Belgium has a strong record for meat production, and is an exporter of pork and beef to surrounding EU countries. This will be impacted by the UK’s withdrawal from the European Union, and whether new trade agreements can be made, but the quality of Belgian meat is strong and the UK is not a major export market for the country compared to many in Western and Central Europe.
Despite a small decline in the value of the market during 2011-2016, the Belgian Meat market will rebound strongly and grow at a CAGR of 4.4% during 2016-2021. As economic uncertainty in the wider EU decreases, Belgium will see rising consumption as the private sector grows. The effect of this will include gains in employment and rises in wages as they have been indexed to inflation once more. Cheap and accessible credit is also expected to allow for easy business investments.
Belgium is a medium sized European Meat market that will see an end to its decline and a strong CAGR growth of 4.4% over the next five years. General consumption is expected to rise, and meat producers are not too reliant on UK exports if UK trade falls due to Brexit. Rising living standards will result from wages being indexed to inflation and this should mean consumers will find meat more affordable. A favourable climate for investment will also see a rise in NPD for meat products in this market, making it more exciting for consumers seeking novelty.
Belgium ranks amongst the largest markets in the global Meat sector in terms of per capita expenditure, but smaller than Hong Kong, the US, and Portugal. Furthermore, Belgium is forecast to have high growth in per capita meat consumption and will draw level with the US in the next five years; this is clearly a long term growth market for Meat products.
Belgians spend over US$600 per person per year on meat, higher than most other growth opportunity countries. This shows that meat is an important part of Belgian’s diets, and that when economic conditions improve it will be a spending priority for them. In addition, the high average spend is likely to mean that most meat products have high profit margins built into them.
Belgian pork and beef are two major exports for the country, with both being known for high quality. These are exported to countries both within the EU, and also outside of the EU in Central Asia, Hong Kong, China, and South Korea. Exports to China in particular doubled during the middle half of 2016. The broad range of export nations means that Belgian meat producers have reliable profits that can be invested in technology or data advances to improve production efficiency and make cost savings.
The report "Top Growth Opportunities: Meat in Belgium" provides recommended actions and detailed analysis of how to target the best growth opportunities for meat producers and retailers. Readers can understand what categories, channels, companies, and consumers will drive the success of Meat markets in Belgium.
In particular, this report provides the following analysis:
- Key consumer demographic groups driving consumption within the Belgian market. Improve your consumer targeting by understand who’s driving the market, what they want, and why.
- A study of market value and volumes over 2011-2016 for Belgium, supplemented with category, brand and packaging analysis that shows the current state of the market, and how it will evolve over the 2016-2021 period.
- White space analysis, to pinpoint attractive spaces in the market and the key actions to take.
- Insight into the implications behind the data, and analysis of how the consumer needs will evolve in the short-to-medium term future.
- Examples of international and Western Europe-specific product innovation targeting key consumer needs.
Companies mentioned in this report: Noordvlees, Brauwer, Jademo, Herta, Aldi, Colruyt, Carrefour, Lidl.
- Belgium presents a strong opportunity due the expected improvement in Meat consumption levels, fueled by Premiumization in the market.
- Belgium’s Meat market contracted during the economic trouble in 2011-2016 and is forecast to maintain a healthy growth, albeit at a slower pace during 2016-2021
- Spending on Meat per capita in Belgium is high compared to similar countries
- Lamb is the fastest growing segment across various Meat categories.
- Consumption has been driven by the oldest and youngest consumers
Reasons to buy
- This report brings together consumer analysis and market data to provide actionable insight into the behavior of Belgium's Meat consumers.
- This is based on the author's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Meat sector.
- Category, brand, and packaging dynamics are also examined. This allows product and marketing strategies to be better aligned with the leading trends in the market.
Top 10 global growth opportunities scores
Top global issues
Assessment against global strategic issues
Strategic issues map
Predicted future issues for the global meat sector
Portugal reward and risk assessment
Opportunity score - Portugal overview
Consumer meat spending trends - peer group comparisons
Political, Economic, Social, and Technological: Analysis
Enablers and inhibitors of growth
Portugal - rewards and opportunities for growth
Summary of the Meat market in Portugal
2. Market insight - identifying the opportunities to move into
Market growth by category
Value growth of Portugal’s Meat market
Volume growth of Portugal’s Meat market
Level of premiumization by category
Category analysis - key drivers of change in meat
3. Retail and distribution insight - key channels and retailers driving growth
Meat retail channel share - Portugal
Key Retail Channel trends
Routes to market
Drivers of change in the Meat sector
4. Company and brand insight - the competitive landscape defined
Meat category fragmentation
Company and brand strength
Private label penetration
Brand share by leading supplier for total meat
International and domestic brand analysis
Company and brand strength summary
5. Consumer insight - who, what, when, where and why
Strategic issues map
Key consumer drivers implications for meat
Key consumers trends in Portugal meat
Key Health & Wellness trends
Consumer trends summary
6. Product and packaging insights
Key Product Insights in meat
Trends and strategic issues - other notable product trends
Product & Packaging Insights - key product innovation case studies
Key product innovation case study: Taste Inc. - Ready to Eat Chargrilled Chicken Fillet
Key Packaging Insights
Trends and strategic issues - packaging material trends
Trends and strategic issues - packaging closure
Product launch key takeouts
7. White spaces and innovation opportunities - space to move into
Growth segments to target
Consumer spaces to target
Product launch key takeouts
Recommendations for new ways to enter the Meat market in Portugal
8. Appendix and Definitions
List of Tables
Visualization of 10 countries growth opportunities
Visualization of 10 countries growth opportunities (continued)
Reward and risk assessment
Market value and split, 2011-20
Winners and losers by category, value, 2016-20
Volume growth by category, 2011-20
Winners and losers by category, volume, 2016-20
Key consumption volume shares by consumer group, 20
Top value CAGR categories, 2011 - 20
List of Figures
Map of top opportunity markets
Map of top global issues
Global issue web
strategic issues map
Average consumer spend, peer group comparisons, 2011-20
Market value and split, 2011-20
Value growth by category, 2011-2016 and 2016-20
Value market growth by category, 2011-20
Volume market growth by category, 2011-20
Value and volume growth by category, 2011-20
Fragmentation by category, 2011-20
Private label penetration and CAGR, 2011-20
Cumulative value share by brand, 20
Packaging materials volume share, 2016 & 20
Packaging closure materials volume share, 2016 & 20
Projected CAGR for top five categories by value, 2016-