Health and Wellness in Belgium
The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic, good source of minerals/vitamins, no sugar/no added sugar (particularly in beverages), low fat and high protein/fibre.
Euromonitor International's Health and Wellness in Belgium report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2018-2022, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Health and Wellness in Belgium report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2018-2022, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: HW Cooking Ingredients and Meals, HW Dairy Products and Alternatives, HW Hot Drinks, HW Snacks, HW Soft Drinks, HW Staple Foods.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Health and Wellness market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Health and Wellness in Belgium
Euromonitor International
January 2024
LIST OF CONTENTS AND TABLES
HEALTH AND WELLNESS IN BELGIUM
EXECUTIVE SUMMARY
Overview
DISCLAIMER
HW HOT DRINKS IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growing consumer demand for natural and organic products in Belgium boosts demand for no caffeine hot drinks
Natural is the best-selling claim in health and wellness hot drinks in 2022
Low fat sales on the increase at the end of the review period
PROSPECTS AND OPPORTUNITIES
Organic claim drives growth in health and wellness hot drinks over the forecast period
Plant-based shows most promise in health and wellness hot drinks during the forecast period
Growing demand for no caffeine expected during the forecast period
CATEGORY DATA
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2019-2022
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 5 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 6 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 7 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2022-2027
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SOFT DRINKS IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
Health benefit and fortified/functional soft drinks rising in popularity
No sugar is the leading claim in health and wellness soft drinks in 2022
Low salt is the best performing claim in health and wellness soft drinks in 2022
PROSPECTS AND OPPORTUNITIES
Health trend to benefit from investments in soft drinks over the forecast period
Energy boosting to show most promise in health and wellness soft drinks during the forecast period
High fibre to receive a boost within Belgian soft drinks over the forecast period
CATEGORY DATA
Table 9 Sales of Soft Drinks by Health and Wellness Type: Value 2019-2022
Table 10 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 11 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 12 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 13 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 14 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 15 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2022-2027
Table 16 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SNACKS IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers demonstrate rising interest in gluten free snacks, including those with no gluten intolerance
Search for healthier lifestyles mirrored by changing legislation
Meat free boosted within health and wellness snacks in 2022
PROSPECTS AND OPPORTUNITIES
Vegan is expected to be a growth niche in health and wellness snacks during the forecast period
Plant-based products show strong promise in health and wellness snacks over the forecast period
Keto to show promise over the forecast period
CATEGORY DATA
Table 17 Sales of Snacks by Health and Wellness Type: Value 2019-2022
Table 18 Sales of Snacks by Health and Wellness Type: % Value Growth 2019-2022
Table 19 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2019-2022
Table 20 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2019-2022
Table 21 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 22 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 23 Forecast Sales of Snacks by Health and Wellness Type: Value 2022-2027
Table 24 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2022-2027
HW DAIRY PRODUCTS AND ALTERNATIVES IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dairy-free alternatives and high protein dairy products drive growth, while parents also seek organic for their offspring
Low fat is the largest category in health and wellness dairy products and alternatives in 2022, while EU legislation limits trans fats
Digestive health gaining importance within health and wellness dairy products and alternatives in 2022
PROSPECTS AND OPPORTUNITIES
High protein dairy products enjoy considerable potential in health and wellness dairy products and alternatives over the forecast period
Vegan and plant-based products show the most promise in health and wellness dairy products and alternatives during the forecast period
Increased forecast period uptake of keto during the forecast period
CATEGORY DATA
Table 25 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2019-2022
Table 26 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2019-2022
Table 27 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 28 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 29 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-20
Table 30 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2
Table 31 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 32 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2022-2027
Table 33 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2022-2027
HW COOKING INGREDIENTS AND MEALS IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
Belgians actively seek better Nutri-Scores when purchasing cooking ingredients and meals, while EU legislation introduces consumption limits on trans-fats
Vegetarian is the most popular claim in health and wellness cooking ingredients and meals in 2022
Brain health and memory sees rising importance within health and wellness cooking ingredients and meals
PROSPECTS AND OPPORTUNITIES
Vegetarian remains the most popular claim in health and wellness cooking ingredients and meals during the forecast period in value terms
No fat to register growth in value sales over the forecast period
Growing popularity of dairy free over the forecast period
CATEGORY DATA
Table 34 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2019-2022
Table 35 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2019-2022
Table 36 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 37 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 38 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 39 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 40 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 41 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2022-2027
Table 42 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2022-2027
HW STAPLE FOODS IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
New recipes with a better Nutri-Score represent most of the innovation in health and wellness staple foods, with consumer interest growing in gluten free and vegetarian
Gluten free is the leading claim in health and wellness staple foods in Belgium during 2022
No fat boosted by the EU tackling consumption of trans fats via legislation
PROSPECTS AND OPPORTUNITIES
Key role for Nutri-Scores in health and wellness staple foods over the forecast period, while gluten free to widen its appeal to non-allergy sufferers
High fibre to show the most promise in health and wellness staple foods during the forecast period
Probiotic to appeal to those hoping to strengthen their metabolism over the forecast period
CATEGORY DATA
Table 43 Sales of Staple Foods by Health and Wellness Type: Value 2019-2022
Table 44 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2019-2022
