Purpose and price: Shopper activism gains ground in Belgium and the Netherlands

Purpose and price: Shopper activism gains ground in Belgium and the Netherlands

In 2025, financial pressures remain a significant concern for consumers in Belgium (42%) and the Netherlands (34%). But it's not just about affordability. Over 70% of shoppers in both countries (BE: 70%, NL: 74%) express unease about the global political and economic situation — and that growing sense of instability is reshaping how people shop.

Values over value: A purpose-driven shift

Across Belgium and the Netherlands, shoppers are increasingly making purchase decisions based on values, rather than price alone. Nearly half of Belgian shoppers (48%) and more than four in 10 Dutch consumers (41%) believe their buying choices can positively impact society. This growing sense of “shopper agency” is fueling a purposeful shift in spending habits, including:

1. Locally produced goods — with stronger intent in Belgium (39%) than in the Netherlands (32%).
2. National brands — equally supported by 25% of shoppers in both countries.
3. Brand boycotts on ethical grounds — 21% of Belgians and 22% of Dutch consumers say they are willing to avoid certain international brands, particularly large US-based FMCG companies. Reasons cited include perceived unfair pricing, country of origin, and problematic advertising.

These actions aren't just statements — they're signals of a broader trend. Shopper activism is significantly more common in Benelux than across the wider EU (EU average: 16%), showing that global brand recognition alone no longer guarantees loyalty in this region. At the same time, when compared to other European countries, local or national origin has a more limited influence on purchase decisions in Belgium (19%) and the Netherlands (14%). This underscores the complexity and evolving nature of value-driven shopping, where ethical/political motivations coexist with practical considerations.

What does this mean for brands in the Benelux?

For FMCG brands active in Belgium and the Netherlands, the implications are clear: authenticity, local relevance, transparency, and social responsibility are now competitive advantages. Shoppers in this region are increasingly intentional — and quick to shift their spending toward brands that align with their values.

But the shopper activism trend isn't just a threat — it's also an opportunity. Brands can win over these conscious consumers by:

• Partnering with local producers to support regional economies.
• Clearly communicating ethical practices – such as fair trade, recyclable packaging, or sustainable sourcing.
• Telling pricing stories transparently, to build trust in inflation-sensitive times.

Even small signals of integrity – such as responsible advertising or community initiatives – can go a long way toward earning shopper loyalty.

Want to know what's really driving shoppers in the Benelux right now?
Discover what truly motivates today's Benelux shoppers in our latest report: Behavior Change Spring 2025 — The power of choice: Shopper perspectives in times of turmoil and uncover key insights to help you better connect with today's values-driven consumer.