Strong market potential for sustainably certified African coffee in Belgium

International study shows strong market potential for sustainably certified African coffee in Belgium

Private supermarket labels represent 90% of sustainable coffee sold through retail in Belgium

In collaboration with the Trade for Development Centre of the Belgian Development Agency (BTC) and UTZ, Euromonitor International has conducted a study to investigate the market potential for third-party certified African coffee in Belgium (Fairtrade, UTZ and Rainforest Alliance).

Certified coffee represents 20% of the overall Belgian coffee market in value. Only 8% of total coffee value sales is represented by certified branded* coffee, far lower than in other EU countries such as Sweden (60%), the Netherlands (28%) and Germany (13%) in 2016.

In 2016, overall retail sales of certified coffee in Belgium were worth EUR 128.1 million and good for 9.9 thousand tonnes. Certified coffee accounts for 23% of total retail coffee volume sales, 90% of which are supermarkets’ private labels**.