Delhaize grows wine market share in Belgium as overall sales decline

Delhaize has reported steady gains in its wine market share in Belgium, despite a slight overall decline in the country’s wine market. According to company data, Delhaize has increased its market share every quarter since 2024. This upward trend has continued into 2025, with an additional growth of 0.7 percent so far this year.

The retailer notes that while red wine sales continue to fall, white and rosé wines are seeing ongoing growth. In the white wine category, Delhaize highlights strong performance from Chilean, Italian, and Loire Valley wines. For red wines, Italian labels, as well as those from the Loire and Bordeaux regions, have shown the most significant gains. Rosé wines are becoming increasingly popular, particularly those from Italy, Provence, and the Loire region.

Consumer purchasing habits vary across Belgium’s regions. In Brussels, customers spend an average of 5.38 euros per bottle of wine. In Flanders, the average is 4.80 euros per bottle, while in Wallonia it is 4.90 euros.

Non-alcoholic wines are experiencing robust growth, with an increase of 18 percent attributed to improving quality in this segment. Smaller packaging formats are also gaining traction among consumers. Sales of these smaller formats rose by 9 percent in the first half of 2025 compared to the same period last year. Delhaize now offers more than 100 different small-format options, making it the largest assortment in Belgium. These include innovative packaging such as glass tubes and cans.

Delhaize released these figures ahead of its annual Wine Festival, which will run from September 18 to October 8. During this event, more than 200 wines, sparkling wines, and non-alcoholic alternatives will be offered at promotional prices throughout its stores.