Hot drinks in Belgium, being a mature product area, exhibits resilience to sudden changes in consumer behaviour influenced by external factors. Despite facing high inflation, the product area remains stable in volume terms in 2023.
Inflation has notably impacted hot drinks, especially coffee. However, Belgians' steadfast dedication to their daily cup(s) of coffee has maintained stable volume sales in 2023.
The prevailing inflation has compelled consumers to seek more affordable hot drinks, leading to an upsurge in volume share for lower-priced A-brands and private label. Major players like Jacob Douwe Egbert are implementing regular and relatively aggressive price promotions to maintain their volume shares.
The ongoing trend of Belgian households shifting from traditional retailers to the hard discounter channel continues in 2023, driven by budget constraints prompting consumers to seek ways to reduce everyday expenses. Notably, the hard discounter Action, renowned for non-food products like home and personal care items, has expanded its portfolio to include a limited selection of hot drinks under its private label.
While not yet at pre-pandemic levels, foodservice has demonstrated resilience in 2023. Some industry players like Starbucks have initiated home delivery services for hot beverages, whereas others like Costa Coffee have expanded their presence in Belgium through self-service vending machines at convenience stores and petrol stations.
Off-trade volume sales of hot drinks are forecasted to experience a marginal decrease in the coming period. This decline is primarily attributed to a gradual shift towards soft drinks like Ready-to-Drink (RTD) coffee and RTD tea, driven by the perpetually busier lifestyles of younger Belgian generations valuing convenience.
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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.
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.
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If you're in the Hot 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.
Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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