Value sales of NRT smoking cessation aids increased in Belgium in 2025, signalling a modest but meaningful recovery for a category that had previously been in decline. For several years, the rising popularity of vaping products had diverted consumers away from traditional NRT formats, such as gums, patches, and lozenges, as smokers increasingly turned to e-cigarettes as an alternative cessation method.

Value sales of sports nutrition increased in Belgium in 2025, with strong growth across both volume and value terms. This robust expansion reflects wider European trends driven by heightened health awareness, increased fitness engagement, and shifts in lifestyle priorities. No longer exclusive to professional athletes, sports nutrition products are now embraced by recreational exercisers and health-conscious individuals focused on overall wellbeing and weight management.

Value sales of analgesics recorded a stable volume performance in 2025, alongside consistent value growth. Despite broader economic pressures and geopolitical uncertainties that could dampen consumer spending, demand for pain relief remained robust. In fact, the prevailing climate, characterised by heightened stress, uncertainty, and ongoing health concerns, reinforced the essential role of effective analgesics in daily life.

Value sales of digestive remedies increased in Belgium in 2025, supported by both structural and behavioural shifts among consumers. Poor eating habits, characterised by increased consumption of junk food, rushed meals, and limited time for home cooking, are driving demand for solutions to common digestive complaints. At the same time, high stress levels and an aging population are further contributing to the prevalence of gastrointestinal discomfort, particularly symptoms like indigestion, bloa

Value and volume sales of herbal/traditional products increased in Belgium in 2025. This performance is largely driven by a sustained shift in consumer attitudes towards natural and plant-based solutions, as health-conscious Belgians increasingly seek gentler alternatives to conventional medicines.

In 2025, value sales of consumer health products in Belgium recorded overall growth, driven by a robust performance across several categories. Sleeping aids, digestive remedies, mineral supplements, and sports nutrition were principal drivers of this positive trajectory. Conversely, weight management and wellbeing experienced a decline.

In 2025, wound care in Belgium saw modest yet positive value growth, driven by contrasting trends across its subsegments. Sales of sticking plasters and adhesive bandages declined slightly, largely due to demographic and lifestyle shifts. An ageing population, combined with less physically active younger generations, has led to fewer minor injuries and, consequently, reduced demand. Economic pressures also influenced consumer behaviour, with such products increasingly seen as non-essential—affec

In 2025, eye care in Belgium continued to record steady retail value growth, driven by both structural and behavioural factors. The country’s ageing population remains a key growth engine, as age-related vision issues increase demand for daily eye care and corrective solutions. Simultaneously, the widespread use of digital devices across all age groups is raising awareness about eye strain and blue light exposure, prompting more consumers to seek preventative and protective products. Access to o

Value sales of dermatologicals recorded a slight increase in Belgium in 2025. However, the category as a whole faced a decline in retail volume, underscoring its status as a non-essential segment for many consumers. In periods of economic uncertainty or shifting personal priorities, purchases in dermatologicals are often delayed or deprioritised in favour of more immediate health needs. Furthermore, the overall maturity of the market limits opportunities for innovation or expanded usage, contrib

Value sales of sleep aids increased in Belgium in 2025, supported by strong volume growth across the category. This upward trend reflects a growing prevalence of sleep-related issues, with more consumers seeking effective solutions to counter rising levels of anxiety, mental stress, and uncertainty. The challenging economic environment, marked by inflation, job insecurity, and broader societal unease, has contributed to a surge in sleep disturbances, prompting demand for accessible remedies that

In 2025, weight management and wellness in Belgium recorded a decline in retail value sales, reflecting a broader shift in consumer attitudes. Despite the continued rise in obesity rates, many Belgians are growing increasingly sceptical of the effectiveness and necessity of pharmaceutical or supplement-based weight loss solutions. Economic uncertainty has also played a key role. In times of financial pressure, weight management products are often viewed as non-essential and are among the first t

Value sales of paediatric consumer health products in Belgium increased in 2025; however, volume sales continued to decline. This divergence highlights underlying structural and behavioural changes affecting the market.

In 2025, vitamins in Belgium continued to record an uplift in retail value growth, supported by a strong consumer shift towards preventive health. Belgians are increasingly health-conscious, driving demand for daily vitamin supplements as part of a proactive wellness routine. This trend reflects a broader transformation in the consumer health industry, where maintaining overall wellbeing is prioritised over reactive treatment.

