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Belgium

The world's most comprehensive market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Belgium.

Belgium StatisticsConsumer Lifestyles in Belgium

Belgium Country BriefingsFuture Demographics: Belgium in 2030

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    Country Report

    Adult Incontinence in Belgium

    Apr 2017

    The strong performance of adult incontinence in 2016 was mainly due to the ageing population trend. This demographic factor translated into a larger consumer base and higher volume sales. However, the category also profited from other factors linked ...

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    Country Report

    Away-From-Home Tissue and Hygiene in Belgium

    Apr 2017

    Despite the improving economic situation in Belgium, as attested by the increased willingness of consumers to spend on out-of-home activities, sales of away-from-home tissue and hygiene products fell marginally in 2016. This was due mainly to ...

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    Country Report

    Nappies/Diapers/Pants in Belgium

    Apr 2017

    Despite manufacturers’ innovation and dynamism in terms of advertising and promotion, nappies/diapers/pants saw only a very marginal increase in current value sales in 2016. This was mainly due to the increasing role of promotion in the category and ...

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    Country Report

    Tissue and Hygiene in Belgium

    Apr 2017

    In 2016, tissue and hygiene witnessed slight retail current value growth, but a drop in retail volume sales. The slight decline in volume sales was due to the maturity of retail tissue and negative demographic trends. The only category to benefit ...

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    Country Report

    Retail Tissue in Belgium

    Apr 2017

    Retail tissue was dynamic in 2016 due to manufacturers’ efforts to innovate and communicate and increasing consumer demand for high-quality, comfort and innovation. Per capita volume sales of retail tissue reached 8kg in 2016, slightly below the ...

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    Country Report

    Sanitary Protection in Belgium

    Apr 2017

    At 289 units (12-54-year-old females), per capita use of sanitary protection in Belgium was higher than the Western European average in 2016. The stagnant demand for sanitary protection, however, led to a very marginal fall in retail volume terms ...

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    Country Report

    Wipes in Belgium

    Apr 2017

    The performance of wipes was highly polarised in 2016. On the one hand, home care wipes and floor cleaning systems registered a negative performance, undermined by consumer trends which favoured different formats, predominantly sprays. On the other ...

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    Country Report

    Energy Drinks in Belgium

    Feb 2017

    Energy drinks continued to grow in 2016, with these beverages appealing especially to teenagers and young professionals. The category registered strong growth in both off-trade volume and value terms. Flavour, which is influencing the soft drinks ...

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    Country Report

    Juice in Belgium

    Feb 2017

    The main story in juice in 2016 was a consumer shift away from the category due to its products’ high sugar content, with this having been highlighted heavily by the media....

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    Country Report

    Soft Drinks in Belgium

    Feb 2017

    The main story in soft drinks in Belgium in 2016 was a decline in the off-trade volume sales of carbonates as many consumers instead opted for more natural products. Indeed, more and more Belgians are becoming aware of the impact on their health of ...

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    Country Report

    RTD Coffee in Belgium

    Feb 2017

    Trade sources agree that the key factor driving growth in RTD coffee in 2016 was increased visibility. Indeed, while RTD coffee used to be confined to dairy shelves, it now enjoys a presence in refrigerators alongside other soft drinks....

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    Country Report

    RTD Tea in Belgium

    Feb 2017

    RTD tea remained a popular soft drinks option in 2016. Indeed, perceived as healthier than many other soft drinks, RTD tea is taking consumers away from carbonates and even energy drinks. According to a trade source, “RTD tea is considered as the ...

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    Country Report

    Sports Drinks in Belgium

    Feb 2017

    Sports drinks is seen as a generally banal category in Belgium. Indeed, the vast majority of Belgians consume sports drinks like any other soft drink. Only a tiny portion of consumers drinks these beverages when taking part in sport. As a result, ...

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    Country Report

    Asian Speciality Drinks in Belgium

    Feb 2017

    Sales of Asian speciality drinks remained negligible in Belgium in 2016. A handful of brands were present, with all being imported from Asian countries such as Thailand, China and Japan. Their availability continued to be limited to Asian shops in ...

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    Country Report

    Bottled Water in Belgium

    Feb 2017

    Health and wellness remained the leading influence on the bottled water category in 2016. Consumers, especially younger generations, are paying more attention to their daily water intake. Health organisations are seeking to drive awareness about the ...

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    Country Report

    Carbonates in Belgium

    Feb 2017

    The main story impacting carbonates in 2016 was the desire of Belgians to consume healthier products. Increasing health awareness led to consumers paying more attention to their sugar, additive and calorie intake as well as the way products are ...

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    Country Report

    Concentrates in Belgium

    Feb 2017

    The key story in liquid concentrates in 2016 was a decline in current value terms and an increase in volume terms, with this being the total opposite to what was seen in other soft drinks categories. Indeed, the strength of private label in liquid ...

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    Country Report

    Air Care in Belgium

    Feb 2017

    The main factor behind the decline of air care was the lack of advertising and promotion and reduced investment in innovation. As a result, consumers lost interest in air care products. At the same time, retailers did not make much effort to ...

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    Country Report

    Bleach in Belgium

    Feb 2017

    Continuing its long-term decline, bleach fell 2% in current value terms in 2016. This decline was even stronger than the previous year and can be attributed to three factors: environment, competition and home care disinfectants. Firstly, Belgian ...

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    Country Report

    Dishwashing in Belgium

    Feb 2017

    The major trend observed in dishwashing is an upgrade to more expensive brands perceived as being more efficient, mostly in liquid tablet format or gel. Indeed, A-brands brought some innovations to the country with high value for the consumer. For ...

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