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Country Report

Soft Drinks in

Soft Drinks in Belgium

77 pages, Mar 2018

US$2,100

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Executive Summary

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Lower consumption in some categories because of high sugar levels

The consumption of certain soft drinks decreased in Belgium in 2017, because of the unhealthy image of these products. Health is a mainstream topic in the media, and soft drinks is an easy target – often referred to as the cause of rising obesity in Belgium.

The move towards natural and healthy products

In reaction to the unhealthy perception of many soft drinks, Belgians are asking for more natural and healthy beverages. For this reason, reduced sugar soft drinks are becoming increasingly popular, and non-alcoholic drinks which are perceived as more natural, such as still bottled water, flavoured bottled water, RTD tea and RTD coffee, are seeing growth.

Private label gains share

Even though Coca-Cola Belgium is still the strong leader in soft drinks in Belgium, it is losing some share to private label and smaller brands. Indeed, the general trends in fmcg, which are seeing private label and hard discounters gaining share in Belgium, are being accentuated in soft drinks by the sugar tax.

Innovation in smaller categories, and more complex flavours

Big categories such as carbonates followed the same innovation strategy in 2017 as in the previous year: sugar reduction and portion control. This is a consolidation strategy to retain the current consumer base.

Slow growth mitigated by bottled water and smaller categories

Soft drinks is expected to grow slowly in volume terms in the forecast period, thanks to the good performance of bottled water. Indeed, bottled water will continue to increase faster than carbonates decreases.

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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

Lower consumption in some categories because of high sugar levels

The move towards natural and healthy products

Private label gains share

Innovation in smaller categories, and more complex flavours

Slow growth mitigated by bottled water and smaller categories

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2012-2017
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2012-2017
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2012-2017
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2012-2017
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 30 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2017-2022
Table 31 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2017-2022

APPENDIX

Fountain sales in Belgium

Trends

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Belgium

PROSPECTS

Bottled Water in Belgium

HEADLINES

PROSPECTS

Long-term growth for bottled water

E-commerce and tap water

Flavoured bottled water is more interesting

COMPETITIVE LANDSCAPE

Spadel maintains its lead

Dynamism in flavoured bottled water

Premium and natural products are valued

CATEGORY DATA

Table 32 Off-trade Sales of Bottled Water by Category: Volume 2012-2017
Table 33 Off-trade Sales of Bottled Water by Category: Value 2012-2017
Table 34 Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017
Table 35 Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017
Table 36 NBO Company Shares of Off-trade Bottled Water: % Volume 2013-2017
Table 37 LBN Brand Shares of Off-trade Bottled Water: % Volume 2014-2017
Table 38 NBO Company Shares of Off-trade Bottled Water: % Value 2013-2017
Table 39 LBN Brand Shares of Off-trade Bottled Water: % Value 2014-2017
Table 40 Forecast Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 42 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022

Carbonates in Belgium

HEADLINES

PROSPECTS

Continued volume decline

Reduced sugar, portion control and sophisticated flavours

Mocktails is a growing trend

COMPETITIVE LANDSCAPE

Hard discounters is the big winner

Innovation in smaller categories

Organic and fair trade are real assets

CATEGORY DATA

Table 44 Off-trade vs On-trade Sales of Carbonates: Volume 2012-2017
Table 45 Off-trade vs On-trade Sales of Carbonates: Value 2012-2017
Table 46 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2012-2017
Table 47 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2012-2017
Table 48 Off-trade Sales of Carbonates by Category: Volume 2012-2017
Table 49 Off-trade Sales of Carbonates by Category: Value 2012-2017
Table 50 Off-trade Sales of Carbonates by Category: % Volume Growth 2012-2017
Table 51 Off-trade Sales of Carbonates by Category: % Value Growth 2012-2017
Table 52 Total Sales of Carbonates by Fountain On-trade: Volume 2012-2017
Table 53 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2012-2017
Table 54 NBO Company Shares of Off-trade Carbonates: % Volume 2013-2017
Table 55 LBN Brand Shares of Off-trade Carbonates: % Volume 2014-2017
Table 56 NBO Company Shares of Off-trade Carbonates: % Value 2013-2017
Table 57 LBN Brand Shares of Off-trade Carbonates: % Value 2014-2017
Table 58 Forecast Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 59 Forecast Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 60 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 62 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 63 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022

