The Baby Food Sector in Belgium, 2019

"The Baby Food Sector in Belgium, 2019", is an analytical report by GlobalData which provides extensive and highly detailed current and future market trends in the Belgian market.

Since 2011, the number of births has declined, although a slight upturn is estimated for 2018. Manufacturers have tried to stimulate stagnant sales through advertising, including increased use of online media, but the market remains conservative and underdeveloped. Milks are dominant in value (59% in 2018), but rank second in volume at 40%. They have outperformed all other categories. While meals are the second largest category, unusually, finger foods are in third position. Both cereals and drinks have fallen sharply. Belgium is heavily reliant on imports, which are sourced mainly from Spain, France, Germany, and the Netherlands. Exports are rising, destined for the EU countries. Danone remains the clear leader, accounting for 40% of value sales, and leading in milks, wet meals, and drinks. Nestlé - on 37% - is gradually closing the gap with Danone. The only other significant company is Hero. The majority of baby food sales are made through grocery outlets. Although pharmacies remain important in milks, they have lost importance as the market has swung towards third-stage milks, which are predominantly sold in grocery outlets. Pharmacies are minor players in the distribution of other baby food. Although the number of births is forecast to rise slightly, the sector is expected to show only modest growth. Growth in milks, meals, and finger foods will be offset by sharp falls in cereals and drinks.

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.

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.

Companies mentioned

Danone Nutricia Belgique SA.

Nestlé Belgilux SA NV

Hero Nederland BV

Mondelez Belgium BVBA

Hipp GmbH & Co Vertrieb KG

Ella’s Kitchen Benelux

Danone Nutricia Belgique SA.

Nestlé Belgilux SA NV

Hero Nederland BV

Mondelez Belgium BVBA

Hipp GmbH & Co Vertrieb KG

Ella’s Kitchen Benelux

Table of Contents

Table of Contents

Introduction

Executive Summary

Definitions

Background

Birth

The Consumer

Socio-Demographic Trends

Working Women

Regulations

Breastfeeding Trends

Overview

Sector Overview

Manufacturers Shares

Category Analysis ...

Table of Contents

Introduction

Executive Summary

Definitions

Background

Birth

The Consumer

Socio-Demographic Trends

Working Women

Regulations

Breastfeeding Trends

Overview

Sector Overview

Manufacturers Shares

Category Analysis

Baby Milks

Baby Cereals & Dry Meals

Baby Meals

Drinks

Finger Foods

Production and trade

Imports

Exports

Company profiles

Danone Nutricia Belgique SA

Nestlé Belgilux SA NV

Hero Nederland BV

Other Manufacturers

Distribution

Baby Food Retailing

Economic Background

Key Macroeconomic Forecasts

Prospects and forecasts

Birth & Population Projections

Forecast Overview

Future Trends

Appendix

Additional Data Tables

Summary Methodology

About GlobalData

List of Tables

List of Tables

Table 1: Birth & Population Trends, 2008-2018

Table 2: Crude Birth Rate by Region, 2010-2015

Table 3: Births by Age of Mother ...

List of Tables

Table 1: Birth & Population Trends, 2008-2018

Table 2: Crude Birth Rate by Region, 2010-2015

Table 3: Births by Age of Mother, 2009 & 2014

Table 4: Number of Women of Childbearing Age by Age Group, 2012, 2016 & 2017

Table 5: Female Employment Trends by Age, 2012-2018

Table 6: Female Employment by Region, 2018

Table 7: Early Exclusive Breastfeeding Rates in French-Speaking Belgium and Flanders, 2004-2015

Table 8: Exclusive Breastfeeding Rates, by Socio-Economic Characteristics, 2014

Table 9: Breastfeeding Rates in Flanders by Socio-Demographic Factor, 2010-2015

Table 10: Breastfeeding Rates in French-Speaking Belgium, 2002-2009

Table 11: Breastfeeding Rates by Type of Breastfeeding in French-Speaking Belgium, 2007 & 2009

Table 12: Breastfeeding Rates by Type of Breastfeeding in Flanders, 2014 & 2015

Table 13: Breastfeeding Rates in French-Speaking Belgium by Area, %, 2005, 2007 & 2009

Table 14: Breastfeeding Rates in Flanders by Area, 2004-2015

Table 15: Exclusive Breastfeeding Duration by Socio-Economic Characteristics, 2014

