Megatrends in Belgium

September 2022

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 eight focus megatrends and insights as to how each trend has manifested 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?
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Naki Power brings power banks to the sharing economy
Belgians lag behind global counterparts in all areas of tech
Half of Belgians actively manage their data settings
Older generations are the most wary of sharing personal data
Friends and family remain the most trusted source of information
Shift towards online activities will continue post-pandemic
Experience more
Gamestate brings modern gaming arcades to Belgium
Belgians on the whole prefer real world experiences
People more likely to regularly socialise online than in person
Travellers look for relaxation and outdoor activities
Millennials are the most keen to resume face-to-face activities
Middle class reset
Russian no-frills chain Mere creates new “super discounter” category
Baby Boomers are the most frugal cohort
Belgian consumers embrace mindful consumption
Younger generations are more willing to buy second-hand
Gare Maritime Food Market provides gourmet street food in a unique setting
Most Belgians enjoy tailored products and experiences
More than half of Millennials are confident in the long-term value of their investments
Quality trumps value in home care and clothing
Shifting market frontiers
Cargill’s House of Chocolate serves as a European R&D hub for chocolatiers
Belgians are less keen than other nations to experience new cultures
Baby Boomers are the most supportive of local business
Shopping reinvented
Colruyt offers customers ultimate convenience with automated neighbourhood store
Shopping in Belgium is still mainly carried out in-store
Social media engagement by Belgian shoppers is relatively low
Millennials and Gen Z are most likely to interact with brands on social media
Sustainable living
Delhaize introduces vegan, organic wine in a paper bottle
Most Belgians are motivated to take action against climate change
Reducing food waste is the top environmental priority
Young consumers are increasingly influenced by companies’ social and political beliefs
Recyclable and reusable packaging is seen as the most sustainable
Tiptoh brings new range of pea-based drinks to Belgium’s dairy free sector
Belgians lag behind global counterparts in all health indicators
Consumers turn to meditation and massage to help beat stress
Health tech holds growth potential
Health and safety precautions are a priority amid the pandemic

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