Soft Drinks in Belgium

January 2022
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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?

Soft Drinks in Belgium

EXECUTIVE SUMMARY

Soft drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Chart 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2019-2026 Chart 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2019-2026

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021 Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021 Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021 Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021 Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026 Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026 Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026 Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026 Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026 Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026 Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026 Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026 Table 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 2016-2021 Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021 Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021 Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021 Table 37 Off-trade Sales of Carbonates by Category: Volume 2016-2021 Table 38 Off-trade Sales of Carbonates by Category: Value 2016-2021 Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021 Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021 Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2016-2021 Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2016-2021 Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021 Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021 Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021 Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021 Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026 Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026 Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026 Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026 Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2021-2026 Table 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 2016-2021 Table 54 Off-trade Sales of Juice by Category: Value 2016-2021 Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021 Table 56 Off-trade Sales of Juice by Category: % Value Growth 2016-2021 Table 57 NBO Company Shares of Off-trade Juice: % Volume 2017-2021 Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021 Table 59 NBO Company Shares of Off-trade Juice: % Value 2017-2021 Table 60 LBN Brand Shares of Off-trade Juice: % Value 2018-2021 Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026 Table 62 Forecast Off-trade Sales of Juice by Category: Value 2021-2026 Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026 Table 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 2016-2021 Table 66 Off-trade Sales of Bottled Water by Category: Value 2016-2021 Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021 Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021 Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021 Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021 Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021 Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021 Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026 Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026 Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026 Table 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 2016-2021 Table 78 Off-trade Sales of Sports Drinks: Value 2016-2021 Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2016-2021 Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2016-2021 Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2017-2021 Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2018-2021 Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2017-2021 Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2018-2021 Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2021-2026 Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2021-2026 Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2021-2026 Table 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 2016-2021 Table 90 Off-trade Sales of Energy Drinks: Value 2016-2021 Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021 Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021 Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021 Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021 Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021 Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021 Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026 Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026 Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026 Table 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) Format Table 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021 Table 102 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021 Table 103 Off-trade Sales of Concentrates by Category: Value 2016-2021 Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021 Table 105 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021 Table 106 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021 Table 107 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021 Table 108 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021 Table 109 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021 Table 110 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021 Table 111 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021 Table 112 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026 Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026 Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026 Table 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 2016-2021 Table 117 Off-trade Sales of RTD Tea by Category: Value 2016-2021 Table 118 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021 Table 119 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021 Table 120 Leading Flavours for Off-trade RTD Tea: % Volume 2016-2021 Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021 Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021 Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021 Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021 Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026 Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026 Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026 Table 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 2016-2021 Table 130 Off-trade Sales of RTD Coffee: Value 2016-2021 Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2016-2021 Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2016-2021 Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2017-2021 Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2018-2021 Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2017-2021 Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2018-2021 Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2021-2026 Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2021-2026 Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2021-2026 Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2021-2026
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
      • Low Calorie Cola Carbonates
      • Regular Cola Carbonates
      • Lemonade/Lime
      • Ginger Ale
      • Tonic Water/Other Bitters
      • Orange Carbonates
      • Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
    • Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

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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This report originates from Passport, our Soft Drinks research and analysis database.

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