Alcoholic drinks in Belgium experienced a decline in overall sales in 2024, driven by shifts in consumer behaviour and the rising cost of living. As moderation and mindful drinking became more mainstream, an increasing number of Belgians have reduced their alcohol intake, either by cutting back on frequency or opting for low- and no-alcohol alternatives. This trend is especially evident among younger demographics and health-conscious consumers who prioritise well-being over traditional drinking habits.
Although spirits remain the largest category in alcoholic drinks in Belgium in 2024, it faced challenges as overall sales decreased due to a combination of shifting consumer habits and economic pressures. As Belgians adopted more moderate and mindful drinking habits, many cut back on their consumption of spirits, especially in casual and at-home settings. With rising living costs, consumers also reduced their spending on non-essential items, including premium and mid-range spirits.
The competitive landscape of alcoholic drinks in Belgium in 2024 was shaped by shifting consumer preferences, economic pressures, and evolving drinking habits. While all players faced challenges, industry leader Anheuser-Busch InBev SA NV leveraged its extensive portfolio and distribution network. The company produces and distributes Jupiler, Belgium’s most consumed pils, along with well-known brands such as Stella Artois and Leffe. It also strengthened its position in the premium international beer segment by commencing local production of the popular Mexican beer Corona.
Supermarkets remained the leading distribution channel for alcoholic drinks in Belgium in 2024, maintaining its dominance despite shifting consumer behaviour and widespread challenges. Extensive product selection, convenient locations, and frequent promotions make these retailers the preferred shopping destination for most Belgian consumers. With economic pressures driving price sensitivity, supermarkets benefited from their ability to offer competitive pricing and broad promotional campaigns.
Off-trade remained by far the dominant distribution channel for alcoholic drinks in Belgium in 2024, with the majority of sales occurring in supermarkets, convenience stores, and food/drink/tobacco specialists. The cost-of-living crisis continued to influence consumer behaviour, leading more people to drink at home rather than in bars, restaurants, or cafés. As a result, on-trade performed worse than off-trade, struggling to regain pre-pandemic levels of foot traffic and spending. Many consumers opted for more affordable options in retail, further pressuring the hospitality industry. While the premiumisation trend faded in off-trade, it remained relevant in on-trade. Consumers who did visit bars and restaurants were more likely to indulge in higher-end drinks, viewing these occasions as special moments worth spending on. This helped sustain premium segments in certain categories, particularly spirits and wine, where quality and experience played a crucial role in on-trade consumption. Despite its weaker performance, on-trade remained strategically important for brands. Temporary events such as festivals continued to provide key opportunities for visibility and consumer engagement. Major players leveraged these opportunities to showcase their brands, introduce new products, and reinforce their presence. Although the gap between off-trade and on-trade widened, the latter remained an essential channel for brand positioning and long-term growth strategies.
Alcoholic drinks in Belgium is expected to continue to register decline over the forecast period, driven by evolving consumer habits and increasing regulatory pressures. The trend towards moderation, which is already a key factor in 2024, is set to gain further momentum as more consumers actively reduce their alcohol intake for health and lifestyle reasons. Younger generations, in particular, are shifting away from regular alcohol consumption and favouring mindful drinking and non-alcoholic alternatives. This change in behaviour will continue to exert pressure on volume sales across most categories. In addition, stricter regulations on alcohol advertising, availability, and taxation could make alcoholic drinks less accessible and more expensive, further discouraging consumption. Policies aimed at curbing excessive drinking, such as restrictions on sales and promotions, are likely to impact both off-trade and on-trade sales, limiting opportunities for recovery. While certain segments, such as non-alcoholic beverages and RTDs, may offer some growth potential, they are unlikely to fully offset the overall downturn. The industry will need to adapt by focusing on premium experiences, diversification, and catering to changing consumer expectations to maintain relevance. The non-alcoholic segment will remain the key growth driver, benefiting from the rising popularity of mindful drinking and the increasing availability of high-quality, alcohol-free alternatives. While non-alcoholic beer is expected to remain at the forefront in this respect, strong performances are also anticipated in non-alcoholic spirits, RTDs, and wines. More brands are investing in expanding their zero-alcohol ranges, with premium offerings helping to attract a wider audience. Legislative support, including potential restrictions on alcohol advertising and promotions, may further encourage consumers to explore non-alcoholic options. Flavoured alcoholic drinks are also set to gain momentum as consumers seek variety and more enjoyable drinking experiences. Flavoured vodka, fruit-infused beers, and sweeter, fruit-forward wines are attracting interest, particularly among younger demographics. Recent launches, such as Mort Subite Juicy in beer and the growing selection of flavoured spirits, highlight the industry’s response to this demand.
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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