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Value growth reflects premiumisation and price rises
In 2025, hot drinks in Belgium remained stable in volume terms, despite continued economic pressure and strong price increases – particularly in coffee. This resilience was largely attributed to the entrenched role of coffee in Belgian daily routines, with demand proving inelastic even as prices rose. Meanwhile, current value sales of hot drinks increased, fuelled primarily by premiumisation and higher unit prices in coffee.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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 the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Belgium?
- To what extent are health considerations impacting consumption of Hot Drinks in Belgium?
- What are the traditional preferences in Hot Drinks in Belgium? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Belgium?
- Which are the leading brands in Hot Drinks in Belgium?
- How are products distributed in Hot Drinks in Belgium?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Belgium
Value growth reflects premiumisation and price rises
KEY DATA FINDINGS
Volume sales remain stable but stagnant, while current value sales register robust increase
Local consumers continue to enjoy hot drinks in their daily lives, despite price rises
Premiumisation trend continues apace in 2025
Value growth expected to remain steady and robust in the years ahead
Focus on personalisation and added value, likely as players vie for share
Landscape is one of incremental evolution, rather than transformation
Nestlé continues to lead overall sales thanks to widespread popularity of its key brands
Private label benefits from price consciousness in an inflationary environment
Modern grocery retailers remain the biggest distribution channels in 2025
Discounters enjoys notable dynamism thanks to quality of private label lines
Foodservice vs retail split
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Coffee in Belgium
KEY DATA FINDINGS
Stable volumes despite price pressures reflect coffee’s cultural importance
Current value growth reflects price rises and ongoing premiumisation
Fresh coffee beans offer superior taste experience
Relatively stable performance expected despite ongoing price pressures
Innovation set to focus on experience and sustainability
Iced coffee made at home could emerge as the next consumer trend
Private label and global giants shape a competitive landscape
Ongoing price consciousness boosts sales of private label lines
Modern grocery retailers dominate, while online remains niche outside Nespresso
Decline in alcohol consumption boosts sales of coffee through food service
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Tea in Belgium
KEY DATA FINDINGS
Tea sees modest growth as consumer preferences shift
Modest growth for tea in Belgium 2025
Fruit/herbal tea benefits from healthy profile and functionality
Stability predicted, but ongoing shift toward infusions likely
Functionality will remain the key driver of tea innovation
Iced tea and cold infusions offer scope for growth
Lipton remains leader, but competition from organic and private labels intensifies
Private label benefits from amid high inflation
Supermarkets and discounters remain the core distribution channels for tea in Belgium
Experienced-driven approach benefits small local grocers
Table 37 Retail Sales of Tea by Category: Volume 2020-2025
Table 38 Retail Sales of Tea by Category: Value 2020-2025
Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Other Hot Drinks in Belgium
KEY DATA FINDINGS
Muted performance for other hot drinks in 2025
Category impacted by rising health consciousness
Low levels of investment and innovation compounds challenges
Gradual decline predicted as consumer interest and brand support fade
Functionality holds potential, but investment is unlikely in a declining segment
Nestlé leads a quiet category with Nesquik and Bonjour
Private label sees dynamic growth as price consciousness impacts purchasing behaviour
Modern retailers lead distribution of other hot drinks in 2025
Discounters continues to benefit from ability to offer value for money
Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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