The Baby Food Sector in Belgium, 2019
Summary
Until 2010, Belgium’s birth rate was seeing a generally upward trend. Since then, however, there has been a reversal of this, with levels falling every year up to 2017, with a slight upturn estimated for 2018. Average living standards in Belgium are high. The country has the 25th highest GDP per capita in the world, at US$46,553 in 2017, according to International Monetary Fund data. This means that most families can afford industrially produced baby food, although there remains a high degree of price sensitivity.
The sector has generally struggled, although it did improve a little in 2018. Value sales have risen by 18.7% since 2012, although at constant 2011 values the market has only expanded by 9.3%. While the poor economic climate is partly to blame for this poor performance, a decline in the number of births has exacerbated the situation. Manufacturers have tried to stimulate sales through advertising, including an increasing use of online media, but the market remains relatively conservative and underdeveloped by European standards.
Milks are dominant in terms of value sales, with 59% in 2018. In volume terms, though, milks rank second on 40%. Volume sales have increased only slowly over the review period, although the category has outperformed all other types of baby food. Unusually, finger foods are in third position in both volume and value. Dry cereals have never been an important part of the market, as mothers have tended to wean their babies on rusks.
Belgium has only limited production of baby food, and is heavily reliant on imports. Imports stood at €90 million (US$102 million) in 2017. Volume imports have risen by 27% since 2012, and in 2017 stood at 48,217 tons, with milks & cereals representing more than half and growing the fastest.
The majority of baby food sales in Belgium are made through grocery outlets, which have taken an increasingly large share of sales in all sectors over the review period and now account for almost 70% of sales. Although pharmacies remain important in milks, accounting for just under half of value sales in 2018, they have lost market share as the market has swung towards third-stage milks, which are predominantly sold in grocery outlets.
Danone remains the clear leader of the Belgian baby food market, accounting for 40% of value sales in 2018, and leading in milks, wet meals, and drinks. Nestlé is in second place with a share of 37%, and is gradually closing the gap with Danone. The only other significant company is Hero, which has lost ground over the last few years.
The report "The Baby Food Sector in Belgium, 2019", provides extensive and highly detailed current and future market trends in the Belgian market.
The report offers -
Companies mentioned: Danone Nutricia Belgique SA., Nestlé Belgilux SA NV, Hero Nederland BV, Mondelez Belgium BVBA, Hipp GmbH & Co Ve,rtrieb KG, Ella’s Kitchen Benelux
Scope
Reasons to Buy
Summary
Until 2010, Belgium’s birth rate was seeing a generally upward trend. Since then, however, there has been a reversal of this, with levels falling every year up to 2017, with a slight upturn estimated for 2018. Average living standards in Belgium are high. The country has the 25th highest GDP per capita in the world, at US$46,553 in 2017, according to International Monetary Fund data. This means that most families can afford industrially produced baby food, although there remains a high degree of price sensitivity.
The sector has generally struggled, although it did improve a little in 2018. Value sales have risen by 18.7% since 2012, although at constant 2011 values the market has only expanded by 9.3%. While the poor economic climate is partly to blame for this poor performance, a decline in the number of births has exacerbated the situation. Manufacturers have tried to stimulate sales through advertising, including an increasing use of online media, but the market remains relatively conservative and underdeveloped by European standards.
Milks are dominant in terms of value sales, with 59% in 2018. In volume terms, though, milks rank second on 40%. Volume sales have increased only slowly over the review period, although the category has outperformed all other types of baby food. Unusually, finger foods are in third position in both volume and value. Dry cereals have never been an important part of the market, as mothers have tended to wean their babies on rusks.
Belgium has only limited production of baby food, and is heavily reliant on imports. Imports stood at €90 million (US$102 million) in 2017. Volume imports have risen by 27% since 2012, and in 2017 stood at 48,217 tons, with milks & cereals representing more than half and growing the fastest.
The majority of baby food sales in Belgium are made through grocery outlets, which have taken an increasingly large share of sales in all sectors over the review period and now account for almost 70% of sales. Although pharmacies remain important in milks, accounting for just under half of value sales in 2018, they have lost market share as the market has swung towards third-stage milks, which are predominantly sold in grocery outlets.
