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Soft Drinks in Belgium
January 2022
Soft drinks in 2021: The big picture
In 2021, off-trade volume sales of soft drinks declined, while off-trade current value sales grew, albeit at a lower rate than observed in 2020. The negative volume growth for soft drinks was in part down to channel shifts as horeca establishments resumed activity after the multiple lockdowns in 2020 and the first half of 2021.
2021 key trends
The outbreak of COVID-19 has accelerated already well-established health and wellness trends, and development and innovation continued along these lines with players across all soft drinks categories focusing on natural, organic and functional ingredients as consumers increasingly seek out preventative health benefits from their beverages. Vegan-friendly and sugar-free variants are becoming more visible in RTD tea, RTD coffee and liquid concentrates in particular, while flavoured and functional bottled water ranges are expanding to offer wider variety.
Competitive landscape
Established, familiar brands with a strong presence in the off trade saw the greatest benefit during the COVID-19 pandemic as Belgian consumers looked to treat themselves with at-home indulgences. In addition, consumers showed greater interest in experimenting with new drinks and flavours, thus also supporting sales of smaller brands – most especially those with specifically-positioned products such as craft or healthy.
Retailing developments
Already rising rapidly in pre-pandemic times, the e-commerce channel has boomed in response to COVID-19, as more consumers have turned to online shopping to reduce unnecessary trips to crowded places. Retailers have invested in developing their web stores, as have specialists such as D-Drinks Benelux, which saw an increase in sales direct to consumers.
Foodservice vs retail split
In 2020 and the first half of 2021, while foodservice establishments were forced to close for several months during Belgium’s lockdowns, retail absorbed a part of the lost demand. Nevertheless, the increase in off-trade volume sales did not come close to offsetting losses sustained in on-trade volume sales.
What next for soft drinks?
Over the forecast period soft drinks is expected to see off-trade volume sales gradually decline, while off-trade current value sales will remain positive. This will party be due to the health and wellness trend.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft 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:
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Energy Drinks
Sports Drinks
Asian Speciality Drinks
If you're in the Soft 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 Soft 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 Soft Drinks in Belgium?
To what extent are health considerations impacting consumption of Soft Drinks in Belgium?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Belgium?
Which are the leading brands in Soft Drinks in Belgium?
What potential exists for multinational or domestic soft drinks companies to expand in Belgium?
How are products distributed in Soft Drinks in Belgium?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Belgium
DISCLAIMER
SOURCES
Summary 1 Research Sources
Carbonates in Belgium
KEY DATA FINDINGS
2021 DEVELOPMENTS
On-trade sales recover, slowing down retail sales of carbonates in 2021
Coca-Cola continues to lose share, while low sugar variants outperform regular carbonates
Rising demand for healthier products boosts sales of Discovery Box, and inspires local brands to form alliance
PROSPECTS AND OPPORTUNITIES
Off-trade sales set to slow, while foodservice sales should continue to recover
Health and convenience trends to drive development, while major sporting events will fuel growth in retail channels
Sustainability remains key concern in carbonates packaging
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021Table 37 Off-trade Sales of Carbonates by Category: Volume 2016-2021Table 38 Off-trade Sales of Carbonates by Category: Value 2016-2021Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2016-2021Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2016-2021Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2021-2026Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2021-2026
Juice in Belgium
KEY DATA FINDINGS
2021 DEVELOPMENTS
Juice sales in foodservice channels increase while retail sales growth slows in 2021
Pure products benefit from purported health benefits as nectars suffers from too much sugar
Coca-Cola stays just ahead in 2021
PROSPECTS AND OPPORTUNITIES
Off-trade sales set to continue to decline, while on-trade sales will slow following anticipated rebound spike in 2021
Accelerated health trends to fuel demand for immune-boosting juices
Health and wellness trends to drive development and innovation within juice over the forecast period
CATEGORY DATA
Table 53 Off-trade Sales of Juice by Category: Volume 2016-2021Table 54 Off-trade Sales of Juice by Category: Value 2016-2021Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021Table 56 Off-trade Sales of Juice by Category: % Value Growth 2016-2021Table 57 NBO Company Shares of Off-trade Juice: % Volume 2017-2021Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021Table 59 NBO Company Shares of Off-trade Juice: % Value 2017-2021Table 60 LBN Brand Shares of Off-trade Juice: % Value 2018-2021Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026Table 62 Forecast Off-trade Sales of Juice by Category: Value 2021-2026Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
Bottled Water in Belgium
KEY DATA FINDINGS
2021 DEVELOPMENTS
Functional bottled water stays ahead in retail sales, as on-trade sales recover
Bigger formats boosted by home seclusion and sustainability concerns, and Unilever launches ground-breaking carton-bottle combination
Functional bottled water soars during pandemic thanks to its promise of health benefits
PROSPECTS AND OPPORTUNITIES
Functional bottled water to lead sales off-trade while flavoured bottled water will win in the on trade
Functional bottled water set to benefit from accelerated health trends over the forecast period
Plastic pollution to remain key concern for consumers
