Retail in Belgium - Research and Markets

Retail in Belgium saw only modest growth in current value terms in 2023. This was mainly due to inflationary pressures, in the light of still rising food prices, which placed a strain on household budgets. With consumers remaining pessimistic about the general economic situation, this translated into a sense of conservatism when it came to discretionary spending.

The Retail in Belgium report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

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

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RETAIL IN BELGIUM

EXECUTIVE SUMMARY

Retail in 2023: The big picture
Delhaize rationalises its operations, in viewing of rising input costs
Greater polarisation of shopping behaviour
What next for retail?

OPERATING ENVIRONMENT

Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
Christmas
Back To School

MARKET DATA

Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 21 Retail GBO Company Shares: % Value 2019-2023
Table 22 Retail GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028

DISCLAIMER

SOURCES

Summary 2 Research Sources

CONVENIENCE RETAILERS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Return of busy lifestyles remains key growth driver in 2023
Pressure on profit margins brings about changes in retailers’ strategies
Consumers favour value-for-money outlets

PROSPECTS AND OPPORTUNITIES

Positive outlook for convenience stores
Smatch will disappear from retail landscape
Development of rapid delivery services will benefit convenience stores

CHANNEL DATA

Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028

DISCOUNTERS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Sluggish performance for discounters in 2023
Aldi and Lidl reign supreme
Lidl flexes its sustainability credentials

PROSPECTS AND OPPORTUNITIES

While core consumers will remain loyal, e-commerce will pose growing competition
Lidl and Aldi to streamline their operations
Greater investment in digitalisation

CHANNEL DATA

Table 65 Discounters: Value Sales, Outlets and Selling Space 2018-2023
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 67 Discounters GBO Company Shares: % Value 2019-2023
Table 68 Discounters GBN Brand Shares: % Value 2020-2023
Table 69 Discounters LBN Brand Shares: Outlets 2020-2023
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

HYPERMARKETS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Hypermarkets register flat performance in 2023
Carrefour wins share
Cora suffers losses, as parent company Louis Delhaize downsizes its operations

PROSPECTS AND OPPORTUNITIES

Hypermarkets to record flat performance over the forecast period
Carrefour set to maintain its lead
Blurred lines between grocery and non-grocery to potentially benefit hypermarkets

CHANNEL DATA

Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Hypermarkets GBO Company Shares: % Value 2019-2023
Table 75 Hypermarkets GBN Brand Shares: % Value 2020-2023
Table 76 Hypermarkets LBN Brand Shares: Outlets 2020-2023
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

SUPERMARKETS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Slight growth for supermarkets in 2023
Delhaize restructures its supermarket network
Intermarché expands its geographical reach, following deal with Mestadagh group

PROSPECTS AND OPPORTUNITIES

Modest growth for supermarkets over the forecast period
Koninklijke Ahold Delhaize to win share in supermarkets
Development of food e-commerce will result in decline in outlet numbers

CHANNEL DATA

Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 81 Supermarkets GBO Company Shares: % Value 2019-2023
Table 82 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 83 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

SMALL LOCAL GROCERS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflationary pressures take their toll on sales
Soaring prices lead to lower football in traditional chocolate retailers
Highly fragmented competitive landscape with “others” holding the majority share

PROSPECTS AND OPPORTUNITIES

Negative performance for small, independent grocers
Premium and specialist outlets will benefit from higher disposable incomes
Online delivery services will represent key opportunity for growth

CHANNEL DATA

Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 88 Small Local Grocers GBO Company Shares: % Value 2019-2023
Table 89 Small Local Grocers GBN Brand Shares: % Value 2020-2023
Table 90 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
Table 91 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

APPAREL AND FOOTWEAR SPECIALISTS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Weaker performance for apparel and footwear
Greater polarisation in terms of spending habits
Second-hand apparel becomes more relevant

PROSPECTS AND OPPORTUNITIES

Positive performance for apparel over the forecast period
Consolidation in the competitive landscape
Third-party merchant model will become more common in apparel and footwear

CHANNEL DATA

Table 93 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 95 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 96 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 97 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 98 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

APPLIANCES AND ELECTRONICS SPECIALISTS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Inflationary pressures hit sales of appliances and electronics specialists
Return to out-of-home lifestyles and growing relevance of second-hand market stifle sales
Media Markt-Saturn connects with customers through omnichannel strategy

