Belgium Quarterly Beverage Tracker Report Q3 2013




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Product Synopsis

Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Belgium beverage market

Introduction and Landscape

Why was the report written?

In the current climate of economic uncertainty and market volatility companies need to know about more than just data. This report provides a complete overview of all commercial beverage consumption trends, latest market developments and an economic mood indicator

What is the current market landscape and what is changing?

A warm enjoyable summer should have helped to spur on soft drinks consumption, but still disappointed some categories such as carbonates and packaged water. The soft drinks market saw a 1% overall increase compared with the same quarter last year. When considering the full commercial beverages category, the market was completely flat compared to the same quarter last year.

What are the key drivers behind recent market changes?

The Belgian consumer is still suffering from a tight household budget and is extremely careful about spending. Food and beverage purchases have decreased in the last 12 months for the first time in Belgium since World War II.

What makes this report unique and essential to read?

Designed for clients who want to understand the latest trends in the Belgian beverage industry and want more detail and analysis on this data. Canadean's Belgium Quarterly Beverage Tracker report is ideal for benchmarking total market vs retail audit data and is an essential tool for keeping up-to-date with the latest industry and market developments

Key Features and Benefits

  • Readers are provided with a summary snap shot table showing category growth in Q32013 vs Q32012, together with 2012 actual volumes, 2013 forecast volumes and projected growth
  • An economic mood indicator, completed by Canadean's local consultant, examines (on a scale of one to five) whether confidence levels in the industry are better or worse than the previous quarter, whether net prices are rising or falling and how Private Label products have performed versus the rest of the market. 
  • Key highlights of the last quarter's commercial beverage performance are identified and the key market drivers examined
  • Volumes for Q32013 vs Q32012, full year 2012, moving annual totals (MAT) and 2013 forecasts are provided for each individual beverage category, together with supporting text on quarterly performance and forecast assumptions. More granular data is provided for the Carbonates category, with data split by regular vs low calorie, and by key flavours. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavour, pack type, pack size, retail price and selected pack shots) and the latest industry news.
  • Focus on functional soft drinks and healthy innovation

Key Market Issues

  • The unemployment rate peaked in July at 8.9% to then fall a little in August to 8.7%. Up until July, unemployment had shown a run of month on month increases for a whole 12 months.
  • The Private Label segment continued to see a strong performance and followed A Brands closely in flavour, packaging type and design. As the route to market is more direct for Private Label products, innovating is sometimes less costly and faster to implement for Private Label products, leaving brands in a precarious situation.
  • The Belgium cider market is jealously looking at surrounding countries where the 'trendy' ciders are in growing particularly well. Belgium definitely needs a positive injection to counter its gradually declining cider consumption. The arrival of Somersby, the big star that is doing so well internationally, has barely been noticed in Belgium yet.
  • Farm gate milk prices have been very high this year so far. In June, the farm gate milk price reached €37.41 per 100 liters, which is one third more than a year earlier. This is partly due to a combination of factors including very cold weather, the poor economic results of milk producing countries, as well as an increase in demand on a world-wide platform.

Key Highlights

  • Stevia has so far been slowly introduced in to the soft drinks market, and offered as an ingredient in low calorie variants. When bringing out Sprite Rediscover, Coca-Cola replaced the current version of regular Sprite. This has taken Stevia mainstream as it was not only launched in a popular drink by a large manufacturer, but also because it is aimed at the consumer of regular drinks rather than the consumer who seeks a low calorie alternative.
  • Soda Stream has benefitted from the economic crisis and seen good growth in Belgium. In the first half year, it saw an increase in sales and expects an increase over its full product mix, including machines. New flavours have recently been brought out, which are used to create flavoured water and cocktail mixes.
  • After Tropicana campaigning to explain the difference between from concentrate and not from concentrate juice, retailers are also jumping on the bandwagon to educate customers (see Industry News). This also helps to defend the existence of high-end products and encourage the consumer to purchase products that generate better margins.
  • During the summer months, iced/rtd coffee drinks become even more of an impulse product. Ensuring that the product is available in convenience stores and petrol forecourts becomes crucial to being included in 'on the go' consumption moments.
  • As consumers are becoming more health aware, tea fits perfectly within this trend. The continuing development of new flavours and specialty teas is likely to keep the Belgians interested and drinking tea for a number of years to come.