COMPETITIVE LANDSCAPE
Lifestyle and functional RTD coffee introduced by leading brands
Starbucks, distributed by Solinest, was the most popular RTD coffee brand in Belgium in 2025. The brand leverages the strong recognition of its global coffee shop identity to offer indulgent, familiar recipes adapted for retail shelves.
Nescafé makes a welcome return in 2025
In 2025, Nestlé made a notable return to the category with its Nescafé brand, launching three 250 ml canned variants: Cappuccino, Latte Caramel, and Latte. This move marks a renewed commitment by a global coffee leader to tap into the lifestyle and convenience trends driving the category.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Coffee 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 RTD Coffee 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 RTD Coffee 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 RTD Coffee in Belgium?
- To what extent are health considerations impacting consumption of RTD Coffee in Belgium?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of RTD Coffee in Belgium?
- Which are the leading brands in RTD Coffee in Belgium?
- What potential exists for multinational or domestic soft drinks companies to expand in Belgium?
- How are products distributed in RTD Coffee in Belgium?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of RTD Coffee?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
RTD Coffee in Belgium - Category analysis
KEY DATA FINDINGS
2025 DEVELOPMENTS
RTD coffee continues to enjoy growth across metrics in 2025
Players expand flavour ranges to meet evolving consumer preferences
Continuous growth predicted thanks to ongoing innovation
Functionality will remain a key growth driver
Convenience and proximity will become important for volume sales
Lifestyle and functional RTD coffee introduced by leading brands
Nescafé makes a welcome return in 2025
Modern grocery retailers continue to represent the largest chain of distribution
Proximity and convenience will become increasingly relevant for RTD coffee
Soft Drinks in Belgium - Industry Overview
Soft drinks in 2025: The big picture
KEY DATA FINDINGS
Buoyant performance for Belgian soft drinks in 2025
Functionality remains a key driver of innovation and growth
Smaller pack sizes are becoming increasingly common
Growth moderation predicted over the forecast period
Functionality will remain a focus growth area
Distribution landscape may need to diversify
Coca-Cola continues to benefit from strong brand recognition and widespread distribution
foodPickers benefits from functionality trend
Supermarkets and discounters continue to lead distribution in 2025
Proximity retailers continue to gain ground
Foodservice vs retail split
Fountain sales in Belgium
COUNTRY REPORTS DISCLAIMER
RTD Coffee
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.
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 RTD Coffee research and analysis database.
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