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The Baby Food Market in Belgium 2017

The Baby Food Market in Belgium 2017

The Baby Food Market in Belgium 2017

Summary

The Baby Food Market in Belgium 2017, is an analytical report by GlobalData which provides extensive and highly detailed current and future market trends in the Belgian market.

Belgium baby food market has generally struggled, although it has improved in the last three years. By 2016, value sales were 10% up on 2010. Sales were hit by the poor economic situation, particularly in 2012-2013, by the falling number of births, and by the resurgent popularity of home cooking. Manufacturers have tried to stimulate sales by advertising, including online media, and by introducing new products, but the market remains conservative and underdeveloped by European standards. Nonetheless, the baby food market is expected to grow over the next six years, boosted by slightly higher birth numbers and by an economy that is expected to grow, albeit modestly.

What else does this report offer?

  • Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry.
  • Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors.
  • Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands.
  • Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel.
  • Future projections considering various trends which are likely to affect the industry.
Scope
  • Belgium has only limited production of baby food, and is heavily reliant on imports. Volume imports have risen by 34% since 2010 and in 2015 stood at tons.
  • Milks are dominant in terms of value sales, accounting for 60% in 2016, well ahead of wet meals, with 24% of sales. In terms of volume, however, wet meals are slightly ahead, with 40% in 2016, compared with 39% for milks.
  • Baby drinks have suffered more than other sectors, as the product is often viewed as either unhealthy and/or non-essential.
  • Danone remains the clear leader of the Belgian baby food market, accounting for 41% of value sales in 2016 and leading in milks, wet meals, and drinks.
  • The majority of baby food sales in Belgium are made through grocery outlets, which have taken an increasingly large share of sales in all sectors over the review period and now account for 70%.
  • The market for baby food in Belgium is expected to grow by 12.8% in volume and 35.1% in value over the next six years to reach a total of tons, worth million.
Reasons to buy
  • Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.
  • Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.
  • Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.
  • Investigates which categories are performing the best and how this is changing market dynamics.


