Good news—for both chocolate lovers and investors alike: chocolate is everywhere in Brussels during the festive season. It appears on cobbled streets, shines behind elegant shop windows, and takes shape in ever more creative forms. For visitors, it is a constant temptation. For the city, it represents far more than indulgence—it is a dynamic and resilient economic sector.
Brussels successfully combines a rich gastronomic heritage with strong economic fundamentals, confirming its position as a prime location for chocolate-related businesses. Between 2019 and 2025, the number of chocolate shops remained stable, reaching a total of 195 establishments in 2025 (+2 compared to 2019). This stability reflects both sustained local demand and the international appeal of Belgian chocolate expertise.
At the same time, the sector has demonstrated notable resilience in the face of recent challenges, including the COVID-19 crisis, rising commercial rents, and increasing cocoa prices.
A Significant Employer in the Capital
The chocolate sector is also a meaningful contributor to employment in Brussels. According to data from the National Social Security Office, the sector accounted for 1,361 full-time equivalent (FTE) jobs in 2023 within establishments located in the Brussels-Capital Region.
Like many sectors linked to food production and retail, chocolate businesses were heavily impacted by the pandemic. Employment dropped to 1,131 FTEs in 2020, compared to more than 1,550 FTEs in 2018. Since then, the sector has been steadily recovering and is now approaching pre-crisis levels.
Employment is mainly concentrated in two key segments:
- Manufacturing (chocolate and confectionery production)
- Specialized retail (chocolate shops and boutiques)
A Sector Driven by Tourism and Footfall
Unsurprisingly, tourism plays a major role in supporting the sector. While chocolatiers can be found across the entire Brussels region—reflecting strong domestic consumption—there is a clear concentration in the historic city centre.
Areas such as the Grand-Place, the Galeries Royales Saint-Hubert, and the Pentagon district alone host around 70 chocolate retail outlets.
The market also shows a relatively high turnover, partly due to the impact of COVID-19:
- 2019–2022: 32 openings vs. 35 closures (net -3)
- 2022–2025: 52 openings vs. 47 closures (net +5)
This level of activity highlights both the competitiveness and continued attractiveness of the market.
A Market Led by Strong Brands
The Brussels chocolate landscape is structured around a mix of established players and niche premium brands.
Leading Belgian companies such as Leonidas and Neuhaus dominate the market, accounting for approximately one-third (33.8%) of all retail locations.
Alongside them, premium and artisanal brands like Mary, Elisabeth, and Pierre Marcolini position themselves in higher-end segments, focusing on quality, innovation, and brand experience.
Meanwhile, other operators target the tourist market with strategically located outlets in high-footfall areas.
Strong Export Performance and International Appeal
At the national level, the chocolate industry continues to demonstrate robust growth. According to Choprabisco, the value of chocolate production in Belgium increased by 90% between 2016 and 2024 (based on VAT data from Statbel).
This growth reflects the sustained global demand for Belgian chocolate and the sector’s ability to position itself in high value-added segments.
Export performance further underlines this momentum. In 2025, chocolate-related exports from Brussels reached €196 million, representing approximately 3.5% of Belgium’s total exports in this category.
Key export segments include:
- Cocoa-based spreads: €82.9 million
- Chocolate products (filled or not, excluding alcohol): €60 million
- Filled chocolate bars, tablets, or blocks (≤ 2 kg): €22.7 million
- Other filled chocolate products: €12.8 million
Why Brussels for Chocolate Businesses?
For foreign companies, Brussels offers a unique combination of advantages:
- International reputation: Belgian chocolate is globally recognized for its quality and craftsmanship
- Strategic location: Access to European and international markets
- Dense retail ecosystem: High footfall in central districts driven by tourism
- Resilient sector: Stable number of businesses despite economic challenges
- Export-oriented growth: Strong international demand and established supply chains
Brussels is not only a destination for chocolate lovers—it is a strategic entry point into a thriving European market where tradition, innovation, and global reach converge.