Table 16: Median Duration of Breastfeeding in French-Speaking Belgium by Characteristics of the Mother, 2012

Table 17: Sector Size, 2018, & Growth Rates, 2012-2018

Table 18: Baby Food: Manufacturer Shares, Value, %, 2012-2018

Table 19: Baby Food: Manufacturer Shares by Category, %, 2018

Table 20: Baby Milks: Category Size, 2018

Table 21: Baby Baby Milks: Category Size, 2018 Milks: Category Growth, % 2012-2018

Table 22: Type of Milk used at 9 Months, French-Speaking Belgium, 2004-2009

Table 23: Usage of Different Types of Milk at 24 Months, Flanders, 2013

Table 24: Usage of Different Types of Milk at 36 Months, Flanders, 2013

Table 25: Powdered Baby Milks: Brand Price Positioning Analysis, 2018

Table 26: Powdered Baby Milks: Brand Price Positioning Analysis, 2018 (Cont’d…)

Table 27: Powdered Baby Milks: Brand Price Positioning Analysis, 2018 (Cont’d...)

Table 28: Liquid Baby Milks: Brand Price Positioning Analysis, 2018

Table 29: Baby Milks: Manufacturer Shares, Value & Volume, %, 2012-2018

Table 30: Baby Cereals & Dry Meals: Category Size, 2018

Table 31: Baby Cereals & Dry Meals: Category Growth, % 2012-2018

Table 32: Baby Cereals & Dry Meals: Brand Price Positioning Analysis, 2018

Table 33: Baby Cereals & Dry Meals: Manufacturer Shares, Value & Volume, %, 2012-2018

Table 34: Baby Meals: Category Size, 2018

Table 35: Baby Meals: Category Growth, % 2012-2018

Table 36: Baby Meals: Market Segmentation, Value %, 2012-2018

Table 37: Baby Meals: Brand Price Positioning Analysis, 2018

Table 38: Baby Meals: Brand Price Positioning Analysis, 2018 (Cont’d...)

Table 39: Baby Meals: Manufacturer Shares, Value & Volume, %, 2012-2018

Table 40: Baby Drinks: Category Size, 2018

Table 41: Baby Drinks: Category Growth, % 2012-2018

Table 42: Baby Drinks: Brand Price Positioning Analysis, 2018

Table 43: Baby Drinks: Manufacturer Shares, Value & Volume, %, 2012-2018

Table 44: Baby Finger Foods: Category Size, 2018

Table 45: Baby Finger Foods: Category Growth, % 2012-2018

Table 46: Finger Foods: Brand Price Positioning Analysis, 2018

Table 47: Finger Foods: Manufacturer Shares, Value & Volume, %, 2012-2018

Table 48: Baby Food: Sales by Outlet Type, % Value, 2014-2018

Table 49: Economic Indicators, 2012-2018

Table 50: Key Macro-Economic Forecasts, 2018-2024

Table 51: Birth & Population Projections, 2012-2024

Table 52: Baby Food: Category Growth, 2018-2024

Table 53: Baby Population, Number of Babies (‘000), 2008-2024

Table 54: Number of Women of Childbearing Age by Age Group, 2012, 2016 & 2022

Table 55: Baby Food: Market Value, Current Prices, 2012-2018

Table 56: Baby Food: Market Value, Constant Prices, 2012-2018

Table 57: Baby Food: Market Value, US$ Million, 2012-2018

Table 58: Baby Food: Market Volume, Tons, 2012-2018

Table 59: Baby Food: Per Capita Expenditure, Current Prices, 2012-2018

Table 60: Baby Food: Per Capita Expenditure, Constant Prices, 2012-2018

Table 61: Baby Food: Per Capita Expenditure, US$ Dollars, 2012-2018

Table 62: Baby Food: Per Capita Consumption, Grams, 2012-2018

Table 63: Baby Milks: Category Segmentation, Value & Volume, 2012-2018

Table 64: Baby Milks - Powder: Brand Price Analysis, 2018

Table 65: Baby Milks - Powder: Brand Price Analysis, 2018 (Cont’d...)

Table 66: Baby Milks - Powder: Brand Price Analysis, 2018 (Cont’d...)

