Summary
The prospects for the Belgium market are looking rather brighter than over the past seven years. Although the number of births is expected to decline, the decrease is likely to be gentle, and to be compensated for by growth in real GDP, which, though also at a low level, is likely to be consistent and lead to a slightly more positive consumer market. Manufacturers have tried to stimulate sales by advertising, including an increasing use of online media, and over the last year or so by new products including the introduction of pouches, but the market remains relatively conservative and underdeveloped by European standards.
Key Findings
The Belgian baby food market has struggled between 2008 and 2014, ending the period with volume sales 10% down on the start, and retail sales only 3% higher than in 2008.
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 about 67.9%.
2014, however, saw an upturn in both value and volume sales, with the largest categories, wet meals and milks, performing well.
Danone has consolidated its position as the leader of the Belgian baby food market in recent years and in 2014 accounted for around 43.2% of value sales, leading in milks, wet meals and drinks.
Synopsis
Baby Food in Belgium is an analytical report by Canadean which provides extensive and highly detailed current and future market trends in the Belgium market.
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 and developments, segmentation, per capita trends and the various manufacturers and 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.
Reasons To Buy
Evaluate important changes in consumer behaviour and identify profitable markets and areas for product innovation.
Analyse current and forecast behaviour 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
Executive Summary
Major Developments
Market Structure
Per Capita
Distribution
The Suppliers
The Future
Background to the Market
Births
Live Birth Rates
Live Births by Region
The Baby Population
The Consumer
Living Standards
Eating Habits
Socio-Demographic Trends
Family Structure
Number of Women of Childbearing Age
Births by Age of Mother
Working Women
Female Employment
Maternity Legislation
Breastfeeding Trends
Breastfeeding Promotion
Breastfeeding Prevalence
Regulations
Marketing Legislation
Market Profile
Overview
Definitions
Key Features and Developments
Manufacturers
Baby Milks
Key Features and Developments
Per Capita Trends
Sector Segmentation
Manufacturers and Brands
Baby Cereals and Dry Meals
Key Features and Developments
Per Capita Trends
Sector Segmentation
Manufacturers and Brands
Baby Meals
Key Features and Developments
Per Capita Trends
Sector Segmentation
Manufacturers and Brands
Baby Drinks
Key Features and Developments
Per Capita Trends
Sector Segmentation
Manufacturers and Brands
Finger Foods
Key Features and Developments
Per Capita Trends
Sector Segmentation
Manufacturers and Brands
Distribution
Retail Structure
Baby Food Retailing
The Suppliers
Company Profiles
Introduction
Danone Nutricia Belgique SA
Nestlé Belgilux SA NV
Hero Nederland BV
Other Manufacturers
Production and Foreign Trade
Imports
Exports
The Future
Future Determinants
Live Birth Trends
Breastfeeding
Consumer Attitudes
Future Trends
Economic Background
Political and Economic Summary
Economic Background
Appendix
What is this Report About?
Time Frame
Product Category Coverage
Methodology
About ERC - a division of Canadean
Disclaimer
List Of Tables
Table 1: Baby Food: % Growth, 2008-2014
Table 2: Baby Food: Per Capita Consumption and Expenditure, 2013 and 2014
Table 3: Projected Market Size, 2020 and Growth Rates, 2014-2020
Table 4: Birth and Population Trends, 2004-2014
Table 5: Crude Birth Rate by Region, 2008-2014
Table 6: Number of Births by Province, 2008-2014
Table 7: Baby Population, 2004-2014
Table 8: Household Expenditure on Baby Food, 2012
Table 9: Marriage and Divorce Trends, 2007-2013
Table 10: Number of Women of Childbearing Age by Age Group, 2014
Table 11: Births by Age of Mother, 2009
Table 12: Female Employment Trends, 2008-2014
Table 13: Female Employment by Age, 2014
Table 14: Early Exclusive Breastfeeding Rates in French-Speaking Belgium and Flanders, 2004-2013
Table 15: Breastfeeding Rates in Flanders by Socio-Demographic Factors, 2008-2013
Table 16: Breastfeeding Rates in French-Speaking Belgium, 2002-2009
Table 17: Breastfeeding Duration in French-Speaking Belgium, 2007 and 2009
Table 18: Length of Time of Exclusive Breastfeeding, Flanders, 2011
Table 19: Breastfeeding Rates in French-Speaking Belgium by Area, 2005, 2007 and 2009
Table 20: Median Duration of Breastfeeding in French-Speaking Belgium: Characteristics of the Mother,2012
