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2026 Developments
Snacks in Belgium in 2026 is expected to demonstrate resilience with value sales reaching EUR3,430 million and a 2% increase over the previous year, outperforming many regional peers where post-inflation recovery remains more subdued. Strong consumer demand, underpinned by rising disposable income and evolving lifestyles, ensures snacks remain highly attractive, with growth concentrated in both established indulgent favourites and rapidly expanding health-oriented options. The environment is shaped by a moderately concentrated competitive landscape, accelerating innovation cycles, and the emergence of mindful indulgence and convenience as central themes; brands that successfully unite premiumisation, ethical sourcing, and functional benefits are best positioned to capture share as consumer expectations shift. Companies should focus on product innovation in health and sustainability, invest in transparent supply chains, leverage digital marketing, and tailor distribution strategies to address evolving preferences for convenience and responsible consumption, while responding quickly to regulatory developments and intensifying competition.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 a comprehensive range of core packaged food categories.
If you're in the Snacks 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 Snacks 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 Snacks in Belgium?
- Which are the leading brands in Snacks in Belgium?
- How are products distributed in Snacks in Belgium?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Belgium?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Belgium
2026 Developments
Key Data Insights
Chart 1 Key Industry Trends for Snacks
Snacks Records Steady Growth as Falling Prices, Rising Incomes and Indulgence Converge
Regulatory Pressure and Shifting Demand Will Reshape Belgium's Snacks Marke
Snackification and Functional Innovation Drive Growth as Health and Convenience Expands
Chart 2 Value Sales 2021-2031
Chart 3 Value Sales by Category 2026
Declining Prices, Mindful Indulgence and Sustainability Will Drive Snacks' Growth
Chart 4 Analyst Insight for Snacks
Growing Snackification and Functional Claims Will Drive Sustained Demand
Chart 5 Forecast Value Sales 2021-2031
Chart 6 Forecast Value Sales by Category 2026-2031
Mondelez Leverages Co-Branding to Reinforce Premium Positioning
Health-Conscious Consumers Drive Growth for Niche Free-From and Low-Sugar Players
Chart 7 Company Shares 2026
Chart 8 Brand Shares 2026
Supermarkets Maintain Lead through Promotion and Price Strategies
Retail E-Commerce Outpaces Vending as Shoppers Shift Online
Discounters and Convenience Retailers Adapt to Evolving Consumption Patterns
Chart 9 Retail Channels 2021-2026
Guylian Sets New Sustainability Benchmark as Shoppers Reward Ethical Sourcing
Chart 10 Guylian Launches Temptations Mix
Croky’S Flavour Expansion Targets Snackification and Broadens Meal Replacement Occasions
Chart 11 Croky Expands Tortilla Range
Ben and Jerry’S and Lotus Bakeries Drive Growth with Mindful Indulgence and Functional Snacking
Chart 12 Economic Context for Snacks
Chart 13 Real GDP Growth 2021-2031
Chart 14 Inflation 2021-2031
Chart 15 Consumer Context for Snacks
Chart 16 Population 2021-2031
Chart 17 Population by Generation 2026
Chocolate Confectionery in Belgium
Key Data Insights
Chocolate Confectionery Summary
Chart 18 Key Industry Trends for Chocolate Confectionery
Mondelez and Lotus Bakeries Reshape Competition through Premium Co-Branding
Chart 19 Guylian Launches Temptations Mix
Tablets Benefit From Clean-Label Demand as Value and Volume Surge
Tightening Regulation and Guylian's Sustainability Milestone Drives Ethical Sourcing
Chart 20 Value Sales 2021-2031
Chart 21 Volume Sales 2021-2031
Chart 22 Value Sales by Category 2026
Declining Cocoa Prices Will Support Positive Growth as Seasonal Chocolate Leads Recovery
Tablets to Retain Lead as Clean-Label and Ethical Sourcing Become Core Purchase Drivers
