Sections
| Title | Starting Page | Number of Pages |
|---|
| Cover Page | 1 | 1 |
| Graph - Scope | 2 | 1 |
| Disclaimer | 2 | 1 |
| Contents | 3 | 1 |
| Contents (CONT) | 4 | 1 |
| Consumer values and behaviour in Belgium | 5 | 1 |
| Highlights of consumer values and behaviours from our 2026 survey | 5 | 1 |
| Graph - Personal traits and values | 6 | 1 |
| Belgians worry about the increasing prices of everyday items | 7 | 1 |
| Graph - Personal traits and values | 7 | 1 |
| Baby Boomers are concerned about the rising cost of everyday essentials | 8 | 1 |
| Graph - Selected personal traits and values by generation % of respondents (agree or strongly agree) | 8 | 1 |
| Graph - Belgians seek out distinctively tailored products that meet their unique requirements | 9 | 1 |
| Graph - Younger generations prioritise activities rather than material possessions | 10 | 1 |
| Consumers expect to have more free time for themselves in five years | 11 | 1 |
| Table/Chart: % of respondents | 11 | 1 |
| Table/Chart: Tabular Data Analysis | 11 | 1 |
| Younger generations anticipate that their level of happiness will increase in the future | 12 | 1 |
| Table/Chart: Outlook on life: Future impact in the next five years by generation % of respondents | 12 | 1 |
| Table/Chart: Tabular Data Analysis | 12 | 1 |
| Younger generations anticipate that their level of happiness will increase in the future (CONT) | 13 | 1 |
| At home, consumers connect with friends or family virtually | 14 | 1 |
| Graph - Frequency of home activities | 14 | 1 |
| Graph - Frequency of home activities by generation % of respondents (at least weekly) | 14 | 1 |
| At home, consumers connect with friends or family virtually (CONT) | 15 | 1 |
| Graph - Older consumers prefer to prepare meals themselves | 16 | 1 |
| Fewer Belgians have someone else cooking for them at home compared with the global result | 17 | 1 |
| Graph - Barriers to cooking at home | 17 | 1 |
| Younger generations say they do not have time to cook | 18 | 1 |
| Graph - Barriers to cooking at home by generation % of respondents | 18 | 1 |
| Graph - 41% of consumers look for healthy ingredients in food and beverages | 19 | 1 |
| 41% of consumers look for healthy ingredients in food and beverages (CONT) | 20 | 1 |
| Graph - Gen X expect to have a job within a short distance from their residence | 21 | 1 |
| Consumers primarily desire is to earn a high salary | 22 | 1 |
| Graph - Work priorities % of respondents | 22 | 1 |
| Graph - Almost half of consumers have a strict boundary between work and personal life | 23 | 1 |
| Graph - Note: *% who agree/strongly agree with this statement | 23 | 1 |
| Almost half of consumers have a strict boundary between work and personal life (CONT) | 24 | 1 |
| Almost 40% of Belgians engage with friends online at least weekly | 25 | 1 |
| Graph - Frequency of leisure activities % of respondents | 25 | 1 |
| Generation Z are most likely to go shopping for leisure | 26 | 1 |
| Graph - Monthly leisure activities by generation % of respondents (at least monthly) | 26 | 1 |
| Belgians prioritise getting the most value for money when travelling | 27 | 1 |
| Graph - Most important features when planning a trip or vacation % of respondents | 27 | 1 |
| Older generations expect secure location options when on vacation | 28 | 1 |
| Graph - Most important features when planning a trip or vacation by generation % of respondents | 28 | 1 |
| Graph - Graph/Chart Analysis | 29 | 1 |
| Consumers in Belgium engage in walking or hiking | 30 | 1 |
| Graph - Frequency of exercise habits % of respondents | 30 | 1 |
| Older generations are more likely to walk or hike while younger generations build strength | 31 | 1 |
| Graph - Weekly exercise habits by generation | 31 | 1 |
| Belgians are interested in meditation to improve wellbeing | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months % of respondents | 32 | 1 |
| Graph - Stress-reduction or mental wellbeing activities in the past six months by generation % of respondents | 32 | 1 |
