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Learn moreDec 2020
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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.
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.
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.
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.
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.
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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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.
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This industry report originates from Passport, our Soft Drinks market research database.
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.