CATEGORY DATA
Table 65 Off-trade Sales of Bottled Water by Category: Volume 2016-2021Table 66 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
Sports Drinks in Belgium
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic furthers fall of flailing category
Sporty consumers continue to avoid sports drinks
Coca-Cola continues to dominate with Aquarius
PROSPECTS AND OPPORTUNITIES
Forecast looks bleak as growth set to fall further despite short recovery period
Development and innovation set to be constrained by lack of interest from major players and competition from elsewhere in soft drinks
Limited development fails to boost sports drinks’ fortunes
CATEGORY DATA
Table 77 Off-trade Sales of Sports Drinks: Volume 2016-2021Table 78 Off-trade Sales of Sports Drinks: Value 2016-2021Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2016-2021Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2016-2021Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2017-2021Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2018-2021Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2017-2021Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2018-2021Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2021-2026Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2021-2026Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2021-2026Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2021-2026
Energy Drinks in Belgium
KEY DATA FINDINGS
2021 DEVELOPMENTS
Off-trade sales continue do well in 2021, while on-trade sales recover from a deep dive
Health and wellness trend influences energy drinks too
Trend towards naturalness strengthens smaller brands’ presence and boosts sales of Unilever’s Yula
PROSPECTS AND OPPORTUNITIES
Retail sales to slow from 2022, while on-trade sales will surge before calming
Energy drinks holds significant potential for development in line with rising health awareness and trends towards naturalness
Pessimistic outlook for Coca-Cola Energy, but flavoured variants set to continue to gain ground
CATEGORY DATA
Table 89 Off-trade Sales of Energy Drinks: Volume 2016-2021Table 90 Off-trade Sales of Energy Drinks: Value 2016-2021Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026
Concentrates in Belgium
KEY DATA FINDINGS
2021 DEVELOPMENTS
Britvic leads liquid concentrates with Teisseire brand, while Isostar from Novartis Nutrition leads the falling powder concentrates
Lockdown supports growth in liquid concentrates as it subverts sales of powder concentrates
Sustainability trend is good for growth in liquid concentrates, while Teisseire grows through diversification
PROSPECTS AND OPPORTUNITIES
Liquid concentrates to continue to rise as powder concentrates falls
Sugar-free liquid concentrates to drive growth while powder concentrates will suffer in the face of competition from elsewhere in soft drinks
Liquid concentrates to benefit from rising sales in bottled water
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) FormatTable 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021Table 102 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021Table 103 Off-trade Sales of Concentrates by Category: Value 2016-2021Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021Table 105 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021Table 106 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021Table 107 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021Table 108 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021Table 109 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021Table 110 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021Table 111 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021Table 112 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026Table 115 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026
RTD Tea in Belgium
KEY DATA FINDINGS
2021 DEVELOPMENTS
Off-trade sales improve as on-trade sales fall, while Unilever’s Lipton remains ahead despite significant share loss in 2020
Consumers turn to RTD tea as healthier alternative to several other soft drinks solutions
Fuze Tea launches limited editions with exotic flavours and ingredients
PROSPECTS AND OPPORTUNITIES
Continued positive though slowed growth predicted for both on-trade and off-trade sales
Development to be driven by naturalness and organic trends
Shift to no-sugar set to be central to growth over the forecast period
CATEGORY DATA
Table 116 Off-trade Sales of RTD Tea by Category: Volume 2016-2021Table 117 Off-trade Sales of RTD Tea by Category: Value 2016-2021Table 118 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021Table 119 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021Table 120 Leading Flavours for Off-trade RTD Tea: % Volume 2016-2021Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2021-2026
RTD Coffee in Belgium
KEY DATA FINDINGS
2021 DEVELOPMENTS
Work from home negatively affects off-trade sales, while rise in on-trade sales is not enough to compensate for the steep decline in previous year
Solinest-Belgilux remains ahead with Starbucks Discoveries brand
Naturalness trend has growing impact on RTD coffee
PROSPECTS AND OPPORTUNITIES
Bright future forecast for RTD coffee
Off-trade development to remain dynamic
On-trade growth to continue, though at a slower pace than retail growth
CATEGORY DATA
Table 129 Off-trade Sales of RTD Coffee: Volume 2016-2021Table 130 Off-trade Sales of RTD Coffee: Value 2016-2021Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2016-2021Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2016-2021Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2017-2021Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2018-2021Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2017-2021Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2018-2021Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2021-2026Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2021-2026Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2021-2026Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2021-2026
The following categories and subcategories are included:
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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