Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

In 2025, menstrual care in Belgium experienced a clear volume decline, with retail sales dropping to 781 million units, a decrease of 2% compared to the previous year. This downward trend is closely linked to Belgium’s demographic profile, as an ageing female population is resulting in fewer women of reproductive age and a corresponding reduction in demand for traditional menstrual care products such as towels and tampons. The overall population reached 12 million in 2025, with the cohort of wom

In 2025, away-from-home tissue and hygiene in Belgium demonstrated modest value growth despite volume pressure, reflecting a challenging operating environment. Value sales rose to EUR198 million, up 2% from the previous year, but overall volume demand was dampened by weak out-of-home activity. This trend has been driven by the underperformance of key channels: restaurants and bars are still struggling, hotel growth is only gradual, and hospitals continue to limit overnight stays, all of which su

In 2025, nappies/diapers/pants in Belgium experienced continued decline in retail volume and minor growth in retail value, with retail volume falling to 391 million units, a decrease of 1% compared to 2024. The ongoing contraction in demand is being driven by demographic realities, as the total population aged 0-4 fell in 2025, continuing a downward trend. Low birth rates are a constraint throughout Western Europe, but the Belgian market stands out for the intensity of promotional activity as a

Tissue and hygiene in Belgium demonstrated solid resilience in 2025, outperforming regional stabilisation with current value sales reaching EUR772 million, a modest 0.3% increase amid ongoing cost-of-living pressures, demographic headwinds, and shifting consumer priorities. The environment is attractive for agile players, as private label has been gaining dominance in both value and volume—supported by rising quality standards and innovation—while traditional brands are facing heightened promoti

In 2025, wipes in Belgium demonstrated a divergence in performance between personal wipes and home care wipes and floor cleaning systems, a pattern shaped by evolving consumer preferences, regulatory pressures, and economic factors. The overall value of wipes reached EUR87 million in constant terms, up 3% from the previous year, but this headline growth masks underlying differences across the two key areas. Personal wipes show continued strength, with retail volume reaching 1,064 million sheets

Retail tissue in Belgium demonstrated positive performance in 2025, with retail volume growing by 2% over the previous year. Retail value stood at EUR402 million, marking a modest decline of 1%, reflecting the intensely competitive, promotion-driven environment. This volume-led growth contrasts with the trend in Western Europe, where value growth has often outpaced volume, but in Belgium, continued promotional activity and price sensitivity have resulted in a distinct pattern: stable or rising c

In 2025, retail adult incontinence in Belgium maintained solid momentum, with retail volume reaching 179 million units and retail value EUR85 million. This performance was underpinned by 3% volume growth and 5% value growth, indicating healthy demand and sustained value creation. Compared to previous years, the category continues to outpace many other tissue and hygiene segments, supported by an ageing population and changing consumer expectations. Regionally, Belgium’s growth trajectory mirrors

In 2025, the polishes market in Belgium experienced a decline in both retail volume and value. The retail volume sales of polishes decreased by 4% in 2025 compared to the previous year, while the retail value sales declined by 3%. This decline can be attributed to a decrease in the demand for polishes due to changes in consumer preferences and behaviour.

In 2025, the toilet care market in Belgium saw a slight increase in value sales. This growth can be attributed to consumers spending more time at home due to the prevalence of work-from-home arrangements and reduced dining out. The trend towards premiumisation continued, driven by consumers seeking high-performance products with pleasant fragrances.

The dishwashing category in Belgium experienced a 4% increase in retail value sales but a 4% decline in retail volume sales in 2025. This decline can be attributed to the increasing premiumisation of dishwashing formulas, making them more expensive, and a decrease in the frequency of dishwasher usage due to the rise of home deliveries and takeaways. Performance is the primary purchase criterion for dishwashing products, with consumers consistently seeking more effective formulations, particularl

In 2025, laundry care in Belgium grew by 2% in current terms to EUR479 million. The best performing category remained fabric softeners, with retail value sales increasing by 3% to EUR109 million. This growth was driven by consumer preference for more convenient and effective laundry solutions. Laundry detergents remained the largest category with retail value sales reaching EUR332 million in 2025, driven by the continued popularity of liquid detergents. The market was characterised by a signific

Surface care in Belgium achieved growth of 2% in both retail value and volume, reaching EUR115 million in 2025. Home care disinfectants is the best performing category with retail value sales increasing by 6%, and multi-purpose cleaners emerged as the largest category with retail value sales reaching EUR39 million. Performance is the most important sales driver, with consumers demanding effective and powerful surface care products. Speed and simplicity of use are equally important, as consumers

