The Belgian retail landscape is undergoing a quiet revolution. Consumers today move effortlessly between different store types: from Colruyt to Carrefour Market, and from Lidl to Action. This new buying behavior, which is less and less predictable, presents brands and manufacturers with new challenges as well as opportunities.
Between price consciousness and convenience
Discount players such as Colruyt and Lidl remain attractive because of their competitive prices and efficiency, while full-service formulas such as Carrefour Market bet on proximity and an extensive assortment. But that dichotomy is no longer all-important. Today, consumers fill their shopping cart in multiple stages: price products are picked up at the discounter, fresh produce at the neighborhood supermarket, and impulse purchases at stores they happen to pass by.
The rise of near food-retail
Players such as Action, Kruidvat and even non-food chains that broaden their offerings to include personal care products, cleaners and snacks are rapidly gaining ground. Their success? Low prices, high availability and a surprisingly wide assortment. These stores are becoming frequent stops, often without a specific shopping list. Consumers come for some batteries and leave the store with shampoo, detergent and a new water bottle. For brands, this means that visibility outside the classic supermarket path becomes essential. Especially for impulse purchases and convenience products, it is crucial to also be present in places where the consumer is not necessarily looking for food or care, but is quickly persuaded.
Rethinking brand approach and distribution
The line between food, near food and non-food is becoming increasingly blurred. Therefore, this shift requires a broader approach: Flexible availability: products must be findable in unexpected places. Clear brand recognition: visual impact and price advantage are important in high incentive environments. Quickly rotating impulse categories: personal care products, cleaners and snacks score well with near food retailers. Small packaging and checkout presentations: tailored to quick purchase decisions.
From competition to complementarity
It is important to no longer see the various store formats as competitors, but as complementary links in the overall consumer behavior. The modern shopper is hybrid: he buys in bulk as well as in pieces, plans as well as decides impulsively. Brands that tailor their distribution, packaging and activation accordingly increase their reach and strengthen their relevance. The challenge is not to draw consumers back to one channel, but to be present where they are at that moment, with the right product, the right price and the right message.
