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Country Report

Soft Drinks in

Soft Drinks in Belgium

Dec 2020

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Executive Summary

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COVID-19 impact on soft drinks

Lockdown and other virus containment measures during the COVID-19 pandemic have heavily impacted Belgium’s soft drinks industry. The closure of on-trade establishments and the cancellation of public events such as sporting events and music festivals has hit producers hard.

COVID-19 country impact

Regional restrictions on movement were introduced on 11 March 2020, with Wallonia-Belgium banning visits to nursing homes. On 13 March, the Wallonia-Brussels region closed all schools, except for those accommodating the children of essential workers like doctors and ministers.

Company response

Established, familiar brands with a strong presence in the off trade saw the greatest benefit during the country’s first lockdown 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 shift

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 soft vs retail split

While foodservice establishments were forced to close for three months during Belgium’s first lockdown, retail absorbed a part of the lost demand. Nevertheless, the increase in off-trade volume sales has not come close to offsetting losses sustained in on-trade volume sales.

What next for soft drinks?

The massive impact on on-trade sales is likely to have long-lasting effects on Belgium’s soft drinks sector, with development in the on trade severely subverted while producers work to offer formats and solutions suitable for at-home consumption. The possibility of persistent restrictions and future lockdowns may well permanently alter consumer behaviour in terms of out-of-home consumption occasions, while increased working from home and reduced purchasing power will support more at-home consumption.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks industry in Belgium with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Soft Drinks industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Belgium for free:

The Soft Drinks in Belgium market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Soft Drinks in Belgium?
What are the major brands in Belgium?
What potential exists for multinational vs. local soft drinks companies looking to increase market share?
How have changing social attitudes affected soft drink sales?
How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

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Soft Drinks in Belgium

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice soft vs retail split

What next for soft drinks?

Chart 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
Chart 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025

APPENDIX

Fountain sales in Belgium

Trends

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in Belgium

KEY DATA FINDINGS

2020 IMPACT

Off-trade sales rise, while Coca-Cola loses share

Disagreement with domestic retail chain Colruyt sees Coca-Cola products withdrawn from shelves and e-commerce store

Rising demand for healthier products boosts sales of Discovery Box, and inspires local brands to form alliance

RECOVERY AND OPPORTUNITIES

Off-trade sales set to slow, while a 2021 spike in foodservice should boost on-trade sales

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 2015-2020
Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020
Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020
Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020
Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020
Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020
Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020
Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020
Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020
Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020
Table 43 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020
Table 44 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020
Table 45 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020
Table 46 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020
Table 47 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020
Table 48 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 49 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 50 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 51 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025
Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025
Table 53 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025

Juice in Belgium

KEY DATA FINDINGS

2020 IMPACT

Juice declines in both retail and foodservice channels in 2020

Coca-Cola stays just ahead in 2020

Pure products benefit from purported health benefits as nectars suffers from too much sugar

RECOVERY 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 54 Off-trade Sales of Juice by Category: Volume 2015-2020
Table 55 Off-trade Sales of Juice by Category: Value 2015-2020
Table 56 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
Table 57 Off-trade Sales of Juice by Category: % Value Growth 2015-2020
Table 58 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020
Table 59 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020
Table 60 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020
Table 61 NBO Company Shares of Off-trade Juice: % Volume 2016-2020
Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020
Table 63 NBO Company Shares of Off-trade Juice: % Value 2016-2020
Table 64 LBN Brand Shares of Off-trade Juice: % Value 2017-2020
Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025
Table 66 Forecast Off-trade Sales of Juice by Category: Value 2020-2025
Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

Bottled Water in Belgium

KEY DATA FINDINGS

2020 IMPACT

Functional bottled water surges ahead in retail sales, as entire category declines in the on trade

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

RECOVERY AND OPPORTUNITIES

Functional bottled water to lead sales off-trade while flavoured bottle 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 69 Off-trade Sales of Bottled Water by Category: Volume 2015-2020
Table 70 Off-trade Sales of Bottled Water by Category: Value 2015-2020
Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020
Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020
Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020
Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020
Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020
Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020
Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025

Sports Drinks in Belgium

KEY DATA FINDINGS

2020 IMPACT

Coca-Cola continues to dominate with Aquarius as category’s decline seems unstoppable

Pandemic furthers fall of flailing category, and Aptonia plummets as Decathlon shuts down in lockdown

Sporty consumers continue to avoid sports drinks

RECOVERY AND OPPORTUNITIES

Forecast looks bleak as growth set to fall further despite short spike in on-trade sales in 2021

Limited development fails to boost sports drinks’ fortunes

Development and innovation set to be constrained by lack of interest from major players and competition from elsewhere in soft drinks

