Retail value sales of snacks are set to rise in Belgium in 2025, though volume sales are expected to stagnate. Demand for snacks has been determined by contrasting factors during the year. On the one hand, in the context of rising prices and pressure on purchasing power (partially balanced by wages indexation in Belgium), consumers are becoming more conservative in their spending and more attentive to promotions. These factors are boosting the performance of private label at the expense of branded products in some categories. On the other hand, driven by busy lifestyles, the trend towards snackification, which involves consumers’ increasing tendency to consume snacks instead of a proper meal, is helping to boost sales of snacks, especially savoury snacks.
The trend towards natural and functional food, and towards healthier eating habits has remained strong in Belgium in 2025. Indeed, due to busy lifestyles, consumers have proven keener to look for the high energy/protein health and wellness claim. This trend has translated into a strong performance for protein/energy bars, and led to several new launches. These have included Crunchy Bar Protein Chocolate Chip (Holie Food), a high protein (22%), 0% added sugar product featuring hazelnut, almond, roasted peanut and dark chocolate, and Barebells Creamy Crisp, which offers 20g of protein, as well as being biscuit and caramel flavoured, coated with dark chocolate and featuring crunchy nuts. At the same time, one of the most dynamic companies in gum has been True ApS True Gum (True ApS), a product launched in 2022, which thanks to its strong health and wellness positioning (100% natural ingredients, without any petrochemical additives, sugar-free and biodegradable) has scored very well in 2025. Similarly, another domestic company, Yolloh, a manufacturer of vegan, gluten-free and sugar-free sugar confectionery, has performed very well in 2025 and expanded its retail availability.
Mondelez Belgium BVBA is set to remain the largest company in snacks in 2025 and is, indeed, expected to extend its lead over second-placed, Smiths Food Group, during the year. This performance is largely being determined by the company’s strong presence in chocolate confectionery, a category in which unit prices have risen strongly. The company has faced strong competition from private label, particularly in chocolate confectionery and in sweet biscuits. Indeed, the top three brands in sweet biscuits are private labels. In both chocolate confectionery and sweet biscuits, private label is managing to win share thanks to a combination of a wider, improved offering and the fact that it offers lower prices than branded products.
Supermarkets is set to remain the dominant channel in snacks in 2025 despite experiencing a slight decline in value share during the year. Supermarkets is facing significant competition from discounters, a channel that traditionally features lower prices, as well as from convenience stores, a channel which has benefitted from consumers’ busy lifestyles. Nonetheless, while many budget-conscious consumers are turning to discounters, supermarkets has remained resilient in a challenging economic climate, partly due to the positive performance of its private label offer.
Snacks is set to see current value growth in Belgium over the forecast period, though sales are set to stagnate at constant 2025 prices and in volume terms. With prices expected to go down, and increasingly busy consumer lifestyles, snackification is set to grow in importance. Moreover, consumers are expected to be less conservative in their spending. At the same time, as pressure on purchasing power declines, especially over the second half of the forecast period, consumer expenditure in foodservice is likely to go up at the expense of grocery retail expenditure.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Snacks 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 Snacks 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.
Snacks
This report originates from Passport, our Snacks research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!