Megatrends in Belgium - Research and Markets

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of the publisher's eight focus megatrends and insights as to how each trend has manifested in Belgium.

The Megatrends in Belgium report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

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Get a detailed picture of the Megatrends market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

Scope
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
Premiumisation
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
Wellness
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