Table 67: Imports of Baby Food by Category, Tons, 2012-2017

Table 68: Imports of Baby Food by Category, € ‘000, 2012-2017

Table 69: Baby Milks & Cereals: Imports by Country of Origin, 2015-2017

Table 70: Other Baby Food: Imports by Country of Origin, 2015-2017

Table 71: Exports of Baby Food by Category, Tons, 2012-2017

Table 72: Exports of Baby Food by Category, € ‘000, 2012-2017

Table 73: Baby Milks & Cereals: Exports by Country of Destination, 2015-2017

Table 74: Other Baby Food: Exports by Country of Destination, 2015-2017

Table 75: Baby Food: Market Value Forecasts, Current Prices, 2018-2024

Table 76: Baby Food: Market Value Forecasts, Constant Prices, 2018-2024

Table 77: Baby Food: Market Value Forecasts, US$ Million, 2018-2024

Table 78: Baby Food: Market Volume Forecasts, Tons, 2018-2024

Table 79: Baby Food: Per Capita Expenditure, Current Prices, 2018-2024

Table 80: Baby Food: Per Capita Expenditure, Constant Prices, 2018-2024

Table 81: Baby Food: Per Capita Expenditure, US$ Dollars, 2018-2024

Table 82: Baby Food: Per Capita Consumption, Grams, 2018-2024

Table 83: Other Baby Food: Imports by Country of Origin, 2015-2017

Table 84: Exports of Baby Food by Category, Tons, 2012-2017

Table 85: Exports of Baby Food by Category, € ‘000, 2012-2017

Table 86: Baby Milks & Cereals: Exports by Country of Destination, 2015-2017

Table 87: Other Baby Food: Exports by Country of Destination, 2015-2017

Table 88: Baby Food: Market Value Forecasts, Current Prices, 2018-2024

Table 89: Baby Food: Market Value Forecasts, Constant Prices, 2018-2024

Table 90: Baby Food: Market Value Forecasts, US$ Million, 2018-2024

Table 91: Baby Food: Market Volume Forecasts, Tons, 2018-2024

Table 92: Baby Food: Per Capita Expenditure, Current Prices, 2018-2024

Table 93: Baby Food: Per Capita Expenditure, Constant Prices, 2018-2024

Table 94: Baby Food: Per Capita Expenditure, US$ Dollars, 2018-2024

Table 95: Baby Food: Per Capita Consumption, Grams, 2018-2024

List of Figures

List of Figures

Figure 1: Baby Food: Sector Size, 2012-2018

Figure 2: Baby Food: Per Capita, 2012-2018

Figure 3: Baby Food: Sector Segmentation, 2018

Figure ...

List of Figures

Figure 1: Baby Food: Sector Size, 2012-2018

Figure 2: Baby Food: Per Capita, 2012-2018

Figure 3: Baby Food: Sector Segmentation, 2018

Figure 4: Baby Food: Manufacturer Shares, Value, 2018

Figure 5: Baby Food: Manufacturer Shares, Value %, 2018

Figure 6: Baby Food: Manufacturer Shares, Volume %, 2018

Figure 7: Baby Food: Manufacturer Shares by Category, % Value, 2018

Figure 8: Baby Milks: Category Trends, 2012-2018

Figure 9: Baby Milks: Per Capita Expenditure & Consumption, 2012-2018

Figure 10: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2012-2018

Figure 11: Baby Milks: Segmentation, Value and Volume, 2012-2018

Figure 12: Baby Cereals & Dry Meals: Category Trends, 2012-2018

Figure 13: Baby Cereals & Dry Meals: Per Capita Expenditure & Consumption, 2012-2018

Figure 14: Baby Meals: Category Trends, 2012-2018

Figure 15: Baby Meals: Per Capita Expenditure & Consumption, 2012-2018

Figure 16: Baby Drinks: Category Trends, 2012-2018

Figure 17: Baby Drinks: Per Capita Expenditure & Consumption, 2012-2018

Figure 18: Finger Foods: Category Trends, 2012-2018

Figure 19: Finger Foods: Per Capita Expenditure & Consumption, 2012-2018

Figure 20: Baby Food: Sector Size, 2018-2024

Figure 21: Baby Food: Per Capita, 2018-2024

Figure 22: Baby Food: Sector Segmentation, 2024

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