Sweet biscuits, waffles and wafers market in Belgium

Earlier Report Observations

From 2018, the Belgian sweet biscuits, waffles, and wafers market was shaped by rising consumer demand for healthier products, such as low-sugar, gluten-free, and organic options. This trend prompted manufacturers to invest in new production lines and launch innovative items, including protein-enriched biscuits. Simultaneously, strict EU and national labeling rules, along with a 2022 ban on advertising sweet products to children, created a regulatory environment that encouraged improvements in nutritional content.

The COVID-19 pandemic in 2021 caused raw material and logistics disruptions, temporarily affecting production, but also boosted demand for long-shelf-life products, supporting market activity. In subsequent years, inflation led to higher production costs and prices, shifting consumer behavior towards value growth even as volumes slightly softened. Despite this, major players like Mondelez maintained a strong market share, while supermarkets and online sales remained key distribution channels.

By 2024, the market volume stabilized at around 260 thousand tonnes, following significant growth in 2023. Ongoing investments in modern production equipment and sustained demand for healthy, locally made products provided stability, while regulations continued to set standards for quality and safety.

Production sweet biscuits, waffles and wafers in Belgium

According to Faostat, there is no production of sweet biscuits, waffles and wafers in Belgium.

Exports sweet biscuits, waffles and wafers from Belgium

Exports in kind, K t

After two years of growth, Belgium's exports of sweet biscuits, waffles, and wafers declined in 2020. Exports reached 220.5 K t, marking a moderate decrease of 6.7% compared to the previous year. The peak was recorded in 2019 at 236.3 K t, which also saw the largest increase of 6.7%.

Annual dynamics of product's exports from Belgium in kind, 2017-2020, K t

From 2017 to 2020, France, the Netherlands, and the United Kingdom formed the core group of markets for Belgium's exports in kind. France accounted for 38.2% of exports, the Netherlands for 16.4%, and the United Kingdom for 11.6%, together representing 66.2% of total flows.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Belgium in kind, 2017-2020

Exports in value, M $ US

Belgium's exports of sweet biscuits, waffles, and wafers in value terms declined for the second consecutive year in 2020, reaching 715.6 M $ US with minimal change year-over-year. The peak value was recorded in 2018 at 757.2 M $ US, which also saw the largest increase of 1.4%. Between 2017 and 2020, exports decreased by 4.1%, equating to an annualized rate of 1.4%. The largest decline occurred in 2019 at 5.3%.

Annual dynamics of product's exports from Belgium in value, 2017-2020, M $ US

Over the period 2017–2020, France, the Netherlands, and the United Kingdom led as the top buyers of sweet biscuits, waffles, and wafers from Belgium in value terms. France held a 31.3% share, the Netherlands 19.8%, and the United Kingdom 11.7%, with their combined share reaching 62.9% of total exports.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Belgium in value, 2017-2020

Imports sweet biscuits, waffles and wafers to Belgium

Imports in kind, K t

In 2020, Belgium imported 85.8 K t of sweet biscuits, waffles, and wafers, showing a slight increase of 1.1% from the previous year. The minimum value was recorded in 2019 at 84.8 K t, which also saw the largest decline of 12.3%. The peak was in 2018 at 96.7 K t, with the largest increase of 10.7%.

Annual dynamics of product's imports to Belgium in kind, 2017-2020, K t

Throughout 2017–2020, France, the Netherlands, and Czechia formed the core of Belgium's imports in kind. France accounted for 28.2% of imports, the Netherlands for 27.0%, and Czechia for 12.8%, together taking 68.1% of total flows.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Belgium in kind, 2017-2020

Imports in value, M $ US

In 2020, Belgium's imports of sweet biscuits, waffles, and wafers in value terms reached 310.8 M $ US, up by 2.6% from 2019. The minimum value was recorded in 2019 at 302.9 M $ US, which also saw the largest decline of 8.8%. The peak was in 2018 at 332.0 M $ US, with the largest increase of 5.5%.

Annual dynamics of product's imports to Belgium in value, 2017-2020, M $ US

From 2017 to 2020, the three largest markets for Belgium's imports in value terms were France, the Netherlands, and Germany, together accounting for 70.8% of total flows.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Belgium in value, 2017-2020