Danone remains the clear leader of the Belgian baby food market, accounting for 40% of value sales in 2018, and leading in milks, wet meals, and drinks. Nestlé is in second place with a share of 37%, and is gradually closing the gap with Danone. The only other significant company is Hero, which has lost ground over the last few years.
The report "The Baby Food Sector in Belgium, 2019", provides extensive and highly detailed current and future market trends in the Belgian market.
The report offers -
- Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry
- Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors
- Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands
- Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel
Companies mentioned: Danone Nutricia Belgique SA., Nestlé Belgilux SA NV, Hero Nederland BV, Mondelez Belgium BVBA, Hipp GmbH & Co Ve,rtrieb KG, Ella’s Kitchen Benelux
Scope
- Belgium has only limited production of baby food, and is heavily reliant on imports.
- Volume imports have risen by 27% since 2012, and in 2017 stood at 48,217 tons, with milks & cereals representing more than half and growing the fastest.
- Exports rose by 23% from 2012 to 2017, to 31,910 tons, equivalent to a value of €102 million (US$115 million).
- Milks are dominant in terms of value sales, with 59% in 2018. In volume terms, though, milks rank second on 40%.
- Danone remains the clear leader of the Belgian baby food market, accounting for 40% of value sales in 2018, and leading in milks, wet meals, and drinks.
- The majority of baby food sales in Belgium are made through grocery outlets, which have taken an increasingly large share of sales in all sectors over the review period and now account for almost 70% of sales.
- Although the number of births is forecast to rise slightly, the baby food sector is expected to show only modest growth of 4.9%, leading to consumption of 11,951 tons by 2024, valued at €155 million.
Reasons to Buy
- Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.
- Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.
- Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.
- Investigates which categories are performing the best and how this is changing market dynamics.
Table of Contents
- Introduction
- Executive Summary
- Definitions
- Background
- Birth
- The Consumer
- Socio-Demographic Trends
- Working Women
- Regulations
- Breastfeeding Trends
- Overview
- Sector Overview
- Manufacturers Shares
- Category Analysis
- Baby Milks
- Baby Cereals & Dry Meals
- Baby Meals
- Drinks
- Finger Foods
- Production and trade
- Imports
- Exports
- Company profiles
- Danone Nutricia Belgique SA
- Nestlé Belgilux SA NV
- Hero Nederland BV
- Other Manufacturers
- Distribution
- Baby Food Retailing
- Economic Background
- Key Macroeconomic Forecasts
- Prospects and forecasts
- Birth & Population Projections
- Forecast Overview
- Future Trends
- Appendix
- Additional Data Tables
- Summary Methodology
- About The Author
List of Tables
Table 1: Birth & Population Trends, 2008-2018
Table 2: Crude Birth Rate by Region, 2010-2015
Table 3: Births by Age of Mother, 2009 & 2014
Table 4: Number of Women of Childbearing Age by Age Group, 2012, 2016 & 2017
Table 5: Female Employment Trends by Age, 2012-2018
Table 6: Female Employment by Region, 2018
Table 7: Early Exclusive Breastfeeding Rates in French-Speaking Belgium and Flanders, 2004-2015
Table 8: Exclusive Breastfeeding Rates, by Socio-Economic Characteristics, 2014
Table 9: Breastfeeding Rates in Flanders by Socio-Demographic Factor, 2010-2015
Table 10: Breastfeeding Rates in French-Speaking Belgium, 2002-2009
Table 11: Breastfeeding Rates by Type of Breastfeeding in French-Speaking Belgium, 2007 & 2009
Table 12: Breastfeeding Rates by Type of Breastfeeding in Flanders, 2014 & 2015
Table 13: Breastfeeding Rates in French-Speaking Belgium by Area, %, 2005, 2007 & 2009
Table 14: Breastfeeding Rates in Flanders by Area, 2004-2015
Table 15: Exclusive Breastfeeding Duration by Socio-Economic Characteristics, 2014
Table 16: Median Duration of Breastfeeding in French-Speaking Belgium by Characteristics of the Mother, 2012
Table 17: Sector Size, 2018, & Growth Rates, 2012-2018
Table 18: Baby Food: Manufacturer Shares, Value, %, 2012-2018
Table 19: Baby Food: Manufacturer Shares by Category, %, 2018
Table 20: Baby Milks: Category Size, 2018
Table 21: Baby Baby Milks: Category Size, 2018 Milks: Category Growth, % 2012-2018
Table 22: Type of Milk used at 9 Months, French-Speaking Belgium, 2004-2009
Table 23: Usage of Different Types of Milk at 24 Months, Flanders, 2013
Table 24: Usage of Different Types of Milk at 36 Months, Flanders, 2013
Table 25: Powdered Baby Milks: Brand Price Positioning Analysis, 2018
Table 26: Powdered Baby Milks: Brand Price Positioning Analysis, 2018 (Cont’d…)
Table 27: Powdered Baby Milks: Brand Price Positioning Analysis, 2018 (Cont’d...)
