Leuven 09.09.2022

How do Belgian shoppers rate their supermarkets?

The GfK Summer Report 2022 shows the latest results on the appreciation of retailers in Belgium. Learn which retailers reach the highest score and which retailers improve their ranking.

GfK Belgium has been conducting this bi-annual survey for over 20 years. Shoppers are asked to give their appreciation of the retailer that they visit. This independent shopper evaluation of store satisfaction allows retailers to better understand, anticipate, and act on relevant shopper insights and findings.

On 7 September 2022, the three winners of the Summer 2022 edition have been published:

  • Fastest climber:
    The highest increase in shopper appreciation:           Jumbo (104)
  • Regional winner
    The regional retailer with the highest score:               Albert Heijn  (8.19)
  • National winner:
    The national retailer with the highest score:               Colruyt Lowest Prices (8.2)

How does GfK measure this appreciation score?
The appreciation of the store visit must be given to 7 criteria which have been grouped together into 3 dimensions:

  • Advantage (Attractive offers, Low prices)
  • Appearance (Clean Stores, Fresh department, Large Assortment, Quality of the products)
  • Friendliness of the Personnel Each appreciation score receives the same weight in the final score of the retailer. All retailers are then ranked.

The scores of the Summer 2022 report have been gathered during the month's May and June of 2022.

Contact us

Do you want more information? Please contact your GfK account manager or e-mail us.