Organic Packaged Food in Belgium

PROSPECTS

Health and environmental concerns boost growth

Organic packaged food meets Belgian consumers’ demand for healthy and environmentally friendly products that are produced without the use of pesticides, and that contain few or no additives and preservatives. In a society where agro-business and packaged food production often face criticism for their harmful and anti-environmental practices, citizens increasingly care about their health.

Private label tapping into growing demand

Belgian consumers are highly confident that organic products offer higher quality, greater safety and a lower environmental impact than their non-organic counterparts. Consumers are buying organic more frequently, encouraged by widening distribution via mainstream grocery retailers.

Sustainability demands boost growth in organic dairy

Organic milk formula is expected to be one of the faster-growing areas over the forecast period. Parents continue to seek high-quality products for their children and consider organic variants to offer assurance.

COMPETITIVE LANDSCAPE

Organic packaged food remains the realm of private label and specialists

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. 2019 saw the continued reign of Delhaize ‘Le Lion’ SA, Carrefour Belgium SA/NV and Etn Franz Colruyt NV in organic packaged food.

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. Discounters continue to increase 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 demand for organic bread grows, consumers are shifting from artisanal bakers to supermarkets, including discounters. Artisanal bakeries sell high-quality products at high prices, and supermarkets and discounters are beginning to match this quality and offer it at a lower price point.

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