Today's grocery shoppers are spreading their purchases across multiple retailers. In Belgium, 70% of shoppers visit four or more different supermarkets over a moving annual period, while in the Netherlands this rises to 73.6%. At the same time, average retailer loyalty remains relatively low, with shoppers allocating just 18.2% of their spend to a single banner in Belgium and 20.9% in the Netherlands.
Looking at the most recent quarter, cross-shopping behavior is even more evident. In Belgium, 58% of shoppers visited three or more supermarkets, while in the Netherlands 74.4% visited at least three different retailers, 54% visited four or more, and 33% shopped across five or more grocery formats. Understanding where shoppers are going, why they switch, and how to win a greater share of their basket has never been more important.
Join us as we explore the latest shopper behavior trends in Belgium and the Netherlands. Gain valuable insights into cross-shopping, retailer loyalty, and the competitive dynamics shaping today's grocery market, helping you identify opportunities to attract, retain, and grow your customer base.