Who won the Battle for Belgian FMCG Buyers in Q4 2025?

Each quarter, we shine the spotlight on two brands that delivered exceptional performance. To qualify, brands must grow their number of buyers both vs. the previous quarter AND vs. the same quarter last year—a crucial filter to rule out simple seasonal effects.

At the end of the year, consumer attention naturally shifts toward end‑of‑year treats and festive favorites. And that seasonality clearly shows in the brands that managed to outperform the competition in Q4.

To ensure fair comparison, brands compete in two leagues:

• Big Brands: at least 100,000 buying households in the past quarter
• Runner-Ups: 40,000–99,999 buying households in the past quarter

The two winners for Q4 of 2025 are:

Big Brands League: Lotus

• +324K buyers vs. Q3 2025
• +98K buyers vs. Q4 2024

Runner-Up League: Windel

• +75K buyers vs. Q3 2025
• +54K buyers vs. Q4 2024

No surprise that two indulgence-driven brands take the crown—each rooted in tradition and strongly tied to end‑of‑year moments. Just a few Trends from our Trend Reality Report.

What drove their standout growth?

Lotus: a masterclass in multi-lever growth

Lotus improved on several fronts at the same time. Extra listings, working on price points, advertising, extra focus on seasonal assortments with nice promotional uplift on the seasonal assortment and slightly more promotion on some of the other products compared to last year. At the same time, the non-promoted assortment also performed well. A perfect case study that even large, well established brands, still have a lot of headroom to grow, that promotions work, but do better on brands with a positive momentum.

Windel: a newcomer with fast-moving momentum

Windel is kind of new to the Belgian market. They entered the market with typical end of year chocolate products at ALDI. Not exactly cheap but benefitting of the halo-effect of the store of course. Illustrating the potential of getting listed at hard discount.

Stay tuned to find out how your brand can be one of the winners next quarter!