| Belgians are interested in meditation to improve wellbeing (CONT) | 33 | 1 |
| Consumers in Belgium are worried about climate change | 34 | 1 |
| Graph - Key sustainability concerns % of respondents | 34 | 1 |
| Consumers actively working towards greener and more sustainable practices | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life | 35 | 1 |
| Graph - Typical behaviours to positively impact the environment or lead a more sustainable life by generation % of respondents | 35 | 1 |
| Consumers are motivated to use products that are designed to Rating energy consumption | 36 | 1 |
| Graph - Green behaviours and activism | 36 | 1 |
| Graph - Green behaviours and activism by generation % of respondents | 36 | 1 |
| Generation Z are most likely to boycott brands that do not share their social/political beliefs | 37 | 1 |
| Graph - Activism in political and social issues | 37 | 1 |
| Graph - Activism in political and social issues by generation % of respondents | 37 | 1 |
| Generation Z are most likely to boycott brands that do not share their social/political beliefs (CONT) | 38 | 1 |
| Consumers in Belgium love searching for discounts above the global result | 39 | 1 |
| Graph - Attitudes to shopping % of respondents | 39 | 1 |
| Graph - Baby Boomers like to browse stores even if they do not need to buy anything | 40 | 1 |
| Belgians try to lead a minimalist lifestyle and do not buy new items unless necessary | 41 | 1 |
| Graph - Shopping preferences | 41 | 1 |
| Millennials look for reputable or popular labels | 42 | 1 |
| Graph - Shopping preferences by generation | 42 | 1 |
| Consumers subscribe to digital platforms for streaming content | 43 | 1 |
| Graph - Current use of subscription services | 43 | 1 |
| Current use of subscription services (CONT) | 44 | 1 |
| Consumers are set to increase spending on travel and holidays | 45 | 1 |
| Graph - Spending intentions over the next 12 months % of respondents | 45 | 1 |
| Graph - Younger generations foresee increasing spending on travel and holidays the most | 46 | 1 |
| Many consumers express a worry over their present economic state | 47 | 1 |
| Graph - Financial status and concerns % of respondents | 47 | 1 |
| Baby Boomers have enough money readily available to cover an unexpected emergency | 48 | 1 |
| Graph - I have more debt than savings (excluding home mortgage/repayments) | 48 | 1 |
| Gen Z expect to increase overall spending the most | 49 | 1 |
| Graph - Spending and saving intentions over the next 12 months % of respondents | 49 | 1 |
| Graph - Intentions to increase spending and savings over the next 12 months by generation % of respondents (increase) | 49 | 1 |
| Gen Z expect to increase overall spending the most (CONT) | 50 | 1 |
| Consumers in Belgium actively manage data sharing and privacy settings | 51 | 1 |
| Graph - Attitudes to technology % of respondents (agree or strongly agree) | 51 | 1 |
| Graph - Younger generations say it is important to foster online identity | 52 | 1 |
| A third of Belgians visit or update social networking site almost every day | 53 | 1 |
| Table/Chart: Frequency of online activities % of respondents | 53 | 1 |
| Table/Chart: Tabular Data Analysis | 53 | 1 |
| Graph - Younger generations regularly visit or update social networking site | 54 | 1 |
| Generation Z read consumers review for products and services | 55 | 1 |
| Graph - Frequency of selected online activities by generation % of respondents (at least weekly) | 55 | 1 |
| Consumers show support for companies by following their social media updates | 56 | 1 |
| Graph - Interactions with companies online in the previous six months % of respondents | 56 | 1 |
| Gen Z show support for companies by following their social media updates | 57 | 1 |
| Graph - Interactions with companies online in the previous six months by generation % of respondents | 57 | 1 |
| About the authors | 58 | 1 |
| Euromonitor's research spans 210 countries and 99.9% of the world's consumers | 59 | 1 |
| Graph - Analysts in 100 countries | 59 | 1 |
| Tailor these insights to your business | 60 | 1 |
