Halfway through 2018, the Belgian non-food market seems to have stabilized in areas, although half of the product categories covered by our panels are in good shape and the other half are struggling.
The World Cup 2018 drove the purchase of almost 25,000 extra TV sets in Belgium. That is up from 44,000 TVs sold in 2017 during week 20 to week 25, to 68,800 TVs sold in 2018 over the same period. Find out more!
Bars and public places attracted a big crowd during the World Cup, but watching at home remains the most popular choice amongst Belgians – directly affecting their purchase behaviour on multiple fast moving categories.
As of September 24, 2018, Saunders will take on responsibility for GfK’s business activities in this region and will report directly to GfK Chief Customer Officer, Christian Erlandson.
74 percent of Belgians watched their national team play in the World Cup qualifying rounds summary. With 46 percent snacking during the games, this shows the retail potential generated around big games.
Read the findings of our recent test on some ads that were airing in the UK during the World Cup, all from the same product category (consumer electronics).
Belgium: Economic and income expectations experience significant losses, in the GfK Consumer Climate Europe Study for the second quarter of 2018
Big sporting event offers brands an opportunity to connect with different consumer groups. For millennials, in particular, the World Cup offers a perfect fit with their socially-orientated mindset. Find out how to understand The Red Devils supporters and how to engage with them!
More than one voter in two (55%), says that the litter in his / her municipality plays an "important" to "very important" role in his / her choice of vote for the municipal elections in October.
At the end of 2017, the Belgian non-food market declined, slightly pulling down the overall yearly results. Our hopes that 2018 would start with a bang have not fully been met, however some areas (i.e. Telecom) increased their value tremendously.
In the first quarter of 2018, consumer sentiment in Europe remained at a relatively stable level, despite slight declines after the overall upward trend seen throughout 2017. At the end of the quarter, the GfK Consumer Climate for the 28 EU stood at 20.6 points, compared to 21.1 points in December – but is still higher than at the same time last year. For 2018, GfK predicts an increase in private household consumer spending in the European Union, from 1.5 to 2 percent in real terms.
RSCA and GfK Belgium researched the impact that Belgian’s most successful football team can have on consumers and football fans.