In 2024, the hot drinks landscape in Belgium reflected a combination of evolving consumer preferences and shifting market dynamics. Coffee maintained its dominance but saw notable shifts in how it is consumed.
In 2024, a standout trend in Belgium's hot drinks landscape was a rise in premium and organic options, with consumers prioritising higher-quality products across coffee and tea categories. Many consumers are focused on the quality of their products, favouring those that align with their values of sustainability and premium experiences.
In 2024, the competitive hot drinks landscape in Belgium was characterised by key players maintaining strong positions. Nestlé continued to lead the landscape with its prominent brands, including Nescafé, Nespresso, and Nesquik.
Belgian consumers shifted from traditional retailers to the hard discounter channel during 2024, driven by budget constraints. This rise in price sensitivity led consumers to find ways to reduce expenses, including migrating to discounters.
The split between foodservice and retail channels evolved during 2024, with retail channels gaining a larger share of the hot drinks market. Consumers are increasingly opting for convenience and premium home-brewing options, such as single-serve coffee machines and high-quality teas, which is shifting demand away from foodservice establishments.
The most significant challenge over the forecast period will be the continued decline in overall volume, particularly in categories outside of coffee. The struggle for other hot drinks, especially those with high sugar content, will persist, unless manufacturers innovate towards healthier, lower-sugar alternatives.
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Understand the latest market trends and future growth opportunities for the Hot Drinks industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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