Coffee in Belgium

Belgium is a large coffee consumer, and important reexporter, making it an interesting market for developing
country (DC) exporters, where certified coffees are no longer
confined to market niches.
Belgium: relying on DC supplies for green coffee imports

Belgium is a medium-sized coffee consumer in the EU, accounting for 2.4% of

total EU coffee consumption in 2009. Belgian coffee consumption amounted to
56 thousand tonnes in 2009. Consumption decreased by 5.2% annually on
average over the period 2005-2009 (ICO, 2010). Per capita consumption
amounted to 7.9 kg in 2008, which was far higher than the EU average of 5.0 kg
(ICO, 2009).
Due to climatic reasons, coffee is not cultivated in Belgium. There are various
coffee roasters present in the country, processing imported green coffee.
Belgium is the third largest EU importer of green coffee, with imports amounting
to 312 thousand tonnes / 705 million in 2010, accounting for 10% of total EU
coffee imports. DCs accounted for 95% of Belgian imports of green coffee, which
is higher than the EU average of 88%. Belgian imports from DCs increased by
12.1% annually on average during the period 2006 2010, while intra-EU
sourcing decreased by 19% annually during the same period.
Brazil is the largest (DC) supplier of green coffee to Belgium, accounting for 28%
of total imports in 2010. Other major DC suppliers are Vietnam (16 %), Honduras
(10%). Peru (7.1%) and Uganda (4.3%). A smaller share of Belgian green coffee
supplies is sourced in Germany, accounting for 3.7%. However, the DC suppliers
registered larger annual average increases during the period 2005-2009,
especially Honduras (28%), Peru (26%) and Brazil (19%).
About 70% of the green coffee imported by Belgium is directly re-exported,
mainly to the Netherlands (49%), France (34 %) and Germany (8%). Belgian EU
re-exports of green coffee are the second largest in the EU, accounting for 35%
of total exports.
Belgium is an average-sized EU importer of roasted coffee, accounting for 4.2%
of total EU imports. Roasted coffee is not imported from DCs, but supplied to
Belgium by Germany, accounting for 40% in 2010, the Netherlands (36%) and
France (6.7%).
Belgian exports of roasted coffee accounted for 8.8% of total EU exports, and
amounted to 52 thousand tonnes / 276 million in 2010. They were mainly
destined to the neighbouring countries, the Netherlands (38%), France (35%)
and Germany (10%).
The import price of green coffee increased by 11% annually on average in the
period 2006 2010. The import price of roasted coffee into Belgium increased by
4.6% annually during the same period.
Buyer requirements for coffee are provided in the module on compliance with EU
buyer requirements.

Understanding the market

Apart from its high domestic coffee consumption, Belgium is also an important
regional coffee trader. Belgian consumers are increasingly interested in innovative
coffee preparation methods, such as pods and pets and special flavours. Different
sustainability labels are well represented on the Belgian market.

Coffee in Belgium

Changing Belgian coffee culture

The coffee culture in Belgium is changing, mainly through the introduction of
single-serve methods like coffee pods, instead of filter coffee. The ease-of-use of
these products, and the possibility to adapt each and every cup to a personal
taste, contribute to their increase in popularity. A typical coffee blend in Belgium
consists of 75% of Arabica coffee and 25% of Robusta coffee. However, demand
for high-quality coffee blends, single-origin, certified organic and sustainable
produced and flavoured coffees is increasing. As a result, the import value of
coffee increased by 9% annually on average over the period 2006-2010.

Leading regional coffee distributor
Belgium is a fairly important trader of both green and roasted coffee, being a
coffee distributor for the West European region. The amount of roasted coffee
exported significantly outweighs the amount of roasted coffee imported, indicating
that Belgium has rather a large roasting industry. However, Belgian coffee exports
are dominated by re-exports of green coffee, which account for 85% of all exports.
The large role of Belgium as an importer, and re-exporter, is due to the
specialisation of the port of Antwerp in piece-goods trade, enabling it to handle
commodities such as coffee very efficiently.

Diverse certification
Belgian consumers are increasingly aware of healthy and sustainably produced
products, making Belgium one of the larger markets for certified coffee. Belgian
imports of organic coffee increased during recent years significantly (FLO, 2009).
Belgian Fair Trade coffee sales accounted for around 3%of the total Belgian
coffee market. The increase is mainly stimulated by the out-of-home consumption
channels (FLO, 2010). Delhaize, Belgiums major retailer had its private label
brand certified, while Sara Lee/DE and Rombouts are also working with Utz
Certified for part of their coffee. According to Utz, their market share in Belgium is
around 10%.

Market entry
Coffee re-exports play a significant role in Belgium, in which traders play a central
role. Coffee trade in Belgium is concentrated in the port of Antwerp. Traders and
roasters which import coffee themselves are the most interesting trade channels
for DC exporters. Furthermore, agents representing importing companies in
developing countries, especially for DC producers not yet known by the large
importers, can play a significant role. Because of the continuing consolidation of
coffee trade, large international players are increasingly dominating coffee trade.
In Belgium, the concentration in the roasting sector is quite average within the EU
perspective, with the five largest companies accounting for around 75% of the
sector. Kraft and Douwe Egberts (DE) are the largest market players in Belgium.
However, Belgium still has a large number of small national roasters as well.
Since all roasting companies work with many suppliers, they offer ample
opportunities, especially to larger DC producers, but competition is fierce.
The main players active in the Belgian conventional coffee market are:

Kraft Foods Inc. - http://www.kraftfoods.be large market player.

Douwe Egberts SA - http://www.de.nl - the leading producer and supplier of

coffee in Belgium.

Koffie F. Rombouts NV - http://www.rombouts.com - one of the leading

roasters in Belgium.

Beyers Koffie nv - http://www.beyerskoffie.be/ - important roaster and

importer.

Efico nv. - http://www.efico.com importer and trader.

Coffee in Belgium

Supremo nv/sa. - http://www.supremo.be importer and trader.

Koffie Miko - http://www.miko.eu - important roaster.

Because of the fierce competition, specialty products (high quality, specific origin
or certification) offer most opportunities to developing country producers. Most
importers of specialty coffees are not exclusively specialised in these products,
but in organic products, or Fair Trade products, in general, or conventional
products as well. Certified coffees are mainly sold through the traditional retail
channels, like supermarkets, but also through organic retailers or specialty shops.
Interesting players for DC exporters are:

Simon Lvelt - http://www.simonlevelt.nl roaster of certified coffees and

specialty coffee shop.

Oxfam Fair Trade - http://www.oxfamwereldwinkels.be trade organisation

for Fair Trade and organic products.

Max Havelaar Belgium - http://www.maxhavelaar.be - Fairtrade labelling

organisation.
Other useful sources for finding trading partners in Belgium are trade associations
and international trade fairs, like:

Koninklijk Verbond van Koffiebranders - http://www.koffiecafe.be - royal

association of coffee roasters.

Beroepsvereniging van de Antwerpse Koffie-Invoerhandel e-mail:

bvdaki-upcaic@skynet.be - association of Antwerp coffee importers
(BVDAKI).

Biofach - http://www.biofach.de international organic trade fair.

EU-level sources are provided in the coffee, tea and cocoa sector module on
finding buyers. More information about the trade structure of coffee can be found
in the module on trade structure and channels for coffee.

This survey was compiled for CBI by ProFound Advisers In

Development
in cooperation with Joost Pierrot
Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer