The retail markets in Belgium and the Netherlands are evolving in a context of persistent budget pressure and more cautious consumer spending. In this framework, YouGov surveyed Belgian and Dutch consumers to better understand their purchasing behaviors in furniture and fashion, their expectations from brands, and the key drivers influencing their decisions. The results highlight a more rational consumer, increasingly guided by price and perceived value, with notable differences between the two markets in terms of loyalty, perceived quality, and sustainable engagement.Contactez-nous ici

Furniture in BENE: IKEA dominance, price trade-offs, and weak loyalty

In a context where European households remain attentive to their spending, the furniture market in Belgium and the Netherlands reflects behaviors marked by budget rationality, strong dominance of established leaders, and limited brand loyalty.


IKEA ultra-dominant, but national challengers differ

IKEA’s brand awareness is near-universal:
92% of respondents in BENE report knowing the brand (93% in Belgium, 92% in the Netherlands).

However, the competitive landscape varies significantly:

  • Maisons du Monde is well-established in Belgium (53% awareness) but marginal in the Netherlands (11%).
  • JYSK shows strong penetration in the Netherlands (75%) versus 61% in Belgium.

In terms of current customers, IKEA leads by a wide margin:
65% of respondents are current customers (68% in Belgium, 62% in the Netherlands).

An interesting signal emerges:
32% of Dutch respondents report being customers of none of the listed brands (vs. 23% in Belgium), suggesting either a more fragmented market or reliance on other retailers.

Purchase intentions: IKEA remains the preferred choice

For their next purchase, IKEA remains the top choice (70% overall).

But national differences persist:

  • Maisons du Monde maintains potential in Belgium (18% intention)
  • JYSK performs better in the Netherlands (30%)

A noteworthy indicator:
19% of respondents do not consider any of the listed brands for their next purchase – signaling an open and comparative market.

Perceived quality strong, value for money decisive

Quality perception remains generally positive:

  • 69% rate the quality as good or very good
  • The Netherlands has a slight advantage (71% good vs. 67% in Belgium)

The value-for-money ratio is also judged favorably:
74% consider it excellent or good.

This confirms a dominant logic:
The furniture market is strongly structured around perceived value.

Price is the number one expectation

When consumers are asked about their top expectations from retailers:

  • 41% primarily seek more affordable prices
  • 21% want more sustainability
  • 12% expect additional services

The environmental dimension is growing but remains secondary to budget pressure.

Loyalty is weak: a highly comparative market

Loyalty appears moderate:

  • 38% declare themselves loyal (43% in Belgium, 34% in the Netherlands)
  • 62% are not loyal

In the Netherlands, notably, 31% choose solely based on price or style.
Furniture remains a market of trade-offs rather than loyalty.

Digital: useful but not decisive

Unlike other retail sectors, the digital experience is not a decisive lever:

  • 41% consider digital important
  • 59% consider it of little or no importance

Physical stores still largely influence choice (51%), far ahead of the official website (17%) or customer reviews (14%).

The purchase journey remains strongly anchored in physical stores.

Budget: cautious spending dominates

Spending remains limited:

  • 43% spend less than €500 per purchase
  • Only 26% exceed €500

The Dutch appear slightly more willing to spend higher amounts (29% vs. 23% in Belgium).

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Methodology

YouGov Surveys: Online study conducted on YouGov’s proprietary panel
Belgium: 1,009 adults aged 18 and over. Data are weighted to be representative of the national population in Belgium. Fieldwork conducted in Belgium from 2 to 5 February 2026.
Netherlands: 1,000 adults aged 18 and over. Data are weighted to be representative of the national population in the Netherlands. Fieldwork conducted in the Netherlands from 2 to 5 February 2026.
Significantly higher at 95% confidence vs. national representative sample

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