COMPETITIVE LANDSCAPE
Nestlé leads a quiet category with Nesquik and Bonjour
Nestlé remains the leading player in other hot drinks in Belgium in 2025, primarily through its well-established brands Nesquik and Bonjour. Nesquik is the most recognisable brand in chocolate-based flavoured powder drinks, particularly among families with children, and maintains a strong presence in retail thanks to its long-standing heritage and wide distribution.
Private label sees dynamic growth as price consciousness impacts purchasing behaviour
Meanwhile, private label saw the most notable dynamism in 2025, as a result of ongoing price consciousness amid high levels of inflation. Private label lines, available through modern grocery retailers such as supermarkets and discounters, offer similar levels of quality often at lower prices than their branded counterparts.
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Overview:
Understand the latest market trends and future growth opportunities for the Other 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.
If you're in the Other 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 Other 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 Other Hot Drinks in Belgium?
- To what extent are health considerations impacting consumption of Other Hot Drinks in Belgium?
- What are the traditional preferences in Other 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 Other Hot Drinks in Belgium?
- Which are the leading brands in Other Hot Drinks in Belgium?
- How are products distributed in Other 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 Other Hot Drinks?
- Where is future growth expected to be most dynamic?
Other Hot Drinks in Belgium - Category analysis
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
Hot Drinks in Belgium - Industry Overview
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
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Other Hot Drinks
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
Other Hot Drinks
This is the aggregation of Flavoured Powder Drinks and Other Plant-based Powder Drinks. Products can be served hot or cold, and can be mixed with water, milk, or other liquids. Bottled, ready-to-drink flavoured milk drinks are NOT included here and are included in Passport Packaged Food.
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 Other Hot Drinks research and analysis database.
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