Premiumisation and Pressure: Belgium’s Two-Speed Market for Coffee and Tea

Belgium coffee chains increasingly bet on things like storytelling Photo credit Biscoff Coffee
A country with a rich, coffee-drinking culture, Belgium’s coffee market may be mature, but it continues to show resilience with growth in both the premium and convenience sectors, and now, potential in the value segment. Within tea, as with other European countries, black is being overshadowed by herbals/botanicals and green tea. By Vladislav Vorotnikov
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