  • Introduction
    • Executive Summary
    • Definitions: Market Sectors
    • Definitions: Terminology
  • Background to the Market
    • Births - Live Birth Rates: Since 2010 the number of births has fallen every year up to and including 2016
      • Table Birth & Population Trends, 2006-2016
    • Births - Birth Rates by Region: In Brussels, the crude birth rate is appreciably higher than elsewhere, partly as a result of the high proportion of immigrants
      • Table Crude Birth Rate by Region, 2010-2015
    • Births - Birth Rates by Region: Although Flanders has the lowest regional birth rate, it actually accounts for the largest number of live births in absolute terms
      • Table Number of Births by Province, 2010-2015
    • The Consumer: The range in income is considerable: the top 20% of the population earn four times as much as the bottom 20%
      • Table Household Expenditure on Baby Food, 2014
    • Socio-demographic Trends - Family Structure: Between 2000 and 2015, the average age of women at first marriage rose from 26 years to 30.4 years
      • Table Marriage & Divorce Trends, 2009-2015
    • Socio-demographic Trends - Number of Women of Childbearing Age: The number of women of childbearing age (15-49) stands at 2.5 million
      • Table Number of Women of Childbearing Age by Age Group, 2012 & 2016
    • Socio-demographic Trends - Births by Age of Mother: Over two-thirds of births in 2014 occurred to mothers aged between 25 and 34
      • Table Births by Age of Mother, 2009 & 2014
    • Working Women - Female Employment: The number of women in employment increased between 2010 and 2014, but has since been more or less stable
      • Table Female Employment Trends, 2010-2016
      • Table Female Employment by Age, 2016
    • Working Women - Legislation: Mothers are entitled to up to 15 weeks of paid maternity leave, and paid parental leave is also available
    • Regulations: A few of the provisions of the International Code of Marketing of Breast-Milk Substitutes are enshrined in Belgian law
    • Breastfeeding Promotion: The promotion of exclusive and prolonged breastfeeding is included in the Plan National Nutrition Santé
    • Breastfeeding Trends - Prevalence: Since 2012 there has been a gradual increase in early breastfeeding rates in both the French-speaking and Flanders regions
      • Table Early Exclusive Breastfeeding Rates in French-Speaking Belgium and Flanders, 2004-2015
    • Breastfeeding Trends - Prevalence: Exclusive breastfeeding rates are higher among better educated families and in the French-speaking region
      • Table Exclusive Breastfeeding Rates, by Socio-Economic Characteristics, 2014
    • Breastfeeding Trends - Prevalence: Breastfeeding rates are below average in underprivileged families and much higher among non-Belgian mothers
      • Table Breastfeeding Rates in Flanders by Socio-Demographic Factors, 2010-2015
    • Breastfeeding Trends - Prevalence: In the French-speaking community in 2009 just 40% of babies were still being exclusively breastfed at the age of 12 weeks
      • Table Breastfeeding Rates in French-Speaking Belgium, 2002-2009
      • Table Breastfeeding Rates by Type of Breastfeeding in French-Speaking Belgium, 2007 & 2009
    • Breastfeeding Trends - Prevalence: In Flanders in 2015, exclusive breastfeeding at 12 weeks stood at 32.5% of mothers
      • Table Breastfeeding Rates by Type of Breastfeeding in Flanders, 2014 & 2015
    • Breastfeeding Trends - Prevalence: In addition to regional variation between the French and Flemish speaking populations, there are also variations within these
      • Table Breastfeeding Rates in French-Speaking Belgium by Area, %, 2005, 2007 & 2009
      • Table Breastfeeding Rates in Flanders by Area, 2004-2015
    • Breastfeeding Trends - Duration: Average duration of exclusive breastfeeding in 2014 stood at 11.2 weeks
      • Table Exclusive Breastfeeding Duration by Socio-Economic Characteristics, 2014
    • Breastfeeding Trends - Duration: Average time for any breastfeeding in Wallonia was 3.5 months (Belgian mothers) and six months (foreign mothers)
      • Table Median Duration of Breastfeeding in French-Speaking Belgium by Characteristics of the Mother, 2012
  • Market Overview
    • Market Overview: Demand for baby food in Belgium has been declining in volume terms since 2010
    • Market Overview: Value sales have risen by 10% since 2010, although at constant prices the market has not expanded, and in volume there has been an 8.5% drop
      • Table Market Size, 2016, &Growth Rates, 2010-2016
    • Manufacturer Shares: Between them, Danone and Nestlé took 76% of value sales and 70% of volume sales in 2016
      • Table Baby Food: Manufacturer Shares, Value, %, 2010-2016
    • Manufacturer Shares: The two main sectors, milks and meals, are hard fought between the top two, but Nestlé dominates in cereals and Danone in drinks
      • Table Baby Food: Manufacturer Shares by Sector, % value, 2016
    • The Future: The market for baby food in Belgium is expected to grow by nearly 13% in volume and 35% in value over the next six years
