Belgium

Volume sales for air care in Belgian continued to fall in 2023, with the category’s products widely regarded as non-essential and thus not included on the shopping list for the many households grappling with tighter spending budgets. Inflationary…

The number of passengers passing through Belgian airports is expected to continue to rise in 2023, with some categories, such as low cost carriers, exceeding the 2019 pre-COVID-19 pandemic level. Ryanair, the major low cost carrier is set to…

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…

Sales of analgesics are seeing robust growth in current value terms in 2023, continuing on from the steady performance seen in 2022. During 2022, sales of analgesics benefited from a sudden peak in cases of flu in the middle of the winter. This was…

The Antwerp in Belgium report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

Apparel and footwear specialists in Belgium saw relatively modest growth in current value terms in 2023, when compared to the previous two years. This was mainly due to inflationary pressures, which led to rising prices, as players sought to protect…

2023 proved to be a difficult year for appliances and electronics specialists in Belgium. This was mainly due to inflationary pressures, which placed a strain on household budgets. With consumers remaining pessimistic about the general economic…

Away-from-home tissue and hygiene in Belgium faced significant challenges in 2023, primarily due to the sharp increase in energy prices. This surge adversely affected various product areas. In the tissue segment, the hospitality industry experienced…

Baby and child-specific products in Belgium benefitted somewhat from the spike in birth rates during the COVID-19 pandemic years, which resulted in a broader consumer base for manufacturers to target. On the negative side, retail price inflation has…

Sales of baby food were not significantly affected by the pandemic with sales remaining relatively stable in comparison to dairy products. Demand for baby food did not experience huge fluctuations over the 2020-2022 period, albeit with volume sales…

Following a noticeable increase in unit prices in 2022, 2023 began with a trend towards stabilisation, especially within leavened bread. This stabilisation has directly influenced volume sales, transitioning from a pronounced decline to a modest…

In 2023, retail price inflation had a strong impact on bath and shower in Belgium. Volume sales buckled amid weaker demand as consumers faced higher energy and heating costs, with many choosing to shower less frequently. In key categories such as…

Inflation remained a pressing issue for Belgian consumers in 2023 with economic uncertainty and financial anxiety exacerbated by high heating and energy costs. As consumer purchasing power declined, retail volume sales of beauty and personal care…

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…

The population of Brussels, the largest city in Belgium, is expected to continue growing, driven by net migration, good education and employment opportunities. Brussels is also set to remain the largest consumer market in Belgium, while Bruges…

Positive net migration will be the main driver of strong population expansion in Belgium in 2021-2040. Ageing will continue to be a key demographic theme, affecting consumer trends and placing a burden on state resources. Urbanisation will be swift…

The Belgian population is expanding due to an influx of immigrants, while businesses are becoming more diverse and inclusive. Consumer trends and consumption patterns sparked by the pandemic are still observed in 2022, and consumers are increasingly…

Bleach witnessed a remarkable turnaround in fortunes in 2020 with it seen as an affordable and effective home care solution. This dynamism was short lived however with sales tumbling in 2021 and 2022 as restrictions were eased and then lifted, and…

In 2023, leisure travel current value sales are expected to exceed their 2019 pre-COVID-19 pandemic level. As the threat of and measures related to the pandemic eased and lifted, Belgian consumers have been eager to travel. Leisure air travel,…

Off-trade volume sales of bottled water experienced a decline in 2023 compared to 2022, primarily due to less favourable weather conditions. Additionally, an increasing number of consumers opting to purchase bottled water in France contributes to the…

In 2023, Belgian breakfast habits have undergone a notable shift with a pronounced inclination towards home consumption amidst the ongoing strain on disposable incomes. As such, breakfast cereals is seeing a rise in demand, recording positive volume…

The Brussels in Belgium report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

Belgium ranks high in financial freedom indicators globally fostering positive business growth and expansion. Belgium’s economic stability, high level of R&D, strong infrastructure and abundance of skilled workforce continues to attract foreign…

Following the pattern seen across dairy in Belgium, butter prices rose sharply in 2022, resulting in a sales decline in retail volume terms. Despite prices slowly stabilising in 2023, volume sales of butter have continued to decline, albeit at a…

Cafés/bars enjoyed positive current value growth in 2023, although this was mainly driven by the recovery from COVID-19 disruption and inflationary-led price increases. Overall, the category saw a decrease in outlets with independents being hardest…