Table 28: Liquid Baby Milks: Brand Price Positioning Analysis, 2018
Table 29: Baby Milks: Manufacturer Shares, Value & Volume, %, 2012-2018
Table 30: Baby Cereals & Dry Meals: Category Size, 2018
Table 31: Baby Cereals & Dry Meals: Category Growth, % 2012-2018
Table 32: Baby Cereals & Dry Meals: Brand Price Positioning Analysis, 2018
Table 33: Baby Cereals & Dry Meals: Manufacturer Shares, Value & Volume, %, 2012-2018
Table 34: Baby Meals: Category Size, 2018
Table 35: Baby Meals: Category Growth, % 2012-2018
Table 36: Baby Meals: Market Segmentation, Value %, 2012-2018
Table 37: Baby Meals: Brand Price Positioning Analysis, 2018
Table 38: Baby Meals: Brand Price Positioning Analysis, 2018 (Cont’d...)
Table 39: Baby Meals: Manufacturer Shares, Value & Volume, %, 2012-2018
Table 40: Baby Drinks: Category Size, 2018
Table 41: Baby Drinks: Category Growth, % 2012-2018
Table 42: Baby Drinks: Brand Price Positioning Analysis, 2018
Table 43: Baby Drinks: Manufacturer Shares, Value & Volume, %, 2012-2018
Table 44: Baby Finger Foods: Category Size, 2018
Table 45: Baby Finger Foods: Category Growth, % 2012-2018
Table 46: Finger Foods: Brand Price Positioning Analysis, 2018
Table 47: Finger Foods: Manufacturer Shares, Value & Volume, %, 2012-2018
Table 48: Baby Food: Sales by Outlet Type, % Value, 2014-2018
Table 49: Economic Indicators, 2012-2018
Table 50: Key Macro-Economic Forecasts, 2018-2024
Table 51: Birth & Population Projections, 2012-2024
Table 52: Baby Food: Category Growth, 2018-2024
Table 53: Baby Population, Number of Babies (‘000), 2008-2024
Table 54: Number of Women of Childbearing Age by Age Group, 2012, 2016 & 2022
Table 55: Baby Food: Market Value, Current Prices, 2012-2018
Table 56: Baby Food: Market Value, Constant Prices, 2012-2018
Table 57: Baby Food: Market Value, US$ Million, 2012-2018
Table 58: Baby Food: Market Volume, Tons, 2012-2018
Table 59: Baby Food: Per Capita Expenditure, Current Prices, 2012-2018
Table 60: Baby Food: Per Capita Expenditure, Constant Prices, 2012-2018
Table 61: Baby Food: Per Capita Expenditure, US$ Dollars, 2012-2018
Table 62: Baby Food: Per Capita Consumption, Grams, 2012-2018
Table 63: Baby Milks: Category Segmentation, Value & Volume, 2012-2018
Table 64: Baby Milks - Powder: Brand Price Analysis, 2018
Table 65: Baby Milks - Powder: Brand Price Analysis, 2018 (Cont’d...)
Table 66: Baby Milks - Powder: Brand Price Analysis, 2018 (Cont’d...)
