Belgium

Sales of sleep aids are seeing more stable growth in 2023 after the peaks achieved in 2020-2021 when the pandemic created widespread anxiety and insomnia. Many people had to work from home and home-school their children during times of lockdown and…

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…

Whilst some aspects of economic freedom require improvement and corruption is growing, as is political instability, Belgium enjoys a strong rule of law. Inflation has been falling, but the economy is underperforming the peer average, although it is…

The sales highs of the pandemic are over in vitamins with sales set to decline in current value and retail volume terms in 2023. The category posted an astonishing breakthrough during the hardest moments of the pandemic – from March 2020 to mid-2021…

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…

Sales of dermatologicals strongly rely on consumers visiting pharmacies (the dominant distribution channel) as Belgians rarely go first to these stores specifically to purchase such products. Instead these are generally secondary purchases alongside…

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…

Snacks has seen solid retail volume growth in Belgium in recent years, and this is set to continue in 2023, due to the increasing demand for convenient and healthier snacking options amongst consumers. This growth has been further fuelled by the…

Deodorants suffered a decline in demand in 2020 due to COVID-19 and the restrictions on out-of-home activities. However, in 2021 deodorant value sales started recovering and in 2022 reached value sales levels of 2019. This recovery was driven by two…

The lockdown had a significant impact on colour cosmetics, particularly in 2020, as reduced out-of-home activities led to a decline in demand for make-up. While the category experienced a partial recovery in 2021 with the gradual lifting of…

Following a notable surge in demand for much of retail tissue due to stockpiling tendencies amongst consumers during the pandemic, the category returned to declining demand in 2021. While the home seclusion trend remained due to ongoing remote…

Hypermarkets only marginally benefitted from the economic circumstances in 2022. This was mostly due to competition from discounters and supermarkets which offer lower prices. In an inflationary environment, with consumers seeing their purchasing…

Mobility in Belgium started recovering in 2021, after a decline during the pandemic, as all restrictions were lifted. However, internal combustion engine vehicle sales are continuing to decline, as climate-conscious consumers benefit from attractive…