Concentrates in Belgium

HEADLINES

PROSPECTS

Good performance due to the high consumption of water

Health is important

Traditional flavours

COMPETITIVE LANDSCAPE

The development of new consumption occasions

Private label and alternatives are rising

Powder concentrates is declining

CATEGORY DATA

Concentrates conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 64 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017
Table 65 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017
Table 66 Off-trade Sales of Concentrates by Category: Value 2012-2017
Table 67 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017
Table 68 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017
Table 69 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017
Table 70 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017
Table 71 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017
Table 72 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017
Table 73 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017
Table 74 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2013-2017
Table 75 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2017
Table 76 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 79 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022

Energy Drinks in Belgium

HEADLINES

PROSPECTS

The development of new flavours boosts energy drinks

Consumers demand natural products

The younger generation

COMPETITIVE LANDSCAPE

Innovation turns to flavours

Hard discounters is an important channel

Sugar-free is not a priority

CATEGORY DATA

Table 80 Off-trade Sales of Energy Drinks: Volume 2012-2017
Table 81 Off-trade Sales of Energy Drinks: Value 2012-2017
Table 82 Off-trade Sales of Energy Drinks: % Volume Growth 2012-2017
Table 83 Off-trade Sales of Energy Drinks: % Value Growth 2012-2017
Table 84 NBO Company Shares of Off-trade Energy Drinks: % Volume 2013-2017
Table 85 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2014-2017
Table 86 NBO Company Shares of Off-trade Energy Drinks: % Value 2013-2017
Table 87 LBN Brand Shares of Off-trade Energy Drinks: % Value 2014-2017
Table 88 Forecast Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 89 Forecast Off-trade Sales of Energy Drinks: Value 2017-2022
Table 90 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 91 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2017-2022

Juice in Belgium

HEADLINES

PROSPECTS

Long-term decrease

Premiumisation

Juice drinks is taking over

COMPETITIVE LANDSCAPE

Lower distribution

Less support

Smoothies

CATEGORY DATA

Table 92 Off-trade Sales of Juice by Category: Volume 2012-2017
Table 93 Off-trade Sales of Juice by Category: Value 2012-2017
Table 94 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017
Table 95 Off-trade Sales of Juice by Category: % Value Growth 2012-2017
Table 96 Leading Flavours for Off-trade 100% Juice: % Volume 2012-2017
Table 97 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2012-2017
Table 98 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2012-2017
Table 99 NBO Company Shares of Off-trade Juice: % Volume 2013-2017
Table 100 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017
Table 101 NBO Company Shares of Off-trade Juice: % Value 2013-2017
Table 102 LBN Brand Shares of Off-trade Juice: % Value 2014-2017
Table 103 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022
Table 104 Forecast Off-trade Sales of Juice by Category: Value 2017-2022
Table 105 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 106 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-2022

RTD Coffee in Belgium

HEADLINES

PROSPECTS

The penetration rate is rising

Huge potential

A growing alternative to energy/sports drinks

COMPETITIVE LANDSCAPE

Growing but mature

Two main players

Light variants are increasing faster than the rest

CATEGORY DATA

Table 107 Off-trade Sales of RTD Coffee: Volume 2012-2017
Table 108 Off-trade Sales of RTD Coffee: Value 2012-2017
Table 109 Off-trade Sales of RTD Coffee: % Volume Growth 2012-2017
Table 110 Off-trade Sales of RTD Coffee: % Value Growth 2012-2017
Table 111 NBO Company Shares of Off-trade RTD Coffee: % Volume 2013-2017
Table 112 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2014-2017
Table 113 NBO Company Shares of Off-trade RTD Coffee: % Value 2013-2017
Table 114 LBN Brand Shares of Off-trade RTD Coffee: % Value 2014-2017
Table 115 Forecast Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 116 Forecast Off-trade Sales of RTD Coffee: Value 2017-2022
Table 117 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 118 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2017-2022

