Lidl Comes Out on Top in Belgium’s YouGov Fresh Report

For the first time in Belgium, YouGov reveals how shoppers really evaluate fresh categories across retailers — and who comes out on top.

Fresh products are at the heart of everyday grocery shopping. From fruit and vegetables to meat and bakery, they shape how shoppers perceive retailers overall. In today’s environment of rising price sensitivity and higher expectations, understanding this reality has never been more critical.

A first-of-its-kind view on Fresh in Belgium

The YouGov Fresh Report 2026 marks the first edition of this study in Belgium, offering a comprehensive, shopper-based evaluation of fresh categories across major retailers.

The report is built on feedback from primary and secondary shoppers, capturing real experiences across three key categories:

• 🥩 Meat & Poultry
• 🍎 Fruit & Vegetables
• 🥖 Bread & Bakery

Retailers are evaluated on 10 aspects that matter most to shoppers.

Lidl leads the way in Total Fresh

In this first Belgian edition, Lidl takes the #1 position in Total Fresh, standing out for its strong performance across categories.

Ranking Total Fresh

• 🥇 #1: Lidl
• 🥈 #2: Spar
• 🥉 #3: Okay (Colruyt Group)

This consistent performance highlights how combining strong value perception with solid service can drive overall shopper satisfaction.

From insight to action

Beyond rankings, the Fresh Report highlights where retailers can improve, based directly on shopper feedback.

👉 Want to explore the complete results of the YouGov Fresh Report 2025? Contact us for full insights.