Belgians’ new consumption habits and mindset

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Some key findings

Discover the results of our latest Consumer Survey completed in April by over 2,600 Belgians, shedding light on the latest grocery trends and on what consumers anticipate for the coming months.

The pandemic has had a significant impact on the amount of time shoppers spend in supermarkets with 65% reporting spending less time in stores than before.

Instead, consumers are buying more groceries online: 48% are using delivery or click and collect services more often.

Groceries are now pre-planned. 89% of shoppers use a shopping list and 36% plan their next meals more often.

Shoppers are careful with their spending: 76% are looking for promotional offers more than before.

Since the pandemic, 37% of households report cooking 100% homemade food more often. They look for inspiration on websites, social media and branded content.

Belgians are quite anxious and only 22% say they intend to go on holiday this summer.


Guillaume Durand

Head of Shopmium France & Belgium

More than a year after the start of the pandemic, it is clear that consumer habits and household expectations have changed. For brands, the challenge is now to influence consumers before their visits to the shop and to propose attractive offers to seduce them, while fighting against the prevailing gloom.


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