2017 Food Trends in Belgium

Tuesday 21 March, 2017

According to Michael Pollan, author of “Cooked: A Natural History of Transformation”, the way we eat has changed more in the last 50 years than in the previous 10,000. We only need to think about what our parents used to eat as children, to realize that there has been a major shift in how we eat food, which foods we’re consuming and what we value in food.

Nowadays, consumers are more demanding than ever. They pay an increasing amount of attention to issues such as sustainability, personal health, food safety and food origin when shopping in their local supermarkets. The food industry is currently facing challenging times, particularly when it comes to anticipating changing consumer habits and ensuring its products meet always evolving consumer expectations.

Belgian consumers are not usually regarded as early adopters but thanks to globalization and the increased popularity of social sharing, Belgians are adhering to new trends faster than ever before.

This report provides an overview of the main food trends in Belgium, a market where 13.1% of the average annual income is spent on food – €22 billion in total per year.

The Food & Drink team at Weber Shandwick Brussels have identified some of the most prominent and striking trends within the local Belgian food industry. We have also assessed the impact, challenges and opportunities for brands and organisations operating within Belgium. These topics include:

  1. Be a Zero-Waste Hero
  2. Think Local, Act Local
  3. Flexi-Foodies
  4. Health
  5. Allergy Fever
  6. Staying In Is the New Going Out
  7. 24/7 Foodies
  8. Retail Experience
  9. Ethnic Cuisine
  10. The New Cool

Please find here the Dutch version and here the French version of the document.

Don’t hesitate to reach out to Erik Lenaers or Karen Verstappen at elenaers@webershandwick.com / kverstappen@webershandwick.com or 02 894 90 00 for any enquiries.