Summer Vibes in the Belgian FMCG market!

Many product categories experience clear seasonal peaks and dips. These are often linked to calendar events (such as Easter eggs), the weather (like ice cream), or product availability since some items are only offered at certain times of the year or are simply at their best in a specific season (for example, watermelons or mussels).

But which products have been the most successful so far this summer?

1. Gold: Freeze-at-home lollipops
   These products are hardly ever listed during the colder months, which makes their seasonality index skyrocket once summer arrives.
2. Silver: Ice cream in every shape and size
   From handheld ice creams to family-sized tubs, this category thrives in summer. Sweet sauces and toppings which Belgians love to drizzle generously over their ice cream also see a seasonal boost.
3. Bronze: Ready-to-eat meal salads
   When there’s little time or desire to cook, chilled salads provide a convenient, refreshing solution.

Beyond the top three, summer also brings a lift to categories that fit perfectly with light and easy dining. Ingredients for do-it-yourself salads such as dressings, canned fish (mainly tuna), and olives all show strong seasonal peaks. Drinks, on the other hand, have generally become less affected by the seasons. Yet some standouts remain: rosé wine and pastis, both inspired by Mediterranean living, see clear summer boosts along with the inevitable ice cubes to go with them. Even outside of food and drinks, certain everyday essentials, like hand soap and deodorants, also enjoy their own summer uplift.