Table 21: Breastfeeding Rates in Flanders by Area, 2004-2013
Table 22: Type of Milk given to Babies at 9 Months, French-Speaking Belgium,2004-2009
Table 23: Usage of Infant Formula at 18 Months, French-Speaking Belgium, 2005-2009
Table 24: Usage of Infant Formula at 12 Months, Flanders, 2011
Table 25: Usage of Different Types of Milk at 24 Months, Flanders, 2013
Table 26: Usage of Different Types of Milk at 36 Months, Flanders, 2013
Table 27: Baby Food: Market Value, Current Prices, 2008-2014
Table 28: Baby Food: Market Value, Constant Prices, 2008-2014
Table 29: Baby Food: Market Value, US Dollars, 2008-2014
Table 30: Baby Food: Market Volume, 2008-2014
Table 31: Baby Food: Per Capita Expenditure, Current Prices, 2008-2014
Table 32: Baby Food: Per Capita Expenditure, Constant Prices, 2008-2014
Table 33: Baby Food: Per Capita Expenditure, US Dollars, 2008-2014
Table 34: Baby Food: Per Capita Consumption, 2008-2014
Table 35: Baby Food: Trends in Manufacturer Shares, 2008-2014
Table 36: Baby Food: Manufacturer Shares by Sector, 2014 (% Value)
Table 37: Baby Food: Manufacturer Shares by Sector, 2014 (% Volume)
Table 38: Baby Milks: Sector Trends, 2008-2014
Table 39: Baby Milks: Per Capita Expenditure and Consumption, 2008-2014
Table 40: Baby Milks: Market Segmentation, Volume, 2008-2014
Table 41: Powdered Baby Milks: Brand Price Positioning Analysis, 2015
Table 42: Liquid Baby Milks: Brand Price Positioning Analysis, 2015
Table 43: Baby Milks: Manufacturer Share Trends, 2008-2014
Table 44: Baby Milks: Brands by Segment, 2015
Table 45: Baby Cereals and Dry Meals: Sector Trends, 2008-2014
Table 46: Baby Cereals and Dry Meals: Per Capita Expenditure and Consumption,2008-2014
Table 47: Baby Cereals: Brand Price Positioning Analysis, 2015
Table 48: Baby Cereals and Dry Meals: Manufacturer Shares, 2008-2014
Table 49: Baby Meals: Sector Trends, 2008-2014
Table 50: Baby Meals: Per Capita Expenditure and Consumption, 2008-2014
Table 51: Baby Meals: Market Segmentation, Value, 2008-2014
Table 52: Baby Meals: Price Positioning, 2015
Table 53: Savoury Baby Meals: Segmentation by Pack Type, 2008-2014
Table 54: Wet Baby Meals: Manufacturer Shares, 2008-2014
Table 55: Baby Drinks: Sector Trends, 2008-2014
Table 56: Baby Drinks: Per Capita Expenditure and Consumption, 2008-2014
Table 57: Baby Drinks: Brand Price Positioning Analysis, 2015
Table 58: Baby Drinks: Manufacturer Shares, 2008-2014
Table 59: Finger Foods: Sector Trends, 2008-2014
Table 60: Finger Foods: Per Capita Expenditure and Consumption, 2008-2014
Table 61: Finger Foods: Brand Price Positioning Analysis, 2015
Table 62: Finger Foods: Manufacturer Shares, 2008-2014
Table 63: Breakdown of the Food Retailing Sector by Outlet Type, 2008-2014
Table 64: Breakdown of Grocery Retail Sales by Type of Outlet, 2008-2014
Table 65: Leading Retailers in Belgium, 2014
Table 66: Leading Grocery Retailers, Value Shares, 2008-2015
Table 67: Baby Food: Sales by Outlet Type, Value, 2010-2014
Table 68: Danone: Market Shares, 2014
Table 69: Nestlé: Market Shares, 2014
Table 70: Hero: Market Shares, 2014
Table 71: Imports of Baby Food by Type, Volume, 2009-2014
Table 72: Imports of Baby Food by Type, Value, 2009-2014
Table 73: Imports of Baby Food by Country of Origin, Volume, 2012-2014
Table 74: Imports of Baby Food by Country of Origin, Value, 2012-2014
Table 75: Exports of Baby Food by Type, Volume, 2009-2014
Table 76: Exports of Baby Food by Type, Value, 2009-2014
Table 77: Exports of Baby Food by Country of Destination, Volume, 2012-2014
Table 78: Exports of Baby Food by Country of Destination, Value, 2012-2014
Table 79: Birth and Population Projections, 2008-2020
Table 80: The Baby Population, 2014-2020
Table 81: Number of Women of Childbearing Age by Age Group, 2014 and 2020
Table 82: Baby Food: Market Value Forecasts, Current Prices, 2014-2020
Table 83: Baby Food: Market Value Forecasts, Constant Prices, 2014-2020
Table 84: Baby Food: Market Value, US Dollars, 2014-2020
Table 85: Baby Food: Market Volume Forecasts, 2014-2020
Table 86: Baby Food: Per Capita Expenditure Forecasts, Current Prices, 2014-2020
Table 87: Baby Food: Per Capita Expenditure Forecasts, Constant Prices, 2014-2020
Table 88: Baby Food: Per Capita Expenditure, US Dollars, 2014-2020
Table 89: Baby Food: Per Capita Consumption Trends, 2014-2020
Table 90: Economic Indicators, 2008-2015
Table 91: Key Macro-Economic Forecasts, 2014-2020
List Of Figures
Figure 1: Baby Food: Market Size, 2008-2014
Figure 2: Baby Food: Market Segmentation, 2014
Figure 3: Baby Food: Manufacturer Shares, 2014
Figure 4: Baby Food: Manufacturer Representation, Value, 2014
Figure 5: Baby Food: Manufacturer Representation, Volume, 2014
