Belgium flag Belgium: Buying and Selling

Advertising and marketing in Belgium

Marketing opportunities

Consumer Profile
The median age in Belgium is 41.9 years. The population grew at a rate of 0.44% in 2020. Some 17% of the population is under 14 years old and 64% is between 15 to 65 years old. On average, households are made up of 2.3 people with 32% of households are made up of one person and 47.7% are couples with or without children. The gender ratio is 97 men for every 100 women with 98.3% of the population living in urban areas, which makes the country one of the densest in the world. Most of the population is concentrated in the northern two-thirds of the country, the south being less populated. The main cities are Brussels and Antwerp. The level of education is among the highest in OECD countries with 75% of adults have a secondary education and 36.5% have higher education. Some 39.6% of the active population are employed in the private sector, 24.3% are private sector workers, 21.9% are public sector employees, 9.5% are self-employed, 4% are employers and 0.7% are unpaid carers .
Purchasing Power
GDP per capita (PPP) was estimated at EUR 54,545 per year in 2019 (World Bank). The average monthly salary of full-time workers is EUR 3,627 (Statbel). The adjusted annual disposable income is about EUR 26,320 according to the OECD. Private consumption is estimated to account for 51.4% of GDP in 2019. The Gini index on income inequality is among the lowest in Europe and falling. The pay gap between men and women is 6.1%, with Belgium having one of the lowest gaps in the European Union. The directors of large companies have the highest salaries while servers and barmen have the lowest. People over 60 still in office earn 113% more than the working population under 20. The highest salaries are in Brussels and the surrounding area, and holders of a master's degree have a salary 51% higher than the national average.
Consumer Behaviour
Belgium is a consumer society. In the wake of the crisis consumers have given increasing importance to product prices. With the return of growth and stability quality products are increasingly in demand. Purchases are more often made in city centres than in shopping centres. In addition, many Belgians go to border countries to do their shopping. Consumers are moving away from supermarkets but their average basket is growing. On average per week a consumer spends EUR 119 of food shopping. Consumer confidence is falling because of unemployment in the country. About 3/4 of consumers buy on the internet with sales are around EUR 7 billion. Belgian consumers are generally open to international brands but may prefer national or European companies.

Brand loyalty depends mainly on positive experiences, quality and price. Also, consumers are more loyal to car and cosmetics brands than to food brands. About 65% of the population is active on social networks. However, 25% of internet users use advertising blockers (this figure rises to 47% among young people). Social networks thus help the consumer to learn about products and Belgians will tend to seek information and not wait for it to come to them. Data protection is important but less than in the rest of the European Union with 62% of the population trusting the authorities on this.
Environmental awareness is very present in Belgium. Organic products, sustainable, local, traceable, fresh, vegan, etc. are growing. The food scandals that have taken place in Europe and the growing interest in health are one of the reasons for the success of organic products. The second-hand market is developed, and 61% of exchanges are made between individuals. Collaborative platforms are widely developed in Belgium, especially in large cities, with companies such as Uber, Airbnb, Blablacar, Deliveroo, etc.
Consumers Associations
Test Achats
CEC Belgique
Main Advertising Agencies

Return to top

Any Comment About This Content? Report It to Us.


© Export Entreprises SA, All Rights Reserved.
Latest Update: June 2022

Return to top