Belgium

Following the outbreak of COVID-19 and the closure of pubs and bars, the complete re-opening of the Horeca channel led to growth in the on-trade for 2022. In addition, the return of international travel acted as a further boost for sales, while the…

In 2022, current value sales in retail, both offline and online, recorded solid growth. However, inflationary pressures were a key contributor to this strong value increase. Overall, increases in the cost of raw materials, shipping costs, labour…

Surface care saw a sharp spike in sales in 2020 due to people spending a lot more time at home, but also due to heightened hygiene concerns resulting from the COVID-19 crisis. With the easing and then the lifting of restrictions in 2021 and 2022,…

Over the review period, sales of air care had been stagnating with consumers showing a preference for more natural solutions such as incense. However, the pandemic and the measures taken to contain it provided a major boost to category sales in 2020…

Domestic tourism derived some benefit in the wake of the Coronavirus (COVID-19) pandemic, as borders closed and consumers looked within the country for travel for economic, health and logistical reasons. As a result, the number of domestic trips is…

Pleasure remains the main purchasing motivation for consumers in savoury snacks. However, the growing importance attached to health is gradually shifting demand towards healthier options. More consumers are therefore looking for natural products,…

Consumers have resumed their more active lifestyles outside the home since quarantine limitations were lifted, which has also affected their product preferences. This change has also had an impact on the ice cream category, with more people beginning…

The COVID-19 pandemic had a significant negative impact on chocolate confectionery in Belgium, particularly in terms of gifting chocolate formats. With the closure of many non-essential stores and the cancellation of social events such as weddings…

The alcoholic drinks landscape registered an overall decline in 2022, with a key reason being the re-opening of borders following the outbreak of COVID-19. As such, the number of Belgians crossing the border to buy alcohol, mainly from France and…

In 2022, oral care experienced a healthy rise in value sales in current terms, primarily due to rising prices. However, volume sales suffered somewhat, which can be attributed to two factors. Firstly, consumers became increasingly price-sensitive and…

Cats remain the most popular pet in Belgium with 28% of households owning a cat in 2022, according to Euromonitor statistics. Cat food overall has benefited from a successful 2022 and is forecast to record further growth in 2023. As seen in the…

After a boom in sales of laundry care in 2020 due to people having more time to do the laundry and washing their clothes more often to help ensure good hygiene, sales declined in current value and retail volume terms in 2021 and 2022. As people…

Global warming has been creating environmental changes and conditions that have naturally had a significant and largely positive impact on demand for home insecticides in Belgium. Indeed, the warmer climate is attracting more mosquitos and exotic…

Indulgence remains the main driving force for sales of sugar confectionery in Belgium. Consumers are mainly looking for a moment of pleasure for themselves, or to share with others. They are thirsty for innovations, and are often willing to try new…

Retail value sales of tobacco in Belgium continued to fall in constant value terms in 2022, alongside a decline in the prevalence of smoking within the national population. This was partly attributable to increasing health concerns, a trend that was…

The pandemic and the restrictions on out-of-home activities negatively impacted depilatories in 2020, with women’s razors and blades being particularly affected. However, as consumers gradually returned to out-of-home activities, demand for these…

Despite a growth slowdown in the Belgian pet population, the pet care industry continues to benefit from an increase in food volume growth and a moderate increase especially of cats and dogs. The population slowdown has been consistent since the…

Despite inflationary measures, increased prices, and a higher dog abandonment rate than in previous years, the dog population is still growing, albeit at more moderate levels than in previous years. Small dogs are becoming increasingly popular as…

While the home care category benefited a lot from home seclusion during the pandemic, the category suffered in 2022, with the return to normal life. As people stayed at home less, they spent less time on cleaning, while the rising interest in health…

The circumstances of the COVID-19 pandemic, namely movement restrictions, strongly hurt vending sales in 2020 as there was significantly lower foot traffic in vending locations, such as those in travel and retail. The progressive lifting of…