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The Baby Food Sector in Belgium, 2019

The Baby Food Sector in Belgium, 2019

  • February 2019
  • 129 pages
  • ID: 5754051
  • Format: PDF

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The Baby Food Sector in Belgium, 2019

Summary
Until 2010, Belgium’s birth rate was seeing a generally upward trend.Since then, however, there has been a reversal of this, with levels falling every year up to 2017, with a slight upturn estimated for 2018.

Average living standards in Belgium are high.The country has the 25th highest GDP per capita in the world, at US$46,553 in 2017, according to International Monetary Fund data.

This means that most families can afford industrially produced baby food, although there remains a high degree of price sensitivity.

The sector has generally struggled, although it did improve a little in 2018. Value sales have risen by 18.7% since 2012, although at constant 2011 values the market has only expanded by 9.3%. While the poor economic climate is partly to blame for this poor performance, a decline in the number of births has exacerbated the situation. Manufacturers have tried to stimulate sales through advertising, including an increasing use of online media, but the market remains relatively conservative and underdeveloped by European standards.

Milks are dominant in terms of value sales, with 59% in 2018.In volume terms, though, milks rank second on 40%.

Volume sales have increased only slowly over the review period, although the category has outperformed all other types of baby food.Unusually, finger foods are in third position in both volume and value.

Dry cereals have never been an important part of the market, as mothers have tended to wean their babies on rusks.

Belgium has only limited production of baby food, and is heavily reliant on imports.Imports stood at €90 million (US$102 million) in 2017.

Volume imports have risen by 27% since 2012, and in 2017 stood at 48,217 tons, with milks & cereals representing more than half and growing the fastest.

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 almost 70% of sales. Although pharmacies remain important in milks, accounting for just under half of value sales in 2018, they have lost market share as the market has swung towards third-stage milks, which are predominantly sold in grocery outlets.

Danone remains the clear leader of the Belgian baby food market, accounting for 40% of value sales in 2018, and leading in milks, wet meals, and drinks.Nestlé is in second place with a share of 37%, and is gradually closing the gap with Danone.

The only other significant company is Hero, which has lost ground over the last few years.

The report "The Baby Food Sector in Belgium, 2019", provides extensive and highly detailed current and future market trends in the Belgian market.

The report offers -
- 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

Companies mentioned: Danone Nutricia Belgique SA., Nestlé Belgilux SA NV, Hero Nederland BV, Mondelez Belgium BVBA, Hipp GmbH & Co Ve,rtrieb KG, Ella’s Kitchen Benelux

Scope
- Belgium has only limited production of baby food, and is heavily reliant on imports.
- Volume imports have risen by 27% since 2012, and in 2017 stood at 48,217 tons, with milks & cereals representing more than half and growing the fastest.
- Exports rose by 23% from 2012 to 2017, to 31,910 tons, equivalent to a value of €102 million (US$115 million).
- Milks are dominant in terms of value sales, with 59% in 2018. In volume terms, though, milks rank second on 40%.
- Danone remains the clear leader of the Belgian baby food market, accounting for 40% of value sales in 2018, 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 almost 70% of sales.
- Although the number of births is forecast to rise slightly, the baby food sector is expected to show only modest growth of 4.9%, leading to consumption of 11,951 tons by 2024, valued at €155 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.

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