PROSPECTS AND OPPORTUNITIES
Cow’s milk sales likely to remain under pressure
Sales of drinking milk products are predicted to fall slightly in retail value and volume terms over the forecast period. As the effects of the bluetongue virus progressively wane, prices are expected to stabilise and will potentially go down over the forecast period which is likely to give a boost to volume sales, however this will likely be offset by increasing competition from plant-based milk.
Natural, organic and high protein claims likely to find favour
The relevance of better for you claims within drinking milk products (eg semi-skimmed and fat-free) has progressively declined over 2024 and 2025. A similar trend is likely to take place over the forecast period.
Plant-based milk likely to provide increasing competition
In 2024, the price gap between drinking milk products and plant-based milk remains quite significant, and this could limit sales of the latter to an extent. Amid the concerted efforts to put pressure on governments to lower taxes on plant-based drinks ingredients, such as oat milk, and thanks to strong investment from private label, competition from plant-based milk is, however, likely to intensify.
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Overview:
Understand the latest market trends and future growth opportunities for the Drinking Milk Products 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.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Drinking Milk Products 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.
The Drinking Milk Products in Belgium report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Drinking Milk Products in Belgium?
- Which are the leading brands in Drinking Milk Products in Belgium?
- How are products distributed in Drinking Milk Products in Belgium?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Drinking Milk Products?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Belgium?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Drinking Milk Products in Belgium - Category analysis
KEY DATA FINDINGS
Volume sales under pressure as prices rise
Private label the big winner in 2025
Convenience stores look to win share by tapping into on-the-go purchasing behaviour
Cow’s milk sales likely to remain under pressure
Natural, organic and high protein claims likely to find favour
Plant-based milk likely to provide increasing competition
Dairy Products and Alternatives in Belgium - Industry Overview
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Drinking Milk Products
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Soy Drinks
- Other Milk Alternatives
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Drinking Milk Products research and analysis database.
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