarded as being important, with consumers looking to eat local organic food.

Private label tapping into growing demand

Belgian consumers are highly confident that organic products offer higher quality, greater safety and a lower environmental impact, and are buying organic more frequently, encouraged by widening distribution via mainstream grocery retailers. Colruyt, Carrefour and Delhaize all expanded their organic ranges over the review period, along with discounters Aldi and Lidl.

Organic milk formula continues to drive growth

Organic milk formula is expected to be one of the faster growing areas over the coming years. Parents continue to seek high quality products from their children, with organic variants often offering extra quality assurance in the minds of consumers.

COMPETITIVE LANDSCAPE

Private label and specialists most focused on organic food

Organic packaged and non-packaged food development has long been a speciality of private label players, which continue to lead sales in this area and to expand their product portfolios. However, national brands are slowly moving into the area.

Retail outlet expansion key to value growth

Due to the strong presence of private label in organic packaged food in Belgium, growth is usually dependent upon wider distribution and outlet growth. On the one hand, discounters are increasing their offer in terms of quantity and quantity, thus gaining sales share within organic packaged food at the expense of traditional retailers.

Bright future but traditional players need to carefully manage portfolios

As Belgians appreciate products that they perceive as being more natural and thus healthier, private label and traditional manufacturers will continue to leverage rising interest in organic packaged food by emphasising the natural and healthy aspects of their products. Currently, a lot of naturally healthy packaged food is organic, mirroring the growth of naturally healthy packaged food.

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