Belgium: quality and brand awareness to win the competition

With about 11 million people, Belgium is in the heart of European Union with a melting pot of workers and diplomats from everywhere in Europe.

For coffee machines manufactures the country is an interesting business marketplace with a population of coffee lovers and its 47,000 enterprises in the Ho.Re.Ca. industry:

  • 56%restaurants
  • 30% bars
  • 8% canteens and catering
  • 4% hotels
  • 2% camping sites and short stay

Belgium - HORECA channels

For the dimension and peculiarity of the country, the competition is played above all on the quality (of coffee cups and of machines) and on machines brand awareness.

Coffee roasters stay in charge of the distribution chain and the competition among manufacturers is increasing in a context where the concentration of players is particularly high.

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