Value sales of dietary supplements in Belgium continued to grow in 2025, albeit at a more moderate pace compared to previous years. Sustained expansion was driven by a shift in consumer mindset towards preventive health and long-term wellbeing. Increasingly health-conscious, Belgians are integrating supplements into their daily routines to manage stress, support immunity, and maintain overall health.

Value sales of cough, cold and allergy (hay fever) remedies increased in Belgium in 2025, while the category remained the second-largest within Belgian consumer market. However, despite the early-year flu wave, a recurring seasonal occurrence, volume sales remained flat, underscoring the maturity and saturation of the category. This indicates that demand has reached a plateau, making further volume growth increasingly difficult to achieve. A key factor contributing to this stagnation is the cont

Sales of baby food have declined in retail volume terms in 2025, amid several negative factors. Declining birth rates and rising prices have been two major factors, with the latter point also behind the growth being seen in current value terms. Additionally, some families have been shifting towards non baby food products especially within milk formula where some people have been switching earlier to cow’s milk or prolonging breastfeeding.

Cheese has seen steady growth in current value terms in 2025 with retail volume sales remaining stable. The main factor behind the category’s growth has been unit price movement. This has been driven by the increase in milk prices, which is related to the fièvre catarrhale ovine (bluetongue virus) which has affected livestock and thus milk production. Cheese remains a highly relevant part of Belgian gastronomy, but beside price rises, two more factors have restrained volume growth. First, cheese

Sales of drinking milk products have been affected by unit price rises in 2025 which are related to the fièvre catarrhale ovine (bluetongue virus) which has affected livestock and thus milk production. In this context, sales have recorded steady growth in current value terms, whereas volume sales of cow’s milk have dropped. However, price rises are not the only factor behind the decline in volume sales. Indeed, category maturity, a lack of innovation and competition from plant-based milk are rel

Amid rising prices, other dairy has seen health growth in current value terms in 2025. However, price increases are not the only factor. Indeed, despite pressure on purchasing power, volume sales have increased too. This is due in part to the indulgence trend, which has strongly favoured categories such as fromage frais and quark and chilled dairy desserts. The latter two categories have also benefited from significant innovation. Indeed, at the beginning of 2025, Nestlé launched its Lindahls Pr

Sales of yoghurt and sour milk products has seen only modest growth in current value terms in 2025 in the context of prices dropping slightly due to the strong use of promotions. In the context of pressure on purchasing power, consumers in Belgium have proven to value indulgence over preventive health, with consumers favouring chilled dairy desserts and quark over yoghurt. There have, however, been exceptions to this trend. For instance, kefir has performed well, while products positioned as sup

Butter and spreads has been under pressure in 2025 with sales declining in retail volume and value terms. Cooking fats has faced strong competition from vegetable oils and other edible oils with the latter products seen to be healthier. The growing focus on health and wellness has had a generally negative impact on butter and spreads with consumers looking to make healthier choices. Sales of butter have seen a more positive performance in current value terms with this being linked to the rise in

The performance of dairy products and alternatives in Belgium has been affected by unit price rises in 2025. These price rises are in part related to the fièvre catarrhale ovine (bluetongue virus) which has affected livestock and thus milk production, while having a domino effect on all dairy-based categories. This factor, coupled with the context of high prices overall, and with the relatively high pressure on purchasing power, has put pressure on volume sales across most categories. As a resul

Plant-based dairy has seen a positive performance in 2025. All categories have seen both volume and value growth amid the strong health and wellness and sustainability positioning of these products. Soy drinks remains the biggest category within plant-based dairy in Belgium, but it has suffered growing competition from other plant-based milk such as almond and oat, which has become increasingly popular thanks to expanding range of branded and private label options.

Sugar confectionery is set to see very modest current value growth in Belgium in 2025. The combination of high prices and a slightly negative image in health and wellness terms is undermining the category’s performance, with volume sales expected to stagnate in 2025. Indeed, the mindful indulgence trend is driving consumers towards other confectionery categories. Moreover, conservative consumer spending in the context of pressure on purchasing power is resulting in limited impulse shopping. At t