      • Table Projected Market Size, 2022, &Growth Rates, 2016-2022
  • Sector Analysis
    • Sector Analysis: Baby Milks
    • Milks Sector Trends: Baby milk is the most important sector of the baby food market in terms of value, accounting for 60% of sales in 2016
      • Table Type of Milk used at 9 Months, French-Speaking Belgium, 2004-2009
    • Milks Sector Trends: There has been a clear increase in the use of modified milks for older babies
      • Table Usage of Infant Formula at 18 Months, French-Speaking Belgium, 2005-2009
      • Table Usage of Infant Formula at 12 Months, Flanders, 2011
    • Milks Sector Trends: A wide range of different types of milk are typically given to toddlers
      • Table Usage of Different Types of Milk at 24 Months, Flanders, 2013
      • Table Usage of Different Types of Milk at 36 Months, Flanders, 2013
    • Milks Per Capita Trends: There has been a steady increase in the per capita consumption of baby milks, which reached 36kg in 2016
    • Milks Segmentation: Demand for first-stage milks has been undermined by the increased incidence and generally longer duration of breastfeeding
    • Milks Segmentation: In value terms, second-stage formulae form the leading segment, although they are steadily ceding share to growing-up milks
    • Milks Segmentation: Searches on internet shopping sites in Belgium indicate a wide range of prices
      • Table Powdered Baby Milks: Brand Price Positioning Analysis, 2017
    • Milks Segmentation: Most standard milks are found in the mid-price bracket, ranging from €17 to €23
      • Table Powdered Baby Milks: Brand Price Positioning Analysis, 2017
    • Milks Segmentation: Delhaize's own label, Lait de Suite, is currently the lowest priced product on the market
      • Table Powdered Baby Milks: Brand Price Positioning Analysis, 2017
    • Milks Segmentation: The majority of liquid milks retail at between €1.45 and €2.00 per liter
      • Table Liquid Baby Milks: Brand Price Positioning Analysis, 2017
    • Milks Segmentation: Powder formulas are packaged mostly in cans or, in the case of many of Nutrilon's products, in tubs with plastic easy-to-use tops
    • Milks Manufacturer Shares: In recent years, Danone has inched ahead of Nestlé and currently holds 48% of value sales
      • Table Baby Milks: Manufacturer Shares, Value & Volume, %, 2010-2016
    • Milks Manufacturers & Brands: In addition to the mainstream brands, there are a number of organic specialists operating in the baby milks sector
    • Sector Analysis: Cereals & Dry Milks
    • Cereals & Dry Meals Sector Trends: Cereals & dry meals constitute the smallest sector in the Belgian baby food market, and are set in decline
    • Cereals & Dry Meals Per Capita Trends: Expenditure declined by approaching 20% over the review period
    • Cereals & Dry Meals Segmentation: Dry products declined due to the popularity of ready-to-eat milk + cereals, packed in cartons
    • Cereals & Dry Meals Segmentation: All dry cereals currently sold on the Belgian market are packaged in boxes
      • Table Baby Cereals & Dry Meals: Brand Price Positioning Analysis, 2017
    • Cereals & Dry Meals Manufacturer Shares: Nestlé has consolidated its lead and now dominates sales with a 75% value share in 2016
      • Table Baby Cereals & Dry Meals: Manufacturer Shares, Value & Volume, %, 2010-2016
    • Cereals & Dry Meals Manufacturers & Brands: Nestlé continues to increase the number of products it sells in Belgium
    • Sector Analysis: Meals
    • Baby Meals Sector Trends: Over the period 2010-2016, volume sales have declined by 6% to 4,447 tons
    • Baby Meals Per Capita Trends: Per capita consumption of wet meals stood at 36.8 kg in 2016, more or less the same level as in 2010
    • Baby Meals Segmentation: One of the most notable trends has been the popularity of organic wet meals
      • Table Baby Meals: Market Segmentation, Value %, 2010-2016
    • Baby Meals Segmentation: Most savory meals retail at between US$7 and US$9 per kg, with organic products tending to be at the high end of the spectrum
      • Table Baby Meals: Brand Price Positioning Analysis, 2017
    • Baby Meals Segmentation: Pouches retail on average at double the price per kg commanded by products in jars/cups
      • Table Baby Meals : Brand Price Positioning Analysis, 2017
    • Baby Meals Segmentation: Wet meals have traditionally been packaged in glass jars, but the last decade or so has seen significant innovation in pack formats
    • Baby Meals Manufacturer Shares: Three manufacturers dominate the sector - Danone, Hero, and Nestlé - each with a particular area of strength
      • Table Baby Meals : Manufacturer Shares, Value & Volume, %, 2010-2016
    • Baby Meals Brands: Danone's Olvarit brand is the uncontested leader in the glass jars sector
    • Sector Analysis: Baby Drinks
    • Baby Drinks Sector Trends: Consumption of baby drinks has decreased by 30% since 2010 to stand at 722,000 liters in 2016
