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Overall, trends surrounding health and wellness products have strengthened in 2020, supporting the strong growth of health and wellness beverages and packaged food. In fact, health and wellness products actually experienced a boost in sales due to the Coronavirus (COVID-19) pandemic. Due to the health crisis, local consumers increasingly wanted to eat and drink healthy products that are good for their general wellbeing. More specifically, local consumers also increased their demand for beverages...
Euromonitor International's Health and Wellness in Belgium report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2016-2020, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Prime Positioning, Health and Wellness by Type.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Health and Wellness market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Certain better for you beverages continue to benefit from growing anti-sugar sentiment in 2020
Consumers' need for indulgence during lockdown supports sales
Larger packaging sizes prevail during lockdown restrictions
RECOVERY AND OPPORTUNITIES
Slower growth anticipated for 2021 as lockdown restrictions are loosened and consumers return to portion control
Reduced sugar variants will continue growing in popularity in the forecast period due to intensifying health concerns
New reduced sugar variants expected to be launched
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Increased consumer focus on immune system functioning due to COVID-19 boosts the sales of fortified/functional beverages in 2020
Fortified/functional energy drinks continue to attract a wider consumer base as new flavours and healthier variants are launched
Fortified/functional sports drinks struggle to gain momentum
RECOVERY AND OPPORTUNITIES
Slowdown expected in 2021, but growing health concerns among consumers will continue to support sales
Fortified/functional sports drinks likely to continue posting dwindling sales
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2015-2020 Table 28 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 29 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2015-2020 Table 30 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 31 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 32 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 33 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 34 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Naturally healthy beverages thrive amidst COVID-19 in 2020 as consumer demand for healthy offerings grows
The appeal of flavoured bottled water continues to intensify
Innovative offerings grow alongside the COVID-19 pandemic
RECOVERY AND OPPORTUNITIES
Naturally healthy beverages set to increase in popularity in the forecast period
Flavoured bottled water shows ample room for growth
Ingredients set to become more scientific
CATEGORY DATA
Table 35 Sales of NH Beverages by Category: Value 2015-2020 Table 36 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 38 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 39 Distribution of NH Beverages by Format: % Value 2015-2020 Table 40 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 41 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Sales of organic beverages grow in 2020 due to media publications highlighting health and environmental benefits
Little disruption to retailers supports sales in 2020
Organic labelling continues to widen its reach
RECOVERY AND OPPORTUNITIES
Organic beverages to sustain strong growth throughout the forecast period
Manufacturers will continue to expand portfolios with organic offerings
Growing numbers of specialised organic stores will support growth
CATEGORY DATA
Table 42 Sales of Organic Beverages by Category: Value 2015-2020 Table 43 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 44 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 45 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 46 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 47 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 48 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Nutri-Score rating continues to guide consumer decisions in 2020
No-salt trend intensifies
Danone continues to innovate
RECOVERY AND OPPORTUNITIES
Players may need to innovate in line with growing consumer concerns to support the recovery in the forecast period
Sugar content will remain under scrutiny favouring no-added-sugar offerings
Legislation may impact salt levels
CATEGORY DATA
Table 49 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 50 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 52 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 53 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 54 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 55 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Sales boosted in 2020 as competition in free from dairy products intensifies
Free from gluten claims gain momentum
Popularity of free from meat substitutes increases
RECOVERY AND OPPORTUNITIES
Slight slowdown expected in 2021, but strong growth set to continue throughout forecast period
Lactose and dairy-free alternatives to capture best growth rates
Ongoing boom for free-from-meat diets
CATEGORY DATA
Table 56 Sales of Free From by Category: Value 2015-2020 Table 57 Sales of Free From by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Free From: % Value 2016-2020 Table 59 LBN Brand Shares of Free From: % Value 2017-2020 Table 60 Distribution of Free From by Format: % Value 2015-2020 Table 61 Forecast Sales of Free From by Category: Value 2020-2025 Table 62 Forecast Sales of Free From by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
New launches with super foods entice consumers in 2020
Consumers seek out functional/fortified staples
Cecemel introduces new packaging
RECOVERY AND OPPORTUNITIES
Slowdown set for 2021, but the remainder of the forecast period holds a promising outlook
FF milk formula will have to respond to new regulations
Super foods may be used to draw in younger consumers
CATEGORY DATA
Table 63 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 64 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 65 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 66 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020 Table 67 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 68 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 69 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020 Table 70 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 71 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 72 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 73 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020 Table 74 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 75 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 76 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Players respond to consumer demand for healthier alternatives to staple food in 2020
Growing range of NH high fibre bread with seeds and cereals
Delhaize continues to diversify its offerings
RECOVERY AND OPPORTUNITIES
Slowdown expected in 2021, but plenty of development opportunities exist in the forecast period
Naturally healthy positioning will continue to entice consumers
NH high fibre food will continue driving sales
CATEGORY DATA
Table 77 Sales of NH Packaged Food by Category: Value 2015-2020 Table 78 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 79 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 80 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 81 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 82 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 83 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Demand for organic dairy booms in 2020
With more time to eat at home organic breakfast cereals become more popular
Private label continues leading organic packaged food by making products more accessible to average consumers
RECOVERY AND OPPORTUNITIES
Strong potential for the development of organic honey in the forecast period
Strategic mergers and/or acquisitions to continue
Players will have to abide by revised European Union legislation for organic packaged food
CATEGORY DATA
Table 84 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 85 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 86 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 87 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 88 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 89 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 90 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025