CATEGORY DATA

Table 81 Off-trade Sales of Sports Drinks: Volume 2015-2020
Table 82 Off-trade Sales of Sports Drinks: Value 2015-2020
Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020
Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020
Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020
Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020
Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020
Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020
Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025
Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025
Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025
Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025

Energy Drinks in Belgium

KEY DATA FINDINGS

2020 IMPACT

Off-trade sales do well in 2020, while on-trade sales dive deep from a small base

Fast growth in the off trade fails to compensate for on-trade losses

Trend towards naturalness strengthens smaller brands’ presence and boosts sales of Unilever’s Yula

RECOVERY AND OPPORTUNITIES

Retail sales to slow from 2021, while off-trade sales will surge before calming

Pessimistic outlook for Coca-Cola Energy, but flavoured variants set to continue to gain ground

Energy drinks holds significant potential for development in line with rising health awareness and trends towards naturalness

CATEGORY DATA

Table 93 Off-trade Sales of Energy Drinks: Volume 2015-2020
Table 94 Off-trade Sales of Energy Drinks: Value 2015-2020
Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020
Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020
Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020
Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020
Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020
Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020
Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025
Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025

Concentrates in Belgium

KEY DATA FINDINGS

2020 IMPACT

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

RECOVERY 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) Format
Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 107 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 109 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020
Table 110 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020
Table 111 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 112 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 113 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 114 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 115 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 116 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 117 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 118 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 119 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 120 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 121 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 122 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025

RTD Tea in Belgium

KEY DATA FINDINGS

2020 IMPACT

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

RECOVERY 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 123 Off-trade Sales of RTD Tea by Category: Volume 2015-2020
Table 124 Off-trade Sales of RTD Tea by Category: Value 2015-2020
Table 125 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020
Table 126 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020
Table 127 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020
Table 128 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020
Table 129 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020
Table 130 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020
Table 131 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020
Table 132 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 133 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 134 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 135 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025

RTD Coffee in Belgium

KEY DATA FINDINGS

2020 IMPACT

Growth remains healthy in the off-trade, while decline in the on-trade is less dramatic than elsewhere in soft drinks

Solinest-Belgilux remains ahead with Starbucks Discoveries brand

Naturalness trend has growing impact on RTD coffee

RECOVERY 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 136 Off-trade Sales of RTD Coffee: Volume 2015-2020
Table 137 Off-trade Sales of RTD Coffee: Value 2015-2020
Table 138 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020
Table 139 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020
Table 140 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020
Table 141 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020
Table 142 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020
Table 143 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020
Table 144 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025
Table 145 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025
Table 146 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025
Table 147 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025

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Megatrends

Country Report

Soft Drinks in Belgium

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice soft vs retail split

What next for soft drinks?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Soft Drinks in Belgium

EXECUTIVE SUMMARY

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice soft vs retail split

What next for soft drinks?

MARKET DATA

APPENDIX

Fountain sales in Belgium

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Carbonates in Belgium

KEY DATA FINDINGS

2020 IMPACT

Off-trade sales rise, while Coca-Cola loses share

Disagreement with domestic retail chain Colruyt sees Coca-Cola products withdrawn from shelves and e-commerce store

Rising demand for healthier products boosts sales of Discovery Box, and inspires local brands to form alliance

RECOVERY AND OPPORTUNITIES

Off-trade sales set to slow, while a 2021 spike in foodservice should boost on-trade sales

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

Juice in Belgium

KEY DATA FINDINGS

2020 IMPACT

Juice declines in both retail and foodservice channels in 2020

Coca-Cola stays just ahead in 2020

Pure products benefit from purported health benefits as nectars suffers from too much sugar

RECOVERY 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

Bottled Water in Belgium

KEY DATA FINDINGS

2020 IMPACT

Functional bottled water surges ahead in retail sales, as entire category declines in the on trade

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

RECOVERY AND OPPORTUNITIES

Functional bottled water to lead sales off-trade while flavoured bottle 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

Sports Drinks in Belgium

KEY DATA FINDINGS

2020 IMPACT

Coca-Cola continues to dominate with Aquarius as category’s decline seems unstoppable

Pandemic furthers fall of flailing category, and Aptonia plummets as Decathlon shuts down in lockdown

Sporty consumers continue to avoid sports drinks

RECOVERY AND OPPORTUNITIES

Forecast looks bleak as growth set to fall further despite short spike in on-trade sales in 2021

Limited development fails to boost sports drinks’ fortunes

Development and innovation set to be constrained by lack of interest from major players and competition from elsewhere in soft drinks

CATEGORY DATA

Energy Drinks in Belgium

KEY DATA FINDINGS

2020 IMPACT