The Belgian FMCG market demonstrated renewed momentum in the first half of 2026, with July delivering a particularly strong performance. Year-to-date figures reveal a 1.5% value growth, but it was the scorching July, marked by an extended heat wave across Belgium and the rest of Europe, that truly stood out, posting an impressive 3.6% monthly increase compared to the same period last year.
This exceptional heat wave significantly boosted demand for refreshing beverages, syrups, ice cream, etc. Volumes of cucumbers and watermelons even surged by as much as 50% compared to last year, with watermelon sales receiving an additional lift from a viral TikTok trend. Manufacturers and retailers that were well stocked and strategically positioned in these categories are likely to have benefited from substantial incremental sales.
The new shopping reality: Fewer trips.. outside supermarkets
The data paints a clear picture of evolved consumer behaviour. Belgian households shopped so far 111.6 times this year, a 0.8% decline, while spending on average €33.75 per trip, an increase that, combined with modest price inflation, drives the market's overall growth. This consolidation trend suggests that consumers are planning more deliberately, making each shopping occasion count. For retailers and manufacturers alike, this underscores the critical importance of winning at the point of purchase: with fewer opportunities to capture consumer attention, every store visit matters more than ever.
The channel landscape continues its gradual but persistent transformation. Supermarkets maintain their dominant position with 52.5% market share. Hard discounters had steadily expanded their footprint over the past five years, but have now started to slightly lose share. The return of e-commerce after the post-Covid dip leads to a 4.0% market share, with its growth increasingly fuelled by volume rather than price.
Interestingly, when excluding traditional trade channels such as bakeries and butchers, shopping frequency is actually increasing, rising to 97.2 trips this year. This suggests that modern retail formats are successfully capturing visits that might previously have gone to specialist shops, presenting both opportunity and challenge for different players in the market.
A-Brands regain ground
Perhaps the most significant development for brand owners: A-brands are showing renewed strength. After years of private label expansion, manufacturer brands have now grown their value share to 59.8%, while hard discount private labels have retreated to 16.3%, their lowest point in recent years. This shift indicates that consumers, despite economic pressures, are selectively returning to trusted brands.
Looking ahead
As we move into the second half of 2026, the Belgian FMCG market presents a nuanced picture. Growth remains positive but modest, driven more by basket optimisation than by increased shopping occasions. For industry leaders, success will hinge on understanding these evolving dynamics: meeting consumers where they shop, ensuring standout presence during fewer but more purposeful trips, and delivering the value proposition (whether through brand equity or smart pricing) that resonates with today's discerning Belgian shopper.