Summary
Amongst the larger categories, packaged water was the star performer with the highest growth, whereas in the medium sized categories, energy drinks and iced/rtd tea drinks did not disappoint the market. The whole of 2015 saw a positive outcome with an increase for soft drinks and marginal increases for other commercial drinks, creating an overall market increase despite a fairly flat final quarter.

Key Findings
- Still water was the driver behind the growth of soft drinks as consumers increased their focus on its health benefits, and as it is seen as a viable alternative to other packaged drinks when wanting to decrease sugar intake

- Beer was fairly stable in Q4-15, with a marginally positive inclination. Belgian beer is part of the strong heritage of the country, although the Belgian consumer seems to have lost appreciation for this fact a little

- White milk consumption continued to decline in Belgium, as an increasing question lingers about the health benefits, notably for adults. Children may be finding other drinks more palatable, thus also passing on white milk

- Q4-15 saw yet another increase in hot tea volumes as the beverage benefits from consumers associating health and even emotional benefits with tea

Synopsis
Canadean's Belgium Quarterly Beverage Tracker Q4-15 covering soft drinks, dairy drinks, hot drinks and alcoholic drinks is an essential tool for keeping up-to-date with the latest industry performance and developments on a quarterly basis, covering:

- Topline consumption volumes for Q4-2015 vs Q4-2014, moving annual totals (MAT), full year 2015 provisional data and 2016 forecasts for all beverage categories

- Carbonates consumption data for Q4-2015 vs Q4-2014, moving annual totals (MAT), full year 2015 provisional data and 2016 forecasts split by regular vs low calorie, and key flavour

- An economic mood indicator with an at a glance assessment of industry confidence levels, private label performance vs brands and price trends

- Insightful and valuable analysis of the drivers behind the latest quarterly trends and assumptions for full year 2016

- Analysis of significant activity in the soft drinks market, including new product introductions (ranked by brand owner and detailing flavour, pack type/size, retail price and selected product shots)

- Update on important soft drinks corporate activity

- Our Q4 special focus update on the latest trends in functional and flavoured waters

Reasons To Buy
- Gain an in-depth understanding of the most up-to-date trends in the Belgium beverage industry to support and enhance your strategic planning

- Investigate the latest quarterly and emerging annual trends in Belgium to back your marketing initiatives

- Analyse the latest beverage category 2016 forecast projections to make well-informed decisions on the outlook in the marketplace for your company

- View a selection of the key quarterly new soft drinks product launches and identify competitor activity

- Access a quarterly Special Focus on a current industry 'hot topic' offering qualitative insight from local consultants to determine opportunities for product innovation