Chart 23 Analyst Insight for Chocolate Confectionery
Consolidation Will Accelerate as Co-Branded Alliances Reshape Belgium's Chocolate Confectionery
Chart 24 Forecast Value Sales 2021-2031
Chart 25 Forecast Value Sales by Category 2026-2031
Mondelez Leverages Co-Branding to Extend Its Lead
Chart 26 Company Shares 2026
Chart 27 Brand Shares 2026
Supermarkets Retains Lead Despite Persistent Competition
Retail E-Commerce Wins on Convenience and Assortment
Busy Lifestyles and Digital Strategy Reshape Snacking Habits
Chart 28 Retail Channels 2021-2026
Mondelez and Lotus Bakeries Combine Strengths to Lead Premium Shelf Space
Chart 29 Mondelez and Lotus Bakeries Launch Côte d’Or Biscoff
Guylian Raises Sustainability Standards and Broadens Ethical Gifting Appeal
Chart 30 Economic Context for Chocolate Confectionery
Chart 31 Real GDP Growth 2021-2031
Chart 32 Inflation 2021-2031
Chart 33 Consumer Context for Chocolate Confectionery
Chart 34 Population 2021-2031
Chart 35 Population by Generation 2026
Gum in Belgium
Key Data Insights
Gum Summary
Gum in Belgium Faces Continued Headwinds as Impulse Purchasing Weakens
Chart 36 Perfetti Van Melle's Strategy to Boost Sales
Chewing Gum Maintains Lead as Bubble Gum Declines Further
Mentos Leverages Nostalgia and Humour to Engage New Audiences
Chart 37 Value Sales 2021-2031
Chart 38 Volume Sales 2021-2031
Chart 39 Value Sales by Category 2026
Innovation in Flavours and Formats to Reignite Impulse Purchasing
Chewing Gum to Extend Lead as Innovation Narrows Bubble Gum’S Decline
Chart 40 Forecast Value Sales 2021-2031
Chart 41 Forecast Value Sales by Category 2026-2031
Perfetti Van Melle Leverages Marketing and Innovation to Expand Lead
Chart 42 Company Shares 2026
Chart 43 Brand Shares 2026
Supermarkets Maintains Lead as Discounters and Convenience Stores Gain
Retail E-Commerce Captures Growth as Impulse Sales Falter
Chart 44 Retail Channels 2021-2026
Chart 45 Economic Context for Gum
Chart 46 Real GDP Growth 2021-2031
Chart 47 Inflation 2021-2031
Chart 48 Consumer Context for Gum
Chart 49 Population 2021-2031
Chart 50 Population by Generation 2026
Sugar Confectionery in Belgium
Key Data Insights
Sugar Confectionery Summary
Haribo Uses New Launches to Defend Impulse Sales
Chart 51 Haribo Launches Stixx
Mints Capture Growth by Targeting On-The-Go Needs
Chart 52 Value Sales 2021-2031
Chart 53 Volume Sales 2021-2031
Chart 54 Value Sales by Category 2026
Frisk Set to Leverage Health-Focused Innovation to Boost Impulse Sales
Social Media Campaigns and Tiktok Challenges to Fuel Demand for Imports
Chart 55 Forecast Value Sales 2021-2031
Chart 56 Forecast Value Sales by Category 2026-2031
Haribo and Perfetti Van Melle Defend Lead with Innovation
Niche Health-Focused Players Create Opportunities for Differentiation
Chart 57 Company Shares 2026
Chart 58 Brand Shares 2026
Supermarkets Sustain Dominance through Price-Focused Strategies
Retail E-Commerce Accelerates Growth as Impulse Shopping Declines
Chart 59 Retail Channels 2021-2026
Chart 60 Economic Context for Sugar Confectionery
Chart 61 Real GDP Growth 2021-2031
Chart 62 Inflation 2021-2031
Chart 63 Consumer Context for Sugar Confectionery
Chart 64 Population 2021-2031
Chart 65 Population by Generation 2026
Ice Cream in Belgium
Key Data Insights
Ice Cream Summary
Chart 66 Key Industry Trends for Ice Cream
Purchasing Power and Consumer Demand Persists in a Less-Dynamic Market
Chart 67 Ben & Jerry Launches Cookie Dough Sandwich Multipack
Take-Home Ice Cream Leads While Impulse Ice Cream Accelerates Growth
Ben & Jerry Accelerates Premium Snacking with Innovative Multipacks
Chart 68 Value Sales 2021-2031
Chart 69 Volume Sales 2021-2031
Chart 70 Value Sales by Category 2026
Portion-Controlled Treats to Attract Consumers Seeking Mindful Indulgence
Chart 71 Analyst Insight for Ice Cream
Take-Home Ice Cream to Retain Lead as Plant-Based Accelerates From a Niche
Smaller Premium Formats and Mindful Indulgence to Reshape Competitive Landscape
