Celsius lands in more stores in Belgium. So what?

After an exclusive launch at Carrefour in April and a distribution partnership with Suntory Food & Beverage Benelux (Schweppes), the American brand's energy drinks are arriving on the shelves of Delhaize and Intermarché. Beyond retail aspects, what does this expansion tell us about market trends and consumer preferences?

What you might have missed: With its vitamin-packed drinks and its "better-for-you" image (sugar-free, natural ingredients), the American company Celsius is showing indecent growth (10x higher than that of the energy drink category in its domestic market). An athletic form that has notably earned it the interest of the giant Pepsico, an 11% shareholder.

What has just been announced: Present in Belgium for only five months, the brand now claims to be exposed to nearly 50% of our market with its launch "nationwide at Delhaize and Intermarché." And Celsius also plans to establish itself in the main high-traffic convenience store networks in Belgium. "An ideal platform for a functional energy brand to thrive among young adults in urban and social centers."

Why it's interesting : Through these distribution and proximity partnerships, the Celsius brand is seeking to increase its brand awareness and, above all, its availability. So that all roads lead to its cans, "whether consumers are at work, working out, socializing, or simply looking for an invigorating option," as Kristof Van Audenhaege, Sales Director for France and Benelux, said.

A positioning in line with its audience's consumption moments, like Red Bull, whose latest industry analysis, Inside the Restaurant Bill by Gondola Foodservice, highlighted the rarity of this major brand, despite its high visibility on traditional restaurant bills (2% market share). Because "its footprint aligns more naturally with quick service restaurants (QSR), nightlife, and takeout formats."

The big picture: In addition to the company expanding its presence in Europe through this strategic expansion in Belgium, Celsius's growth in distribution is primarily a reflection of growing consumer demand.

Despite the overall slow growth in the food retail sector, there are some pockets of potential growth, EuroCommerce reported earlier this year. The European Retail Federation pointed out that sports drinks are among the categories expected to grow the most.

Under pressure, the Belgian market for non-alcoholic drinks is nevertheless driven by this boom in so-called functional drinks, popular for their benefits that go beyond simple hydration (stimulation, immunity).

What to read between the lines: A new generation of brands like Celsius is shaking up the Red Bull and Monster duopoly, promising active people the same energy boost but with a different, cleaner recipe. This clean energy is defined as much by what caffeinated, vitamin-packed lemonades contain as what they don't.