COMPETITIVE LANDSCAPE
Nutella leads but comes under pressure
Ferrero Ardennes is projected to grow its retail value share in sweet spreads over 2025 to consolidate its leading position. The player dominates the main category, chocolate spreads, leveraging the popularity and widespread distribution of its main brand, Nutella.
Strong marketing support drives interest in Lotus Biscoff
Lotus Bakeries is the most dynamic company in 2025, due to the development of its Lotus Biscoff Crunchy brand of chocolate spreads. The success of the brand is being driven by strong company support.
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Overview:
Understand the latest market trends and future growth opportunities for the Sweet Spreads 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 Sweet Spreads 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 Sweet Spreads 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 Sweet Spreads in Belgium?
- Which are the leading brands in Sweet Spreads in Belgium?
- How are products distributed in Sweet Spreads in Belgium?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Sweet Spreads?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Belgium?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Sweet Spreads in Belgium - Category analysis
KEY DATA FINDINGS
Healthy nut and seed based spreads appeal but other products suffer from high prices and unhealthy image
Health and wellness positioning drives nut and seed based spreads
Colruyt Group caters to both premium and economy demand with new launches
Slow rebound anticipated for chocolate spreads as cocoa prices drop from historical highs
Health and wellness to shape new product developments
Premiumisation trend to foster quality over quantity consumption
Nutella leads but comes under pressure
Strong marketing support drives interest in Lotus Biscoff
Supermarkets expand private label offer of fast-growing nut and seed based spreads
Convenience shopping gains momentum in sweet spreads
Cooking Ingredients and Meals in Belgium - Industry Overview
Good performance as unit prices stabilise
KEY DATA FINDINGS
Convenience and indulgence trends provide key growth drivers
Health and wellness positioning gains weight
Innovation helps to raise the profile of and stimulate interest in meal kits
Easing of economic pressures to engender a push-pull effect
Consumers to show sophistication in their product choices
Sunday opening to spur purchases of premium options
Strong private label presence across cooking ingredients and meals
Lotus Bakeries creates dynamism through marketing and advertising
Supermarkets remains the key channel despite growing competition
Retail e-commerce continues to develop and grow in cooking ingredients and meals
COUNTRY REPORTS DISCLAIMER
Sweet Spreads
Excludes: Any products sold unpackaged or in bulk; margarine, butter substitutes, vegetable-oil based, yeast-based, and meat/seafood-based spreads.
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 Sweet Spreads research and analysis database.
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