This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

Cider in Belgium declined in 2024 due to a lack of innovation and increasing competition from other alcoholic and non-alcoholic beverages. The rise of non-alcoholic alternatives, such as non-alcoholic wines and beers, further diminished demand for traditional cider, which struggled to attract new consumers.

In 2024, spirits sales in Belgium experienced a significant decline in volume, attributed to several key factors.

Alcoholic drinks in Belgium experienced a decline in overall sales in 2024, driven by shifts in consumer behaviour and the rising cost of living. As moderation and mindful drinking became more mainstream, an increasing number of Belgians have reduced their alcohol intake, either by cutting back on frequency or opting for low- and no-alcohol alternatives. This trend is especially evident among younger demographics and health-conscious consumers who prioritise well-being over traditional drinking

In 2024, wine in Belgium faced challenges, with a decline in overall wine sales. This decline was largely attributed to factors such as rising prices, reduced purchasing power, and shifting consumer preferences. Wine, especially still wine, has an old-fashioned image and must compete with other drinks, such as RTDs and bitters.

In 2024, beer sales in Belgium continued to see volume decline due to multiple factors affecting both off-trade and on-trade consumption. Consumer habits are shifting, with many people drinking less alcohol overall, influenced by health trends and a growing awareness of moderation. Moreover, they often opt for alternatives such as RTD cocktails or aperitifs.

In 2024, RTDs in Belgium experienced growth in volume and value terms. This positive performance was largely driven by its affordability and convenience. RTDs, often available in smaller formats and with lower alcohol by volume, are less expensive than traditional spirits. This affordability resonated particularly with younger consumers.

Tobacco in Belgium recorded positive double-digit value sales in 2024, albeit with volume sales in a decline which is also in double digits. Tobacco in Belgium continues its evolution, with a notable shift from traditional tobacco products to alternative options like e-vapour products. Meanwhile, traditional tobacco products have seen a marked decline, driven largely by increasing excise taxes, which have reduced consumer purchasing power and incentivised cross-border shopping. This decrease in

Cigarette sales continued to decline in volume in Belgium in 2024, primarily due to increased excise duties and regulatory changes. The sharp rise in prices, following the excises hike in April, led many consumers to seek more affordable alternatives. Whilst this trend has been evident in the shift toward lower-priced cigarette brands and smaller pack sizes, the leading Marlboro Red from Philip Morris Belgium BVBA remains popular and actually gained share in 2024.

Sales of cigars and cigarillos remained in a negative slump in Belgium in 2024, in a slightly steeper volume decline than seen in 2023. As per seen in cigarettes, sales have been affected by rising excise duties pushing up prices. In turn, this has led many consumers to seen cheaper alternatives in neighbouring countries. French consumers, in particular, who previously crossed into Belgium to purchase cigars and cigarillos, ceased doing so due to the higher prices. Instead, they turned to Luxemb

E-vapour products is the key category in this section in Belgium, with smokeless tobacco and heated tobacco not relevant. E-vapour products maintained strong growth in Belgium in 2024, driven by a confluence of factors. Indeed, e-vapour products show robust growth in both value and volume terms, driven by the increasing popularity of alternatives to traditional cigarettes. As more consumers turn to vaping, e-vapour products have experienced a strong uptick in both product offerings and market pe

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

Cat food in Belgium registered growth in both volume and current value terms in 2025. Current value sales were driven primarily by the ongoing increase in the cat population and continued trends towards premiumisation, despite slower growth compared to the historic period.

Current value sales of dog food in Belgium grew in 2025, primarily driven by ongoing premiumisation and an increased consumer preference for higher-quality ingredients. Belgian pet owners continue to show a willingness to spend more on premium, natural, and sustainably sourced dog food products. This shift in consumer behaviour was highlighted by the recent acquisition of the Belgian premium brand Edgard & Cooper by the multinational food giant General Mills. This acquisition not only reflects g

Other pet food in Belgium registered both volume and current value growth in 2025. Moderated current value growth was primarily influenced by the easing of inflation, which stabilised prices. As prices normalise, affordability improves, prompting consumers to buy more pet food, snacks, and supplementary products. This directly contributed to accelerated growth in volume sales.

Pet care in Belgium experienced growth in both current value and volume terms in 2025. The primary reason for this is premiumisation, with local consumers increasingly spending more on high-quality pet food, premium pet accessories, and functional healthcare products. Belgian consumers are extending their own dietary preferences to their pets, which has led to an increased demand for grain-free and high-meat-content pet food, perceived as healthier options. Additionally, premium treats and mixer

Current value sales of pet products registered a modest increase in 2025, at a rate slower than that seen during the review period.

Retail value sales of fragrances grew in current value terms in Belgium in 2024, During the year, in the context of high prices and pressure on consumer purchasing power, sales of fragrances were polarised. Indeed, consumers perceived fragrances to be a non-essential product and either traded down by opting for mass fragrances instead of premium ones or switched to deodorants instead of fragrances. The strong current value growth seen in 2023 was largely driven by rising prices, with volume sale

Bath and shower saw modest growth in current value terms in Belgium in 2024, The category’s low growth rate was mostly impacted by the slow performance of its biggest contributor, body wash/shower gel. At the same time, liquid soap saw a fall in sales driven by rising awareness of sustainability and the issue of plastic waste, as well as the ongoing slide from the peak of sales seen during the highly hygiene conscious environment of the COVID-19 crisis. In contrast, bar soap saw a positive perfo

Hair care saw current vale growth in Belgium in 2024 as, despite the difficult economic context, consumers continued to buy hair care products. During the year, they proved to be very attentive to promotional activity, always seeking the best deals, both offline and online. They were also quite attentive to and aware of sustainability, in terms of packaging, and of health benefits, in terms of ingredients. The positive performance of hair care was driven by standard shampoos and conditioners and

Sales of beauty and personal care rose in current value terms in Belgium in 2024, while volumes stagnated. Following a 2023 in which value sales grew strongly and volumes declined due to inflation, beauty and personal care registered a flatter performance in the final year of the review period. The main reason behind this performance was the stabilisation of prices, which led to a less negative performance in volume sales than in the previous year, but also to lower value growth. Moreover, in th

Deodorants saw current value growth in Belgium in 2024. The main factor behind deodorants’ positive performance in value sales was related to challenging economic conditions and high prices, as budget conscious consumers switched from fragrances to deodorants. This was especially true in 2023, but also applied to 2024. Amongst the key factors for consumers when selecting a deodorant were the product’s duration and effectiveness: Indeed, many brands in Belgium improved the effective duration of t

Skin care registered modest current value growth in Belgium in 2024. The rather low value growth compared to the previous year was determined by two factors: the stabilisation of prices and the relatively sluggish performance of mass skin care, which constitutes the majority of skin care value sales. In contrast, sales of premium dermocosmetics were quite dynamic in 2024, driven by consumers’ growing awareness of products featuring specific and scientifically tested health claims.

Depilatories registered current value growth in Belgium in 2024. Despite a high level of maturity, depilatories managed to keep growing, albeit at a slow rate. Two factors drove sales in the category. On one side, promotional activity, especially in women’s razors and blades, boosted demand amongst budget conscious consumers. On the other side, in the higher-end segment, the “home spa” trend remained relevant and pushed demand for hair removers/bleaches. Women’s pre-shave, in contrast, suffered