Chart 72 Forecast Value Sales 2021-2031
Chart 73 Forecast Value Sales by Category 2026-2031
Magnum and Glacio Sustain Leadership through Innovation and Brand Strength
Chart 74 Company Shares 2026
Chart 75 Brand Shares 2026
Supermarkets Widen Lead as Vending Slowly Gains Traction
Multipack Innovation and Busy Lifestyles Drive Retail E-Commerce Expansion
Rising Foodservice Spend Challenges Retail Growth in Coming Years
Chart 76 Retail Channels 2021-2026
Ben and Jerry Raises the Bar for Portable, Ethical Premium Ice Cream
Magnum Signature Leverages Portion-Controlled Formats to Drive Premiumisation
Chart 77 Magnum Signature Range
Chart 78 Economic Context for Ice Cream
Chart 79 Real GDP Growth 2021-2031
Chart 80 Inflation 2021-2031
Chart 81 Consumer Context for Ice Cream
Chart 82 Population 2021-2031
Chart 83 Population by Generation 2026
Savoury Snacks in Belgium
Key Data Insights
Savoury Snacks Summary
Lay’S Drives Consumer Engagement with Gamified Flavour Innovation
Chart 84 Lay's Love It or Lose It Campaign
Nuts, Seeds and Trail Mixes Outperform as Mindful Choices Shape Demand
Chart 85 Croky Expands Tortilla Range
Chart 86 Value Sales 2021-2031
Chart 87 Volume Sales 2021-2031
Chart 88 Value Sales by Category 2026
Snackification and Mindful Indulgence Will Drive Steady Value and Volume Growth
Salty Snacks to Lead as Health-Positioned Products Deliver the Strongest Growth
Health, Sustainability and Consumer Engagement Will Define Savoury Snack Innovation
Chart 89 Forecast Value Sales 2021-2031
Chart 90 Forecast Value Sales by Category 2026-2031
Top Companies Lead by Engaging Consumers with Flavour Campaigns and Innovations
Chart 91 Company Shares 2026
Chart 92 Brand Shares 2026
Supermarkets Lose Ground as Convenience and Vending Channels Accelerate
Retail E-Commerce Expands with Broader Assortments but Lags behind Impulse Channels
Chart 93 Retail Channels 2021-2026
Chart 94 Economic Context for Savoury Snacks
Chart 95 Real GDP Growth 2021-2031
Chart 96 Inflation 2021-2031
Chart 97 Consumer Context for Savoury Snacks
Chart 98 Population 2021-2031
Chart 99 Population by Generation 2026
Sweet Biscuits, Snack Bars and Fruit Snacks in Belgium
Key Data Insights
Sweet Biscuits, Snack Bars and Fruit Snacks Summary
Chart 100 Key Industry Trends for Sweet Biscuits, Snack Bars and Fruit Snacks
Mild Value Growth Masks Divergent Dynamics as Snack Bars and Fruit Snacks Outperform Sweet Biscuits
Esg Pressure and Awareness Compel Manufacturers to Embed Sustainability into Production
High Protein and Energy Bars Gains Traction, Driven by Busy and Active Belgian Lifestyles
Chart 101 Lotus Bakeries Enters Protein/Energy Bars
Chart 102 Value Sales 2021-2031
Chart 103 Volume Sales 2021-2031
Chart 104 Value Sales by Category 2026
Protein and Energy Bar Innovators to Expand Appeal but Face Renewed Competition
Chart 105 Analyst Insight for Sweet Biscuits, Snack Bars and Fruit Snacks
Esg Commitments to Reshape Retail Partnerships and Consumer Loyalty
Chart 106 Forecast Value Sales 2021-2031
Chart 107 Forecast Value Sales by Category 2026-2031
Leading Players' Share Shifts Amid Differing Product Dynamics and Evolving Consumer Preferences.
Chart 108 Company Shares 2026
Chart 109 Brand Shares 2026
Supermarkets Defend Top Spot as Retail E-Commerce and Convenience Stores Challenge
Snack Bars Drive Online Growth as Retail E-Commerce Diversifies Shopping Habits
Chart 110 Retail Channels 2021-2026
Lotus Bakeries Targets Snackers with Fruit-Forward Addition to the Nakd Protein Range
Pip & Nut Nut Butter Cups Blends Ethical Sourcing and Mindful Indulgence
Chart 111 Pip & Nut Launches Nut Butter Cups
Chart 112 Economic Context for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 113 Real GDP Growth 2021-2031
Chart 114 Inflation 2021-2031
Chart 115 Consumer Context for Sweet Biscuits, Snack Bars and Fruit Snacks
Chart 116 Population 2021-2031
Chart 117 Population by Generation 2026
Country Reports Disclaimer
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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