RTD Tea in Belgium

HEADLINES

PROSPECTS

RTD tea is growing

Lower calorie products boost sales

Consumers are open to trying new flavours

COMPETITIVE LANDSCAPE

The leader is recovering

Growth across the board

New competitive landscape

CATEGORY DATA

Table 119 Off-trade Sales of RTD Tea by Category: Volume 2012-2017
Table 120 Off-trade Sales of RTD Tea by Category: Value 2012-2017
Table 121 Off-trade Sales of RTD Tea by Category: % Volume Growth 2012-2017
Table 122 Off-trade Sales of RTD Tea by Category: % Value Growth 2012-2017
Table 123 Leading Flavours for Off-trade RTD Tea: % Volume 2012-2017
Table 124 NBO Company Shares of Off-trade RTD Tea: % Volume 2013-2017
Table 125 LBN Brand Shares of Off-trade RTD Tea: % Volume 2014-2017
Table 126 NBO Company Shares of Off-trade RTD Tea: % Value 2013-2017
Table 127 LBN Brand Shares of Off-trade RTD Tea: % Value 2014-2017
Table 128 Forecast Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 129 Forecast Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 130 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 131 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022

Sports Drinks in Belgium

HEADLINES

PROSPECTS

Well-established decrease

Competition from bottled water

Static category

COMPETITIVE LANDSCAPE

Sponsorship

Decathlon develops reduced sugar sports drinks

More sporting consumers

CATEGORY DATA

Table 132 Off-trade Sales of Sports Drinks: Volume 2012-2017
Table 133 Off-trade Sales of Sports Drinks: Value 2012-2017
Table 134 Off-trade Sales of Sports Drinks: % Volume Growth 2012-2017
Table 135 Off-trade Sales of Sports Drinks: % Value Growth 2012-2017
Table 136 NBO Company Shares of Off-trade Sports Drinks: % Volume 2013-2017
Table 137 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2014-2017
Table 138 NBO Company Shares of Off-trade Sports Drinks: % Value 2013-2017
Table 139 LBN Brand Shares of Off-trade Sports Drinks: % Value 2014-2017
Table 140 Forecast Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 141 Forecast Off-trade Sales of Sports Drinks: Value 2017-2022
Table 142 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 143 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2017-2022

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Megatrends

Country Report

Soft Drinks in Belgium

New Report Guarantee

Executive Summary

New Report Guarantee

Lower consumption in some categories because of high sugar levels

The move towards natural and healthy products

Private label gains share

Innovation in smaller categories, and more complex flavours

Slow growth mitigated by bottled water and smaller categories

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Soft Drinks in Belgium

EXECUTIVE SUMMARY

Lower consumption in some categories because of high sugar levels

The move towards natural and healthy products

Private label gains share

Innovation in smaller categories, and more complex flavours

Slow growth mitigated by bottled water and smaller categories

MARKET DATA

APPENDIX

Fountain sales in Belgium

SOURCES

Asian Speciality Drinks in Belgium

PROSPECTS

Bottled Water in Belgium

HEADLINES

PROSPECTS

Long-term growth for bottled water

E-commerce and tap water

Flavoured bottled water is more interesting

COMPETITIVE LANDSCAPE

Spadel maintains its lead

Dynamism in flavoured bottled water

Premium and natural products are valued

CATEGORY DATA

Carbonates in Belgium

HEADLINES

PROSPECTS

Continued volume decline

Reduced sugar, portion control and sophisticated flavours

Mocktails is a growing trend

COMPETITIVE LANDSCAPE

Hard discounters is the big winner

Innovation in smaller categories

Organic and fair trade are real assets

CATEGORY DATA

Concentrates in Belgium

HEADLINES

PROSPECTS

Good performance due to the high consumption of water

Health is important

Traditional flavours

COMPETITIVE LANDSCAPE

The development of new consumption occasions

Private label and alternatives are rising

Powder concentrates is declining

CATEGORY DATA

Concentrates conversions

Energy Drinks in Belgium

HEADLINES

PROSPECTS

The development of new flavours boosts energy drinks

Consumers demand natural products

The younger generation

COMPETITIVE LANDSCAPE

Innovation turns to flavours

Hard discounters is an important channel

Sugar-free is not a priority

CATEGORY DATA

Juice in Belgium

HEADLINES

PROSPECTS

Long-term decrease

Premiumisation