    • Baby Drinks Per Capita Trends: In 2016, consumption stood at six liters, down on a peak of 8.5 liters between 2006 and 2008
    • Baby Drinks Segmentation: Liquid drinks have consistently accounted for an estimated 95% of sector volume
      • Table Baby Drinks: Brand Price Positioning Analysis, 2017
    • Baby Drinks Manufacturer Shares: In 2016, Danone accounted for 82% of value sales, a share which is down from its 2012 peak
      • Table Baby Drinks: Manufacturer Shares, Value & Volume, %, 2010-2016
    • Baby Drinks Brands: Danone is the only manufacturer of note in the tea segment
    • Sector Analysis: Finger Foods
    • Finger Foods Sector Trends: Finger food is the third largest sector in the Belgian baby food market, accounting for 9.2% of total volume sales in 2016
    • Finger Foods Per Capita Trends: Prior to the arrival of the finger food concept, rusk consumption levels in Belgium were among the highest in Northern Europe
    • Finger Foods Segmentation: The last four or five years have seen the arrival of more "modern" types of snacks
    • Finger Foods Segmentation: Biscuits continue to be packed in boxes of between 150g and 180g
      • Table Finger Foods : Brand Price Positioning Analysis, 2017
    • Finger Foods Manufacturer Shares: The finger food sector has undergone some re-alignment over the past few years
      • Table Finger Foods : Manufacturer Shares, Value & Volume, %, 2010-2016
    • Finger Foods Brands: Mondelez leads, but its share is declining under pressure from more modern snack products
  • Production and Trade
    • Imports: Import volume has risen by 34% since 2010, and in 2015 stood at 36,393 tons
    • Exports: Exports of baby food rose strongly up to 2014, but fell back in 2015 to 29,956 tons
  • Company Profiles
    • Company Profiles: In 2016, Danone held a share of 41% of value, appreciably ahead of its nearest rival, Nestlé
    • Company Profiles: Danone Nutricia Belgique SA
      • Table Market shares, 2016:
    • Company Profiles: Nestlé Belgilux SA NV
      • Table Market shares, 2016:
    • Company Profiles: Hero Nederland BV
      • Table Market shares, 2016:
    • Company Profiles: Other Manufacturers
  • Distribution
    • Retail Structure: Food and drinks specialists represent the largest share of packaged retail food sales at 36.6% in 2015, with convenience stores not far behind
      • Table Packaged Food Sales by Channel, €Billion, 2009-2015
    • Baby Food Retailing: Over 2010-2016, sales through grocery outlets have become increasingly important
      • Table Baby Food: Sales by Outlet Type, % Value, 2010-2016
  • Economic Background
    • Economic Background: The priority of the government is to try and stimulate economic growth and to reduce the budget deficit and public debt
      • Table Economic Indicators, 2010-2016
    • Key Macro-economic Forecasts: Real GDP growth is likely to average 1.2% to 1.4% per year between 2017 and 2022
      • Table Key Macro-Economic Forecasts, 2016-2022
  • Prospects and Forecasts
    • Birth and Population Projections: From 2017 the Belgian Statistical Office forecasts an increase in the number of births
      • Table Birth & Population Projections, 2012-2022
    • Forecast Overview: After a period of decline, the future is looking brighter, with consumption expected to increase by almost 13%
    • Future Trends: A rise in the number of births, and product innovation should boost consumption of baby food
  • Appendix
    • Appendix - The Baby Population: Between 2016 and 2022, the number of babies aged up to three years old is expected to grow by 2.2% to 374,950 babies
      • Table Baby Population, Number of Babies ('000), 2006-2022
    • Birth and Population Projections: The number of women in the peak ages of childbearing (25 to 34 years old) will increase by 2.5% between 2016 and 2022
      • Table Number of Women of Childbearing Age by Age Group, 2016 & 202
    • Appendix - Market Value: Sales in value have risen by 9.7% since 2010, to €121 million in 2016
      • Table Baby Food: Market Value, Current Prices, 2010-2016
    • Appendix - Market Value: In real terms, the market declined 0.9% between 2010 and 2016, with particularly sharp falls for cereals & dry meals and drinks
      • Table Baby Food: Market Value, Constant Prices, 2010-2016
    • Appendix - Market Value: By 2016 the market stood at US$134.3 million - a fall of 8.5% over the 2010 figure
      • Table Baby Food: Market Value, US$ Million, 2010-2016
    • Appendix - Market Volume: Demand for baby food has fallen by 8.5% since 2010 and amounted to 11,114 tons in 2016
      • Table Baby Food: Market Volume, Tons, 2010-2016
    • Appendix - Per Capita Expenditure: Expenditure per baby increased by 17.2% between 2010 and 2016 to €1,000
      • Table Baby Food: Per Capita Expenditure, Current Prices, 2010-2016
    • Appendix - Per Capita Expenditure: In real terms, the increase amounted to 5.9% between 2010 and 2016
      • Table Baby Food: Per Capita Expenditure, Constant Prices, 2010-2016
