Frozen food in Belgium has recorded single-digit growth in all major categories between 2015-2016, with fruit and vegetables remaining the leading segment, followed by frozen processed seafood.
Dan Orehov
Frozen fruit and vegetables have risen 2.3% in Belgium, totaling a value of EUR303.6m last year, compared to 296.6 in 2015. Similar low single-digit growth was recorded for frozen processed meat (1.9%) and frozen seafood (2%), according to data provided by Euromonitor International. Same data shows that within the previous two years, the largest category growth in Belgium was the frozen meat substitutes market, which rose 5%, although its overall market share in terms of value remains low.
Imports and Exports
Over the last five years, imports of frozen vegetables in Belgium grew by 2.6% in value and 1% in quantity, reaching EUR385m and 447,000 tons in 2015. However, data from the Center for the promotion of imports from developing countries, belonging to the Dutch Ministry of Foreign Affairs (CBI) shows that imports from developing countries decreased by 9.5% in volume and by 2.7% in value during the same period, although positive import growth is expected in the coming years. This will provide opportunities for developing country exporters, especially for producers of frozen vegetables which are not produced in Belgium.
“Belgium is the largest producing, exporting and re-exporting country of frozen vegetables in Europe. The largest imports of frozen vegetables (59%) concern vegetables that are not massively produced in Belgium. This group of vegetables is led by cauliflower and broccoli florets, followed by other vegetables such as frozen bamboo shoots, garlic, aubergines and bitter melon. 8% of Belgian frozen vegetables imports in 2015 accounted for frozen sweetcorn, 10% for preserved frozen vegetables (including ready meals) and 7% for sweet peppers,” according to the CBI. Belgian imports of frozen vegetables are quite concentrated, and three top exporters (France, the Netherlands and Spain) account for nearly 60% of total Belgian imports. In the range of largest suppliers, the country that has shown the highest import growth in quantity in the last five years is Austria (49%), especially in categories of frozen peas. Other countries with significant growth on the Belgian market were: Portugal (21% growth; especially frozen sweet peppers and frozen tomatoes) and Poland (19%; frozen tomatoes and frozen sweet peppers). The largest Belgian imports from developing country suppliers come from China (44% share), but China’s export of frozen vegetables has decreased by a rate of 6% since 2011. Developing countries which are increasing exports to Belgium are: Chile (66%; mainly asparagus), Vietnam (23% growth; mainly sweet corn and preserved frozen vegetables), Egypt (34%; mainly artichokes) and Peru (15%; frozen chili and other peppers).
“Belgium is also the largest exporter of frozen vegetables in the world. In the last five years, exports of frozen vegetables from Belgium grew by 5.9% in value and by 4.5% in quantity, reaching EUR1.2bn and 1.4 million tons in 2015, with frozen vegetables mixtures being ranked first among all the different subcategories of frozen vegetables. The largest export growth of frozen vegetables from Belgium in quantity went to the United States, especially frozen Brussels sprouts and frozen spinach, and Australia, especially frozen peas,” the CBI report shows.
Production and Consumption
Production of frozen vegetables in Belgium accounts for more than a quarter of the European production of frozen vegetables and exports of frozen vegetables represent more than 90% of the total production. The Belgian frozen vegetable producers are concentrated in the region of East and West Flanders, focusing mainly on carrots, beans, spinach, peas, cauliflower and sprouts. Some of the Belgian frozen vegetables manufacturers have also expanded throughout the Europe and subsidiaries of Belgian frozen vegetable companies have been set up in Portugal, Spain, Denmark, France, the United Kingdom, the Netherlands and Austria.
The CBI report states that the decrease of home consumption processed vegetables did not stop in 2014 and it was lower by 2.5% than in 2013. Around 74.4% of frozen vegetables are consumed in natural state and remaining 25.6% as preserved. Mixed frozen vegetables are the highest category in consumption reaching almost 1 kg per capita, while the only increase in consumption since the last year is noted in frozen green beans consumption. The rapid growth of fresh and chilled alternatives to frozen processed food is expected to remain an issue as well as consumers will look for products which offer freshness, nutrition, convenience and authenticity. Although the consumption of frozen vegetables in Belgium was decreasing in the past, the pace has picked up in the last two years, with the overall consumption remaining higher than in the majority of other European countries. With regards to shopper behavior, Belgians tend to do fewer, larger shops in discounters and hypermarkets and therefore buy frozen food, which lasts longer. As an example in the CBI report shows, frozen packaged food with a pack size larger than 500 grams accounted for 27% of volume sales in Belgium.
“Belgium combines a sophisticated culinary tradition with a fondness for fast food like French fries/chips paired with a fried meat or poultry snacks. This type of fast food is even considered to be an integral part of the Belgian culture. In January 2014, the many fast food outlets which sell French fries and fried snacks also known to the Belgians as Frietkotten were officially recognized as part of Belgian cultural heritage by the Belgian ministry of Culture, which shows the fondness for this type of food and what role it plays in Belgian society,” states the report.
Current and future trends
The CBI report shows that five major trends are already shaping the overall European market for frozen processed vegetables, being especially applicable to Belgium, due to the country’s market size pertaining to production and exports. Moreover, these trends will continue to impact the market in the coming years. The first major trend pertains to functional food and added-value products, which more European consumers are adopting. In Belgium specifically, there is a demand for products with the addition or absence of certain ingredients. Examples include sugar-free or gluten-free products and products fortified with probiotics or calcium. The consumption of many frozen vegetable products that are specifically useful for certain health problems is increasing all over the EU market, with examples including products associated with reducing cholesterol, weight control, reducing blood pressure, or those promoting digestion, benefitting the heart/circulatory system, controlling diabetes and strengthening the bones/joints.
The increase in consumption of superfoods, including frozen fruit such as berries is another rising trend. The outlook on the EU market is positive for some types of fruit belonging to this category and can explain the increased import and consumption of frozen berry fruit, although consumption has decreased for some other categories of frozen processed vegetables. Frozen berry fruit also offers consumers the opportunity to make their own smoothies and NFC juices. Similarly, the demand for certified organic products is increasing, and this trend is likely to continue in the coming years. According to CBI, in addition to organic certification, the organoleptic characteristics of products are quite important, and consumers expect organic products to taste better than conventional products do. On average, 24% of all European consumers are familiar with the new EU Organic logo which has been fully up and running since 2012. Lastly, the emphasis on geographic origin is becoming more important to consumers. “Regional branding is increasing, with some products of specific geographic origins having a guarantee of certain quality standards. The fact that a product has been produced close to the place of residence increases trust in that product. Trust can also be increased by the presence of geographic-origin labels, even if the product was produced in another country. Consumers between the ages of 15 and 35 years are particularly likely to be interested in the stories behind particular products. For example, Nestlé has launched a campaign of voluntary certification of sourcing producers,” CBI states.
