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Consumer Lifestyles in Belgium

September 2022

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 in Belgium

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This report comes in PPT.


Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Belgium report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Belgium report answers:

  • How is the consumer mindset in Belgium changing? In Belgium, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Belgium purchase decisions?
  • Where and how do consumers shop in Belgium?
  • What health-related activities do consumers in Belgium participate in?
  • What megatrends should I focus on in Belgium (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer landscape in Belgium 2022
Life priorities
Belgians put high value on spending time with their partners
Time for work low on the list of Belgians’ life priorities
Curated and tailored experiences, services and products are highly valued
High percentage of Millennials seeks curated experiences that are tailored to their tastes
New products and services selected over preference for branded goods
Younger generations more likely to actively engage with brands
Home life
Belgians are less active at home than their global counterparts
Millennials ahead of other generations in regular home-based activities
Baby Boomers more focused on energy efficiency in their homes
Eating habits
Home cooking is favoured over ordering food from foodservice outlets
Belgian consumers want superior tasting food for low prices
Gen Z shows strongest inclination towards a flexitarian diet
Gen Z least likely to have a fixed schedule for their mealtimes
Working life
Earning a high salary is a top priority for Belgians
Home working appeals far more to Millennials than it does to Gen Z
Working close to home is the most important work-related feature for Gen X
Expectations to work from home in future lower than global average
Gen Z more focused on starting their own company in future
Leisure habits
Over a third of Belgians socialise online every week
Going out for the day nearly as popular as shopping as a leisure activity
Nearly 40% of Gen Z shop as a leisure activity at least monthly
Gen Z and Millennials take the most domestic and cross-border trips
Relaxing is high on the list of important holiday features for Belgian travellers
Gen Z less interested in all-inclusive holidays or city breaks than other cohorts
Health and wellness
Over a quarter of consumers take health supplements/vitamins almost every day
Group fitness classes not as popular as cycling as a form of exercise
Millennials use cycling more often than running as a regular exercise routine
Use of sleep aids not as high as global average
Millennials are the most active users of stress-reduction remedies
Sustainable living
Climate change is a key concern for 60% of respondents
All generations are worried about climate change
Reducing food waste is top of the agenda for Belgian consumers
Older generations focused on using more energy-efficient products
Belgians less likely to share their opinions on social media than their global counterparts
Millennials ahead when make purchasing decisions based on brands/companies’ beliefs
Shopping habits
Belgian shoppers prefer to purchase locally-sourced products on a par with global shoppers
Gen Z more enthusiastic about visiting shopping malls than other generations
Consumers less reliant on friends and family recommendations than global average
Gen Z more influenced by brand/company websites than other generations
Convenience is the biggest motivation for subscription services
Gen X and Millennials more motivated to use subscriptions services for “convenience”
Consumers mostly motivated to shop in stores to see and try goods first
Younger cohorts far less motivated to shop in-store than older generations
Consumers motivated to shop online by free delivery and best prices
Older generations more motivated by best price and free delivery
Spending habits
Gen Z ahead in all categories in their intentions to increase spending in future
A quarter of Belgian consumers expect to cut back on overall spending
Belgians not as comfortable sharing their data or communicating online
Millennials have greater preference for communicating online than other cohorts
Households in Belgium are slow to adopt smart appliances/virtual assistants
Belgians have not adopted wearables at the same level as global consumers
Belgians frequently use social networks, but spend less time video gaming
Younger generations more active on online health-related/medical sites

Buy Conumer Lifestyle overview reports to:

Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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