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 remaine

In 2024, rising living costs in Belgium increased price sensitivity in hot drinks, driving consumers towards more affordable brands, private label and value-for-money options. At the same time, health priorities continue to impact demand, placing high-sugar hot drinks under pressure and accelerating a shift towards low sugar, natural and fortified/functional alternatives. Fruit/herbal tea gained traction as consumers moved away from black tea in favour of perceived health benefits.

In 2024, fortified/functional, no sugar, and natural claims emerged as key drivers shaping soft drinks in Belgium. Consumers increasingly sought beverages offering tangible health benefits, functional ingredients, and natural formulations, prompting innovation across RTD coffee, tea, juices, energy drinks, and sports drinks. While no sugar soft drinks maintained a lead, growth was stabilising, whereas fortified/functional options are set to drive future expansion, supported by health, wellness,

In 2024, Belgian consumers became more value-driven in their snack choices, favouring products with clear health and fortified/functional benefits rather than price alone, even as private label gained share. Claims such as high protein, energy boosting, vegetarian and fortified/functional drive growth, while gluten free or no sugar were increasingly paired with added benefits to drive demand.

In 2024, easing price pressures have increased demand for health and wellness claims in dairy products and alternatives in Belgium. As consumers become more willing to purchase premium and health-focused options, private label expanded its offerings in vegetarian, vegan, and organic claims. Branded products also regained competitiveness due to stabilising prices. Meanwhile, growth in plant-based alternatives accelerated, driven by vegetarian and vegan claims, along with innovations in low-fat, l

In 2024, high prices and pressure on purchasing power prompted consumers in Belgium to down trade, shifting from premium and organic products to more affordable private label, particularly in sweet spreads and olive oil. Despite these constraints, the ongoing home cooking trend and rising health awareness supported innovation, with less sugar, less salt, and plant-based alternatives gaining traction.

In 2024, Belgian staple foods was strongly shaped by health, natural, organic, and plant-based trends, with consumers favouring products made from whole grains, clean-label ingredients, and low sugar or salt. Gluten-free and organic emerged as leading health claims, driving innovation and private label growth across staple foods. Vegetarian options continued to gain traction, supported by sustainability concerns, flexitarian diets, and high-profile launches from major brands.

Concentrates saw limited volume growth in 2025 as consumer interest wanes and scepticism about the nutritional, functional and value of these products grows. Powder concentrates saw the most dynamic performance, being more portable and having seen more investment in new product development for category players.

Bottled water registered robust growth across all metrics in 2025, driven by rising health concerns and favourable weather. Belgian consumers are increasingly reducing their intake of soft drinks in favour of healthier options, with bottled water becoming the preferred alternative.

RTD tea enjoyed a temporary boost across metrics in 2025, primarily driven by favourable weather and new product development. Nevertheless, the category faces ongoing challenges similar to those faced by other soft drinks categories, notably consumer concerns about nutritional profiles and value for money.

RTD coffee maintained its positive growth momentum in 2025 across metrics. Thanks to ongoing flavour innovation, the category has maintained its appeal across a range of demographics, unlike other soft drinks categories. Younger consumers, in particular, are increasingly attracted by indulgent, experience-led offerings, as well as those with the natural positioning and functionality.

Carbonates in Belgium recorded growth across all metrics in 2025 as hot, sunny weather boosted sales. Nevertheless, downsizing was prevalent amid high levels of inflation, and discounters saw notable growth.

Juice registered robust current value growth and more muted volume growth in 2025 due to a range of factors. Current value growth was partly driven by elevated prices, while favourable outdoor weather benefited volume sales. Nevertheless, juice suffers from its relatively high sugar profile compared with other soft drinks as well as category maturity.

Soft drinks in Belgium registered a positive performance across all metrics in 2025, largely as a result of warm sunny weather throughout the year. This bucks the negative trend seen in the industry from rising health consciousness, which is leading local consumers to be mindful of their intake of sugary, carbonated, and sometimes additive-laden soft drinks.

Energy drinks registered a solid performance in 2025 as it expanded with new product launches targeting a range of demographics and benefited from favourable weather. As with other soft drink categories, functionality and natural positioning remain key drivers of growth. Indeed, reduced sugar variants saw the most dynamic performance, although regular energy drinks continue to represent the bulk of category sales.

Favourable weather benefited volume and value sales of sports drinks in 2025, as local consumers sought effective hydration. However, the long-term trend is one of stagnation as other soft drink categories compete by introducing functionality and reducing the sugar content of their offerings.

In 2025, other hot drinks in Belgium – which includes chocolate powder-based drinks, malt-based drinks, and other plant-based hot beverages – registered a slight decline in volume terms across all segments and modest current value growth. While overall consumption remained relatively stable, the category continued to face challenges, including and limited investment from category players, that limited its growth potential.

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.

In 2025, volume sales of coffee in Belgium remained stable though stagnant, even as prices continued to climb significantly. This resilience highlights the stable demand for coffee among local consumers. Coffee holds a strong cultural position and is deeply embedded in daily routines Belgium, making it a non-negotiable purchase for many households. While other categories suffer volume declines under inflationary pressure, coffee proves to be an exception.

Favourable weather dampened potential demand for tea in Belgium in 2025 as the evolution of functional soft drinks continued to cannibalise sales. Nevertheless, retail volume decline was slower than in the previous year of the review period, while consumption through food service increased. Meanwhile, current value sales growth remained more modest than for coffee, with the latter seeing significant increases in average unit prices.

Breakfast cereals recorded marginal value growth in 2025, mainly driven by price inflation rather than genuine demand recovery. In volume terms, the category continued to contract as Belgian consumers increasingly questioned the health credentials of ready-to-eat cereals, particularly those perceived as high in sugar and additives. Consumers’ evolving understanding of balanced nutrition has led to growing avoidance of overly processed breakfast products, with many turning instead to alternatives

Baked goods recorded positive performance in both value and volume terms in 2025, supported primarily by the steady demand for bread. After years of stagnation, bread consumption picked up again, reflecting its renewed image as a natural, nutritious, and versatile food suitable for multiple eating occasions. Consumers increasingly perceive bread, especially wholegrain and artisanal varieties, as both a healthy and comforting staple that aligns with their daily routines. This shift was encouraged

The rice, pasta and noodles category recorded a positive overall performance in 2025, supported by solid demand for pasta. Following a period of price pressure initiated by Colruyt in 2024, retail prices for dried pasta declined slightly as other major retailers followed suit to remain competitive. This price adjustment was not linked to greater promotional intensity but rather to a structural shift in pricing strategies aimed at defending volume shares. Lower raw material costs, particularly fo

Processed fruit and vegetables registered a modest value increase in 2025, driven primarily by higher unit prices rather than expanding demand. In volume terms, the category remained largely stable, constrained by consumers’ continued preference for fresh produce, which is perceived as the healthiest and most natural option. Nevertheless, rising food prices and busy lifestyles encouraged households to rely more frequently on processed formats, particularly frozen products, which combine convenie