Table 67: Imports of Baby Food by Category, Tons, 2012-2017
Table 68: Imports of Baby Food by Category, € ‘000, 2012-2017
Table 69: Baby Milks & Cereals: Imports by Country of Origin, 2015-2017
Table 70: Other Baby Food: Imports by Country of Origin, 2015-2017
Table 71: Exports of Baby Food by Category, Tons, 2012-2017
Table 72: Exports of Baby Food by Category, € ‘000, 2012-2017
Table 73: Baby Milks & Cereals: Exports by Country of Destination, 2015-2017
Table 74: Other Baby Food: Exports by Country of Destination, 2015-2017
Table 75: Baby Food: Market Value Forecasts, Current Prices, 2018-2024
Table 76: Baby Food: Market Value Forecasts, Constant Prices, 2018-2024
Table 77: Baby Food: Market Value Forecasts, US$ Million, 2018-2024
Table 78: Baby Food: Market Volume Forecasts, Tons, 2018-2024
Table 79: Baby Food: Per Capita Expenditure, Current Prices, 2018-2024
Table 80: Baby Food: Per Capita Expenditure, Constant Prices, 2018-2024
Table 81: Baby Food: Per Capita Expenditure, US$ Dollars, 2018-2024
Table 82: Baby Food: Per Capita Consumption, Grams, 2018-2024
Table 83: Other Baby Food: Imports by Country of Origin, 2015-2017
Table 84: Exports of Baby Food by Category, Tons, 2012-2017
Table 85: Exports of Baby Food by Category, € ‘000, 2012-2017
Table 86: Baby Milks & Cereals: Exports by Country of Destination, 2015-2017
Table 87: Other Baby Food: Exports by Country of Destination, 2015-2017
Table 88: Baby Food: Market Value Forecasts, Current Prices, 2018-2024
Table 89: Baby Food: Market Value Forecasts, Constant Prices, 2018-2024
Table 90: Baby Food: Market Value Forecasts, US$ Million, 2018-2024
Table 91: Baby Food: Market Volume Forecasts, Tons, 2018-2024
Table 92: Baby Food: Per Capita Expenditure, Current Prices, 2018-2024
Table 93: Baby Food: Per Capita Expenditure, Constant Prices, 2018-2024
Table 94: Baby Food: Per Capita Expenditure, US$ Dollars, 2018-2024
Table 95: Baby Food: Per Capita Consumption, Grams, 2018-2024
List of Figures
Figure 1: Baby Food: Sector Size, 2012-2018
Figure 2: Baby Food: Per Capita, 2012-2018
Figure 3: Baby Food: Sector Segmentation, 2018
Figure 4: Baby Food: Manufacturer Shares, Value, 2018
Figure 5: Baby Food: Manufacturer Shares, Value %, 2018
Figure 6: Baby Food: Manufacturer Shares, Volume %, 2018
Figure 7: Baby Food: Manufacturer Shares by Category, % Value, 2018
Figure 8: Baby Milks: Category Trends, 2012-2018
Figure 9: Baby Milks: Per Capita Expenditure & Consumption, 2012-2018
Figure 10: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2012-2018
Figure 11: Baby Milks: Segmentation, Value and Volume, 2012-2018
Figure 12: Baby Cereals & Dry Meals: Category Trends, 2012-2018
Figure 13: Baby Cereals & Dry Meals: Per Capita Expenditure & Consumption, 2012-2018
Figure 14: Baby Meals: Category Trends, 2012-2018
Figure 15: Baby Meals: Per Capita Expenditure & Consumption, 2012-2018
Figure 16: Baby Drinks: Category Trends, 2012-2018
Figure 17: Baby Drinks: Per Capita Expenditure & Consumption, 2012-2018
Figure 18: Finger Foods: Category Trends, 2012-2018
Figure 19: Finger Foods: Per Capita Expenditure & Consumption, 2012-2018
Figure 20: Baby Food: Sector Size, 2018-2024
Figure 21: Baby Food: Per Capita, 2018-2024
Figure 22: Baby Food: Sector Segmentation, 2024
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Danone Nutricia Belgique SA.
- Nestlé Belgilux SA NV
- Hero Nederland BV
- Mondelez Belgium BVBA
- Hipp GmbH & Co Vertrieb KG
- Ella’s Kitchen Benelux
