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Market Research Report

The Baby Food Sector in Belgium, 2019

Published by GlobalData Product code 805269
Published Content info 129 Pages
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The Baby Food Sector in Belgium, 2019
Published: February 21, 2019 Content info: 129 Pages
Description

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. Nestle 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., Nestle 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.
Table of Contents
Product Code: BF270MR

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
    • Nestle 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

  • 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

  • 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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