Consumers also want to make more conscious food choices and 50% of Belgians will choose plant-based alternatives more often. Specifically, 30% will cook or order more vegetarian dishes, while 20% will cook or order more vegan dishes. This trend is also noted in the current ordering behavior of Takeaway.com customers: 39% of orders are vegetarian, while 16% are vegan.
“We see a desire for healthier eating, but obstacles remain. Belgians want to eat better but cite the cost of organic produce and food as the main challenge. Many believe that eating healthy, local and sustainable is too expensive. C “That's why offering healthy options at an affordable price is essential for restaurants and food businesses.”comments trend observer Bert Van Thilborgh.
Indeed, the main factors influencing food choices in supermarkets are price (74%), freshness (65%) and promotions/reductions (57%).
3 out of 10 Belgians will only make their purchases “online”
In addition to this, the study highlights that convenience is one of the main criteria in choosing food shopping. Online shopping is on the rise, and 3 in 10 Belgians (29.9%) plan to only shop for groceries online in the next decade. This demonstrates a new evolution towards digital platforms, driven by younger generations. It is particularly the younger generations aged 18 to 34 who want to visit their supermarket online (40%). Geographically, Brussels residents (40%) are also more enthusiastic about this.
The second trend highlighted this year concerns diets focused on well-being. Indeed, Belgians consider their diet not only as a functional element, but also as an essential element for taking care of themselves (80%) and feeling well mentally (79%). It's also surprising that many consumers choose their food based on their mood.
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Demand for personalized nutrition, including supplements and functional foods, is also increasing as consumers become more open to options that promote beauty and wellness. Interest in fortified foods (41%) is increasing, particularly among younger consumers.
New habits are also developing, even if the classic raclettes, barbecues and aperitifs in summer remain well established. Non-alcoholic drinks, for example, are growing in popularity: almost half (49%) of Belgians, particularly young people (61%) and Dutch speakers (53%), plan to consume more mocktails, non-alcoholic beers and kombucha.
The study also reveals that one in 5 Belgians is ready to eat burgers made from insects, and 23% would consider eating cultured meat. In addition, 26% would like to take a DNA test to determine which diet suits them best and receive tailored dietary advice.
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