Belgium

Men’s grooming in Belgium is feeling the pressure of a general shift away from the clean-shaven look and rising demand for sustainable options. Retail volume sales of men's shaving continued its downward trajectory in 2023. The rising cost of living…

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s 10 focus megatrends and insights as to how each trend has manifested in Belgium.

In 2022, the full return to out-of-home activities (including work and social occasions) strongly benefitted ready meals, a category that had suffered in the previous year. Indeed, despite price increases, the relevance of busy lifestyles and the…

In 2023, the financial constraints faced by consumers due to the rising costs of living in Belgium pushed many individuals towards more affordable mass beauty and personal care products. Restrictions on promotions, brought forth by the new EU Omnibus…

Lodging (destination) is set to see current value growth in Belgium in 2024. The sector is expected to see an increase in overall tourists (domestic and international) and an increase in overnight stays. Nevertheless, the good figures in attracting…

Limited-service restaurants continued to recover from the COVID-19 pandemic in 2023, although value growth was much slower than recent years. This is mainly due to the twin issues of higher food prices and more conservative spending patterns, as…

Following on from 2022’s rapid decline, laundry care in Belgium saw an even deeper descent in terms of volume sales in 2023, despite players’ increased investment in offering promotions to bump volume sales, including buy-one-get-one-free, and…

Off-trade volume sales of juice in Belgium continue their downward trajectory in 2023. This decline is primarily attributed to consumers actively monitoring and reducing their sugar intake. The category has experienced a shrinking trend over the past…

This report provides valuable insights into product innovation in Belgium, analysing data from Euromonitor’s Innovation platform. The report covers the Beauty, Health and Home categories, showing the level of new brand and sub-brand launch activity.…

In 2023, Belgium ranked sixth among Western European countries for average gross income. Over the year, the country’s per capita disposable incomes slightly increased, supported by the country’s wage indexation system. Per capita disposable income is…

Ice cream consumption in Belgium is traditionally very much dependant on the weather. Following the exceptionally hot spring and summer of 2022, weather conditions in Belgium were not as good in 2023. This factor, coupled with strong price increases,…

Hypermarkets in Belgium experienced a flat performance in 2023 with no perceptible growth in current value terms. This was mainly due to competition from discounters and supermarkets which offered consistently lower prices. This became especially…

With the health and wellness trend gathering momentum on an annual basis in Belgium, Nutri-Scores have been gaining in importance across packaged food categories, including staple foods. In general, local consumers are seeking out staple products…

As obesity and general health and wellness are growing concerns amongst the Belgian population, low and no sugar soft drinks are becoming more popular and are taking sales share from regular soft drinks. Sugar, and particularly sugary soft drinks,…

The health and wellness trend gathered momentum in Belgium during 2023 as consumers became increasingly concerned about rising obesity rates. With hectic modern lifestyles and more flexible working practices, many Belgian consumers are taking on a…

Consumers moved towards no caffeine hot drinks in various formats in Belgium in 2023. For instance, loose herbal tea is becoming more popular in the Belgian market and is gaining a growing presence in supermarkets, when it was once only sold via…

The reduction in meat consumption due to concerns about health, the environment and animal welfare had an influence on the development of demand for health and wellness dairy products and alternatives in Belgium in 2023. Consumers are seeking dairy…

Demand for healthy cooking ingredients and ready meals was on the rise in Belgium in 2023. Indeed, the Nutri-Score given to products is becoming more important for consumers, who are increasingly buying products with better Nutri-Scores especially…

In 2023, single person households were the most common in Belgium, driven by younger generations prioritising education and career, and the ageing population. By 2028, this trend is expected to continue, with the total number of households increasing…

Hot drinks in Belgium, being a mature product area, exhibits resilience to sudden changes in consumer behaviour influenced by external factors. Despite facing high inflation, the product area remains stable in volume terms in 2023. Notably, premium…