Home care in Belgium experienced a slight increase in value in 2025, driven primarily by strong promotions and consumers seeking effective products that simplify their home cleaning routines. Despite a forecast decline in retail volume over the period to 2030, value growth is anticipated due to continued innovation and premiumisation. The dominance of laundry care, which is expected to remain the largest category, and the growing importance of e-commerce and other channels like discounters and h

Bleach in Belgium experienced a sharp decline in both volume and value in 2025, primarily driven by the sustainability trend. Households are increasingly concerned about the environmental impact and health risks associated with bleach, perceiving it as too aggressive. As a result, they are opting for more traditional surface care products like floor cleaners, disinfectants, or multi-purpose cleaners. big packaging, such as 5l bottles, remains the main seller in the bleach category.

In 2025, home insecticides in Belgium experienced growth in both volume and value, driven primarily by the flying insects variant. The main reason for this growth is the increasing population of mosquitoes in Belgium due to warmer weather in both summer and winter. The emergence of the tiger mosquito, which can survive winters in Belgium and is active during the day, has triggered households to protect themselves more intensely and for a longer period. The retail value of home insecticides reach

In 2025, air care in Belgium experienced a 3% decline in retail volume sales. The total retail value remained relatively stable. This trend is attributed to consumers reducing their spending on non-essential products like air care due to financial difficulties. Electric liquid air care, specifically electric scent diffusers are gaining traction. These typically use essential oils that consumers purchase separately from the diffuser unit through traditional retailers or specialist shops. Air Wick

Foodservice sales through cafés/bars in Belgium grew modestly in current value terms in 2025, largely driven by price increases, while transaction volumes and outlets declined amid shrinking profit margins. Specialist coffee and tea shops led growth, supported by premium, artisanal trends. Eat-in remained dominant, but online delivery and digital ordering gained traction. Competition from chained cafés/bars and limited-service restaurants, alongside changing consumption patterns among younger co

Consumer foodservice sales in Belgium rose in current value terms 2025. However, this was largely driven by price increases rather than transaction growth, within the context of cautious consumer spending amid continuing cost-of-living pressures. Eat-in remained dominant, although online delivery expanded rapidly, particularly among younger, digitally-savvy consumers. Limited-service restaurants showed resilience through convenience and fast-casual formats, while independents lost share to chain

Consumer foodservice in Belgium saw the strongest value growth through retail locations in 2025, as shopping malls increasingly turned to dining-led experiences to offset declining footfall. Limited-service restaurants and café/bars benefited from high traffic and impulse visits, particularly among Gen Z consumers, who value convenience and digital integration. Standalone outlets recorded price-driven growth but faced falling transaction volumes. Delivery and takeaway expanded in standalone chan

Foodservice sales through self-service cafeterias in Belgium declined sharply in current value terms in 2025, largely due to the bankruptcy of Lunch Garden, the category leader, which reduced its network under new ownership. Eat-in remained the dominant fulfilment type, while online delivery struggled to gain traction. Total Belgium SA, operator of Frit Autentic, led growth through outlet expansion and by introducing rentable meeting rooms. With no independent operators, chained players dominate

Foodservice transactions through street stalls/kiosks in Belgium were largely flat in 2025. Independent operators dominate the category, including many food trucks, which are increasingly trading artisanal quality for cost efficiency. Eat-in remains the primary fulfilment type, while online delivery remains limited, although takeaway shows potential. Niche innovation continues via plant-based sauces, protein snacks, and sustainable packaging. Over the forecast period, improving economic conditio

In 2025, foodservice value sales through full-service restaurants in Belgium were impacted by price increases, while transaction volumes declined slightly amid rising price sensitivity. Limited-service restaurants captured share, particularly among younger consumers seeking informal, affordable dining experiences. Latin American and Italian concepts performed well, while eat-in remained dominant. Online delivery grew from a low base, while plant-based fine dining, exemplified by Entropy, attract

During 2025, foodservice sales through limited-service restaurants in Belgium were supported by convenience, busy lifestyles, and price-sensitive consumers shifting from full-service restaurants. Chicken-focused establishments led growth, driven by network expansion and digital marketing campaigns. Online delivery, particularly via third-party platforms, expanded rapidly among young consumers. Chains such as McDonald’s and Burger King strengthened their value share, while independents lost groun