The bottled water market - Belgium

The global bottled water market has been experiencing steady growth, with particular momentum in Asia. By 2019, bottled water sales reached approximately 289 billion liters, with a projection to increase to 371 billion liters by 2024, expanding at a compound annual growth rate (CAGR) of 5.12% from the previous rate of 5.9% from 2014 to 2019. Belgium's market reflects this trend with rising per capita consumption, reaching €54 per capita in 2018, indicating a 35% increase from €40 in 2012. Despite the volume and per capita growth, company revenues have not proportionally increased, suggesting potential margin decreases or other factors impacting revenue recognition. The industry is facing significant environmental pressures, leading to increased use of recycled PET (rPET) in bottling, with large players like Evian aiming for 100% rPET by 2025. Flavored water is proliferating rapidly, growing at a CAGR of 28% between 2014 and 2019, expected to surpass 50 million liters by 2024. Belgium's market remains importer-dependent, with imports valued higher than exports, and France as the primary import source. The sector is concentrated with a few major players, including Spadel, Nestlé, Alma Group, and Danone holding over half of the market share. Data post-2020 is not available within the given text..### Main Trends in the Belgian Bottled Water Market The Belgian bottled water market exhibits strength and dynamic change, with several trends shaping consumption behaviors and market structure. A significant increase in consumption has been observed, registering an upward trend with volume growth of approximately 19% between 2008 and 2018. With the country witnessing per capita consumption reaching upwards of €50 per person annually, there’s clear evidence of an enhanced focus on health and wellbeing among consumers. In an international context, the global bottled water market has experienced steadfast growth with Asia driving the momentum. However, Belgium solidly holds its position as a leading consumer in the European landscape, ranking third in per capita bottled water consumption, which stood at around 127 liters per person in 2015. An influential trend within this market segment is the blossoming of the flavoured water category. Witnessing incredible growth of about a 28% CAGR between 2014 and 2019, flavoured water is projected to continue on an upward trajectory. Despite its current relatively minor share of the overall bottled water market, it’s quickly gaining favor as a healthier substitute for traditional soft drinks. Sustainability is steering industry transformation, as mounting environmental concerns drive consumer and corporate behaviors. A significant majority—approximately 88%—of bottled waters are sold in PET formats, but there is an evident push towards the adoption of recycling initiatives and eco-friendly packaging, with leading brands making commitments to increase the use of recycled plastic content. The market for bottled water in Belgium is highly concentrated, with key players such as Spadel, Nestlé, Alma Group, and Danone dominating more than half of the sales. Spadel stands out as the market leader, owing partly to its local roots and consumer trust. Reflecting on the domestic market, imports have overshadowed exports with Belgium importing more water than it exports, displaying a coverage rate of just under 76%. France is the most significant import partner, supplying over half of bottled water imports to Belgium, indicative of Belgian consumers’ preference for well-known French brands like Evian and Vittel. When it comes to distribution, supermarkets are the dominant channel, accounting for nearly half of sales, followed by discounters and convenience stores. With the advent of digital shopping, e-commerce channels are slowly but steadily gaining market share, seeing considerable growth since 2014. Despite the consistent increase in consumption volume, company revenues have not followed suit proportionally, suggesting a possible decrease in margins or a shift in gains towards retailers as manufacturers contend with market evolutions. Prices.### Dominant Forces in the Belgian Bottled Water Landscape Within the competitive sphere of the Belgian bottled water market, several key players have established their dominance, effectively shaping the industry's dynamics. These market leaders are not only known for their sizable presence within Belgium but also for their significant global footprint in the bottled water sector. **Spadel** is a notable frontrunner, particularly within Belgium. As a local giant, its brand names such as SPA and Bru resonate with Belgian consumers who tend to prefer and trust local players. Spadel's dominance is powered by its deep roots in the region and a robust portfolio that appeals to local tastes and preferences. **Nestlé Waters** stands as a global behemoth in the industry. With an expansive portfolio that includes well-known international brands like Perrier and San Pellegrino, it holds a commanding position in the market. Nestlé's strategic commitment to innovation and sustainability has allowed it to connect with eco-conscious consumers while catering to a variety of taste profiles through its diverse offering of water products. **Danone Waters** is another titan in the realm of bottled water, with the company's commitment to health-centric products aligning well with growing consumer trends towards healthier hydration options. With brands like Evian and Volvic, Danone Waters has managed to capture significant market share by leveraging its reputation for purity and natural sourcing. **Coca-Cola** might be synonymous with soft drinks, but it has also carved out a substantial segment in the bottled water market. Through products such as Dasani and Smartwater, Coca-Cola has tapped into the consumer shift towards non-sugary beverages, thus broadening its product base and mitigating risks associated with changing consumer tastes. As dominant players in the bottled water industry, these companies have been crucial in driving innovation, shaping consumer preferences, and responding to the challenges of environmental sustainability. Their strategic positioning and prolific brand portfolios underscore the competitive nature of the market and their unwavering influence over the bottled water landscape in Belgium.

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 06/12/2021

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