Table 45 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 46 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 47 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 48 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 49 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 50 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2022-2027
Table 51 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2022-2027
Euromonitor International
January 2024
LIST OF CONTENTS AND TABLES
HEALTH AND WELLNESS IN BELGIUM
EXECUTIVE SUMMARY
Overview
DISCLAIMER
HW HOT DRINKS IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growing consumer demand for natural and organic products in Belgium boosts demand for no caffeine hot drinks
Natural is the best-selling claim in health and wellness hot drinks in 2022
Low fat sales on the increase at the end of the review period
PROSPECTS AND OPPORTUNITIES
Organic claim drives growth in health and wellness hot drinks over the forecast period
Plant-based shows most promise in health and wellness hot drinks during the forecast period
Growing demand for no caffeine expected during the forecast period
CATEGORY DATA
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2019-2022
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 5 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 6 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2019-2022
Table 7 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2022-2027
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SOFT DRINKS IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
Health benefit and fortified/functional soft drinks rising in popularity
No sugar is the leading claim in health and wellness soft drinks in 2022
Low salt is the best performing claim in health and wellness soft drinks in 2022
PROSPECTS AND OPPORTUNITIES
Health trend to benefit from investments in soft drinks over the forecast period
Energy boosting to show most promise in health and wellness soft drinks during the forecast period
High fibre to receive a boost within Belgian soft drinks over the forecast period
CATEGORY DATA
Table 9 Sales of Soft Drinks by Health and Wellness Type: Value 2019-2022
Table 10 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2019-2022
Table 11 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 12 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 13 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 14 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2019-2022
Table 15 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2022-2027
Table 16 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2022-2027
HW SNACKS IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers demonstrate rising interest in gluten free snacks, including those with no gluten intolerance
Search for healthier lifestyles mirrored by changing legislation
Meat free boosted within health and wellness snacks in 2022
PROSPECTS AND OPPORTUNITIES
Vegan is expected to be a growth niche in health and wellness snacks during the forecast period
Plant-based products show strong promise in health and wellness snacks over the forecast period
Keto to show promise over the forecast period
CATEGORY DATA
Table 17 Sales of Snacks by Health and Wellness Type: Value 2019-2022
Table 18 Sales of Snacks by Health and Wellness Type: % Value Growth 2019-2022
Table 19 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2019-2022
Table 20 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2019-2022
Table 21 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 22 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2019-2022
Table 23 Forecast Sales of Snacks by Health and Wellness Type: Value 2022-2027
Table 24 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2022-2027
HW DAIRY PRODUCTS AND ALTERNATIVES IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dairy-free alternatives and high protein dairy products drive growth, while parents also seek organic for their offspring
Low fat is the largest category in health and wellness dairy products and alternatives in 2022, while EU legislation limits trans fats
Digestive health gaining importance within health and wellness dairy products and alternatives in 2022
PROSPECTS AND OPPORTUNITIES
High protein dairy products enjoy considerable potential in health and wellness dairy products and alternatives over the forecast period
Vegan and plant-based products show the most promise in health and wellness dairy products and alternatives during the forecast period
Increased forecast period uptake of keto during the forecast period
CATEGORY DATA
Table 25 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2019-2022
Table 26 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2019-2022
Table 27 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 28 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 29 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-20
Table 30 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2
Table 31 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2019-2022
Table 32 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2022-2027
Table 33 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2022-2027
HW COOKING INGREDIENTS AND MEALS IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
Belgians actively seek better Nutri-Scores when purchasing cooking ingredients and meals, while EU legislation introduces consumption limits on trans-fats
Vegetarian is the most popular claim in health and wellness cooking ingredients and meals in 2022
Brain health and memory sees rising importance within health and wellness cooking ingredients and meals
PROSPECTS AND OPPORTUNITIES
Vegetarian remains the most popular claim in health and wellness cooking ingredients and meals during the forecast period in value terms
No fat to register growth in value sales over the forecast period
Growing popularity of dairy free over the forecast period
CATEGORY DATA
Table 34 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2019-2022
Table 35 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2019-2022
Table 36 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 37 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 38 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 39 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 40 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2019-2022
Table 41 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2022-2027
Table 42 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2022-2027
HW STAPLE FOODS IN BELGIUM
KEY DATA FINDINGS
2022 DEVELOPMENTS
New recipes with a better Nutri-Score represent most of the innovation in health and wellness staple foods, with consumer interest growing in gluten free and vegetarian
Gluten free is the leading claim in health and wellness staple foods in Belgium during 2022
No fat boosted by the EU tackling consumption of trans fats via legislation
PROSPECTS AND OPPORTUNITIES
Key role for Nutri-Scores in health and wellness staple foods over the forecast period, while gluten free to widen its appeal to non-allergy sufferers
High fibre to show the most promise in health and wellness staple foods during the forecast period
Probiotic to appeal to those hoping to strengthen their metabolism over the forecast period
CATEGORY DATA
Table 43 Sales of Staple Foods by Health and Wellness Type: Value 2019-2022
Table 44 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2019-2022
Table 45 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 46 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 47 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 48 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 49 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2019-2022
Table 50 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2022-2027
Table 51 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2022-2027
