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Cost-conscious consumers prioritise value while health and wellness demand remains strong
In 2024, economic pressures prompted Belgian consumers to shift from premium products to more affordable alternatives, especially in cooking ingredients and hot drinks. This shift occurred without a decline in health consciousness. Private label retailers capitalised on this trend by broadening their accessible, health-oriented product ranges, offering items labelled as low sugar, low fat, and gluten free, while enhancing their competitive edge over branded competitors. Meanwhile, demand remained robust for health and wellness products with no and low sugar, in addition to fortified/functional benefits, such as high-protein and energy boosting.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Belgium with research from Euromonitor International's team of analysts.
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 and beverages categories.
If you're in the Health and Wellness 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 Health and Wellness 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 Health and Wellness in Belgium?
- What are the key health and wellness concerns driving sales in Health and Wellness?
- Is Health and Wellness a dynamic niche or mainstream concern in Belgium?
- Which are the leading brands in Health and Wellness in Belgium?
- How are products distributed in Health and Wellness in Belgium?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
Health and Wellness in Belgium
Cost-conscious consumers prioritise value while health and wellness demand remains strong
Economic pressure drives downtrading while reshaping health and wellness choices
Fortified/functional, plant-based and lifestyle-led health claims continue to gain traction
Fortified/functional claims will become a key driver of growth across packaged food and drinks in Belgium
HW Hot Drinks in Belgium
KEY DATA FINDINGS
Health priorities accelerate a shift towards low sugar, natural and fortified/functional hot drinks
Cost pressures and health priorities impact hot drinks in Belgium during 2024
Ongoing demand for natural and caffeine free hot drinks as consumers seek health benefits
While inflation shifts consumer focus, organic tea continues to thrive in Belgium
Health claims are set to drive premiumisation and innovation within hot drinks in Belgium
Rising health awareness is set to support growth in caffeine-free and natural hot drinks in Belgium
Growth for the organic claim is set to be supported by sustainability and fresh coffee in Belgium
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Soft Drinks in Belgium
KEY DATA FINDINGS
Fortified/functional, no sugar, and natural claims shape soft drinks in 2024
Fortified/functional benefits redefine soft drinks consumption in Belgium
No sugar soft drinks maintains its lead during shifting consumer preferences
The natural claim partners with eco-friendly packaging to shape soft drink trends
The fortified/functional claim is set to support growth and innovation in soft drinks in
No sugar soft drinks is poised for moderate growth amid category stabilisation
Natural soft drinks will gain momentum in Belgium amid health and sustainability trends
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Snacks in Belgium
KEY DATA FINDINGS
Functional benefits and premiumisation impacts demand for snacks in Belgium
Value-driven choices shape snacks as fortified/functional benefits outperform price alone
Vegetarian growth outpaces gluten-free as consumers prioritise broader health and functional benefits
The no sugar claim gains traction when combined with added benefits
Premiumisation and fortified/functional benefits are set to shape the next phase of snack demand
Gluten free growth is set to accelerate as premiumisation and claim pairing become increasingly important
The no sugar claim shifts from differentiator to baseline as demand for added benefits intensifies
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
HW Dairy Products and Alternatives in Belgium
KEY DATA FINDINGS
Growth for health and wellness claims is supported by easing price pressures in Belgium
Price stabilisation spurs growth for health and wellness dairy products and alternatives
The low fat claim continues to drive sales as private label strengthens its ranges
The high protein trends gain momentum as consumers prioritise performance and wellbeing
Health-conscious indulgence and high protein trends are set to drive growth over the forecast period
There is set to be growth and innovation in low fat and lactose free claims
Ongoing demand for high protein products will be supported by lifestyle trends
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
HW Cooking Ingredients and Meals in Belgium
KEY DATA FINDINGS
High prices shape consumer choices while health-conscious innovation supports premium growth
Economic pressures drive downtrading while health-conscious innovation grows in home cooking
Inflation and purchasing power pressures constrain the organic claim in 2024
Health benefits, dietary considerations, and sustainability factors drive sales of the vegetarian claim
Economic recovery and evolving consumer habits are set to boost health and wellness claims
Organic products are set to recover as inflation eases and innovation intensifies
Vegetarian and vegan claims are set to drive growth in meals and soups, aligned with evolving consumer habits
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
HW Staple Foods in Belgium
KEY DATA FINDINGS
Gluten-free and organic claims drive change and sales in Belgian staple foods
Health, natural ingredients, and plant-based trends drive Belgian staple foods in 2024
Gluten free bread, pasta, and processed meats drive innovation and private label growth
The organic claim benefits from rising interest in clean-label, sustainably sourced goods
Premium health-focused staple foods are set to drive grow, but economic conditions may curb demand
Health perceptions are set to drive mainstream adoption and private label expansion of gluten free products
Rising demand for the organic claim is expected to fuel premiumisation in baked goods
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
Health and Wellness
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
See all of our definitions
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This report originates from Passport, our Health and Wellness research and analysis database.
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