Cannabis in Belgium experienced continued rapid growth in 2023, primarily driven by CBD & other non-intoxicating cannabinoids, with the most popular format being CBD flower, followed by CBD oil (tinctures and sprays). Medical cannabis is also…

Carbonates demand continues to witness a decline in volume terms across Belgium. Primarily, this decline is attributed to the prevailing health trend, with individuals actively monitoring their calorie intake. However, this health-conscious approach…

Sales of cat food are expected to register a moderate rise in value terms in 2024. The cat population in Belgium continues to rise albeit at a slower rate than the rate seen in the immediate aftermath of the COVID-19 pandemic and lockdowns. However,…

Cheese is a strongly rooted, highly mature category in Belgium with it forming the basis of many meals and dishes. Following the strong growth during the peak of the pandemic, demand for cheese declined strongly both in 2021 and 2022. This was due to…

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 cider/perry retail landscape was declining fast in 2022, driven by a general decrease in the consumption of alcohol, aligned to rising health trends, as well as a lack of investment seen in the cider/perry market. A key challenge for the…

Retail volume sales of cigarettes continued to decline in 2022. This was partly due to progressive increases in excise duties, which affected the affordability of traditional tobacco products. Consequently, some consumers opted to travel to…

Smoking tobacco volume sales decreased substantially in 2022. One reason this was an increase in unit prices, due to the rise in excise duties on smoking tobacco. This negatively affected both domestic sales of smoking tobacco, with many consumers…

Coffee consumption in Belgium remained stable throughout 2023, showing resilience against the impact of inflation. Belgians maintain a consistent need for their daily dose of coffee, seemingly unaffected by price increases. However, there persists a…

In 2023, colour cosmetics in Belgium registered volume sales decline following a buoyant performance in the previous year. Prices rose more significantly in 2023, compared to 2022, resulting in lower consumption levels. Moreover, consumers were…

The commodities country overview provides comprehensive data on production, consumption and price trends on key commodities markets. The commodities overview in Belgium covers production and consumption trends in agricultural commodities, energy…

The report examines key factors in supply chain risks in metals, energy and agricultural commodities. Production, market supply concentration and political risks analysis can help to better identify potential risks and prepare for potential…

Following a relatively robust performance during the pandemic, liquid concentrates are experiencing a decline in off-trade volume terms in 2023. The category's downturn is notably attributed to the prevailing health trend. Despite water being a…

In 2019, Western European construction recorded output of USD4,588 billion despite a slight slowdown in major economies. The COVID-19 crisis in 2020 and related uncertainty led to residential and commercial construction contracting. Rising…

While chained consumer foodservice outlets have been able to expand outlets in travel and retail locations, independents that operate through stand-alone sites are far less flexible. As such, independents have proved to be more vulnerable than…

Inflationary pressures have had a major impact on consumer foodservice in Belgium, with the spike in retail prices translating into more expensive dishes and menus, whilst lower consumer purchasing power has stifled demand. Out of home expenditure…

Consumer health in Belgium continues to see steady growth in current value terms in 2023, albeit at a slightly slower pace than in the previous year. Among the most dynamic categories are analgesics, sleep aids (driven by high stress levels among the…

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and…

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

Convenience stores represented the most dynamic category within grocery retailing in Belgium in 2023. While not known for being the cheapest channel, the return of consumers to their busy, pre-pandemic lifestyles provided a boost to sales. As such,…

High rates of inflation and pressure on consumers’ purchasing power and disposable incomes strongly impacted demand for cooking ingredients and meals in the Belgian market in 2023. Indeed, following a strong performance in value sales in 2022 mostly…

Sales of cough, cold and allergy (hay fever) remedies are seeing strong growth in current value terms in 2023. This is partly due to inflation-driven price increases (also the consequence of supply shortages in some cases) and an increase in cough,…

Dairy products and alternatives witnessed a significant decline in retail volume terms in 2022 for the second year running with inflation driving price increases and putting pressure on consumers’ available income. As a result, total volume sales…

Despite price increases and the squeeze on consumer budgets, demand for deodorants in Belgium remained steady with only a marginal decline in volume sales in 2023. Moreover, deodorants witnessed a relatively better performance in volume terms than…