The wine market - Belgium

The wine market is undergoing a profound reshaping, both worldwide and in Belgium, driven by changing consumption patterns, the growing power of local players and the dynamics of foreign trade. After an all-time peak of 7.85 million hectares of vineyards in 2002, the world's surface area will shrink to 7.10 mha by 2024. Production, which had reached 300 mhl in 2004 and 305 mhl in 2018, falls to 230 mhl in 2024, its lowest level since 2002. Consumption follows the same trend, with 215 mhl in 2024, compared to 255 mhl in 2007. In Belgium, the sector is characterized by a paradox: declining imports (-6.7% between 2018 and 2024, to €2.07 billion), booming exports (+163%, reaching €734 million) and a greatly improved trade balance (35.4%). The market is dominated by French wines (54.6% of imports), followed byItaly (11.2%) andSpain (9.7%), while exports are concentrated in Great Britain (56.7%) and the Netherlands (19.4%). Belgian demand is particularly dynamic: 47% of consumers prefer grape wine, neck-and-neck with beer (46%). Nearlyone Belgian in two consumes wine regularly (10% daily, 35% weekly), with over half spending more than €20 a month. Preferences are for red wine (70%), white (57%) and rosé (44%), mostly bought in supermarkets (83%) and consumed at home (79%). Local tastings are an effective lever: they attract 35% of visitors and convert 66% into buyers. The Belgian offer has expanded considerably: the number of winegrowers has more than doubled in six years (+136%, 321 operators in 2024) and the area planted has jumped from 384 to 958 hectares (+149%). Production reached 1.23 million liters in 2024, dominated by sparkling white wines (50.7%) and still white wines (36.4%), with strong basins such as Hainaut (24.5%) and West Flanders (22.7%). While production remains volatile(3.4 million liters in 2023), structural growth is spectacular (+455% since 2006). Against this backdrop, the Belgian wine market is emerging as a fast-changing ecosystem: powerful retail players (Colruyt, Delhaize, Makro/Metro), rising awareness of local wines, opportunities linked to premiumization and theshopping experience. Despite regulatory pressure at European and national level, theprice index remains stable overall (+13.6% between 2020 and 2025), offering producers, importers and distributors favorable conditions for capturing a demanding, connected and value-seeking clientele.