Explore the sector
The chocolate sector in Brussels has been very dynamic over the past years, but it isn’t immune to a degree of saturation. Production, consumption per resident, changes in companies and in uses: it’s essential to assess and understand the sector overall before starting a business...
A dynamic sector...
Belgium: a sector heavyweight
Belgium is the fourth largest European chocolate producer1. However, domestic production has continued to increase over the past years. In fact, it has seen a 20.8% increase in five years!2
Belgians are big chocolate consumers. Per capita consumption in the country averages 6.42 kg of chocolate a year. In fact, 91% of Belgians eat chocolate at least once a month. 73% always have chocolate at home and the percentage increases for people over 55 (80.3%)3
Every Belgian household spent €138 on chocolate4 in 2016. In comparison, they “only” spent €33 on the “jam, marmalade and honey” category and €54 on “sweets, chewing gum and confectionery”. It's a sure sign that Belgians still love their chocolate treats more.
More and more companies
The chocolate sector has been growing strongly in Brussels, both in terms of companies and employment. This is proof of the sector’s good health and of the ongoing appeal of chocolate.
Between 2010 and 2017, the number of companies producing or selling chocolate in Brussels increased from 114 to 146, a 21.1% increase5.
The number of employees in the sector also increased significantly by 23.4% between 2010 and 2016, although the numbers stagnated and even dropped between 2013 and 2015. The change included the employees of companies manufacturing chocolate and of both wholesalers and retailers.
... And a saturated market
Differentiation
Not all is well in the sector despite the relative equilibrium between supply and demand in Brussels and the visible growth in numbers. It is still in a restructuring phase. For many, one of the main issues is the growing number of chocolatiers in the capital. This has resulted in market saturation and a need for differentiation.
Not all chocolatiers share this opinion. Jean-Philippe Darcis is less categorical: “There’s room for everyone. Each chocolatier has a different type of clientèle”. Pierre Marcolini agrees. In his opinion, the model is mainly at fault. “You have to reinvent yourself”, he says.
“For example, for tourists, you have to emphasise advertising and communication upstream, rather than advertising in Belgian airports. Most Asian tourists take package tours and there’s no room for improvisation once they are in Brussels. You have to target the tour operators to ensure that they include certain renowned chocolate shops in their tourist programmes”. Pierre Marcolini
Belgian chocolate: an ill-defined concept
Whenever there is oversupply, there is also a loss of visibility, both for customers living in Brussels and for tourists. Customers become confused by the range of choices and the line between industrial and artisanal chocolate becomes hazy. “The best-known chocolatiers are the industrial ones. As a result, tourists naturally turn to them”, according to Jean-Philippe Darcis.
This also raises the issue of the “Belgian chocolate” label which is used indiscriminately. The excessive use of the designation “Belgian chocolate” for products that use chocolate which isn’t made in Belgium (notably in shops near tourist areas) can damage the sector and the reputation of Belgian chocolate.
(1)Néanmoins, ces chiffres ne prennent pas en compte le chocolat de couverture. Or, la Belgique est championne dans cette niche. La production réelle de chocolat se situerait dès lors plutôt aux alentours des 800.000 tonnes.
(2)Caobisco. (2019). Statistical Bulletin 2019. Caobisco, Brussels.
(3)According to a study carried out at the request of the brand Côte d'or (Mondelez). 1002 people were interviewed during this study which took place during the month of March 2018.
(4)FPS Economy. (2017). Household Budget Survey (HBS) 2012-2014-2016.
Available at https://statbel.fgov.be/fr/themes/menages/budget-des-menages#figures
(5)Enterprises belonging to the following categories according to the NACEBEL 2008 nomenclature were recorded: 10.820 Manufacture of cocoa, chocolate and sugar confectionery products; 46.360 Wholesale of sugar, chocolate and sugar confectionery; 47.242 Retail sale of chocolate and sugar confectionery in specialised stores
(6) Statbel. (2018)