PROSPECTS AND OPPORTUNITIES

Modest growth expected, amid intensified competition from e-commerce
Automation will lead to greater efficiencies
Consolidation expected, as small players struggle to compete with larger chains

CHANNEL DATA

Table 100 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 102 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 103 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 104 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 105 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

HEALTH AND BEAUTY SPECIALISTS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Positive growth for health and beauty specialists in 2023
AS Watson and Medi-Market follow low pricing strategy
Douglas expands its physical footprint

PROSPECTS AND OPPORTUNITIES

Positive outlook expected
Development of e-commerce will blur boundaries between grocery and non-grocery
Store-based experience will remain relevant

CHANNEL DATA

Table 107 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 108 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 109 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 110 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 111 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 112 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 113 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 114 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 115 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 116 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 117 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028

HOME PRODUCTS SPECIALISTS IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Static performance in 2023
Intergamma invests in automated logistical system in order to lower costs
Leading Ikea makes further gains, thanks to omnichannel investments and lower prices

PROSPECTS AND OPPORTUNITIES

Recovery of consumer confidence will boost sales
Consolidation to continue
Digitalisation and omnichannel strategies increasingly important

CHANNEL DATA

Table 118 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 120 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 121 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 122 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 123 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 124 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 125 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 127 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 128 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028

GENERAL MERCHANDISE STORES IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Department stores suffer from competition from e-commerce
Variety stores benefit from value-for-money positioning
Wibra suffers further decline in share

PROSPECTS AND OPPORTUNITIES

Department stores see improved performance
Variety stores will continue to benefit from loyal consumer base
Third-party delivery platforms likely to pose threat to general merchandise stores

CHANNEL DATA

Table 129 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 130 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 131 Sales in General Merchandise Stores by Channel: Value 2018-2023
Table 132 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
Table 133 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 134 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 135 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 136 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 137 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 138 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
Table 139 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028

DIRECT SELLING IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Decline for direct selling in 2023, amid competition from physical stores and e-commerce
Channel sees contrasting performances
Herbalife maintains its lead in 2023

PROSPECTS AND OPPORTUNITIES

Modest growth expected, amid competition from e-commerce
Omnichannel strategies will drive growth for direct selling
Herbalife will remain leading brand

CHANNEL DATA

Table 140 Direct Selling by Product: Value 2018-2023
Table 141 Direct Selling by Product: % Value Growth 2018-2023
Table 142 Direct Selling GBO Company Shares: % Value 2019-2023
Table 143 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 144 Direct Selling Forecasts by Product: Value 2023-2028
Table 145 Direct Selling Forecasts by Product: % Value Growth 2023-2028

VENDING IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Flat performance for vending in 2023
Dominant category of soft drinks suffers competition from cheaper channels
Non-grocery vending remains marginal

PROSPECTS AND OPPORTUNITIES

Vending to regain dynamism over the forecast period
Non-grocery vending has potential to develop
Technological innovation key for vending over the forecast period
Innovation in payment methods is key for growth

CHANNEL DATA

Table 146 Vending by Product: Value 2018-2023
Table 147 Vending by Product: % Value Growth 2018-2023
Table 148 Vending GBO Company Shares: % Value 2019-2023
Table 149 Vending GBN Brand Shares: % Value 2020-2023
Table 150 Vending Forecasts by Product: Value 2023-2028
Table 151 Vending Forecasts by Product: % Value Growth 2023-2028

RETAIL E-COMMERCE IN BELGIUMKEY DATA FINDINGS

2023 DEVELOPMENTS

Modest growth for e-commerce
Budget apparel e-commerce retailers grow in popularity
Fast delivery shows further development

PROSPECTS AND OPPORTUNITIES

Retail e-commerce offers much potential for growth
Fast-fashion e-commerce retailers will see strong performance, driven by younger consumers
Development of fast delivery services could pose logistical challenges

CHANNEL DATA

Table 152 Retail E-Commerce by Channel: Value 2017-2022
Table 153 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 154 Retail E-Commerce by Product: Value 2017-2022
Table 155 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 156 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 157 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 158 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 159 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 160 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 161 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027

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