Belgium Instant Coffee Market - Forecasts from 2022 to 2027

Belgium's instant coffee market was evaluated at US$70.574 million in the year 2020, growing at a CAGR of 1.27% reaching the market size of US$77.096 million by the year 2027.

The influence of European coffee cultures and the rising popularity of instant coffee among the adolescent and working population is anticipated to drive market growth.

Belgium's coffee culture is considered diverse due to the different varieties available and consumed, which are influenced majorly by European coffee culture. In addition, the consumers' preferences are divided over the two types of coffee available in the market, which are stronger coffee and less strong coffee. In addition, the instant coffee culture has also gained traction and popularity in this country owing to the impact of the western culture from other countries on the adolescent population, leading to a slow increase in the demand for instant coffee.

New and upcoming coffee-making methods and the rising popularity of coffee roasters and micro-roasters are slowing down the market growth

However, a significant proportion of the population prefers richer and aromatic varieties of coffee prepared by methods such as filter coffee, freshly brewed coffee, and particularly the French press, which is also preferred by many individuals in the neighbouring French region. In addition, the proliferation of micro-roasters, roasters, and speciality cafes has led to an increasing number of individuals consuming freshly brewed coffee out of the home to enjoy the rich flavours and aromas and therefore is slowing down the market growth.

Product Offerings by the market players in the Belgian Instant Coffee Market

The offering of better and advanced varieties of instant coffee with enhanced flavour and aromas, among others, by existing and new players in different markets is estimated to lead to increased adoption and propel the market growth further over the forecast period.

KRAFT Foods, the major food and beverage player in the industry, sells different instant coffee under its two brand names, namely Maxwell House and SANKA. The products provided under the brand name SANKA are called the “SANKA Instant Decaf Coffee” and the “SANKA Instant Single Serve Decaf Coffee,” which have a rich flavour and aroma. The single-serve option is available in a 0.067 oz. packet in a pack of 100 sachets and the former product is offered in a 6.7 oz. packet in a pack of 500. Maxwell House, on the other hand, has different products under its portfolio, such as “Maxwell House Instant Soluble Decaffeinated Coffee,” which is available in an 8 Oz. Bag, and “Maxwell House Instant Soluble Coffee,” which is available in a 4 Oz. Bag as a pack of 24.

Online Channel is an increasingly popular method of purchasing coffee among the individuals

The convenience and the time savings coupled with the lucrative discounts associated with the online distribution channel have made it increasingly popular among individuals of every age group to order daily necessities such as instant coffee, among other groceries. They are, thus, contributing to the market share it holds.

It is projected that the type of freeze-dried instant coffee will dominate the market.

The superior quality of freeze-dried coffee in comparison to regular coffee is the main element fueling the industry's expansion. As a result of the media's growing influence, particularly the various e-Commerce platforms, educational healthiness programs, events, and publications by international health administrations like the World Health Organization, there has been an increase in consumer awareness of wellness and health throughout the world. The most popular application for freeze-dried coffee is in travel pouches for coffee lovers. The preparation is quick, straightforward, and easy. Additionally, these freeze-dried ready-to-drink coffees are offered in a variety of packaging options, mostly in the form of bottles, cans, and tetra packs that come in a range of volumes and pack sizes to suit the requirements of varied customers.

Recent Developments and expansions

The opening of a new coffee and tea flagship store, hosted on Tmall Global, the Alibaba Group's dedicated cross-border e-commerce platform, was announced by Jacobs Douwe Egberts (JDE) in June 2019. JDE hopes that this launch would make premium coffee and tea experiences available to the 654 million annual active users of Alibaba's marketplaces.

COVID-19 Impact

Due to the country's restaurant and coffee shop closures, a modest fall in the instant coffee market is anticipated. Disruptions in the supply chain also hampered market expansion. However, it is projected that the market would recover due to the present trend of online shopping for consumption at home.

Segmentation

By Type

• Freeze-Dried Instant Coffee
• Spray-Dried Instant Coffee

By Distribution Channel

• Offline
• Foodservices
• Retail
• Supermarket/Hypermarket
• Convenience Stores
• Online

By Province

• Antwerp
• Brussels
• Luxembourg