    • Appendix - Per Capita Expenditure: By 2016 per capita expenditure stood at US$1,110.5 - a 2.2% fall over the 2010 level
      • Table Baby Food: Per Capita Expenditure, US$ Dollars, 2010-2016
    • Appendix - Per Capita Consumption: Intake of baby food amounted to 92.2kg in 2016 - 2.2% down since 2010
      • Table Baby Food: Per Capita Consumption, Grams, 2010-2016
    • Appendix - Milks: Baby milk is the most important sector of the baby food market in terms of value, accounting for 60% of sales in 2016, and for 39% of volume
      • Table Baby Milks: Sector Trends, 2010-2016
    • Appendix - Milks: The share held by first- and second-stage milks has declined slightly, while third-stage milks have continued to expand between 2011 and 2016
      • Table Baby Milks: Sector Segmentation, Value & Volume, 2010-2016
    • Appendix - Milks: Delhaize's own label, Lait de Suite (follow-on milk), is currently the lowest priced product, while Danone's products command a premium price
      • Table Baby Milks - Powder: Brand Price Analysis, 2017
    • Appendix - Milks: In general, Nestlé products tend to be cheaper than those from Danone
      • Table Baby Milks - Powder: Brand Price Analysis, 2017
    • Appendix - Milks: The United Pharmaceuticals range is mostly comprised of premium specialty milks
      • Table Baby Milks - Powder: Brand Price Analysis, 2017
    • Appendix - Cereals & Dry Meals: Cereals & dry meals constitute the smallest sector in the Belgian baby food market, and consumption is in decline
      • Table Baby Cereals & Dry Meals: Sector Trends, 2010-2016
    • Appendix - Meals: Consumption of meals is relatively low compared to neighboring countries, and was declining up to 2012
      • Table Baby Meals : Sector Trends, 2010-2016
    • Appendix - Drinks: Consumption of baby drinks has decreased by 30% since 2010 to stand at 722,000 liters in 2016
      • Table Baby Drinks : Sector Trends, 2010-2016
    • Appendix - Finger Foods: Finger food is the third largest sector in the Belgian baby food market, accounting for 9.2% of total volume sales in 2016
      • Table Finger Foods : Sector Trends, 2010-2016
    • Appendix - Imports: Volume imports have risen by 34% since 2010, and in 2015 stood at 36,393 tons
      • Table Imports of Baby Food by Type, Volume, Tons, 2010-2015
      • Table Imports of Baby Food by Type, Value, €000, 2010-2015
    • Appendix - Imports: The majority of imports of milks and cereals are sourced from Spain, France, and Germany
      • Table Imports of Baby Food by Country of Origin, Volume, 2013-2015
    • Appendix - Imports: The Netherlands and France are the main import suppliers for other baby food and have seen their share of imports increase
      • Table Imports of Baby Food by Country of Origin, Value, 2013-2015
    • Appendix - Exports: Cereals & milks account for the majority of exports
      • Table Exports of Baby Food by Type, Volume, 2010-2015
      • Table Exports of Baby Food by Type, Value, 2010-2015
    • Appendix - Exports: In volume terms, exports of cereals and milks mainly go to the Netherlands, Italy, and the UK
      • Table Exports of Baby Food by Country of Destination, Volume, 2013-2015
    • Appendix - Exports: Algeria and Egypt are key partners in terms of value exports of milks and cereals
      • Table Exports of Baby Food by Country of Destination, Value, 2013-2015
    • Appendix - Value Forecasts: The market is expected to increase to €163.5 million by 2022, with growth led by milks, meals, and finger foods
      • Table Baby Food: Market Value Forecasts, Current Prices, 2016-2022
    • Appendix - Value Forecasts: In real terms, the market is forecast to register growth of 21% between 2016 and 2022
      • Table Baby Food: Market Value Forecasts, Constant Prices, 2016-2022
    • Appendix - Value Forecasts: By 2022 the market is forecast to rise by 35% over 2016 in constant dollar terms
      • Table Baby Food: Market Value Forecasts, US$ Million, 2016-2022
    • Appendix - Volume Forecasts: The market can be expected to show growth of almost 13% over the 2016 to 2022 period, to 12,565 tons
      • Table Baby Food: Market Volume Forecasts, Tons, 2016-2022
    • Appendix - Per Capita Forecasts: Per capita expenditure is expected to increase to €1,297 by 2022
      • Table Baby Food: Per Capita Expenditure, Current Prices, 2016-2022
    • Appendix - Per Capita Forecasts: In 2022, per capita expenditure is forecast to stand 16.4% higher than in 2016 in real terms
      • Table Baby Food: Per Capita Expenditure, Constant Prices, 2016-2022
    • Appendix - Per Capita Forecasts: By 2022 per capita expenditure is forecast to increase by almost 30% over 2016
      • Table Baby Food: Per Capita Expenditure, US$ Dollars, 2016-2022
    • Appendix - Per Capita Forecasts: Intake levels are forecast to increase by 8% between 2016 and 2022 to 99.6kg per baby
      • Table Baby Food: Per Capita Consumption, Grams, 2016-2022
    • Summary Methodology
    • About GlobalData
    • GlobalData at a Glance

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